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ACTION PROGRAMME OF THE EUROPEAN UNION
LEONARDO DA VINCI - PILOT PROJECT
PROJECT NO.: 2002 LA 112 628 BILVOC
BILINGUAL TEACHING AT VOCATIONAL COLLEGES
Teaching Module
Date of production September 2005
Subject: Marketing
Title: Service Marketing
Topic: Hotel Marketing
Target Group: Students in Vocational Business Studies
Prior Knowledge: Basic Business Studies and Practical Skills
in Marketing
Level of Language Skills B1
Follow-Ups: Other Service Branches
Objectives: The Students Understand Service Marketing,
especially the Hotel Sector
Benefits: The Students Are Able to Work in Companies
and Carry Out Marketing
Hotel marketing
Teaching time minutes Contents Activities Media Teaching method Skills
45 hospitality
industry lesson transparency lesson,
discussion understand
theory
45 environment
place lesson,
examples transparency lesson,
discussion understand
environment
45 chains research internet research internet
45 holiday sector lesson,
presentations transparency
internet lesson,
discussion holiday
hotels
45 business people
sector lesson,
research
magazines internet
magazines lesson,
discussion business people
hotels
90 rooms,
restaurants,
reception lesson,
examples transparency lesson,
discussion rooms,
restaurants,
reception
45 hotel as a work
place lesson,
discussion transparency
newspapers lesson,
research working at a
hotel
45 internal
marketing lesson,
discussion transparency lesson,
discussion ambience
45 external
marketing lesson,
discussion transparency
internet newspaper lesson
discussion hotel
marketing
SERVICE MARKETING
HOTEL MARKETING
Product is here a service.
Hospitality industry is branch, which brings out conversation.
Lesson 1 Hospitality industry
- accommodation
- food
- beverages
These are the essential core products of hospitality industry.
The infinite variation with which hospitality marketers combine
these core products to meet the demand of customers suggests
that consumers seek more than the utilitarian satisfaction of a comfortable bed and full stomach. These three core products are made more attractive by being tailored to satisfy the demands of specific types of customers.
Examples from the students in a class room, conversation
Furthermore, consumption often takes place in an environment which is also tailored to deliver satisfaction. Marketers understand that environment and atmosphere are very important in providing customers´ satisfaction. Different customers have different needs.
A customer can be defined as an individual spending at least 24 hours away from home for the purpose of pleasure, holiday, sport, business or family reasons. The marketers must keep in mind these things in planning marketing.
Lesson 2 Environment
- location
What kind of customers prefer a city centre?
What kind of customers prefer a hotel at seaside?
- signs and logos
Many hotels belong to chains and their signs and logos are well known.
Different chains help hotels to profitable business. Competition
is very hard nowadays. Good reputation and recommendations
help very much a hotel to get new customers and also make them to come again.
- style, furniture, colours, lighting,
- clean, air
Some customers want luxury, and they are ready to pay
for it. Other customers are satisfied with a little lower level.
- office, info, customer service
Is it easy to reserve a room? What is the easiest way to
reserve a room today?
Good customer service is very important in the
competition today.
- a hotel room
- a restaurant
What do you want from a good hotel room?
What do you expect from the breakfast?
Lesson 3 Hotel chains
The hotel chain helps very much in marketing. By advertising the channels become well known and customers have already a certain image of a hotel, when booking a room. Different chains have their own benefits for their customers.
Do you know some hotel chains?
Lesson 4 Holiday sector
The holiday sector is made up of a large number of people
making journeys away from home for amusement, for seeing
new places or for meeting relatives. Some of them are satisfied
with a modest hotel ( perhaps 2 stars ) with a normal breakfast.
Those who have more money want something luxurious ( perhaps
4 stars ) and they are ready to pay for it. What does luxury mean in this connection? Hotels have 1 - 5 stars, depending on its international standard level. Some families like to travel abroad during their holidays. It is a very big business.
Have you been at a hotel during your holidays?
Hotel marketers must have knowledge of how much there are different
Kinds of people with different kinds of needs. On the basis of that knowledge they can plan which kind of services a hotel can offer to those different kinds of people. Perhaps it is better to concentrate only on some groups.
The marketers must remember the business idea of the company,
the financial and spiritual resources of the company and the
competition.
Lesson 5 Business travelling sector
A very important group for hotels is business people. If they use
a hotel as a conference place, that hotel must have very good
equipment and special rooms for negotiations and lectures.
Hotels can get a good sum of money from arrangements and can
Be specialized in this kind of hotel business.
Some business people come from abroad. Therefore, the service staff has to speak foreign languages and understand other cultures.
Lessons 6 and 7 Restaurant, the heart of a hotel
The restaurant and its kitchen create the heart of a hotel. It can
be only for eating and for discussing in a good atmosphere. There
can also be music and dancing or there can be a show. At a big
hotel there can be many different types of restaurants.
A room, for sleeping
The room itself and the bath room must be clean and the bed
comfortable. Something extra that a customer has not expected
gives a good feeling.
Reception, good customer service
What is good customer service at the reception?
Lesson 8 Hotel as a work place
A hotel needs many kinds of workers: marketers, secretaries, reception staff, cooks, waiters and cleaners. They all together consist the group that creates the image of the hotel. The skills and the willingness to good custom service of that group make the customers satisfied and make them come back next time. Providing more than customers could expect is a good aim.
What kind of work you would do at a hotel? What kinds of special skills do you need for that work?
Lesson 9 Internal marketing
When marketing planning is going in the company, the managers
must understand, how important the internal marketing is, before
external marketing. If they forget that, the possibilities to succeed are small. Those people who are working at the hotel are a very important resource. If they try to work really together as a team,
there are more realistic possibilities to be successful. The managers must have skills for management and for leadership.
Lesson 10 External marketing: intermediaries and channels
External marketing often happens with intermediaries. Distances
and language barriers separate buyers from sellers. This makes it
impossible for each hotel to distribute its own products directly.
Intermediaries are hotels, travel agents, tour operators, referral
organisations, tourist boards, incentive travel planners and tourist
information centres. Accordingly, there are more possible work
places in the tourism sector. The channel designer has to consider think, if that particular channel really makes the effort to sell the client’s product. The channel should be designed to provide the level and forms of service required by prospective customers of the hospitality company.
Lesson 11 Satisfied customers and profitable business
When a hotel already has customers or it has a list of potential
customers, it is possible to use direct marketing to target groups.
Database marketing and customer relationship marketing are marketing of today. The hotel can have new products, new service, special offers or new opening hours at the restaurant. They take direct contact to their customer, both people and companies. The hotel aims to having regular customers. Marketing has succeeded, when the hotel has enough satisfied customers and the business is profitable.
Another service branch and then comparative discussion.
VOCABULARY SANASTO
Hospitality industry Vieraanvaraisuus, hotellimarkkinointi
Accomodation Majoitus
Food Ruoka
Beverage Juomat
Environment Ympäristö
Location Sijainti
Sign Nimi
Atmosphere Ilmapiiri
Hotel chain Hotelliketju
Holiday sector Lomahotelli
Business men sector Liikemieshotelli
Reception Vastaanotto
Internal marketing Sisäinen markkinointi
External marketing Ulkoinen markkinointi
Customer satisfaction Asiakastyytyväisyys
Profitable business Kannattava liiketoiminta
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