Marketing Essay Example | Topics and Well Written Essays - 2000 words - 48

Marketing - Essay Example realize a handsome profit and retain relevance in their various industries, all business organizations have to come up with serious marketing strategies. However, advertising is something that is particularly important in the hospitality industry. Hotels such as the Hilton have to keep improving their effectiveness because they are constantly being confronted by the challenge of retaining loyal customers while drawing new ones. The hospitality industries, like others which have been negatively affected by the recession, have had to make significant changes in order to attract customer. It has experienced a lot of fragmentation that makes strategies such as target marketing and market segmentation extremely important. There are different reasons for the changes that have affected the hospitality industry. In the first place, due to the recession, hotels have had to effect necessary budget reductions.1 There has also been change in the lifestyles of many individuals who were formerly in a position to allocate a lot of spending capital on leisure trips. Tourists have developed an interest in a diverse range of recreational activities that create challenges for hotels that are not ready to respect such preferences. Another challenge has to do with marketing expenses. Increased promotional costs mean that hotels have to invest in more cost effective advertising strategies that put more emphasis on the type of services on offer, as well as educational pursuits, than on potential promises.2 To remain competitive, hotels such as the Hilton Group also have to invest in reaching targeted markets, and establishing measurable objectives. One of the biggest challenges in the marketing of recreational facilities lies in the fact that, unlike actual physical goods, recreational breaks have to be consumed on-site.3 Even though hotels may create a spectacular advertisement about the services they offer, the advertisement does not deliver the true experience. This is a product