The hospitality industry is no different. The segmentation can be done on the basis of demographics in which customers are divided on the basis of age, gender, income, family size and occupation, on the basis of geographies the group is divided on the basis of nation, states, regions and cities, and on the same behaviour of customers the group can be divided on their attitude, response, use and knowledge. According to Morrison (1996) hospitality services marketing in contrast to other sectors has several features that are unique for this industry. So the hotel should have a good search engine optimization and also online booking facilities with other facilities like payments. Reaching new customers can be achieved by decreasing prices for the provided services , expending the distribution channels or simply by investing in advertising campaign, but for many companies this methods often require big investments and frequently do not bring any improvements( Cravens,1994) as cites in Tepeci (1999). Our academic experts are ready and waiting to assist with any writing project you may have. In order to use the tool of marketing in an efficient manner the profitability of an organization and needs of customers should be integrated. VAT Registration No: 842417633. In addition to the print medium and televisions, Internet should not be neglected and online marketing should be done in an effective manner in order to attract more target audience. Before entering into any market service industries must segment their market in order to target their audience in a much efficient manner. In this article I’m going to focus on the last, but certainly not least, point – advertising and marketing; highlighting key areas that managers and owners in the hospitality sector need to be aware of and more importantly take advantage of. It has been agreed that keeping the old customer is much more cheaper than getting a new one, due to the costs of promotion and sales costs (Reichheld , 1996, Bowen et al. Kotler et al.. 2006 believes that the success of hospital marketing is related with the entire travel and leisure industry since regularly partnership packages between the wholesaler are eliminating the competitors. Study for free with our range of university lectures! To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on the UKDiss.com website then please: Our academic writing and marking services can help you! Hotel Sheraton clearly depicts that the organization aims to generate higher revenues by placing its guests’ needs on the top priority and the organization has shown a significant growth in terms of revenues by using this concept. (Weinstein, 1994 as cited in Morritt 2007).Shepherd (1992) states that marketing segmentation is the most popular classification used by company or unit managers due to its accessibility and measurability. Before starting with the marketing concept, it is important for the management team to analyse the persisting marketing culture in the market and then embeds unique concept for their marketing campaigns. (2001) hospitality industry could put their clients into several segments : socioeconomic or demographic segment, product related variables, psychographic variables, geographic variables , purpose of trip variables and behavior segmentation . In this section, marketing strategies of Hotel Sheraton will be reviewed. The first one is an undifferentiated or mass marketing in which the corporation marketing aims at the overall market. (1999) as cited in Bowen et al. *You can also browse our support articles here >. The aim of this literature review is to present a brief overview of the main marketing strategies used by hospitality industry in order to increase the sales and gain new clients. They can achieve this by using a variety of advertising media. Unfortunately it is impossible to keep the program unique since its very easy to cope it. Social media platforms play a significant role in advertisement campaigns and must be used to showcase the new service of the hotel in order to grab the attention of people who missed the advertisement in newspapers and television (Ayala, Staros and West, 1996). After defining the optimal market segments, brand positioning is the another step in establishing a company in the market. Fogacs (2003) believes that the value proposition of branding can be simplified to a claim that it is more beneficial to belong to a brand than not. For customers satisfaction with the service and product had been indentify as the main factor for loyalty and often also with firms profitability. Roberts (1993) states that there are three major market segment groups in hospitality industry .

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