Effecting Marketing Strategies for the Hospitality Industry
The tourism and hospitality industry has turned out to be
one of the biggest ventures in present day and focused business world. It is a
typical solution for improvement and the world travel and the travel industry
upheld 234 million occupations (8.7% of all out world business) and contributed
10.3% of world total national output in 2006 (Opening up Trade in Services :Key
for Tourism Growth, 2008) . The travel industry and friendliness industry has
been as an accommodating power for world harmony; the advantages of combining
diverse kinds of individuals and distinctive societies.
The friendliness business is a few billion dollar industry
that for the most part relies upon the accessibility of recreation time and
discretionary cash flow. A neighborliness unit, for example, an eatery, lodging,
or even an entertainment mecca comprises of various gatherings, for example,
office upkeep, direct activities (servers, housekeepers, watchmen, kitchen
workers, bartenders, and so forth.), the executives, showcasing, and human
resources. The friendliness industry covers a wide scope of associations
offering sustenance administration and settlement. The cordiality business is
partitioned into areas as indicated by the ranges of abilities required for the
work included. Divisions incorporate convenience, sustenance and drink, meeting
and occasions, gaming, amusement and diversion, the travel industry
administrations, and guest data. The friendliness business is one of the
primary enterprises in this world and this is the connection among visitor and
host. Neighborliness additionally includes appearing for their visitor, treat
them break even with and giving what they need when they are in the lodging or
asking for on a thing, for example, need a traveler to bring circumvent the
town, need transportation and other. The friendliness business essentially
gives hotel or settlement to individuals who travel and needs cover for the
day. In this effective marketing strategies, three major parts of Hospitality industry are focused, they are; Technology, Loyalty and Creativity.
Technology:
At the moment, the hospitality and service
industry are applying technology to develop sales & marketing instead of
using traditional advertising. This is a strategy that is highly
effective in publicizing a business. There are many types of applications and
technologies that help promote the hospitality industry and services such as
client applications, better bandwidth, location services ... etc. In addition,
a number of websites help booking airline tickets, they also make
recommendations for customers about destinations such as hotels, transportation
and special services. All hotels have a 3-star, 4-star or 5-star rating of the
hotel. That helps customers easily choose the service that suits their wishes. For
example, when people plan a vacation, people can use the flight hub website
popular around the world. People who are busy and do not have time to study
much for their trip. Using technology will become useful for busy people. They
only need to spend 15 minutes to visit the website, select the flight schedule.
The website will have a system that automatically updates standard hotel lists
as well as a means to assist customers. The convenience of technology has
partly helped the hotel and service industry thrive. The hotel and service
industries have taken advantage of the trend today that everyone needs to use
the network through apps, websites. Therefore, they also open applications to
link with well-known websites in the tourism and service industry to show their
company's advantages close to customers. From there, they are marketing and
selling the service they have as an invisible product. According to Paul stated
that: “ many businesses have found they are not as cost-effective as other
sources of customer attention.” Personally, I think it is not feasible to think
that technology is less effective for the service industry. Because, if there
is no technology, people will not know the quality of the service or product as
well as the image of the company that they are interested in. Both service
providers and customers will not be able to communicate with each other. From
there they will not be able to interact and understand the needs of customers
and customers cannot find what they want.
Besides the
hospitality industry, what people are now concerned about is the restaurant
service industry. There are many restaurants that use the location app to
invite customers to the nearest address to them. In addition, customers who are
busy with their work at the office, do not have time to go out they can download
popular applications like Uber Eats to search for products quickly, suitable
for their needs. of them at anytime and anywhere. This shows that technology is
actively interacting with the service and marketing industry.
Technology
brings many benefits to the hospitality, restaurant and service industries. But
according to research, people can see that some fast-food restaurants are
currently a hot trend in Asia. There are many brands such as KFC, Starbucks and
MC Donald that are successful in Asia. It is understandable because society is
more and more modern when everyone knows product brands through social
networks. But MC Donald failed in Vietnam while Starbucks and KFC were very
successful when building their brand with fast-food restaurants. Why did MC
Donald fail? MC Donald is known for fast, convenient, good image but in Vietnam
region, MC Donald has not exactly market like KFC. An average Vietnamese will
spend $ 2-3 for lunch. Otherwise, MC Donald is more expensive than street food
and other brands. However, we cannot deny that Starbucks costs about $ 5 per cup
of coffee but they have succeeded because they have their own product
standards, attracting young people as well as the public. MC Donald promoted
the brand with technology but was less prominent and they did not target young
people or young children much. KFC is quite the opposite, they created image
promotion by going to elementary, middle, and high schools to convince as well
as connecting with the school to hold a product testing session. That proves
that not only does technology use in the service industry, but there is a need
for a direct exchange to preach and listen to customers. This is the video I
would like to show you to convince all idea as mentioned above.
Loyalty:
A loyal customer extends to the fact of repeat
business simply because there exists an aware customer in regards to an
existing business. Loyalty is one of the major affecting marketing strategies. With the intense competitive nature of the market and with
an-number of businesses existing in the market, a core part of a marketing job
is to ensure that customers who've had a good experience with the organization
to remember it. The best way to maximize the potential of technology is by
personalizing it. Customizing menus for repeat customers via surveys in email
is a possible method for the same. Personalizing the social media content and
email content as per the customers help make the experience more memorable for
the customer. The rule is pretty simple, enable the customer to remember the
business and ensure that the business also remembers the customers, that is
highly recommended and quite important.
The best way for a customer to remember the business
and maximize the customers potential with the same business is via loyalty,
enhanced creativity and making the most of the available technology. Once a
customer is initially attracted towards the organization/business, the correct
marketing strategy involves enhancing the customers experience via ensuring
satisfaction in every element of the service. And it is important to remember
that even in this day and age with the market being extremely advanced in
dealing with customer interaction, word of mouth still plays an extremely
important role in the success of the business, no matter how good the content
is presented to the customer, it is very important to have a control over what
word spreads around in regards to your organization.
Creativity:
Creativity is the act of turning new
and imaginative ideas into reality. Some effective ways are: -
1. Large Outdoor Display Window:
- - Increase products visibility - Customer’s attention is important for any business or product. This is where outdoor display window help. Large outdoor display window is very bright and are visible during the day.
- - Value for money – A good display can cost money, but it can be cost-efficient in the long run and pay back in increased sales.
- - Customize advertisements quickly - A window display is an effective way to highlight promotional offers.
Location: A good location is important
to the success of a retail business. A business with a storefront on a busy
street is more likely to attract customers compare to business that is not in a
busy area. One benefit of being in a busy area is the large amount of foot
traffic which offers retailers a ready-made customer.
2. Word of Mouth Marketing:
Spread from one person to another based on
recommendation. Its an unpaid form of promotion which is important for every business.
The other benefit of WOMM is that, unlike paid advertising, recommendations
about a product are much more highly valued.Conclusion:
At last
nothing adds to dedication, improved imagination, and make most of procedure
like an excellent guest experience. companies best promoting plan, as soon as
new guests has been fascinated it is now the hotel workers responsibility to
assure that the guest get satisfied with each service they get from your venue
.they should get satisfied with your service so that when the go out of your
premises, they should say good
things about your hotels or
restaurants, as verbal exchange
is still stand out among other form of reviews and is still one of the best way to get
business.
Questions:
1. With technology, loyalty and creativity, do you think that hospitality industry could change the era of marketing? Why?
2. Is that necessary to be more technological than any of these sectors?
3. Out of these sections, which is more fit for making profit?
References:
The author.
(n.d). How Does Technology Affect The Hospitality Industry?. Best Hospitality Degrees. Received from https://www.besthospitalitydegrees.com/faq/how-does-technology-affect-the-hospitality-industry/
Community Editorial Team. ( March 2, 2018). 5 Technology
Trends Impacting The Hospitality Sector. Community.
Received from https://cbcommunity.comcast.com/browse-all/details/5-technology-trends-impacting-the-hospitality-sector
