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Marketing Plan For Hospitality And Travel and leisure Industry

Explaining the value of general market trends and benefits and drawbacks of implementation of the marketing plan for Hospitality/Tourism industry are the key concepts of the essay. To realize these objectives at first a brief information of general market trends and marketing plan have been given respectively followed by the importance of their occurrence in the service industry.

Philip Kotler has identified market research as "the organized design, collection, evaluation and reporting of data and studies relevant to a particular situation facing the company". (2009:190) Market research links the buyer, customer and public to the marketer through information used to identify and identify marketing opportunities and problems. (Albert Breneman Blankenship et al, Cutting edge marketing research, 1998, pg 7)

Market research is a vital part of any successful business today. Some of the benefits of market research for the operation of Hospitality industry are:

Market research helps the industry to identify opportunities available on the market.

For example, if you are planning to start a hotel/restaurant in a particular geographic location and also have learned that no such organisation currently is present, you have determined an opportunity. Thus the chance for success raises if the location is in an extremely filled area with residents who match the target market characteristics which also can be achieved by research.

Market research decreases the risk to do business.

For example, marketing information may indicate that a marketplace is saturated with the type of service you plan to offer. This may make you alter your product offering or choose another location.

Market research uncovers and identifies potential problems.

Suppose your new hospitality organisation is thriving at its location on the key street through town. Through research you learn that in 2 yrs, the location is planning for a by-pass, or alternative route, to ease traffic congestion through town. You've determined a potential problem.

Market research creates benchmarks and helps you track your improvement.

It's important to learn, for later evaluations, the position of your business at particular occasions in time. Ongoing general market trends allows the industry to make evaluations against benchmark measurements as well as graph of improvement between research intervals (such as successive total annual research).

Success is determined by a lot of things, but when you have information in regards to a particular market section, a geographic area, or customer personal preferences, you will be better ready to make the decisions that can make or break your business. Many companies use market research as a guide. Whether you want to develop your business into a fresh area or introduce a new product, general market trends takes on a great role in hospitality industry by providing valuable insight to prevent costly missteps.

A marketing plan begins with the identification (through general market trends) of specific customer needs and how the company intends to fulfil them while creating an acceptable level of return. It really is a written record that details the necessary actions to accomplish a number of marketing objectives. It can be for a product or service, a brandname, or something line. Marketing programs cover between one and five years. It generally includes analysis of the current market situation (opportunities and styles) and comprehensive action programs, budgets, sales forecasts, strategies, and projected financial statements

Advantages of implementation of the marketing plan for the service industry:

It is critical for the business to regularly evaluate its competitive strength amidst its rivals in the market. This helps the organization in producing and changing its marketing and sales planning.

A well-written, detailed marketing plan is the focal point of all business ventures because it explains how you intend to attract and sustain customers, the most important aspect of an enterprise.

It is the center of the business enterprise, the basis from which all other functional and management plans are derived. Marketing gives you a wealth of information that if applied effectively virtually can make sure your success.

Determines demand for product

Aids in design of products that fulfil consumers needs

Outlines actions for generating the money for daily operation, to repay bad debts and to flip a profit

Allows for test to see if strategies are giving the required results

Disadvantages of implementation of the marketing arrange for the service industry:

Identifies weaknesses in the business skills

Leads to defective marketing decisions predicated on improperly examined data

Creates unrealistic financial projections if information is interpreted incorrectly

Identifies weaknesses in the entire business plan

(Mary Bellis. Marketing Plan for the Independent Inventor)

The implementation of Marketing Planning simply will try to structure and form the proposed marketing programmes and activities of the organisation. It includes numerous advantages; along with some disadvantages. However, advantages outweigh the drawbacks.

Part B


This report is approximately a lavish hotel from UK, which gives Spa utilities. Things like promotional products, who are the goals market, price, will be explained at length.

Spa Hotel

The phrase spa, extracted from the name of the famous mineral springs in Spa, Belgium, has become a common noun denoting anyplace with a therapeutic or mineral spring. Less popular is its Eastern New England sense, "soda fountain, " probably an allusion to the carbonated or "mineral" water that is clearly a staple ingredient of several soda fountain concoctions.

The term Spa is associated with drinking water treatment which is also known as ballneotherapy. Spa towns or spa resorts (including hot springs resorts) typically offer thermal or nutrient water for drinking and bathing. They also offer various health treatments. The notion in the curative power of nutrient waters dates back to prehistoric times. Such techniques have been popular worldwide, but are especially widespread in European countries and Japan. Day spas are also quite popular, and provide various personal attention treatments.

Chosen organisation: Alexander House and Utopia Spa Hotel

It is found in EAST Neighborhood, Turners Hill, West Sussex. It is a special country house occur 175 acres of mature gardens and parkland yet only 15 minutes from Gatwick International airport and major motorways. The hotel has a huge selection of amenities to add Utopia Spa:

Target customers, Promotional activities and the Prising of the chosen product:

The Hotel Spa does not have a specific marketplace but they put an accent on the individuals that are keener to spend some relaxing days and nights at a spa centre and old people too, who are approaching for healthy treatments.

Like some other business, the strategy to appeal to more customers includes promotional offers:

Sunday Nights Spa evade -enjoy, invigorate with an energetic massage concentrating on the back, throat and shoulder blades. Time= 25 minutes

Bust your self-confidence with a particular facial treatment with natural and fresh materials. Time = 25 minutes

50% off if you will need evening meal in the hotel's restaurant

Everything for the price tag on 140. 00

Spring Special Spa Rest 159

50 toward treatments of your choice

Dinner allocation of 30 on food only

Overnight accommodation

Analysis of the buyer survey questionnaire to learn today's market position of Spa Hotel:

The desk and pie charts given below provide a breakdown of market research on spa hotel in UK. As can be seen, people generally expect convenient, affordable and perfect services from the mentioned hotel. Research has been done by using questionnaire method, completed by 10 folks from all walks of life.

When we found a remedy to the research question arisen in this survey, firstly we will display the data in a table and pie chart respectively and, then, the descriptive figures that allow us to bolster those results and better understand those variations.

In the next question, Spa experience has divided in 3 major catagories specifically relaxed and quite place, busy night life and country area. Majority of men and women (6) wished a peaceful and silent place for their spa experience. A substantial number of men and women (3) have chosen busy evening life while only one person has supported country side.

In this framework, we see that, in conditions of the pieces of per night of a spa Hotel, the responders(6) choose mainly option the one that is 125-190 the cheapest instead of others, the second minimum price; in second place as 3 people decided to go with it. Lastly no person prefers the price tag on 250-350 for their spa experience in contrast 1 person choose option three (200-300), which is second more costly one.

According to the desk of second question of price section, Basic+Additional program are not on the most well-liked list of the folks. Alternatively all inclusive and specific packages received the identical position to getting 50% response each, when responders responded to about their desire about the plans.

In term of services, restaurant, shopping shops and beauty saloon are majoring in the key services provided by the Spa Hotel. 60% folks have expressed that they might enjoy restaurant facilities most. Shopping shops attended in second position with 30% while only 10% liked Beauty saloon.

In the last question, people have been asked about whether they like to have outdoor facilities like bicycling or climbing on the mountain provided by the spa hotel or not. 8 out of 10 people expressed the motive of signing up for either of the facilities. On the other hand, only 2 people have denied to presenting them in their spa experience.


To summarize we can say that the opinion of peoples about the spa hotel defers in lots of ways but they have some similarities as well. One of these is they all like to have the experience of any Spa hotel. There are some restrictions which may be pointed out in this research, namely the actual fact of failing to have been outlined a stricter era rank within the population and the sample's dimensions is somehow reduced. In terms of future threads of investigation, it might be interesting to mix the gender changing with get older, income level, professional profession and also to expand the same review to greater than a country.

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