Transcript Chapter 3: The Hospitality and Travel Marketing System

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
It
It
It
It
It
It
is the hospitality industry!
is the food service industry! (or foodservice!)
is the lodging industry!
is the food service and hospitality industry!
is the travel and/or tourism industry!
depends where you are!
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.
Strategic marketing planning
2.
Marketing orientation
3.
Services marketing different
4.
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
 Planning
 Research
 Implementation
 Control
 Evaluation
Benefits of Using the Hospitality and
Travel Marketing System
1.





2.
3.
Puts a priority on planning to:
identify alternative approaches
maintain uniqueness
create desirable situations
avoid undesirable situations
adapt to the unexpected
Results in a logical flow of effort
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.