The Hospitality And Travel Marketing System

The Hospitality And Travel Marketing System - Transcript

Learning Objectives Chapter 3 The Hospitality and Travel Marketing System

1 Describe what a system is 2 Explain the hospitality and travel marketing system 3 List the four fundamentals of the hospitality and travel marketing system 4 List the benefits of using the hospitality and travel marketing system

Learning Objectives Chapter 3 The Hospitality and Travel Marketing System

5 6 7

List and arrange in order the five key questions in the hospitality and travel marketing system Define long and short term marketing planning Distinguish between a strategic market plan and marketing plan

Many Different Approaches to Defining Our Industry
1 2 3 4 5 6 7 It is the hospitality industry It is the food service industry or foodservice It is the lodging industry It is the food service and hospitality industry It is the travel and or tourism industry It depends where you are It is not an industry at all There s no universally accepted definition of our industry

The Systems Approach
A system is a collection of interrelated parts that work together to achieve common objectives Our industry is a macro system set up to meet all types of customers away from home needs Each organization has a micro system to market its services a hospitality and travel marketing system

Four Fundamentals of Hospitality and Travel Marketing System

1 2 3 4

Strategic marketing planning Marketing orientation Services marketing different Understanding customer behavior

The Hospitality and Travel Marketing System
1 Where are we now 2 Where would we like to be 3 How do we get there 4 How do we make sure we get there 5 How do we know if we got there

Marketing Tasks
Planning Research
1 Where are we now

Analysis Strategy
2 Where would we like to be

Implementation
3 How do we get there

Control
4 How do we make sure we get there

Evaluation
5 How do we know if we got there

The PRICE of Marketing P R I C E

s Planning s Research s Implementation s Control s Evaluation

Benefits of Using the Hospitality and Travel Marketing System
1 Puts a priority on planning to identify alternative approaches maintain uniqueness create desirable situations avoid undesirable situations adapt to the unexpected 2 Results in a logical flow of effort 3 Creates a better balance of marketing activities

Long and Short Term Marketing Planning

Short term two years or less Long term 3 to 5 years or more

Strategic Market Plan and Marketing Plan
Strategic Market Plan A written plan for marketing a hospitality and travel organization covering a period of three to five years in the future 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