Learning Objectives Chapter 3: The Hospitality and Travel Marketing System

1. Learning Objectives Chapter 3: The Hospitality and Travel Marketing System • Describe what a system is. • Explain the hospitality and travel marketing system. • List the four fundamentals of the hospitality and travel marketing system. • List the benefits of using the hospitality and travel marketing system.

2. Learning Objectives Chapter 3: The Hospitality and Travel Marketing System • List, and arrange in order, the five key questions in the hospitality and travel marketing system. • Define long- and short-term marketing planning. • Distinguish between a strategic market plan and marketing plan.

3. Many Different Approaches to Defining Our Industry • It is the hospitality industry! • It is the food service industry! (or foodservice!) • It is the lodging industry! • It is the food service and hospitality industry! • It is the travel and/or tourism industry! • It depends where you are! • It is not an industry at all! There’s no universally-accepted definition of our “industry”

4. The Systems Approach A system is a collection of interrelated parts that work together to achieve common objectives. Our industry is a macro-system set up to meet all types of customers’ away-from home needs. Each organization has a micro-system to market its services — a hospitality and travel marketing system.

5. Four Fundamentals of Hospitality and Travel Marketing System • Strategic marketing planning • Marketing orientation • Services marketing different • Understanding customer behavior

6. The Hospitality and Travel Marketing System 1. Where are we now? 2. Where would we like to be? 3. How do we get there? 4. How do we make sure we get there? 5. How do we know if we got there?

7. Marketing Tasks Planning & Research 1. Where are we now? Analysis & Strategy 2. Where would we like to be? Implementation 3. How do we get there? Control 4. How do we make sure we get there? Evaluation 5. How do we know if we got there?

8. Planning Research Implementation Control Evaluation The PRICE of Marketing P R I C E

9. Benefits of Using the Hospitality and Travel Marketing System • Puts a priority on planning to: • identify alternative approaches • maintain uniqueness • create desirable situations • avoid undesirable situations • adapt to the unexpected 2. Results in a logical flow of effort 3. Creates a better balance of marketing activities

10. Long-and Short-Term Marketing Planning Short-term = two years or less Long-term = 3 to 5 years or more

11. Strategic Market Plan and Marketing Plan Strategic Market Plan A written plan for marketing a hospitality and travel organization covering a period of three to five years in the future. Marketing Plan A written, short-term plan — for a period of two years or less — which details how a hospitality or travel organization will use its marketing mix to achieve its marketing objectives.