Pillars of Hospitality Industry

Marketing and sales are essential areas in the hospitality industry, which not only depends on room revenue but also on F&B and other areas. The sales and marketing team is responsible for maximizing the hotel's revenue. This department is tasked with earning revenue from various verticals like room occupancy, event spaces, leisure facilities, restaurants, etc. And it is definitely not a cake walk as there are various problems that it has to tackle like seasonality, competitors, et al. Ashok Malkani tries to fathom the department's problems and the strategies they adopt to tackle the issues as well as the latest trends in marketing in the industry.

- Ashok Malkani

The beds are made in a spic and span manner, the pillows are neatly arranged, and the towels are placed systematically on the bathroom racks. The only thing missing is: The guests! This scenario is likely if your sales and marketing (SSM) team is slack and laidback or the marketing strategy is not correct.

Sales and marketing are important elements in the hospitality industry as they directly correlate to profitability of the property. The hotel's revenue can be maximized only if the strategies are correct. For achieving this you need to keep up with the latest hospitality marketing trends.

But how are sales and marketing strategies for hospitality industry different from any other business?

Suniil Bhatia, Director, Sales & Marketing, The Mirador Mumbai states, "The Basics are more or less the same with a focus on the Brand Identity and Emotion of the Hotel/Chain as the basis of the Marketing."

Sarath Sankar, Director of Sales and Marketing Angsana Oasis Spa & Resort, Bangalore is of a similar opinion. "However," he adds, "while the basic principles of marketing hold true across industries, the hospitality industry presents its own unique considerations. In addition to the traditional marketing mix of 'Product, Price, Place, and Promotion, the hotel industry adds three more "P's": People, Process Management, and Physical Evidence. When developing a marketing plan for a hotel, these factors must be carefully considered."