Marketing Management In Hotel Business Essay Sample

Introduction Of Marketing Management In Hotel Business

The design, implementation, and monitoring of a business's advertising approach is known as marketing control. It comprises the advertising approach, initiatives, and techniques applied to generate and satiate the desire of the audience of choice to increase revenue. The objective will be to examine the hotel's ways of advertising to strengthen its edge within the fast-paced commercial marketing industry. Premier Inn will be a reputable lodging brand (Premier Inn Hotel, 2023). The research provides information on whether this hotel may use each part of a marketing strategy to improve its competitive edge. The seven Ps, often known as the expanded marketing mixture, are Products, People, Processes, Promotional, Place, Pricing as well as Physical proof. The seven pillars include critical components of service-driven enterprises, whereas the conventional four pillars emphasise features that are product-directed. The mix of tactics is a framework that sellers use to develop comprehensive strategies that cover a range of topics including what they sell, price, shipping, advancement, service supply, as well as client satisfaction.

A well-known hotel company called Premier Inn is well-known for providing guests with comfortable, luxurious rooms at reasonable prices. It works globally and provides a variety of accommodations to meet the demands of various clients. To draw in corporate as well as leisure travellers, the organization places a strong emphasis on consistency in functionality, client happiness, as well as low prices. Every one of the seven pillars gets scrutinized in the setting of Premier in this document. To comprehend whether the business may optimize its item offers, pricing approaches, supply chains, advertisements, service standards as well as client interaction, it plans to examine instances along with knowledge from theory about advertising. The report provides suggestions on advertising techniques that the hotel may use to increase its competitiveness in the dynamic retail advertising marketplace.

Main Body

Pestle Analysis Of Marketing Management

A famous hotel company called Premier is well-known for providing guests with comfortable, luxurious lodging at reasonable prices. A Pestle study is a useful technique for gaining an in-depth comprehension of its advertising context (Rahman, 2017). Every of them isgoing to be examined in detail along with how they affect Advertisements.

Political- This hotel works in a challenging international environment where a variety of outside variables may have a substantial negative influence on company operations. To ensure smooth functioning and prevent legal problems, hotel unit is required to adhere with rules, including building guidelines, security requirements etc. Alteration in such laws may provide difficulties and result in increased expenses. Additionally, changes in tax laws may have an impact on the earnings of a business. Whereas tax breaks provide chances for expansion, excessive taxes might lower profitability. The mobility of vacationers and corporate travellers is significantly influenced by trade pacts across nations. Fair negotiations on trade may stimulate travel, which will benefit Ratings and earnings. Beyond, the tourist sector depends heavily on stable politics. The financial health of Premier within impacted places may be endangered due to demonstrations or hostilities that result in a decline in traveler desire. To maintain its rise to prominence in the cutthroat lodging industry, Premier needs to manage such outside concerns.

Economical- The overall economy and the hotel's success is highly associated with each other. Moreover, economic condition such as inflation and deflation has a direct as well as significant impact on the purchasing power of customers. The income of Premier may be impacted by a fall in lodging desire throughout instances when the economy slumps. The business is further subject to currency rate swings as a result of its foreign activities, therefore could result in an impact on its earnings as well as prices. Considering Premier's fiscal strategy and managing risks, changes in currencies might pose difficulties. Additionally, clients' financial resources have a significant impact on how much they invest in travelling. The desire for upscale lodging facilities and amenities is anticipated to be driven by areas with greater financial resources (Steenbeck, 2021). On the other hand, elevated prices may put stress on Premier's operational expenses to rise, which may have an impact on the hotel's pricing procedures and profits as a whole. Premier Inn needs to implement innovative approaches for costs, managing expenses and segmenting clients to efficiently traverse these monetary aspects, guaranteeing flexibility despite economic swings as well as money moves.

Social- The racial and ethnic landscape has a significant influence on Premier's corporate approach. Increasing longevity could result in a rise in interest in amenities and lodgings that are suitable for senior travellers. The need for advanced amenities and novel layouts, however, seems to be driven by youngsters who prioritise fashionable and current lodging encounters. Additionally, societal norms have a significant impact on how guests anticipate things to be. To satisfy the distinctive ethnic needs of the areas it serves, Premier needs to alter its amenities as well as goods. It can entail adjusting facilities, location, as well as amenu to reflect the past and present of the area. The hotel sector's client tastes are influenced by developments in physical condition and well-being. It may be accommodated by Premier providing nutritious meal alternatives, well-being programs, and gymnasiums (Aquinas, et. al, 2019). Social networking sites and internet evaluations are very important in influencing customer choices. The business's visual image may be improved through managing its image as well as dynamic participation on social networking channels. To cater to the demands of a wide range of visitors, this hotel may build a client-focused strategy by taking changes in population and social norms into account.

Technological- Travellers are currently scheduling hotel bookings via the Internet because of the growth of these sites. This hotel chain has to place a high priority on establishing an intuitive site as well as an established account on prominent reservation systems if it wants to remain arival. A smooth internet-based reservation process can draw consumers and make bookings simple, increasing flexibility for visitors. Smartphone applications are becoming a necessary device for travellers in modern times. By providing an attractive and useful Smartphone application, the hotel may dramatically improve the client encounter. A seamless and pleasurable visit may be guaranteed by using a tool like this to reserve accommodations, maintain bookings, use hotel services and get personalizedofferings. To keep its customers' devotion and trust, this hotel must prioritise information confidentiality and safety. Adopting robotics may boost relations with clients and performance while presenting the lodging industry as technically cutting-edge and client-focused.

Legal- The legal environment in which the hotel works is complicated, and multiple legal aspects are essential to how it does business. Factors like scheduling, compensation, and perks are determined by legislation and rules governing jobs, resulting in an immediate effect on how a lodging establishment manages its personnel. To preserve an appropriate climate and to safeguard the welfare of all visitors and staff, adhering to regulatory requirements is essential. To preserve the resort's distinctive character and image, it must be maintained to uphold the resort's marketing and proprietary rights via patents and licenses. The legal duties associated with negotiating contracts with vendors, collaborators, and clients also need for being properly handled to prevent conflicts and guarantee a successful company. To succeed and endure within a cutthroat hotel industry, the Premier must understand and abide by the aforementioned legal concerns.

Environmental- Organizations in the hotel sector, like Premier, are increasingly focusing on ecological responsibility. The desire of customers for sustainable practices is rising as ecological problems become more widely known. By putting efforts to be sustainable into practice, Premier may draw in clients who care about the surroundings as well as appreciate eco-friendly accommodations. The lodging network could decrease its ecological impact and demonstrate its dedication to ecological care by controlling its electrical usage and cutting greenhouse gases. Also, a major threat to Premier's activities and income is the area's exposure to emergencies and global warming (Nandonde, 2019). To lessen the impact of possible disturbances brought on by severe storms and climate-linked problems, early intervention and mitigation strategies are crucial. To draw in along with keep consumers who appreciate environmentalists'options in travelling lodgings, Premier has to deal with sustainable as well as weather-connected concerns. By doing so, it will represent it self to be un ethical and green lodging corporation.

7Ps using examples and marketing theories

The seven keyis a structure for the advertising strategy that assists companies such as Premier in creating thorough marketing plans. Every P stands for a particular component of the advertising mixture which ensures the business's advertising campaigns succeed as a whole.

Product- The primary offering of Premier is luxury lodging. They provide a variety of accommodations to meet the demands of different clients, including normal accommodations, rooms for families and handicapped areas. It prioritises keeping constant quality throughout every one of its sites to improve its item making sure every one of its places is tidy, pleasant, and equipped with contemporary conveniences (Bradley, 2023). It offers a variety of services to make its visitors' stay more enjoyable, such as hairdryers, Freebie television, constantly free wireless internet, and practical tea as well as caffeine-free equipment. Each of the visitors will have a wonderful and happy visit due to these considerate upgrades.

Price- To provide competitively priced hotel prices, Premier uses an approach that is based on value. Place, cyclical nature, and desire are only a few examples of the variables that affect the cost of goods. Additionally, the business uses price flexibility, which modifies prices in response to changes of interest and unique occasions. Such as To motivate guests to organize a room in growth, Premier frequently launches marketing efforts providing reductions on early reservations. To accommodate a variety of client tastes, Premier Inn employs an array of ways to price. All of those rates Flex, Semi-Flex, Progress, Normal, and Non-Flex offer visitors a variety of alternatives. The flex price sticks apart over these alternatives to be an especially adaptable one, allowing clients to revoke or alter the booking up to noon on the time that they anticipated entry. This degree of adaptability makes certain visitors able to change their schedules as necessary.

Promotion- Every one of the marketing techniques utilised to educate and convince clients regarding what the business offers is included in the advertising. In addition to conventional marketing strategies, this hotel also uses publicity, advertisements, and rewards systems. For instance, to attract more customers, Premier uses social networking channels and internet travel agents, displaying the excellence of their rooms and services via captivating pictures and user reviews.

Place/Distribution- Premier carefully selects its places to stay, emphasizing busy regions and closeness to important landmarks or commercial districts. Premier frequently locates its properties adjacent to airfields, which is advantageous for travellers looking for luxurious accommodations near their places of origin or destination (Dally, et.al, 2021). Premier Inn has a significant presence of around 840 lodgings, which are located within the UK and abroad in places like Ireland, the U.A.E, as well as Germany. It provides a wide range of lodging options for its visitors with an excellent supply that exceeds 83,500 accommodations. Clients enjoy the advantage of making reservations instantly via their hotel's webpage or smartphone application, which simplifies the reservation procedure.

Physical Evidence- Actual evidence utilised within the case of Premier refers to the physically observable characteristics of a business influencing guests' impressions, including how it looks outside, interior, as well as basic ambience. To foster an atmosphere of consistency throughout each of the company's lodgings, this hotel makes investments in contemporary and welcoming lobby areas alongside employing a similar colour palette in its accommodations.

Process- The mechanisms and practices used in this method are what make providing services possible. The procedures for checking in and checking out at this hotel are streamlined to ensure effectiveness and cut down on queues (Chana, et.al, 2021). As an illustration, certain Premier places include self-registration machines that let visitors speed up the arrival procedure.

People- The individuals who work in the hospitality sector refer to the staff members who provide the operation and maintain relationships with clients. To deliver outstanding hospitality, this hotel puts a high priority on hiring and educating staff members. To ensure that visitors are warmly welcomed and appreciated, its staff members have been provided with personalized assistance and foster pleasant surroundings.

The hotel also has the potential to lead the industry and provide excellent client service by utilising advertising concepts and statistical information (Jain, 2022).

Recommendation

Premier may use several tactical approaches to increase its level of competitiveness in the fast-paced commercial advertising climate. These suggestions are meant to improve consumer satisfaction, boost their standing in the marketplace and promote future expansion.

• To increase sales and market share form should lay more focus on the adoption of digital marketing tools. By placing advertisements on Facebook, Instagram etc concerned hotel unit can persuade as well as attract customers, at a global level, towards the services offered by it. Premier Inn can also improve its online visibility by developing an advanced Smartphone app, an easy-to-use site and an active internet existence. Further, emphasis also needs to be placed on the adoption of technological advancements like robotics to simplify processes and enhance relations with clients (Khorsheed, et.al, 2020).
• Introduce a reward program to encourage client devotion and draw in novel visitors. In other words, by introducing a competent loyalty card scheme hotel units can entice the decision-making of the target market. This in turn results in a high customer base, sales and profit margin.
• By undertaking environmentally friendly techniques Premier Inn can build and enhance its brand image. Moreover, now customers prefer to visit hotel unit which operates in a sustainable way. Thus, by adopting and practising ecological practices business unit can get the desired level of outcome or success.
• To boost awareness, and solidify collaborations with various organisations as well as travel agents (Lu, 2019). Along with this, by participating in a variety of CSR projects firm can attract large number of customers and meanwhile meet its goals.

Conclusion

The essay concludes that client-focused, digitization and environmental responsibility have to be the three main areas of attention for Premier Inn for the purpose to increase its capacity to compete in the changing corporate advertising context. Customers remain more devoted as well as pleased if the firm puts their desires first and provides customized encounters. By incorporating modern innovations like information analytics, Smartphone applications, and social media advertising, the hotel become enabled to successfully communicate with proficient technology travelers and address more consumers.

Emphasizing ecological practices also shows the business's dedication to ethical travelingand corresponds in keeping with a rising desire for sustainable choices. Premier Inn could be able to adjust to evolving marketplace conditions and consumer demands by fortifying alliances, increasing market existence, and consistently inventing. Premier Inn offers outstanding hospitality and distinguishes itself from rivals by making an investment in staff education and building an atmosphere that prioritizes customers. Additionally, keeping an eye on market movements and rivals may maintain the organization's aggressive and responsibility. Thus, this hotel may reinforce its competitiveness, draw a variety of customers, and accomplish steady expansion in the extremely driven hospitality sector by putting those tactical objectives into practice.

References

Books and Journals

• Achinas, S., Horjus, J., Achinas, V. and Euverink, G.J.W., 2019. A PESTLE analysis of biofuels energy industry in Europe.Sustainability.11(21).p.5981.
• Bradley, E., 2023. A Marketing Analysis of Disney Cruise Line
• Chana, P., Siripipatthanakul, S., Nurittamont, W. and Phayaphrom, B., 2021.Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand.International Journal of Business, Marketing and Communication.1(2).pp.1-12
• Dally, D., Sinaga, O. and bin Mohd Saudi, M.H., 2021. The Impact Of 7p's Of Marketing on The Performance of The Higher Education Institutions.Review of International Geographical Education Online.11(3)
• Jain, R. and Jain, S., 2022.Analyzing and Exploring the Effectiveness of Each Element of 7Ps of Marketing Mix. International Journal of All Research Education and Scientific Methods (IJARESM).10(1).pp.2455-6211.
• Khorsheed, R.K., Abdulla, D.F., Othman, B.A., Mohammed, H.O. and Sadq, Z.M., 2020. The Role of Services Marketing Mix 7P's on Achieving Competitive Advantages (The Case of Paitaxt Technical Institute in Kurdistan Region of Iraq).TEST Engineering and Management.83. pp.15947-15971
• Lu, L. and Tabari, S., 2019.Impact of Airbnb on customers' behavior in the UK hotel industry.Tourism Analysis.24(1).pp.13-26
• Nandonde, F.A., 2019. A PESTLE analysis of international retailing in the East African Community.Global Business and Organizational Excellence.38(4).pp.54-61.
• Steenbeck, A., 2021. Lübeck:„Premier Inn “bautdirekt am Hauptbahnhofeinneues| SHZ.
• Yang, Zhaorui."Current Situation of the Tourism Industry in Queensland, Australia under the Epidemic Based on Pestel analysis."In Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference.MSIEID 2022. December 9-11. 2022. Chongqing. China. 2023.

Online

• Premier Inn hotel. 2023. [Online]. Available through: <https://www.premierinn.com/gb/en/home.html> Accessed on: 27/07/2023
• Rahman, M., 2017. PESTEL analysis of Permier Inn. [Online]. Avalable through: < https://www.howandwhat.net/pestel-analysis-premier-inn/> Accessed on: 27/07/2023