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Learning Objectives Chapter 10: Product Development and Partnership

Learning Objectives Chapter 10: Product Development and Partnership. Identify the four major groups of organizations in the hospitality and travel industry. Describe the roles played by each of these four groups of hospitality and travel organizations.

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Learning Objectives Chapter 10: Product Development and Partnership

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  1. Learning ObjectivesChapter 10: Product Development and Partnership • Identify the four major groups of organizations in the hospitality and travel industry. • Describe the roles played by each of these four groups of hospitality and travel organizations. • Identify the trends among each of the four groups of organizations. • Identify five overall trends and industry realities. • Define the product/service mix.

  2. Learning ObjectivesChapter 10: Product Development and Partnership • Identify and describe the six components of an organization’s product/service mix. • Explain the types of product development decisions that an organization must make. • Define the term partnership and list the potential benefits of marketing partnerships to hospitality and travel organizations. • Identify the types of partners available to hospitality and travel organizations.

  3. Suppliers Carriers Travel trade intermediaries Destination marketing organizations There are four major groupings: Major Groups of Organizations in the Hospitality and Travel Industry

  4. 1.Suppliers Provide services that travelers need at or between destinations Cruise lines Car rental Lodging Restaurants Attractions Casino operations Categories of Suppliers

  5. Categories of Carriers 2. Carriers Provide transportation for travelers from their origins to their destinations • Airlines • Train • Bus • Ferry services

  6. Categories of Travel Trade Intermediaries 3. Travel trade intermediaries Reserve and sell the services of suppliers, carriers, and other intermediaries • Retail travel agents • Tour wholesalers and operators • Corporate travel managers and agencies • Incentive travel planners • Convention/meeting planners

  7. Categories of Destination Marketing Organizations 4. Destination Marketing Organizations (DMOs) Government and non-government organizations that market all the hospitality and travel services within their destination areas • National/Federal and State Tourism Marketing Agencies • Convention and Visitors Bureaus (CVBs)

  8. Trends in Lodging Facilities • Chain domination • Increasing brand segmentation • Mergers and joint-marketing programs • All-suite/extended-stay hotels • Frequent guest programs • Special services and amenities

  9. Trends in Restaurant and Food Service Facilities • Major restaurant-industry trends • Restaurant franchising • Co-branding • New foodservice locations • Increasing brand segmentation • Changing ownership of major chains

  10. Trends in Cruise Lines • Rapid growth in cruising • Creativity and expansion of target markets • Dependence on travel agents • Changing cruiser demographics • Entry of hotel/resort companies into the cruise business • Consolidation

  11. Trends in Car Rental Companies • Sales concentrated among business leaders • Dependence on airlines and travel agents • Participation in frequent-traveler programs • New services

  12. Trends in Attractions and Casinos Theme Parks • Theme park business growth Casino Operations • Growth in number of casino operations • Casinos take to the water • Casino resort diversification

  13. Trends in Airlines • Mergers and industry concentration • More regional and commuter airlines • Frequent-flier programs • Strategic alliances • Ticketless travel and e-ticketing • Changes in travel agency commission policies

  14. Overall Trends and Industry Realities • More horizontal integration • More vertical integration • Introduction of a wide variety of new services, facilities, and travel alternatives • Great future opportunities for new services, facilities, and travel alternatives • Increasingly competitive industry

  15. Staff behavior, appearance, and uniforms Building exteriors Equipment Furniture and fixtures Signage Communications with customers and other publics The Product/Service Mix

  16. Types of Product Development Decisions • Organization-wide Decisions: • Width and depth of product/service mix • Improving or modernizing the product/service mix • Branding • Individual Facility/Service Decisions: • Quality • Range • Design

  17. Partnership Cooperative promotions and other cooperative marketing efforts by hospitality and travel organizations

  18. Potential Benefits of Partnerships • Access to new markets • Expansion of product/service mixes • Increased ability to serve customer needs • Increased marketing budgets • Sharing of facilities and facility costs • Enhanced image or positioning • Access to partners’ databases • Access to partners’ expertise

  19. Types of Partners • Customers • Organizations in the same business • Organizations in related businesses • Organizations in non-related businesses • Digital alliances

  20. The End

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