Tourism Marketing Strategies in Luxury Hospitality Sector

Tourism Marketing Principles Assignment Sample

Executive Summary

The research looks into vital tourist advertising ideas and tactics that are necessary for achievement in the competitive leisure sector. It looks at how important it is to comprehend demographics, design customer-focused events, use online advertising platforms and take moral concerns into account. The paper also looks at how environmental and societal effects activities may improve an organization's image and draw in ethical tourists. The main objective of this study is to provide tourist firms and strategists with helpful knowledge to improve the way they advertise. Current report will provide deeper insight about the changing demands of travelers, the significance of moral behavior, along with the function of environmental concern in influencing business views by covering essential ideas and tactics. The study is set up to provide a thorough understanding of tourist strategies. Each part offers a thorough overview of a particular subject, backed up by statistics from the marketplace, examples and the latest trends. Additionally, helpful suggestions are offered to help entities execute effectual campaigns. Hospitality firms may improve the way they advertise, leave an imprint on clients, and foster a favorable reputation by using the ideas provided in this research.

Company Background - Maybourne Hotel Group

A notable hotel chain known for its exceptional service and top-notch accommodations is the Maybourne. It which was founded in the early twentieth century had an honorable standing for running a few of the many famous and sumptuous resorts in the entire globe. Having a heritage reaching more than a century, the resort had continually retained its dedication to giving its discriminating customers outstanding hospitality and memorable stays (Maybourne Hotel Group, 2023). The Berkeley, Claridge's, and Connaught restaurants belong to and are managed by the Qatari-owned British luxurious lodging company Maybourne Hotel, which provides traditional grandeur and contemporary facilities. Its longevity is due to a commitment to tourism, enthusiasm for providing individualized assistance, as well as care for particulars. ‘

The Hotel offers a committed staff of specialists that specialize in planning spectacular incidents, and they offer great managing events amenities. They provide amenities for an array of occasions, from little get-togethers to lavish festivities, such as ceremonies, business seminars, galas, as well as leisure parties. The planning staff works directly with customers to customize every occasion while making sure it goes above and beyond standards (Rowan, 2019). The events staff of the company organizes all aspects of the occasion, through conceptualization and logistically to entertaining and cuisine events, because of its proximity to beautiful locations as well as a broad list of elite providers. Any occasion conducted within a Maybourne creates an amazing and treasured experience for everyone in attendance because of its unrelenting dedication to superiority, focus on specifications, and smooth operation.

External Analysis

Identification of customers/consumers

The distinguished audience of The Hotel is made consisting of a variety of patrons and buyers looking for the pinnacle of opulent leisure (Rahimian, et.al, 2021). Wealthy tourists, corporate leaders, well-known individuals, famous people, and international monarchies make up their main target market. To deliver individualized and outstanding events, it is crucial to comprehend the specific demands and pReferences of every demographic. Rich tourists look beyond simply an area to live in; they want exciting trips that are personalized to their interests as well as likes. With personalized offerings, opulent lodgings, and distinctive facilities, Maybourne serves this market, making sure that all elements of their visit are customized to their preferences.

Business leaders need smooth and effective assistance since they frequently journey for events, workshops, as well as company functions (Ratheret, et.al, 2021). The lodging chain is aware of their requirement for efficiency, connection, and chic places that encourage socializing and cooperation. The Maybourne specializes in offering famous people and celebs secluded vacations while maintaining discretion, safety, and seclusion. Personalized amenities, excellent etiquette, and awareness of cultures are further ways that the company exceeds the requirements of nobility and celebrities (Torres, 2017). They provide an unrivaled quantity of superior service and consistently adjust to changing consumer needs because of their competent employees and cutting-edge amenities.

PESTLE Analysis

Assessing the exterior macroeconomic variables that might affect Maybourne's competing condition is facilitated by using the PESTLE approach.

Political- Government actions as well as the state of politics have an impact on the high-end lodging sector. Company activities might be impacted by modifications to taxes, visa requirements, and governance in the areas wherever Maybourne is situated (Cox, 2021). Tourism trends and an increase in foreign visitors could be similarly impacted by geopolitical developments as well as global relationships.

Economic- The expensive lodging sector is highly reliant on the state of the economy. The desire for expensive tourism and lodgings is strongly influenced by GDP expansion, changes in currency, price hikes, and consumption. Upscale tourism could decrease throughout the financial crisis, which could cause an effect on the hotel's ratings as well as income.

Social- the Hotel may be strongly impacted by shifting societal tastes and living patterns. Maybourne must pay attention to changing consumer demands, including those for healthful and environmentally friendly options. Their assistance offers have to consider into account current events such as trip planning as well as demand for tailored encounters.

Technological- The hotel sector is quickly changing as a result of tech. Resorts in Maybourne must make investments in modern technology to improve customer relations, including smartphone applications for hassle-free entries, savvy room amenities, and individualized assistance (Do Thi, et.al, 2021). In modern times, technological knowledge is essential to being contemporary.

Legal- Numerous regulatory restrictions, such as labor rules, sanitation, and hygiene standards, as well as information security rules, apply to the hospitality sector. Avoiding lawsuits that might damage the business's image and result in monetary fines requires adherence to certain standards (FRUE, 2019).

Environmental-The hotel industry is experiencing a lot of concerns about ecology. To address the increasing need for green tourist attractions, the hotel needs to adopt sustainable practices like energy saving, trash decrease, and ethical supplier selection.

Internal Analysis

An effective method for assessing a company's standing inside the marketplace is Porter’s Five Forces Analysis. It aids in determining the insider knowledge of a business's advantages as well as shortcomings and evaluates the way efficiently it meets the demands of its clients.

Competitive Rivalry- The upmarket hotel brands compete fiercely with one another in this industry. Targeting the exclusive clientele, Maybourne faces off against several illustrious resort companies. The company's edge in competition, yet, stems from its history and image of offering luxurious and individualized offerings. Claridge’s, The Connaught, and The Berkeley are 3 famous hotels that make up Maybourne’s case; everyone has a distinctive personality and a rich past (Porter's Five Forces, 2023). Due to its broad appeal, the organization is capable of gathering a variety of client tastes and drawing in a larger audience. Additionally, it has a solid clientele due to its standing for offering luxurious rooms, top-notch cuisine, and outstanding hospitality.

Threat of New Entry- Since the substantial entrance hurdles, there is not a great danger from new competitors in the high-end sector. Large cost outlays proximity to popular areas and a solid track record are necessary for starting and running an expensive network. In comparison to possible challengers, the Hotel enjoys an important edge due to its longstanding heritage and successful past (Goyal, 2020). Other obstacles to entrance are provided by the company's knowledge of premium tourism as well as its solid collaborations and connections among clients and vendors. It will be difficult for entrants to be successful rivals since they were unable to rival Maybourne's degree of complexity and outstanding quality of performance.

Buyer Power- A sophisticated and picky audience with elevated standards is catered to by the elegant sector. Yet, to a degree, clients' negotiating power is diminished by Maybourne's capacity to continuously fulfill and surpass their requirements. Customers become increasingly devoted as a result of the business's standing for providing excellent support, individualized events, and closeness to specifics. As a result, they become less costly while being open to paying extra for the unmatched encounter (Pero, et.al, 2021). The hotel concentrates on providing its visitors with seclusion and confidentiality. Maybourne's discrete and individualized strategy increases client pleasure as well as fosters commitment to it.

Supplier Power- Quality meals and drinks vendors, upscale design firms, vendors of expensive items, and private service firms are usual vendors in the costly sector. The popularity and financial strength of the Maybourne allow it to bargain favorable rates with those who supply it. Furthermore, the firm draws elite vendors who are keen to work with the company due to its image as a distinguished collaborator (Pinto, 2019). As a result, the hotel is better able to satisfy the modern demands of its clients by having a grasp on the greatest goods and facilities.

The threat of Substitution- Alternative threats is not as great. Sophisticated clients want distinctive and outstanding events, and Maybourne offers this (Tikhonov, 2021). Other lodging options like five-star resorts or small inns are available, but they frequently miss the hotel's illustrious history, superior facilities, and attentive assistance.

Ethical In Business

The sincerity, revere, and accountability that are the cornerstones of Maybourne’s fundamental principles are upheld across all corporate activities. The lodging administration is putting in place several steps to guarantee that moral behavior is engrained in every aspect of the company. The complete Rules of behavior and morality that the hotel has established for its partners, as well as workers, promote moral behavior (Astrachan, et.al, 2020). It places a strong emphasis on monetary honesty, discretion, laws against bias, and a dedication to ecological preservation. The lodging provider places a high priority on protecting the confidentiality of the information of its guests and has put in place rigorous procedures to prevent the abuse or unlawful sharing of personal information. Equitable labor practices are extremely important, and supervisors make certain that regional labor regulations are followed, that employees are paid fairly, that their workplaces are secured, and that there is an atmosphere that values enclosure as well as equality. Ethical purchasing involves looking for vendors who promote equitable trade, uphold legal company practices, and give the environment a priority.

The Maybourne interacts with the neighborhood and participates in regional improvements and growth. The welfare of the environment is given top priority, and sustainable practices are used to cut down on wastage as well as save materials (De Bakker, 2019). The organization's dedication to ethics benefits customers, staff, neighborhoods, and the natural world. By being open, truthful, as well as precise in its communication, the hotel supports ethical conduct and builds confidence in those it serves, workers, and partners. It appreciates different beliefs and practices and fosters inclusivity among personnel and visitors. The focus on the requirements and tastes of the customer delivers superior service. Workers are respected, given authority, and encouraged to advance professionally. Providing lavish services and upholding environmental and moral principles, the company strikes the line between elegance and ethics.

Future Development Strategies For Maybourne

The advertising process assessment for the Hotel might have shown some possible problems and opportunities for development. One of the problems brought up can be the Company might be prompted to improve its internet visibility, streamline the internet site, as well as employ social networks for consumer involvement if the advertising inspection reveals a requirement for a better internet advertising plan (Kim, 2019). To successfully design campaigns, detailed research of the clientele's habits and requirements might be necessary. The importance of moral advertising strategies is going to be emphasized, guaranteeing correctness and openness in all forms of advertising. The inspection might emphasize how critical it is that it publicizes the organization's green initiatives to stand out to ecologically concerned tourists and follow current patterns in ethical traveling. Such problems would assist the hotel to improve its strengthening it is standing within the hotel sector through an advertising plan.

The hotel could boost advertisement by embracing digitization, adopting a client-first strategy, creating genuine material, ethically advertising, collaborating with influencers, emphasizing long-term viability, and doing charitable projects (Cozzio, 2019). The Maybourne can improve the way it competes, draw in a broader demographic, and solidify its standing to be an expert in luxurious lodging that values ecological responsibility as well as ethical company practice. By tackling the troubles obtained in the inspection and coordinating forthcoming advertising actions with moral principles.

REFERENCES

Books and Journals

• Astrachan, J.H., Binz Astrachan, C., Campopiano, G. and Baù, M., 2020. Values, spirituality and religion: Family business and the roots of sustainable ethical behavior. Journal of Business Ethics, 163, pp.637-645.
• Cox, J., 2021. The higher education environment driving academic library strategy: A political, economic, social and technological (PEST) analysis. The Journal of Academic Librarianship, 47(1), p.102219.
• Cozzio, C., 2019. The Concept of Sustainability in Hotel Industry: Current dominant orientations and future issues. International Journal of Sustainable Development, 22(1-2), pp.61-87.
• De Bakker, F.G., Rasche, A. and Ponte, S., 2019. Multi-stakeholder initiatives on sustainability: A cross-disciplinary review and research agenda for business ethics. Business Ethics Quarterly, 29(3), pp.343-383.
• Do Thi, H.T., Pasztor, T., Fozer, D., Manenti, F. and Toth, A.J., 2021. Comparison of desalination technologies using renewable energy sources with life cycle, PESTLE, and multi-criteria decision analyses. Water, 13(21), p.3023.
• Goyal, A., 2020. A critical analysis of Porter’s 5 forces model of competitive advantage. Goyal, A.(2021). A Critical Analysis of Porter’s, 5.
• Kim, Y.H., Barber, N. and Kim, D.K., 2019. Sustainability research in the hotel industry: Past, present, and future. Journal of Hospitality Marketing & Management, 28(5), pp.576-620.
• Pero, F., Vaughan, S., Xu, K. and Schutt, D., 2021. Design and Performance of a Basement Pali Radice Contiguous Minipiled Retaining Wall Beneath At The Berkeley Hotel, Knightsbridge, London. In Piling 2020: Proceedings of the Piling 2020 Conference (pp. 151-156). ICE Publishing.
• Pinto, T. and Falcão-Reis, F., 2019. Strategic participation in competitive electricity markets: Internal versus sectorial data analysis. International Journal of Electrical Power & Energy Systems, 108, pp.432-444.
• Rahimian, S., ShamiZanjani, M., Manian, A. and Esfidani, M.R., 2021. A framework of customer experience management for the hotel industry. International Journal of Contemporary Hospitality Management, 33(5), pp.1413-1436.
• Rather, R.A., Tehseen, S., Itoo, M.H. and Parrey, S.H., 2021. Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. In Consumer Behaviour in Hospitality and Tourism (pp. 44-65). Routledge.
• Rowan, D., 2019. Non-Bullshit Innovation: Radical Ideas from the World’s Smartest Minds. Random House.
• Tikhonov, A. and Zelentsova, L., 2021. Analysis of External and Internal Factors of Business Competitiveness. Quality-Access to Success, 22(182).
• Torres, E.N., van Niekerk, M. and Orlowski, M., 2017. Customer and employee incivility and its causal effects in the hospitality industry. Journal of Hospitality Marketing & Management, 26(1), pp.48-66.

Online

• FRUE, K., 2019. PESTLE Analysis for Hotel Industry. [Online]. Available through: <https://pestleanalysis.com/pestle-analysis-for-hotel-industry/>
• Maybourne Hotel Group. 2023. [Online]. Available through: <https://www.maybourne.com/>.
• Porter's Five Forces. 2023. [Online]. Available through: https://www.mindtools.com/at7k8my/porter-s-five-forces