Higher-end lodges or five-star establishments would focus more on specialty items that can be offered at a higher price for higher quality. Valet services, designer jewelry, personalized service, and specialty rooms are some of the means at the disposal of higher-end marketers.
These segmentation and targeting practices then combine to provide the lodging operation with its marketing position. Depending upon its offering and consumer target, lodging operations position themselves at certain levels within the market. Five-star hotels that generally target high-end, high-budget consumers would for example position themselves as such in the market, whereas lower-end, budget establishments position themselves at a different segment.
According to Feiertag (2010), hotel and lodge marketers often confuse the terms "leads" and "prospects." The author notes that the distinction between these is the key principle in successful prospecting. First, it is therefore important to distinguish between the terms. According to the author then, a marketing lead refers to an entity or person who might result in a sale. Prospects refer tot those who are in a position to do business with a lodging operation should they choose to do so. Prospecting then refers to the identification of potential prospects by means of investigating leads.
According to Feiertag (2010), leads can be found in several sources, including newspapers, telephone books, business listings, hotel staff and offices, chamber of commerce membership lists, the Internet, and so on. To make this method of prospecting worth the time and effort involved, salespeople must be aware of the best and most productive way to develop leads into prospects.
In the lodging industry, this can profitably be done, for example, with business parties who made use of the service in the past. Hotels and lodges can also make use of suppliers in this way, where companies have supplied high quality at a better price than other companies.
In conclusion, sales, marketing, along with marketing segmentation, targeting and positioning, as well as marketing leads and prospects can combine to provide a lodging operation with the keys to both profitability and prosperity. The key is to effectively use a combination of these factors to create the maximum profit for the lodging operation.
References
Feiertag, H. (2010, Aug. 13). Proper prospecting prevails in producing profits. Hospitality World Network. Retrieved from: http://www.hospitalityworldnetwork.com/boutique/proper-prospecting-prevails-in-producing-profits-0
O'Neill, J.W., Hanson, B. And Mattila, A. (2008). The Relationship of Sales and Marketing Expenses to Hotel Performance in the United States. Cornell University. Vol. 49, Iss. 4.
Retrieved from: http://www.personal.psu.edu/jwo3/Hotel%20Marketing%20Expenses%20Article.pdf
Rudra, S. (n.d.) Market Segmentation, Targeting, and Positioning. Retrieved from: http://www.scribd.com/doc/6356725/MARKET-SEGMENTATION-TARGETING-POSITIONING-By-Subha-Rudra
Ethics and security concerns Despite the fact that the internet is a tool that cannot be outdone by any other when it comes to publicity of any business, there are risks and security threats and breaches that come alongside especially the hotel and accommodation industry. Various government regulations on the hospitality industry have a dramatic effect on the internet and its usability in the hotel industry. The governments achieve this by introducing
Conceptually, Marriott believes that the same guest falls into a different customer profile depending on the nature of the trip taken. Marriott has a product for every price point chain-scale (as defined by Smith Travel Research) except for the lowest economy segment. The company's commitment to quality and steady brand building has resulted in a strong brand portfolio of hotels, vacation ownership and corporate housing brands that associate quality,
Marketing Plan Introduction of the Business In 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum. As
Marketing Plan -- Translator Connect Services Marketing Plan -- Translator Connect Marketing Plan for Translator Connect Services This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business. Translator Connect Service Offering. Translator Connect Service provides translation services to business, government officials, and travelers
The fastest growth registered among the top 20 markets came from: (1) China (+19%); (2) India (+18%); and (3) Spain (+10%). (American Hotel & Lodging Association, 2007) In the work entitled: "Hotels in China, India and Mexico are Capturing the Imagination and Resources of the Hotel Industry" it is stated: "Take a look at the headlines these days and you will realize that overseas expansion for the hotel industry is
The industry responded by moving services to where the roads moved, when it was possible during the interstate movement, as well as by implementing ergonomic changes to meet forever fickle consumer demands. (Goode, 2000, p. 10) Now, they have become innovators in SST on the internet, as they offer purchase and confirmation technologies at the click of a button to consumers that wish to do their own booking. Traditionally,
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now