What Is Hospitality Marketing?
Hospitality marketing is marketing efforts directed towards the increase of revenue in the hospitality industry. Read on to find out more about hospitality marketing and the theories behind it.
Hospitality Marketing Definition
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According to the American Marketing Association (AMA), www.marketingpower.com, marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. In other words, marketing is a process for getting a company's product or service out to consumers. Hospitality marketing is how segments of the hospitality industry promote their products or services.



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While hotels certainly are a big part of the hospitality industry, they are not the entire industry. The hospitality industry is comprised of entertainment, food service, recreation and accommodations sectors, according to the Bureau of Economic Analysis (BEA), www.bea.doc.gov.
Hospitality Marketing Theory
Generally speaking, there are four P's of the traditional marketing plan: price, product, place and promotion. This model is useful for a general marketing plan, but specific industries may require some modification of this idea. Different hospitality marketing researchers, books and companies may have similar modifications, but authors Robert D. Reid and David C. Bojanic in their book Hospitality Marketing Management assert that there are five components in what they call a hospitality marketing mix. Knowledge of all five components of the mix is helpful for managers who are developing marketing strategies. The five components are as follows:
Product-service mix
Presentation mix
Communication mix
Pricing mix
Distribution mix
The product-service mix is all products and services offered by a particular operation. The presentation mix is the 'look and feel' of the operation and includes personnel, atmosphere and physical location. The communication mix is the communication between the operation and the consumers, usually in the form of advertising, feedback and marketing research. The pricing mix is the actual price charged for products or services and perceived value by the customers. The distribution mix is all channels of distribution between operation and market, including the Internet and the physical site of the operation
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