Efficient Marketing Concept for hotels and restaurants

Marketing stragies for the future-oriented host

Frank Höchsmann

• Publisher: Books on Demand
• Year: 2021
• Print ISBN:
  9783752640632
• Edition: 1
• eBook ISBN:
  9783753428604
• Topic: Business
• Subtopic: Business General
• Index: Business

After the Corona crisis, the development of a new Marketing concept is imperative and vital, especially for medium-sized privately managed hotels and restaurants.This Marketing concept helps to increase sales, save time, give structures, control costs, but also to win new customers and motivate regular customers to return.In times like these, a stringent Marketing concept offers the opportunity to use scarce financial resources specifically for Marketing measures. Spontaneous decisions, impulse actions or Marketing mis-investments are no longer necessary. This Marketing concept provides a comprehensible guideline, which, if implemented correctly, leads to demonstrable and well-deserved success.

1. Market information

1.1 What is market information and market research?

Market information and market research deal with the procurement inquiry and processing of data on current and future markets. The aim is to research the development of the market, the behaviour of market participants and the effects of company-specific activities.

The market information is based on already existing data and market research is carried out permanently and regularly to obtain data and information.

1.1.1 Data sources

The sources of market information/market research are internal and/or external:

• Internal: turnover statistics, accounting, occupancy and occupancy statistics, guest and tourist statistics, satisfaction evaluations, etc. You will get this information quickly, inexpensively, it is easy to understand and specific to your business.
• External: Official statistics, statistics of professional associations, e.g. Chamber of Commerce, newspapers, trade publications, company publications, publications of competitors, specialized databases, etc.

1.1.2 Survey instruments

Survey instruments of market information/market research are:

• Surveys: personal (expensive), in writing (cheap), by telephone (data protection), online (cheap)
• Experiment (experiments on guests are not recommended)
• Observation (time consuming)
• Panel research ³ (expensive and time-consuming)
• Product test, offer test, online test
• Mystery Test / Anonymous Test (e.g. Service Quality⁴)

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³ Panel research is a method of repeatedly questioning a pre-selected group of people about a specific topic

⁴ Service quality test hotel and/or restaurant of HOTQUA with 100 quality criteria

1.2 Survey form for selected hotels

This data inquiry form helps you to get to know the competing companies better. Please use this form to analyse your 5 strongest competitors. Then please evaluate the results.

Note: You can also evaluate competing companies/competitors via online portals (Trivago, Expedia, Holiday Check, etc.)

1.3 Survey form for selected restaurants

Please analyse 3-5 competitors who have the same or similar (food) offers as you do. Afterwards you can evaluate the filled in questionnaires. Who is your biggest competitor and why? Where do you stand according to this?

Note: Restaurant ratings can also be assessed via online table reservation systems, e.g., Bookatable or Opentable.

1.4. Questionnaire for the hotel guest

Dear guest,

we are very pleased to welcome you as our guest. In our house we give great importance to quality and absolute guest satisfaction. We can only achieve these high standards with your help. Therefore, we ask you to answer the following questions spontaneously. We thank you for your effort and look forward to welcome you again.

Sincerely your hotel management

Thank you again for your quality contribution!

Recommendation: In order for as many guests as possible to fill out the questionnaires, vouchers for a drink or small gifts can be given away.

1.5. Questionnaire for the restaurant guest

Dear guest,

we are very pleased to welcome you as our guest. In our house we give great importance to quality and absolute guest satisfaction. We can only achieve these high standards with your help. Therefore, we ask you to answer the following questions spontaneously. We thank you for your effort and look forward to welcome you again.

Sincerely yours, Your restaurant management

Thank you again for your quality contribution!

2. Market Analysis

2.1 Analysis of offers

2.1.1 Quantitative analysis of offers

We carry out a sales analysis to see how your turnover has developed over the years/months in each sales division/offer. You should go into detail. A hotel breaks down its sales by room type (single room, double room, suites, etc.) and by sales from the food & beverage sector (restaurant 1, restaurant 2, bar, lobby, etc.). The following table provides a (simplified) example

Example: Hotel - turnover per year (10 T €)

Sales	2016	2017	2018	2019
Hotel	350	345	366	369
Restaurant	170	172	175	182
Other	55	60	64	68
Total	575	577	605	619

Example: Restaurant - turnover per year (10 T €)

Sales	2016	2017	2018	2019
Food	250	245	266	269
Beverages	170	172	175	182
Catering	55	60	64	68
Total	475	477	505	519

2.1.2 Qualitative analysis of offers

What feat...

Table of contents

• Foreword
• Table of contents
• Note:
• Introduction
• 1. Market information
• 2. Market Analysis
• 3. Market Trends
• 4. Market Forecast
• 5. Marketing Objectives
• 6. Marketing Strategies
• 7. Offline Marketing / Marketing mix
• 8. Online Marketing
• 9. Budgeting / Budget Planning
• 10. Controlling
• Recommendation: Guideline Marketing Concept
• Concluding remarks
• The author Frank Höchsmann
• Copyright