Marketing in Hospitality industry
This boils down to the fact that reaching a near exact (if not exact) supply and demand equation is important for achieving company goals. In hospitality industry, market supply can be measured by the number of beds or hotels available in an area. They are categorized as budget, mid-market or luxury experiences. Demand, which is an important factor in determining the profitability of a hospitality organization can be categorized as negative, nil, latent, falling, irregular, full , overfull an unwholesome ). Each demand type requires a different marketing strategy. For example if there is a latent demand it means that demand can be created by providing services that customers need. For example, many hotels provide “domestic short breaks” as a way of creating latent demand (Bowie and Buttle 2004). Another demand categorization stems from different types of travel which can be business travel and travel for leisure. Both these could be domestic and international.
Hospitality industry is characterized by cyclical trends. For example, many tourist destinations close down during adverse weather conditions like extreme heat (e.g. UAE) or extreme cold. Thus, the hotels and restaurants have to ensure that they either earn enough during the peak tourist seasons to sustain their operational costs during the troughs or come up with marketing techniques to attract customers during these times. Socio-cultural factors also impact this industry to a great extent. Eating and drinking habits, travel habits and types of entertainment that people like to indulge in are all important factors that the hotels and restaurants in a particular area need to keep in mind before designing services or products. ...Show more