Promotional Strategies in Hotels by Robert Morello Promotional strategies can keep the guests coming in.
Basic marketing concepts tell us that we will sell more of a product if we aim to meet the needs of our target market.
The arguments for standardisation state that the process of adapting the product to local markets does little more than add to the overall cost of producing the product and weakens the brand on the global scale. As you can see both strategies; using a standard product and an customised product can work just as well. As with international product decisions an organisation can either adapt or standardise their promotional strategy and message.
Before designing promotional activity for a foreign market it would be expedient to complete a PEST analysis so that you have a complete understanding of the factors operating in the foreign market you would like to enter. The internet has created further challenges as customers can view global prices and purchase items from around the world.
The Place element of the marketing mix is about distributing a product or service to the customer, at the right place and at the right time. Prior to designing an international marketing mix a business should carry out a PEST analysis for every country they would like to operate in. The educational promotional products articles below will help you learn how to get the most out of your branded items.
Add Value supplies promotional products, custom branded products, products for business promotion and a wide range of cheap promotional product Australia wide. Learn which promotional products might best suit your marketing goals and about strategies to most effectively use and distribute them. The following educational articles about promotional products were kindly contributed by supporters of Add Value Promotions.
This article talks you through each element of the marketing mix and the arguments for and against adapting it suit each foreign market. In international markets this will involve taking into consideration a number of different factors including consumer's cultural backgrounds, religion, buying habits and levels of personal disposable income. In today’s global world, where consumers travel more, watch satellite television, communicate and shop internationally over the internet, the world is a smaller than it used to be.
The right approach for each organisation will depend on their product, strength of the brand and the foreign market that the marketing is aimed at. Advertising messages in countries may have to be adapted because of language, political climate, cultural attitudes and religious practices.
This has increased the level of competition and with it pricing pressures, as global competitors may have lower operating costs.


Distribution in national markets such as the United Kingdom will probably involve goods being moved in a chain from the manufacturer to wholesalers and onto retailers for consumers to buy from. This will help them determine what elements of the marketing mix can be standardised and which elements will need adjustments to suit local needs. They describe the products and how they work, as well as the key benefits and disadvantages, appropriate customer demographics, strategic tips and marketing ideas.
In an overseas market there will be more parties involved because the goods need to be moved around a foreign market where business practices will be different to national markets. It may well be that a business is able to use a standard marketing mix in the majority of cases and only need to adjust it on the rare occasion.
Feel free to follow the links provided in each article to our online store, to get an online quote. Brands such as MTV, Nike, Levis are all successful global brands where they have a standardised approach to their marketing mix, all these products are targeted at similar groups globally. Every aspect of promotional detail will require research and planning one example is the use of colour; red is lucky in China and worm by brides in India, whilst white is worn by mourners in india and China and brides in the United Kingdom.
For example in Japan there are approximately five different types of wholesaler involved in the distribution chain. In India where a cow is a sacred animal their burgers contain chicken or fish instead of beef. Many organisation adapt promotion strategies to suit local markets as cultural backgrounds and practices affect what appeals to consumers. Businesses will need to investigate distribution chains for each country they would like to operate in. They will also need to investigate who they would like to sell their products and services to businesses, retailers, wholesaler or directly to consumers. They have names that nearly every travel consumer knows, with dedicated websites supported by advertising campaigns in markets around the world. The distribution strategy for each country a business operates in could be different due to profit margins and transportation costs. They contract both large chains and independent properties, selling hotel rooms at a discount online.
The exposure they provide can be invaluable and well beyond the means of any small-business owner to attain independently. People searching for a room in a given location will look up the available hotels, and yours will pop up as an option. Online travel sellers select properties based on their location, the selection of available amenities, and the ownership's willingness to provide commissions and special rates.


Agencies have had to develop in new ways to compete with large online sellers, and as a result, they have turned their focus more toward specialties or market niches in many cases. For example, some agencies will specialize in a given region, such as an area known for winter skiing, and will provide agents who know that region inside and out: where to stay, what to eat, how to save, and where to shop. These specialized agencies are often a place for independent and lesser known properties to make their case as a viable option versus major chains and costly luxury brands. Specialized agents will take the time to learn the property and convey its unique marketing message to the traveling public in a way that mass market sellers will not be able to. A hotel might offer discounts for extended stays or frequent visits, for example, or during slow periods. They fall short with pass-through travelers who will visit only once, and who cannot, therefore, benefit from long-term rewards. In this case, the use of a one-time special-rate discount is key, no matter the season or the potential for a future stay. Independent hotels that work with local government tourism boards to promote special rates on tourist maps and in welcome-center brochures stand to gain a lot of traffic even from the one-night-in-town set. The costs of ads or sponsorships in tourism literature is relatively low, and the potential for return is high. For instance, if you sign a partnership marketing agreement with a local surf shop, you will gain an audience of surfers that you might not otherwise have been able to reach. The surf shop in turn gains the attention of all of your guests, some of whom may be considering their first board purchase or lesson. When the two businesses go half on the costs, the expense is reduced and the reach of the strategy can extend further than an individual campaign would have been able to.
Promoting local businesses is always beneficial to local business as a whole, and the same goes for hotel marketing. They provide rewards to the customer for a basic night's stay and help make your property easier for travel agents to sell. For example, if your competition is offering a double room for $100 per night, and you are offering a comparable room with free breakfast, airport transfers, and Internet access, your property just jumped to the top of the list of options for many travelers. You probably already have Internet service at the hotel, airport transfers will only apply to some guests, and breakfast is inexpensive to put together. Value-added items can be customized to fit the style and amenities of the hotel, and can include such amenities as spa treatments, dinners, champagne or free parking.



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