For hotels, successful marketing depends on addressing a number of key points. These include: what a company or an industry like a hotel is going to produce; how much a hotel is going to charge; how that particular hotel is going to deliver its products or services to the guests; and how it is going to tell its customers about its products and services. Traditionally, these considerations were known as the 4Ps of the hotel industry — Product, Price, Place, and Promotion. As marketing became a more sophisticated discipline in the hospitality industry, a fifth ‘P’ was added and implemented— People. And recently, two further ‘P’s were added, mainly for service industries (like the hospitality industry)— Process and Physical evidence. These considerations are now known as the 7 Ps of service marketing in the hotel industry and sometimes referred to as the marketing mix of the hospitality industry!
In the realm of hotels, marketing is a technique of guiding the customers to choose your goods and service rather than electing the products of your rivals. If a hotel is not accounting for this aspect to make their brand more relevant, they are hampering their profit level, sales, and occupancy. The key for all hotels is to search the correct channel of marketing (which may be Display Advertising, Email Marketing, Pay-Per-Click Advertising (PPC) or Online Public Relations) and disclosing the accurate message in order to influence the targeted guests.
Now, saying all these let us see a wider sense of these 7 Ps.
Product here exemplifies to the goods and services a business sells to its potential customer. In order to peddle up the sale, one must furnish the proper and adequate information about their particular good and service to the targeted customer. The product must be capable of resolving and fulfilling the requirements of the customer. Component of selling the good comprises figuring out the potential buyers in the market.
The chunk of money that a supplier sets for his product is labeled as price. Setting the price needs keen thought and analysis, mainly for inexperienced or new business owners who mistakenly sense to offer the minimum price or they would end up in achieving zero sales. Pricing is computed in many ways, like cost-plus, based on value or combative.
The way of distributing the product is considered as the third ‘P’ of marketing that is considered as a place. Analyzing the geographical areas where buyers look for the product and service. It refers to the geographical location of the availability of products.
The element ‘promotion’ in the marketing mix comprises the advertising and events to support the certain service and product. Various strategies are made to promote the product in the market. In order to make the end users aware of the product marketers initiate different promotional strategies to uphold their goods and services.
The process is an integrated buying exposure. From the prime segment of contact, generally the network or website, to distribution of the good or service. Nonetheless, the process doesn’t block there, because there’s the post sales service, and creating decent relations with customers even after the purchasing process.
People are a defining factor in a service delivery process since a service is inseparable from the person providing it. Thus, a hotel is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. Consequently, customer service training for staff has become a top priority for many organizations today.
People are a very important factor in the 7 P’s because services tend to be produced and consumed at the same time. Because of this, the behavior of these people is very important in determining the experience of the customer.
7. Physical Evidence
Before a service is experienced, it first has to be delivered. It, therefore, means that the process of choosing to use a service might be perceived as risky since one is buying something that is intangible. To reduce this uncertainty, physical evidence such as case studies should be used. This can be done by keeping the facilities clean, well decorated and tidy. The physical evidence that is demonstrated by an organization should be able to confirm the assertions of the customers. Although it might not be possible for the customers to experience the service before they have purchased, the customers can talk to other customers with experience!