The 4Ps in hotel marketing are not a new concept for many people. However, this is the most important rule to enhance the brand name and image of the hotel and attract more customers. In the following article, Hanami Hotel Danang would like to share with you “What is the 4P marketing strategy in the hotel business?”. Let’s figure it out!
What is the 4P strategy in hotel marketing?
The strategy, which was first introduced in 1962 by E. Jerome McCarthy, has been adopted by many companies to advertise their products, services, and brands. Today, it is commonly used in the hotel industry.
The 4P strategy is the foundation of the marketing mix and is used to describe the different elements of a marketing plan. It is also known as the marketing mix or the marketing program used to determine the target market of their product. The 4P is a marketing strategy that emphasizes the four major elements of marketing: Product, Price, Promotion, and Place.
When implementing a 4P strategy in hotel marketing, hotels must have the following elements:
- Products and services.
- The price of each product and service.
- Place of products and services.
- How to know about a product or service.
Product – Products and services of the hotel
Hotels should focus on finding out what services customers want, such as exclusive products and services. If this is accomplished, the hotel will most likely attract a larger number of customers.
Products and services that hotels should pay attention to when developing business strategies include:
- Food Service
- Banquet and conference rooms
- Recreation facilities, spa,…
- Laundry service
- Service for quick check-in and check-out
- Convenient location
The hotel’s products and services should be enriched to better serve various kinds of customers, such as couples, families, businesses, and so on. However, it is also necessary to concentrate on potential customers, who are also the people who can have the most need to use the service.
Price – The price of products and services
Competitive pricing is one of the deciding factors to help you develop the 4Ps in hotel marketing. The hotel should have many different room rates for guests to choose from. In addition, services such as catering, laundry, and so on must also list specific prices.
Hotels can also customize the price according to different seasons. In the peak season, the price is higher than on weekdays. In contrast, there are many promotions to attract more guests in the low season.
Place – The place where products and services are provided
Hotels in tourist cities should typically choose locations close to recreation and entertainment spots to attract customers, or places such as the center, which is easy to travel to. Furthermore, the hotel should select a location based on its design characteristics such as classic, vintage, garden, and so on.
Promotion – How to promote the service
Currently, there are many different ways to promote images, and hotels should take advantage of most of them to optimize the number of customers. But not in such a way that promotion is rampant in all forms; instead, a few forms should be chosen to concentrate on promotion.
In today’s popular Internet era, advertising through OTA sites will be the most effective way. The hotel should also encourage the promotion of hotel images to room sales sites such as Booking.com, Traveloka, ivivu, and so on. Don’t forget about Gmail, Facebook, Twitter, and other social networking sites.
In short, successfully applying the 4Ps in hotel marketing will assist the hotel in being more widely known and famous. The hotel should choose the right way for the hotel to develop, allowing the hotel to maximize revenue. Hanami Hotel Danang hopes that the article “What is the 4P marketing strategy in the hotel business?” has helped you get more useful information about the 4Ps. See you in the next post.