The hospitality marketing mix

Just as researchers have demonstrated distinct differences between goods and services, some researchers believe that the traditional four Ps approach to the marketing mix does not apply to the hospitality industry. Rather, a modified marketing mix is more appropriate. The hospitality marketing mix consists of five components.

Product service mix
Presentation mix
Communication mix
Pricing mix
Distribution mix

PRODUCT SERVICE MIX: This is a combination of all the products and services offered by the hospitality operation, including both tangible and intangible elements. "The key to budget travel is to plan ahead. When it occurs to family trips, globetrotting, well-deserved trips and/or going to see new places we have never been before, the fact of cost and budgeting is always in the back of our minds. Organizing and consuming our travel budget correctly is a main concern for most families. Lowering expending and prices, while still delighting your vacation to its fullest, is the key to certain achievement and fiscal obligation. Your pocketbook and family will thank you! The reasoning behind saving money while touring is simple: Even if your personal budget is extremely limited, you can still take a break and enjoy life! Simply put, life is just too short to never step out of the door or departing the homestead! Also remembering that while traveling, no matter whether on a funds or not, even the smallest of things can all add op to a large vacation or travel expenses!..". For example, it includes such things as the type of guest room, the amenities offered, and the broad array of elements offered to the consumer. Keep in mind that once a hospitality consumer leaves the hotel or restaurant, there is nothing tangible to show. Becase the consumer has purchased and consumed the service, the largest part of the hospitality industry product service mix is indeed the intangible elements of service.

PRESENTATION MIX: This includes those elements that the marketing manager uses to increase the tangibility of the product service mix as perceived by the consumer. This mix includes physical location, atmosphere, and personnel.

COMMUNICATION MIX: The communication mix is very similar to the promotion component of the traditional marketing mix. The communication mix refers to all communication between the firm and the target market that increase the tangibility of the product service mix, that establish or monitor consumer expectations, or tht persuade consumers to purchase. This is accomplished by tangibilizing the service using visual media to simulate the service experience.

PRICING MIX: In addition to the actual price a firm charges, the pricing mix encompasses the consumers perception of value.

DISTRIBUTION MIX: Distribution mix is how an organization will make its services available to potential travelers. The costs of distribution and the need to have the maximum exposure to potential travelers suggest sing the largest possible number of trvel trade intermediaries.

References:

Bowie, D., & Buttle, F. (2004). Hospitality Marketing: An introduction. Burlington, MA:

Elsevier Butterworth-Heinemann.

Lockyer, T. L. (2007). The International Hotel Industry: Sustainable Management. : Haworth

Hospitality & Tourism Press.

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