Shen (2015) provides insight into examples of critical success factors for hotels. These critical factors (see Figure 1 on the next page) make a relevant and insightful starting point for discussing the relationship between eMarketing initiatives and factors that might be impacted by an organisation’s broader marketing strategies and business modelling.
In context to the course material covered (and will be covering until week 5) select a minimum of 3 critical success factors (from Figure 1) and apply them to an organisation of your choice.
You are to complete a report that will analyse the relationship between a hotel’s eMarketing initiatives and factors that relate to broader marketing and business strategies / models. In your report, provide a brief overview of your chosen hotel and the industry in general that it operates within. The following questions should be addressed in the body of the report:
- EvaluateeMarketing initiatives thatwould complement your choice of critical success factors?
- Analyse how your selection ofeMarketing initiatives vary from one critical success factor to the next?
- Critique how might the wrong or ineffective eMarketing initiative(s) undermine your selection of critical success factors? For example, if one of your critical success factors was product quality would selecting an unsuitable eMarketing initiative lead to cost over-runs and impact customer purchasing requirements?
Introduction to hotel and hotel industries
The Hyatt Regency is known across the world as a delegate of the five star brands. It includes the full collection of hotel with person properties that are offering an occupied variety of accomplished services to complete the wants of different people. Hyatt Regency assists all guests traveling for different purpose to enjoy a good time at hotel. The size of the Hyatt Property varies from 200 to over 2000 rooms. This provides with an opportunity to have a safe stay in urban, suburban, airport, convention and resort destination. The Hyatt Regency's characteristic abundant meeting and conference facilities proportionate to the number of bedrooms or to market demand. Convention hotel guests are often part of a premium group, meeting or conference. The Business hotel guests are primarily individual business travelers. The Resort hotels provide services to families in order to manage their vacation together and corporate effective group looking for an effective atmosphere in order to manage the business meetings (Hyatt Regency, 2017).
The Critical success factors in a hotel industry are as follows:
- Guest satisfaction: The primary purpose of hotel is to attain maximum guest satisfaction. This will help in increasing revenue for the organization.
- Product quality: It is important to ensure that the products are provided with a high quality.
- Strategic choice: the choice related to the establishment of the hotel is necessary from the point of view of location.
- Resources: The resources need to be made in a way that helps in enabling growth to the organization.
- Managerial competencies: an efficient managerial staff is important for achieving long term sustainable goals.
- Human resource related factors: The product related satisfaction is important from the point of view of services that are provided by the employees (Rutherford & O'Fallon, 2007).
Successful e-marketing strategies are important for the hotel industry in dealing with the promotional strategies. The hotel industry needs to divide the E-marketing plan in the following way that allows the hotel to balance the critical issues (Mok, Sparks & Kadampully, 2013).
The majority of internet surfers’ are using search engines to look for information related to hotel booking. This has enabled the search engine to be one of the most effective ways to manage hotel’s destinations website. In the hospitality industry the search engine allow an individual to book tickets. The search engine optimization allows in finding the hotel (Fernández & Becerra, 2015).The sponsored search allows including sponsored results related to a selected keywords. The action is generally undertaken by bidding process of Keywords. The search engine allows in developing the mechanism to sponsor the search process. This will actually help in evolving and gaining complexity year on year (Clark, 2014).
The social media websites like Facebook, Twitter, and YouTube are important for managing information in an effective way. The information posted on the social media websites are used to update information related to managing social media. This activity helps in managing the activity in an appropriate way. Several international hotel chains are using an effective marketing plan in order to gain social media efficiency. This will allow the business organization in managing the reputation in the market. The reviews done by the travelers will allow the hotel industry in managing the portfolio in an effective way (Mahadevan, 2015).
The mobile advertising is an effective way to grow rapidly through multiplied connectivity. For this reason the online devices allowed an individual to gain effectiveness. The online experience allows in gaining seamless experience. A successful mobile advertising will allow in managing effectiveness. The interface design and web content allows the users to comfortably accessing the different functions. The deals provided through the mobile advertising app allows in managing the functions. The QR Code represents important tremendous tools at the disposal of hoteliers for the use of marketing purpose (Kandampully, Zhang & Bilgihan, 2015).
The E-mail advertising is one of the powerful tool that is used by the hoteliers in creating a direct revenue opportunities. An e-mail sent to the unsolicited senders can be used to spread information among people. It is one of the cost efficient methods.
Different benefits Of the E-mail marketing are as follows:
- It serves as one of the direct-response vehicle and branding tool.
- The E-mail marketing helps in creating modified interactive relationships.
- The Targets and attractive recipient that are used as relevant promotion technique
- It helps in delivering effective information in the mind of recipients for future travel.
- The e-mail marketing supply distressed inventory.
- These acts as a Function of sales force as it reach thousands in seconds.
- Moreover this efficient tool helps in Recruiting new customers and to retain old ones.
The Hyatt Regency
The display advertising is one of the convenient ways that is used for the purpose of advertising message visually through animation, graphics, videos etc. They are typically graphics that are displayed on a web page. It will be used to manage the other interactive elements in order to gain customer attention. The text advertisements ad hyperlink allows the users in gaining effectiveness through primary content that is emended in the hyperlink (Minazzi, 2015).
About 3 Critical success factors with marketing initiative, result and sources in hotel
The Overall purpose of managing an effective E-Marketing initiative is by developing the product quality and highlighting the managerial competencies. This is done in order to gain customer Satisfaction on a long run. Hyatt is efficiently marketing as a pioneer of managing work mostly through online process. It is moreover important for Hyatt to manage the queries related to guest satisfaction. Hyatt international sales and marketing team is striving to develop an effective brand image in the market by creating revenue. The sales and marketing strategies are comprehensive in nature and allow understanding in the field of customer segment, the current market dynamics in terms of new technology and media platform (Sigala & Chalkiti, 2015).
Hyatt has distinctly targeting the distinct customers segments that allow the brand in serving the needs of hotel by targeting through analysis and application. The potential revenue of the existing customers and the increasing guest in the recent time period has allowed in gaining a competitive approach against other. The predictive modeling recognizes profitable customers, allowing Hyatt to influence first choice in all facet of marketing. Hyatt has understood the importance of an effective marketing and management process so as to gain importance on the long run. The efforts are to be made in order to enhance the overall productivity (Strauss, 2016). .
The Electronic distribution system has enabled Hyatt in contributing towards total reservation. It is one of the most important interactions a guest can look forward to. The Hyatt.com is the center of Hyatt worldwide sales experience and booking efficiencies. The ultimate purpose of the website is to facilitate online purchase and to drive revenue for the organization. They have also created a dedicated team that focus on functions like design and content of the site, as well as on driving site traffic via integrated marketing communications. The business Intelligence unit is very well managed by the employees in order to analyze the digital marketing efficiencies. This will allow in enhancing the e-commerce performance in order to manage the overall benefits Competitive Strengths, 2017).
Hyatt is using an effective marketing plan in order to gain social media efficiency. This will allow the business organization in managing the reputation in the market.
The central reservation system at Hyatt contributes in managing the performance of hotels worldwide. The reservation center is located in the United States, Australia, India, UAE, Germany, Japan and China to reserve the hotel at any place. They are closely working with the distribution partner in order to ensure that the market share is maximized. There are different channel to ensure effective marketing process through an effective process. Hyatt in overall has an effective marketing relationship that has helped in ensuring global and regional airlines (Competitive Strengths, 2017).
Internet Marketing and Hotel Industries
The group oriented business expertise and worldwide reputation has helped in enabling operating conferences in the primary and secondary cities. The national sales force has helped in managing the functions in an effective way by ensuring effective roles to individual sales agent. The professional meeting planners thereby ensure meeting the goals in the organization. The Planners rewards has thereby allowed in leveraging relationship with the customers across the network. The hotel is an effective brand ensuring a high level of individual service guest service and the extensive range of inclusive business amenities accessible in comfy ways.
The sales and marketing department has helped in ensuring group oriented business expertise for gaining reputation. Hyatt has expanded the brand portfolio by making consistent efforts that include Worldwide Sales Force (WWSF). They have around 1800 value customers. There automatic application has allowed in balancing the direct sales functions and enable in booking business at all the properties. The dedicated Business and Leisure Travel Sales Force has helped in enabling the corporate, wholesale and leisure account (Thompson, 2017).
Like many other companies Hyatt has claimed to go beyond the social media marketing in order to become a full-fledged social business. They understand the importance of communicating with the customers through the social media tools. Hyatt doesn’t fear from experimenting and switching to other things. They take up the online advertisement campaign that allow in developing a competitive market strategy on a long run. As a part of their campaign the website of the branches allowed customers to interact personally (Hyatt, 2017). The company recognizes the importance of understanding the difference on various points and its importance to be more effective on the social media platform.
Hyatt utilizes social data from variety of websites that allowing monitoring the changes occurring in surroundings. The predictive analysis tool proves to be one of the effective ways to deal with the potential trajectory and prospective client impact. Hyatt has been using the search engine search engine in managing the social media. The search engine tool allows in developing the mechanism to sponsor the search process. This will actually help in evolving and gaining complexity year on year (Dua, 2014).
The report focuses on the Hyatt Regency Sydney e-marketing strategies. The hotel industry is developing at a fast pace. It has become important for the hotel industry to use improvised tools in order to sustain in the market. The Resort hotels provide services to families in order to manage their vacation together. It is important for an individual company to ensure social media presence. This will enable the organization in gaining effective results. Majority of hotel industry are relying on E-marketing due to the fact that it is easy for every individual to access the information. The E-Marketing tools help in ensuring promotional strategies for the hotel. It has to ensure that the organization is working in an effective way so as to enable growth. Several international hotel chains are using an effective marketing plan in order to gain social media efficiency. The social media tools are the widely used technique that allows in managing the activities in an effective way. This activity helps in managing the activity in an appropriate way. The overall purpose is to ensure consistent growth in the Hotel industry. In a short time period it has become important for the business organization to use information and technology in an effective way. This has helped in managing the resources in a best possible way. The Hyatt has deployed an efficient central reservation system at Hyatt contributes in managing the performance of hotels worldwide. It is using the information and technology in an effective ay so as to ensure that the guests across the world are comfortable in meeting the desired objectives. The Hyatt Regency's characteristic abundant meeting and conference facilities proportionate to the number of bedrooms or to market demand.
About 3 critical success factors with marketing initiative, result and sources in hotel
The report analyzes how the brand is effectively using e-marketing tools in order to manage the job. It is important for a business organization to use the social media and marketing tools in an effective way. In such a competitive business environment it is important to manage the marketing through online tools. The Hyatt’s marketing strategies are designed to make safe and put up a strong brand value and awareness. It has to ensure meeting the exact business requirements of hotel operations. It is important to organize e-marketing process in order to gain revenue. The online experience allows in gaining faultless knowledge. A successful mobile advertising will allow in managing effectiveness.
It is recommended to the Hyatt has to manage an online campaign by outsourcing the whole process. This will let the organization in meeting the desired results by enhancing the overall productivity. The online agency ensures that the product image stands very well in the social media platform. It will allow in meeting the desired results by allowing post updates, discounts, and major announcements through social media.
It is important for a business organization to ensure interaction between the customers. This will allow an organization in managing the updates in the best possible way. A happy customer gives positive review that ensure in gaining a competitive edge over the other brands. There is a high competition in the market. It is important for the brand in managing the activities in an effective way. In such a competitive environment it is important that Hyatt must ensure competitiveness through effective marketing policies. It is desired in an organization to allow an effective framework by organizing different social media tools. These social media tools will help in ensuring consistent growth through distinguished marketing projects. The Hyatt’s marketing strategies are designed to make safe and put up a strong brand value and awareness (McManus, 2013).
The distinguished E- Marketing structure will allow in creating a difference in the market. It is thereby important for Hyatt in creating distinctive policies for the brand that will help in ensuring growth. It is therefore important that the various social media network need to be strengthen. This will allow the brand in gaining a competitive place in the market (Cabiddu, De Carlo & Piccoli, 2014). International brands like Hyatt are working on improving their strength through implementation of effective online marketing plan. This will however ensure productivity not only on the short run but also help in engaging effectiveness consistently (Leung, Bai & Stahura, 2015).
Hyatt needs to rely on E-marketing due to the fact that it is easy for every individual to access the information. The E-Marketing tools help in ensuring promotional strategies for the hotel. In such a competitive atmosphere it is necessary that the brand has to develop effective measures so as to earn a competitive position in the market (Hudson & Thal, 2013).
In this manner the brand can put a strong emphasis on online marketing tools that will aim precise markets and customers. In the era of competitiveness it has become important for a business to promote their page to certain cities and demographics. This is another reason that is required for strengthening the organization in an effective way.
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