Research found that vendors that offer several of products can reduce the inconvenience to customers, and this can strengthen the customer loyalty. Therefore, hotels should offer more choices to customers on Internet; because it will let the customers choose the one that they like (Miller, 2004). Hotel should design their website page to icon the image that they want to be in the market; it should be more than just a description of the hotel. Also, hotels should keep the website updated, so customers can see newest information about the hotel (Miller, 2004). To earn the trust from consumers, hotels need to have a security system to secure customers data.
The ultimate goal for hotels is to sustain long-term engagement to keep strong social ties. Sun and Sea Hotel is putting out additional funds to reverse the negative word of mouth into a positive in the hopes of building repeated visitors. The hotel first needs to analyze and ensure they are catering to the right clientele. The Convention and Visitors Bureau of the Island contains recorded data of where the visitors are coming from and their purpose of travel. After determining the proper clientele, the Sun and Sea Hotel need to decide whether print, media, or both would be the best marketing effort to bring more visitors to stay at their hotel.
It is a blend of promotional tools to communicate with target customer and build customer relationship. There are some components of promotional mix which help to accelerate the sell and expand growth of a company. The components of promotion mix are: • Advertising – nonperson presentation of ideas of goods and services through a paid media. • Sales promotion – short term incentives to the customer so that they motivated to purchase. Sales promotion is done by the hotel in the off season.
The impression of the hotel left on the guest is essential for the success of the hotel. The idea of adding amenities to keep up with competition or getting creative with services offered is not new. The Journal of Retail & Leisure Property mentioned that starting in the 1970’s, “hotels and resorts tried to gain market share from their competitors by increasing amenities in the guest rooms.” The services and amenities have always been a factor when deciding what approach to take when trying to find the most success. By comparing an average 2-3 star hotel with a 5-star hotel, I was able to gain a better understanding of the different services offered in hotels and the different expectations that certain guests have in their stay. First I looked at the services of a Best Western hotel.
In the sector of management, the popularity of travel distribution over the Internet has provided hoteliers the opportunity to review consumer-generated content across the industry, because these reviews and ratings provide a powerful tool and a wealth of data to hotel management. Also, it is important for hoteliers to take consumers’ negative comments seriously in order to provide a service recovery or change product to better suit consumers’ needs. In article “The implications of social media on customer relationship management and the hospitality industry”, it is said that hoteliers have found that review of the information in comments enabled them to make management decisions that resulted in improved service operations (Rosman & Stuhura 2013). In marketing sector, social media tools impact hoteliers on making decision on marketing strategies. In fact, social media can provide vary of channels to promote and distribute hotels products and services (Rosman & Stuhura 2013).
Customers use social media to know more about business companies they know little about. Social media provides improved customer service for businesses. Using social media platforms benefits businesses by creating efficiencies within the enterprise and creating innovation as well as creating new services that did not previously exist within the business enterprise. Engaging in social media will help strengthen the brand experience which will support brand building. Through the use of social media, a business becomes attractive to its customers.
These three variables also have a strong impact on the ICT adoption tendency of a hotel. This is because the ICT adoption tendency of a hotel can be linked mainly to its expectations about the value addition that ICTs can provide to its customers, as well as the belief about the expansion of its target market through ICTs. A hotel will therefore be more inclined to
For instance, customers receive satisfying services, so they will remember these services and want to receive those services again next time. Although this is not enough to evaluate the results of a hotel service, it can make a good impression in customers’ minds. Secondly, it is not easy to fail the hotel have good culture in the strong competition of the hospitality industry. Nowadays, more and more businesses are focusing on hotels, so the hotel industry is face with fierce competition. When hotels have the same level of facilities,and hotel culture is the key point to estimate the hotel services.
Hotel uniform “personalization, on a basis of the hotel as a whole”, may be the future trend of the hotels which aim to have distinct market position and segmentation in a way of impressing the guests (Ariffin, Nameghi, & Soon, 2015, p. 780) with localized stay experience. Competition between multinational luxury hotels, especially in Hong Kong, a small but well-developed region with stable society, high public security and social prosperity where being a renowned and popular destination for business and leisure guests, is fierce. Most of the global hotel brands can be found in Hong Kong, The Ritz-Carlton, The Grand Hyatt, Shangri-la as well as JW Marriott, to name but a few. To be remarkable and impressive among the competitors, intangible uniqueness appears to be more prominent to thrill the guests (Osman, Hemmington, & Bowie, 2009). Chinese-featured embroideries and accessories can create added values to the existing hotel uniforms without wrecking the original creativity and tailoring of the uniform.
3.4 Customer reviews affect the branding The guest reviews on the hotel that play a critical role in helping customer define the hotel value. Such as many customers are first time visit to the hotel, reviews would help them preview and visualize the specific hotel experience. The Arista Hotel was facing negative reviews about the hotel and significantly affect the sales and the branding. Customer who has bad experience with the hotel, therefore they write negative reviews to the hotel. 3.5 Tangibility of hotel af... ... middle of paper ... ...program to reinforce their brand image.