WHY IS HOSPITALITY AND

TRAVEL SERVICES,
MARKETING DIFFERENT?
Hospitality and travel services have
characteristics that are not found in
other services.
There are 8 specific differences
in hospitality and travel services.
Here are the 8 differences.

⊳ Shorter Exposure to ⊳ More Variety and Types of

differences Distribution Channels
⊳ More Emotional Buying ⊳ More Dependence on
Appeals Complementary
⊳ Greater Importance on Organizations
Managing Experience Clues ⊳ Easier Copying in Services
⊳ Greater Emphasis on ⊳ More Emphasis on Off-Peak
Statute and Imagery Promotion

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Products and services cannot be
marketed in exactly the same
ways. Many of the contextual
differences between products and
services should disappear in the
future.

4
Different Approaches
needed for Hospitality
and Tourism.
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1. Use of more than 4Ps
2. Greater significance of word-of-mouth
information
3. More use of emotional appeals in
promotions
4. Greater difficulties with new-concept
testing
5. Increased importance of relationships
with complementary organizations
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1. Use of more than 4Ps

1) People
2) Packaging
3) Programming
4) Partnership

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2. Greater significance of word-
of-mouth information

3. More Use of Emotional

Appeals in Promotions

4. Greater Difficulties with New-

Concept Testing

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5. Increased Importance of Relationships with
Complementary Organizations

a) Suppliers, Carriers, Travel Trade Intermediaries,

and Destination Marketing Organizations
b) The Destination Mix Concept
c) Visitors and Residents

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