UNDERSTANDING

HOSPITALITY
MARKETING AND
MARKETING
PROCESS
JOAN ROSE A. JUSI
TOURISM - is a dynamic and competitive industry that requires
the ability to adapt constantly to customers’ changing needs and
desires, as the customer’s satisfaction, safety and enjoyment
are particularly the focus of tourism businesses.

HOSPITALITY - Hospitality means the “friendly and generous

reception and entertainment of guests, visitors, or strangers,”
according to the Oxford Dictionary.

MARKETING – a systematic process that involves planning,

implementing and evaluating activities aimed at satisfying the
needs and wants of costumers.
Hospitality Marketing
Marketing is the process for getting a
company's product or service out to
consumers. Hospitality marketing
takes a look at how segments of the
hospitality industry, such as hotels,
restaurants, resorts and amusement
parks, utilize marketing techniques
to promote their products or
services.
Why is Hospitality Marketing Important?
Hospitality marketing helps advertisers
in travel, restaurants, and consumer
services bring awareness and
consideration of their products and
services to consumers. Hospitality
marketing strategies can play an
important role in helping brands drive
customer engagement and stay top-of-
mind.
Tourism Marketing?
is the collective name given to the various
marketing strategies used by businesses
within the tourism industry. This includes,
for example, hotels and other forms of
accommodation, along with airlines, car
rental services, restaurants,
entertainment venues, travel agents and
tour operators.
The purpose behind tourism
marketing is to promote the business,
make it stand out from rivals, attract
customers, and generate brand
awareness. Many modern tourism
marketing strategies make use of the
internet, with websites, online
adverts, email and social media
platforms often playing a key role.
 DEFINITION OF MARKETING
In tourism, marketing is the systematic process by which an
organization tries to maximize tourist and demand satisfaction
through research, forecasting , and the selection of tourism
products and service to meet that demand.
Another definition is it is a management philosophy which, in the
light of tourist demands, makes it possible through research,
forecasting and selection to place tourism products on the market
in line with the organizations purpose for the greatest benefit.
THE UNIQUENESS OF TOURISM MARKETING
• Tourism is a service
• The service provided is usually
composed of several
components.
• Travels intermediaries are
necessity.
• Tourism demand is highly elastic,
seasonal in character, and
subject to changes in taste and
fashion.
SERVICE CHARACTERISTICS OF
HOSPITALITY AND TOURISM MARKETING
Service Culture - a system of values and
beliefs in an organization that reinforces the
idea that providing the costumer with quality
service is the principal concern of the business.
The service culture focuses on serving and satisfying the costumer.
Creation of service culture has to start with top management and
flow down. Also, service culture lets that employees known they are
expected to deliver service to the guests and provides employees
with the tools and support they need to deliver good service.
1. INTANGIBILITY
a major characteristics of services: they cannot be
seen, tasted, heard or smelled before they are
brought.
Unlike physical products, intangible products cannot
be seen, tasted, heard or smelled before they are
purchased. Hospitality and travel industry products
are experiential only and we do not know a quality of
the product until after we have experience it.
 Physical evidence
Tangible clues such as promotional materials, employees
of the firm , and the physical environment of the firm.
A firms communications should also reinforce its
positioning. A service organization should review every
piece of tangible evidence. To make sure that each
delivers the desired organization image – the way a
person or group views an organization – to target
costumers.
The ways to overcome challenges of
intangible
1. Tangibilize the intangible
2. Focus on services benefits and
satisfaction ( use a tagline to show
brand promise)
3. Visualize the service ( open
kitchen, infographic menu,
commercials, brand ambassadors)
4. Association ( costumer testimonial)
 2. INSEPARABILITY
Means both the employee and the costumer are
often part of the product.
Physical goods are produced then stored, later
sold, and still later, consumed. In contrast
hospitality products are first sold and then
produced and consumed at the same time. In
most hospitality services, both the service
provider and the costumer must be present for
the transaction to occur.
Another implication of inseparability is that
costumer and employees must understand
the service – delivery system because they
are coproducing the service. This means
hospitality and travel organizations have to
train costumers just as they train employees.
Organization must select, hired and train
employees. The characteristics of
inseparability requires hospitality managers
to manage both their employees and their
costumers.
3. VARIABILITY – a major characteristic of services: their
quality may vary greatly depending on who provides them and
when, where and how they provide.
Services are highly variable. Services are produced
and consumes simultaneously , which limits quality
control. The high degree of contact between the
service provider and the guests means product
consistency depends on the service providers skills
and performance at the time of the exchange.
Consistency means that costumers receive the
expected product without unwanted surprises.
Judgement about service are based on the
perception by each individual costumer on each
individual occasion they purchased the service.
Quality of service depends on who provides
them, when, where or how
Steps to reduced variability and create
consistency:
1. Investment in good hiring and training procedures.
2. Standardized the service - performance process
throughout the organization.
3. Monitor costumer satisfaction.
4. PERISHABILITY
A major characteristics of services: they cannot
be stored for later use. Service cannot be
restored.
Revenue managers must be careful that
they maintain a brands image while at the
same time trying to reduce unsold inventory.
Capacity (such as airline seats, hotel
rooms) needs to be filled on each occasion
when it is available.
Way to overcome challenges of perishability
Better planning of supply and demand
Importance of Service in the Industry
REFERENCES
References
(n.d.). YouTube. https://www.youtube.com/watch?v=qNhSWxY9GjU
Learn.org -. (n.d.). Learn.org -. https://learn.org/articles/What_is_Hospitality_Marketing.html
Revfine.com. (2022, May 14). Tourism marketing: Brand new marketing tips to boost results in 2022. https://www.revfine.com/tourism-marketing/
Kotler, B. (n.d.). Service characteristics of hospitality and tourism marketing. SlidePlayer - Upload and Share your PowerPoint presentations.
https://slideplayer.com/slide/12995954/