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1-Page Summary of Marketing Management
Planen und Handeln im Zeichen der Gastfreundschaft
Tourism is also not immune to problems and risks. It must deal with demand, economic and seasonal fluctuations, competition from other industries (e.g., hotels), changing consumer preferences, and political/economic conditions. Tourism marketing management provides the solution for these issues by demonstrating business acumen as well as competence in hospitality. What should you do?
- Watch your guests as well as your market. * Use the tools of your marketing mix properly. * Draw conclusions from customer satisfaction and economic results.
Tourists are picky, and they expect the entire tourism system to meet their needs. That’s where your service marketing comes in. You have to first develop a powerful marketing idea, then decide on which target audience you want to go after (you can’t please everyone), and finally position your company so that it stands out from the competition. Do you know what your customers’ preferences are? This is where you need to focus; this will give you a competitive advantage without which the customer isn’t willing to choose your product over another’s.
Eine klare Richtung und viele Zutaten
In the tourism industry, marketing needs to be focused and have a clear purpose. In order to build your competitive advantage, you need a plan. The plan includes your strategic goal (for example: become the leader in long-distance travel), your area of operation (long distance travel), priority areas (all departments are working on this project) and measures (employees sent abroad, price structure, advertising campaign). Where is your company? A portfolio analysis will answer that question for you. Then you must position yourself:
When all four-star hotels offer the same standards, you need to tell your guest what makes your hotel unique.
Try to figure out what your customers will be interested in tomorrow. That will become the new attraction.
You need to offer something that the competition doesn’t have.
If you have found your position, stay with it. Customers want something reliable. You won’t get far just by having a marketing strategy; use the four P’s—product policy, price policy, distribution policy and advertising.
It’s really quite simple. The customer wants certain things, and you provide the services that satisfy those needs. That’s why product policy is a central part of the marketing mix. Your services have to be above average. It doesn’t blow anyone away if there are choices on the menu for dinner at a restaurant or dessert at home, but it does make people smile when they receive homemade cookies as their dessert at home.
Perhaps your prices aren’t the lowest, but it’s important that they’re cost-effective and make a reasonable profit. So be careful of cheap offers and discounts as well. Yield management in hotels means selling at full price whenever possible, then lowering the price only when necessary.”
Every product has to reach the customer somehow, in your case that means: How do I get my hotel etc. in front of customers? There are two ways to approach this problem: direct sales and franchising. For direct sales you work with internal and external sales as well as franchising. Franchising is a good way to go if you want to sell through independent sellers (for example travel agents, airlines or car rental companies). In Germany, Austria and Switzerland 80-90% of bookings are done directly.
Advertising is crucial, however. It allows you to communicate with your potential customers. In combination with public relations, it’s a classic method of reaching out to your guests. However, don’t look at advertising in isolation. All marketing tools should be coordinated together as well.
