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... Marketing is important to every business, and the large chains are quite effective in marketing themselves to their customers. Marketing is of greater importance to the small chains than ever before, and chains of all sizes rely on market segmentation. ... Additionally, the long period of economic expansion in the US has resulted in more families taking vacations away from home (LaSalle Hotel Properties, 2000). ... Changing times have resulted in the need for hotels to adopt changing methods of marketing themselves. ... Airlines continually reduce the commissions paid to travel agents for booking flights, and travelers increasingly search for hotel accommodations on their own (Dube, Enz, Renaghan and Siguaw, 1999). ... (Huckstein, 1993)
Emerging Alliances
Australias Rydges Hotels exemplify hotels new focus in terms of market segmentation. Managing director David Seargeant explains that the chains latest marketing venture arose from its need for and desire to promote the chain. ... , those interested in hotels through auction sites are likely to fall into the income bracket the hotel seeks. ...
Huckstein and Duboff (1999) report that Hiltons "goal is to create value for its constituents - customers, owners and shareholders, employees (known as team members), strategic partners, and the communities where each hotel is located". ... In attaching a value to customer satisfaction, marketers are able to work toward increasing customer awareness and then exploiting customer satisfaction in future marketing efforts.
Segmentation is crucial here, of course. ... It is in the luxury hotels best interests to target those customers most likely to seek out a luxury hotel, of course.
A Small Chain Example
The Lund Hotel is an independent regional chain competing with the world-wide giants for business travelers and vacationers. ... The result has been that local residents often are not acquainted with the hotel or the services it offers, and so do not have the information necessary to be able to recommend the local Lund to visiting friends and relatives. ...
Larger organizations also are better able to take many more avenues to marketing themselves. They are able to undertake costly advertising campaigns, and their very presence throughout the world provides a point of marketing not available to Lund. ... As service is a primary consideration in choosing a hotel for either individual or group purposes, Lund can be said to have an advantage of smaller size. ...
It has been nearly 40 years since Theodore Levitt (1986) first published "Marketing Myopia" in which he argues that the purpose of any business is to attract, and then keep, a customer. Though the situation at every hotel is far different, the underlying philosophies are the same. ... "The hotel chain is associated with refinement, confidence in performance, elegance and grace, qualities that enhance a firms social desirability бн status symbols must be socially desirable and scarce to be successful and that uncompromising quality is essential in status expression" (Catrett and Lynn, 1999; p.
Approximate Word count = 2197
Approximate Pages = 8.8
(250 words per page double spaced)
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