On the Use of Hotel Marketing : Sales and Marketing Plan

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Over the last few years, a great deal of effort has been made in the area of Hotel Marketing studies. What seems to be lacking, however, is the demonstration of a theory with practical value. Also, all too often the sales individuals of the hotel industry are simply told to 'go sell' with emphasis on cold calls, blitzes, and telephone solicitation, with inadequate preparation regarding customer identification and needs. There is no question that the challenge of teaching domestic hotel marketing people to be familiar with the emerging techniques and skills of marketing is important if the management wishes to survive in the hotel business.In writing this paper, the purpose has been to gather into one manageable concept from several contemporary hotel/hospitality marketing plan ideas and practices. I, myself have been involved in this task as field work for many years with the aid of many colleagues and competitors. To supplement these ideas, I have researched other trade magazines as well as information about the marketing programs of various hotel organizations - the global hotel chains that have traditionally dominated the field. Every hotel, whether it is a part of a vast organization or an independently owned property - must be engaged in marketing planning and implementation. Therefore, regardless of what marketing resources are at the property. the principal of effective marketing planning is significant to achieve the hotel/company goal.This paper is divided into five parts. The first part as the introduction defines the importance of a hotel marketing plan and discusses the various aspects of marketing thought. Part two illustrates some steps in the actions of the sales and marketing plan. Following in Part three is a discussion of sales strategies and objectives as a present-day philosophy and current trends in the daily operation of the hotel industry. In Part four, the focus turns to setting budget and the importance of considering the advertising budget as a 'potential return'. The paper ends up with the conclusion that the marketing professional of the future will be fully prepared to use all of the data available, both internal and external, in writing a marketing plan. Because the education of these hoteliers will increasingly focus on how revenues are generated, they will be prepared to generate satisfactory returns not only to the hotel owners but also to the stakeholder.日本国内の80％のホテルは赤字経営と言われている。昨今外資系ホテルに国内のホテルが次々と買収され、それまで営業状態が芳しくなかったホテルが、外国オペレーターが変わっただけで営業が改善される。その理由について、35年間ホテル業界で働いてきた筆者として言えることは「経験」、「勘」、「度胸」にだけ頼っているホテルの営業担当者が非常に多く存在しているということである。今までその個人が蓄積してきた大切な「ノウハウ」を日々の営業活動の基準と考えている節がある。また、マーケティングを「営業・販売」と同視されている営業担当者も多い。だが、マーケットはどんどんグローバル化に移行している中、新しい消費者が登場し、消費行動のトレンドをつくりだしている。グローバルということは、単に国際的であるということのみならず、世界水準に照らし合せ、精度の高いマーケティグが要求される。本稿では直接出資者から利害関係を有するステークーホルダーまで満足できる経営を実現するために、ホテルにおけるマーケティングとはどのように展開すべきなのか、海外各地でさまざまな競合相手のホテリエと共に現場を携わった経験から実践的なホテルマーケティングの「セールス＆マーケティング・プラン」の実施要領について論じたい。

On the Use of Hotel Marketing : Sales and Marketing Plan

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