Describe a service culture.
Identify four service characteristics that affect the marketing of a hospitality or travel product.
Explain marketing strategies that are useful in the hospitality and travel industries.
Ritz-Carlton is renowned for outstanding service.
o the chain of eighty-five luxury hotels around the world, caters to the top 5 percent of corporate & leisure travelers
In surveys of departing guests, some 95 percent report they’ve had a truly memorable experience.
At Ritz-Carlton, exceptional service encounters
have become almost commonplace.
o when Nancy & Harvey Heffner’s son became sick, hotel staff brought him hot tea & honey at all hours of the night
Such personal, high-quality service has also made the Ritz-Carlton a favorite among conventioneers.
Since incorporation in 1983, Ritz-Carlton Company has received all the major awards hospitality industry & consumer organizations bestow.
Rewards are important, and at Ritz-Carlton, service quality has resulted in high customer retention:
o more than 90 percent of Ritz-Carlton customers return
o despite hefty room rates, the chain enjoys occupancy
rates at 70%, almost 9 points above industry average
Most of the responsibility for keeping guests satisfied falls to Ritz-Carlton’s customer-contact employees.
Ritz-Carlton instills a sense of pride in its employees.
o “You serve,” they are told, “but you are not servants.”
o the company motto states, “We are ladies and gentlemen serving ladies and gentlemen.”
To ensure guest satisfaction, no detail is too small.
o customer-contact people are taught to greet guests warmly and sincerely, using guests’ names when possible, to answer the phone within three rings, with a “smile”
o employees are urged to escort a guest to another area
of the hotel rather than pointing out directions
o pride and care in personal appearance is... [continues]
Cite This Essay
(2010, 08). Service Characteristics of Hospitality and Tourism Marketing. StudyMode.com. Retrieved 08, 2010, from http://www.studymode.com/essays/Service-Characteristics-Of-Hospitality-And-Tourism-377245.html
"Service Characteristics of Hospitality and Tourism Marketing" StudyMode.com. 08 2010. 2010. 08 2010 <http://www.studymode.com/essays/Service-Characteristics-Of-Hospitality-And-Tourism-377245.html>.
- MLA 7
"Service Characteristics of Hospitality and Tourism Marketing." StudyMode.com. StudyMode.com, 08 2010. Web. 08 2010. <http://www.studymode.com/essays/Service-Characteristics-Of-Hospitality-And-Tourism-377245.html>.
"Service Characteristics of Hospitality and Tourism Marketing." StudyMode.com. 08, 2010. Accessed 08, 2010. http://www.studymode.com/essays/Service-Characteristics-Of-Hospitality-And-Tourism-377245.html.