MARKETING TRAVEL HOSPITALITY Chapter 3 The Hospitality and

MARKETING & TRAVEL HOSPITALITY Chapter 3 The Hospitality and Travel Marketing System Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Many Different Approaches to Defining Our Industry 1. It’s the hospitality industry! 2. It’s the travel and/or tourism industry! 3. It’s the restaurant or foodservice or food service industry! 4. It’s the lodging industry! Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Many Different Approaches to Defining Our Industry (continued) 5. It depends on where you are! 6. It’s not an industry at all! There’s no universally accepted definition of our industry Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING HOSPITALITY & TRAVEL Figure 3. 1. Hospitality and travel marketing covers all these sectors of the industry. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY The Systems Approach Our industry is a macro-system set up to meet all types of customers’ away-fromhome needs Each organization has a micro-system to market its services—a hospitality and travel marketing system Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Openness Friction and Disharmony Complexity and Variety Interdependenc y Responsivenes s Figure 3. 2 Competitivenes Characteristics of hospitality and travel systems. s Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Where are we now? How do we know if we got there? How do we make sure we get there? Where would we like to be? How do we get there? Figure 3. 3 Hospitality and travel marketing system model. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Four Fundamentals of the Hospitality and Travel Marketing System 1. Strategic marketing planning 2. Marketing orientation 3. Differences between product and services marketing 4. Understanding customer behavior Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Marketing Tasks Planning Research Implementation Control Evaluation Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Benefits of Using the Hospitality and Travel Marketing System 1. Priority on planning 2. Logical flow of efforts 3. Better balance of marketing activities Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Long- and Short-Term Marketing Planning Short-term = two years or less Long-term = three to five years or more Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Definition of Strategic Market Plan A written plan for marketing a hospitality and travel organization covering a period of three to five years in the future Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.

MARKETING & TRAVEL HOSPITALITY Definition of Marketing Plan A written, short-term plan—for a period of two years or less—which details how a hospitality or travel organization will use its marketing mix to achieve its marketing objectives Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.