The British Chartered Institute of Marketing defines marketing as ‘The management process responsible for identifying, anticipating and satisfying costumers requirements profitably, to meet organisational objectives.’ Middleton V T C, at el, Marketing in Travel and Tourism, 2001: 23. The objective of this report is to demonstrate how Marketing strategies ought to attract customers, consequently increase the hotel’s income. Marketing is a crucial feature for hotels, making all the difference to overcome every challenge caused by the actual market competition. The increasing costumer’s requirements for satisfaction and tough competition will make every company to invest more and more in order to succeed and stand out. Whitbread is the name of the major company with integrated brands that include Premier Inn, Beefeater Grill, Brewers Fayre, Table Table, Taybarns and Costa Coffee. In this report Premier Inn is going to be the principal case study used, mainly because of its noticeable growth, using clever marketing strategies, such as introduction of different programmes and aiming its chain of hotels to be present at the most important cities around the world, increasing profitability and at the same time satisfying costumer’s needs. According to their website, Premier Inn is today the UK largest hotel brand with over than 40,000 rooms in more than 580 hotels. Moreover, they are determinate to increase those numbers.
As shown at the figure below (1.1), to achieve success and be ahead of competitors at the same sector, using customer satisfaction, a patterned cycle should be followed, integrating acknowledgement of costumer’s expectations, effectiveness by staff and confidence to assume that is the correct way.
The achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition
Corporate activities are focused upon providing customer satisfactionIntegrated Effort All staff accept the responsibility for creating customer satisfactionGoal Achievement The belief that corporate goals can be achieved through customer satisfaction Figure 1.1 Source: Principle and Practices of Marketing, 2007: 5
Costumer needs and byer behaviour
Because of the hotel’s nature, a place to accommodate people of not only different backgrounds or beliefs but also temper, objectives and interests, the task of dealing with so many distinct people, needs to be executed in a way to excel. The location, possibly considered the main point to the hotel’s success in which accessibility is the main pull factor and in this case there are one Premier Inn hotel in the most important cities in the UK. In the same way, facilities that are placed in an appropriate way as to function accordingly for the good execution of services and fulfilment of costumer’s needs, with the objective of keeping current costumers and attracting new ones. As sourced from the company’s website, the company found a way to collect such information from their costumers and persuade loyalty. It is a scorecard called Wincard used to measure the company’s performance against customers, shareholders and community satisfaction resulted from the services the company executed. They also have a programme called ‘Good Together’, from which they get feedback from guests related to service provided, as per example, how could they be more environmental friendly. This program resulted in a plan to make better usage of natural power, recycled materials, collecting rainwater whenever possible, etc. According to Premier Inn website, their objective is to become the most customer-focused organisation. They do not only want to be the UK largest hospitality company but also the largest in the world. Whitbread’s core values: (Source: website)
1. Genuine – caring about customers;
2. Confident f– striving to be the best at what we do;
3. Committed – working hard for each...