Marketing mix of the Hotel Industry

Definition of marketing mix

“ A marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the target market”

- Philip Kotler

SERVICE PRODUCT

Difference between marketing mix of

Product

Product mix of a hotel will typically include:ReceptionBoardingLodgingShoppingPersonal CareCommunication and transport

Place

Various means by which hotels and their customers can be bought together are:Direct individual salesDirect group salesTravel agents

Promotion

Promotion mix of the hotel includes:AdvertisementPublicitySales promotionWord of mouth

Price

Factors that influence in fixing hotel tariffs:Perishable in natureSeasonal fluctuation in demandIncreasing intensity in competitionThe price mix also includes fixing the price for food and beverages

Extended Marketing Mix

Physical Environment

It answers the question “Where will customers see your product?”.This marketing mix addresses the tangible

components of the service experience It includes the ambience and the physical

layout of the hotelCustomers judge based on the appearance of

the hotel and staff.

People

“First impression is the last impression”Personnel servicing the hotel.Prime focus on front-line personnel working

within the hotel in different capacitiesBell boys, laundry servicemen, butlers, room

services, chauffers, managers, etc

Process

Process answers the question “ How will you deliver guest satisfaction?”Flow of activitiesNumber of stepsLevel of customer involvement