International hospitality- To critically evaluated marketing strategic Essay

International hospitality- To critically evaluated marketing strategic in accommodation sector - Essay Example This is possible only when the products and services match the best possible industry standards and then excel in as many aspects as possible related to customer service and experience.   Sales and promotional activities, aimed at promoting and marketing a hotel are taken up by every management but effective ones do this in a way unique to them. Marketing concepts of the hotel industry need to be understood as the process by which the customer is informed about the availability of the services and goods that meet their expectations and needs on the right time and at the right place, (Frolick, and Ariyachandra, 2006). It needs to arouse their  interest and sustain it in what the hotel has to offer. The marketing aspect should be able to arouse a strong desire in the minds of the customer to try out what is offered, and then gently nudge them towards being the client of the hotel in the long run. The Hospitality industry provides both tangible and intangible services. Good food tha t satisfies the appetite, comfortable beds that provide a good night restful sleep, wide range of beverages that provide a sense of having tasted some of the finest drinks available, are some of the most tangible benefits that the clients look forward to during their visits, (Aylsworth, 1996). If a hotel management staff fails to meet any of these above client expectations, then it is hard for them to sustain in the competitive hospitality industry. As a result, it is important for the hotel management to meet these standards and must closely focus on every little edge they have over the others in order to please and attract customers, (Lowson, King, and Hunter, 1999). A Hotel’s efficiency and effectiveness will depend on the ability of its management staff to frame the right strategies for marketing and lead the marketing team and the entire staff in implementing that strategy. It goes without saying that such an approach requires the marketing department to be staffed adequ ately with the right kind of personals. However, there should not be extravagant expenditure on the marketing aspect.   The Hospitality Industry has definitely changed with times. By its very nature, it is a matrix of several inter-related consumer oriented services, each of which can be seen as an independent one also. It can face unexpected crises, surges and slumps, challenges and opportunities. Hotel Industry needs to possess strategic planning techniques in anticipation as well as in speedy response to such situations. Such preparedness has to be maximum in marketing functions.  Uncertainties challenge the ingenuity of the hotel staff and management and effective planning has to factor in the long term goals of the management, into the current and contingency plans in response to emerging uncertainties, (Aylsworth, 1996). This way, the management can avoid the derailing of their long term goals when challenges arise. Such integrated planning both for long term goals and cur rent realities is called Strategic planning. Marketing on these lines is called strategic marketing. Strategic Marketing should be able to convert challenges into opportunities, in keeping with the hotel management’s long term goals.  In fact,  a well designed marketing plan is actually the integration of  strategic  plans with the various aspects of marketing. Due to the ever