Hospitality Marketing

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Hospitality Marketing

• Ken Kaser
• University of Houston
• Conrad Hilton College
• kkaser1057_at_comcast.net

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Why Hospitality Marketing?

• The travel and tourism industry is the fastest
  growing industry globally.
• Travel and tourism is expected eventually to be
  the number one employer in the world.
• Hotels and restaurants play major roles in the
  tourism industry.

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Strength of the Hospitality Industry Depends On

• Strong Economy
• Mobile Population
• More Disposable Income
• Larger Senior Population with Income to Travel
• Extended Family Stay after the Business Meeting
• More One- or Two-Day Seminars

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Changing Hotel Industry

• Changing Target Market
• Less Business Travelers (More Teleconferences)
• More Leisure Travelers (Growing Market of Seniors
  with Disposable Incomes)

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Wide Range of Choices for the Traveler

• Discount Motels Well leave the light on.
• Extended-stay Hotels
• Luxury Hotels
• Convention Hotels

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Who Stays at the Limited Service Hotels?

• 45 - business and government travelers
• 40 - tourist and pleasure travelers
• 15 - military, trucking, railroad contactors,
  etc.
• Each group has different expectations for their
  hotel stay.

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What Do Consumers Want from the Hospitality
Industry?

• Excellent Service
• Extra Perks
• Free Newspaper
• Frequent Guest Program Rewards
• No-Hassle Check-In
• Excellent Product
• Food
• Hotel Room
• General Service

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Changing Restaurant Scene

• Extensive Amount of Competition
• Increased Number of People Eating Out
• Need to Cater to a Health-Conscious Society
• Thinking Outside of the Box
• To Meet Changing Consumer Demands
• To Overcome Economic Challenges

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Hotel Trends

• HIP Hotels
• Plugged-in Hotels
• Cyber Suites
• Declining Occupancy Rates for Full-Service Hotels
• Increasing Occupancy Rates for Limited-Service
  Hotels

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More Trends

• Hotels Allowing Pets
• Stress-Less Rooms (Hilton) High tech, sleek
  look
• Specialty Rooms Exercise Rooms for Private
  Workouts
• More Business Trips with Kids Suites for Kids

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More Guest Attractions

• EverGreen Rooms with two air filtration units,
  hypoallergenic covers, and filters for the faucet
  and showerhead
• Rooms with a digital view windows with
  computer-generated scenes of palm-tree lined
  beaches in a cold climate (virtual views)

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Trends

• More Female Business Travelers
• Wanted to be treated equal to their male
  counterparts
• Responsive Service
• Room Service
• Security
• Airport Shuttle
• Computer service available in the room

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The Global Economy

• More International Travelers
• average traveler spends more than 4,000 per
  trip
• international travelers generally have a one or
  two day longer stay
• special accommodations for early check-in and
  late check-out
• need to make the international guest feel more at
  home

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Aging Baby Boomers

• People are living longer and enjoying more years
  of active retirement.
• These individuals have money to spend on travel
  and dining out.
• People generally perceive themselves as being
  younger than their actual age-promotional
  materials show individuals 15 years younger than
  the target market.

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What is Interactive Marketing?

• High-tech Yellow Page Directory
• City Magazines
• On-screen Check-out Service
• On-screen Advertising
• Cyber Suite complete with voice-activated
  Butler, virtual reality headgear, and access to
  the wireless Internet

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Hospitality Venues

• Bed and Breakfast Inns
• Resorts
• Casinos and Associated Hotels
• Cruise Lines
• Time Shares
• Extended-Stay

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What Do Guests Want?

• High Quality Products and Services
• Respect
• Competent Employees
• Dedicated Service from Employees
• Happy, Helpful Atmosphere
• Security

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Opportunities!!!

• Numerous Job Opportunities in the Hospitality
  Industry
• Major Hotels Need Good Employees and Can Serve as
  the Educational Link with High School Marketing
  and Family and Consumer Science Programs
• Restaurants Play a Major Role in the Hospitality
  Industry

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The Winners Are

• Students
• Hospitality Industry
• Hospitality Customers
• Marketing Education
• Family and Consumer Science Education