According to hotel operations management companies, in the competitive world of hospitality, a winning marketing strategy can either make or break your hotel. To outshine the competition and sustain growth, your hotel marketing needs to focus on the right elements in a mix of marketing.
The 7Ps of hotel marketing are a strong framework designed to help you fine-tune your strategy and elevate the guest experience.
How the 7Ps in Marketing Emerged
In the 1950s, Neil H. Borden developed the concept of 7Ps from the original 4Ps framework influenced by James Culliton's idea of a "mixers of ingredients". Borden determined that the elements that constituted effective marketing should include: Product, Price, Place, and Promotion.
However, as the hospitality industry evolved, service industry experts like Booms and Bitner recognized that services including hotels were more than just products.
Therefore, they extended the 1980s Borden original framework by incorporating People, Process, and Physical Evidence to produce 7Ps. These three extensions explain the unique nature of services and the significant roles of customer interaction and experience in the hospitality business.
Let's see how they apply to market hotels and why they are important.
1. Product: Rooms, Services, and Experiences
In the hotel industry, the product isn't just a room. Hotel operations management companies confirm that everything makes up the guest experience, including amenities and service quality. Guests need to feel that the rooms live up to expectations and that you continually review and upgrade the product line.
Key Considerations:
Digital Presence: Make sure your rooms and services shine online with high-quality photos, social media engagement, and influencer partnerships to raise awareness and excitement.
Strategy Tip: Regularly monitor guest feedback and market sentiment to adjust your offerings and stay ahead of competitors.
2. Price: Room Rates and Deals
Price is the only product element in the marketing mix that generates revenue, therefore the right balance must be maintained. Hotel pricing is dynamic because it responds to various factors, such as demand, seasonality, and competition.
Key Considerations:
Revenue Management: Know how willing your guests are to pay, your positioning in the marketplace, and competitor pricing.
Strategy: Implement dynamic pricing strategies to adjust rates based on demand, special deals, early bird discounts, and packages to help increase bookings.
Revenue Tip: Room type pricing with a direct website booking versus OTAs to gain more revenue.
3. Place: Online Presence and Distribution
The Place is where guests can discover and book your hotel. Digital presence has become the order of the day for every hotel today; a great website, OTAs and digital channels- all come under one roof to create an uptick in visibility and direct booking.
Key Considerations:
Website Optimization: Your website should be easy to use and mobile-friendly with a simple booking form.
OTAs: Publish your hotel inventory on platforms such as Booking.com, Expedia, and Airbnb. While at the same time, maintain the objective of direct acquisition through the website.
Strategy Tip: Employ Google Analytics to ascertain which channels drive bookings and then readjust the digital marketing spend accordingly.
4. Promotion: Good Messaging and Engagement
Promotion, as its name suggests, tells your place in the value proposition to customers, regardless of where they are in the buying cycle. A well-crafted promotion campaign will help build interest, increase awareness, and drive action.
Key Considerations:
Targeted Messaging: Messages customized by audience type, whether it's families, business travelers, or eco-savvy guests.
Seasonal and Event-Based Promotions: Position your hotel during peak seasons, local festivals, or holiday seasons.
Social Media: Engage your guests on Instagram, Facebook, and X through great content and ads.
Strategy Tip: Promote interest packages with local restaurants, tour operators, and transportation companies to increase interest and demand by guests.
5. People: Impact Your Guests’ Experience through Your Team
People are a key ingredient to hospitality. As you know, your hotel's staff is either going to prevent or support the guest experience and thus the success of your hotel brand. From the receptionist to the housekeepers, all staff members contribute to a change in guest perception.
Key Considerations:
Training and Motivation: During employee training, ensure they are equipped to provide the best customer service with a pleasant, guest-focused attitude.
Technology: Equip your team with the right tools, like cloud management systems, to enhance efficiency and allow for more meaningful interactions with guests.
Strategy Tactic: Keep an open line of communication with the staff and ensure that no issue with a guest goes unaddressed. Happy, motivated teams can provide better service to guests.
6. Process: Guest Journey Streamlining
The Process is one that has to do with the systems and steps to ensure that guests have a smooth and enjoyable experience. From booking to check-out, in the hospitality industry, the process needs to be seamless to prevent guest frustration and maximize satisfaction.
Key Considerations:
Booking Process: Ensure that your online booking process is user-friendly and intuitive.
Guest Interaction: Answer inquiries promptly, provide personalized services, and make the check-in/check-out processes as streamlined as possible.
Review Management: Respond to guest feedback-satisfied or dissatisfied-immediately and effectively.
Strategy Tip: Utilize technology to enhance self-service kiosks, such as by automating email confirmations to save time.
7. Physical Evidence: Creating Tangible Proof of Service
Since services are intangible, Physical Evidence encompasses the tangible elements that justify the fact that your service is of good quality. It includes the ambiance, the presentation by the staff, their attire, and even the cleanliness of the rooms.
Key Considerations:
The ambience of the Hotel: The decor and general atmosphere of the hotel should assimilate with the idea given by your brand.
Professional Image: Staff outward appearance, including their uniforms and behavior, should reflect the quality of service promised.
Online Presence: The website and social media profiles must reflect the guest experience with clarity in branding, professional images, and positive reviews.
Strategy Tip: Invest in maintaining high standards of cleanliness and decor, as these physical elements are the first indicators of your hotel's quality.
Conclusion
The 7Ps of marketing provide a comprehensive framework that addresses all aspects of your hotel's operations, from product offerings to customer service. If each of these elements i.e. Product, Price, Place, Promotion, People, Process and Physical Evidence is focused on, there is a better opportunity for a robust marketing strategy to attract new customers, enhance their experiences, and develop loyalty.
In today's competitive hotel environment, there is always a need to stay on top of these factors and make adjustments according to the changes happening in the market, which, over time, will ensure success. Hotel operations management companies suggest that strategic integration of the 7Ps into your approach will keep your business rounded yet cover a guest-centric approach that works well in driving bookings and establishing a better reputation for your hotels.
Written by Sneha P. for ProMiller
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