Hotel Marketing Strategies

The problem of the strategic success of an enterprise, the creation and retention of competitive advantages is one of the most relevant in the commercial activities of enterprises and organizations. Hotel sales and marketing is intended to contribute to the solution of such problems. As the basis for improving the efficiency of the enterprise. Hospitality marketing consultants are one of the most important things.

To develop a strategy for the development of a hotel enterprise, various proven marketing models and marketing consulting services are important. Within the framework of such models, you can evaluate both your capabilities and the capabilities of competitors.  SWOT and PEST analysis is the base for their improvement. Hotels consider various strategies for further behavior and appropriately. They allocate their own efforts and resources for their implementation on the market.

Product-Market Matrix

• Winning a larger share in the same market for the same services with the same product is effective. And it is effective when the hotel is already famous in the existing market. The strategy is effective when the market is still growing and not saturated enough.
• The strategy itself is increasing sales through intensive advertising and the use of various methods of sales promotion.
• Entering the same market with a new service (development of the existing market) makes it possible to identify new segments of the service market.
• Offering a new service to an existing market. It is most beneficial for a hotel to offer new services to well-known loyal customers using traditional marketing methods and active advertising.
• Diversification is necessary to expand the scope of the hotel.

The choice of one or another strategy depends on the resources of the hotel and the degree of willingness to take risks. The magnitude of the risk is not the same.

Digital marketing consultant for hotels

In the hotel business environment, competition is global in nature and the main goal of hotel service providers is to increase efficiency and gain a leading position in a competitive market. Under these conditions, the role of using marketing tools is increasing, aimed at establishing the compliance of the goals of hotel service providers with changing market requirements and constantly increasing their competitiveness in the region.

Under these conditions, a hotel business enterprise needs to clearly understand its goals, objectives and the necessary set of measures. In other words, the enterprise must develop a strategy that affects all structures of the organization at almost all levels.

The marketing strategy should be aimed at the optimal use of the hotel business and the prevention of erroneous actions that can lead to a decrease in performance.

The hotel concept is a group of enterprises of the same chain, focused on a specific clientele. Three concepts are classic:

• Transit. It is visible by its location at airports and highways and has more than 300 rooms. Which are dominated by single and double rooms. In addition, there is a service – car rental; variety of catering establishments; minimum service and high throughput.
• Business. Maximum isolation from the external environment; location in the administrative center, more than 400 rooms with a predominance of single rooms, the availability of conference and meeting rooms. The room has a workplace.
• Rest. Usually hotels of this type are as far as possible from administrative and economic centers. It is obligatory to have a green area (150 sq. m. per person). The predominance of double rooms and junior suites, the maximum increase in the area of ​​rooms due to terraces, balconies, loggias. Availability of entertainment complexes and additional services for recreation.

Conclusion.

The globalization and concentration of the hotel business is manifested in the creation of large corporations and hotel chains. This approach allows hotel enterprises to regroup and attract additional resources to develop their business. Hotel enterprises are concentrated through the creation of unions or associations that do not violate their legal and economic independence. But allow them to conduct joint marketing programs, conduct research activities, and form a unified system of training and retraining of personnel.

The transition to a market economy is objectively accompanied by the gradual creation of a competitive environment in all sectors of the economy. This circumstance, in turn, necessitates the introduction of adequate changes in the system and methods of managing firms, regardless of their size and profile of activity.

The hotel industry today is an industry with a growing level of competition in the hotel market. Despite the difficult formation of market relations in Russia, many hotels have opened in recent years. There are new enterprises, but after a while some of them cannot withstand competition and go out of business. Competition is a strong incentive to improve hotel performance.

Marketing of hotel services is the process of their development, promotion and implementation, focused on identifying and meeting the specific needs of customers. The marketing strategy should be aimed at the optimal use of the company’s capabilities and the prevention of erroneous actions that can lead to a decrease in the efficiency of the company.

The main functions of modern hotel marketing are:

• in a comprehensive thorough study of the market, demand, tastes and desires of consumers and areas of marketing activity;
• to planed the range of services;
• in the formation of demand, the organization of advertising and sales promotion activities;
• to plane sales operations;
• in the formation of the pricing policy of the hotel.

Marketing in the hotel business is essential for creating a positive image of the hotel. In this market segment, black PR has a very negative effect on the popularity of the hotel.

Thus, due to the peculiarities of functioning in market conditions, optimally formed hotel chains by pooling resources. In particular financial ones, are more competitive with the “single” hotels and, in the long term, the most viable. However, within the framework of the Russian economy, it is necessary to develop the legislative framework for their functioning. The formation of a complex of management and marketing of hotel chains in the face of the uncertainty of the market situation and the entrepreneurial risk of hotel business entities.