HOTEL INDUSTRY:
7 P’S OF MARKETING MIX
PEOPLE:
People strongly influence the customer’s perception of the quality of service. People in the hotel industry can be categorized as internal and external customers. The internal customers includes the front line personnel working in the hotel like the receptionists, lobby manger, the porters, the house-keepers, the waiters/stewards and waitresses, cook / chef, the doormen, bell boy, general manager and the sales executives, the marketing managers, the senior executives, security personnel, etc.The job of the receptionist is to register the details of the guests and provide the room keys. The waiters /stewards serve the food whereas the bell boy attends to the customer needs as and when called for. Employees must possess personnel qualities, understand and satisfy the customer needs. Training and motivating employees are very important. The external customers are the guests, the goods suppliers, food inspectors, etc.
PROCESS:
It includes various operations that take to offer service. The entire operation carried out from the booking of the room till the customer checks out. The entire experience of arriving at the hotel - of being welcomed, seated, staying, enjoying the ambiance, ordering, served food receiving and eating the meal and then checking out - is important. The pace of the process and the skill of the provider are both apparent to the customer. There can be advance reservation facility. There should be online registration forms available in the company sites. The process starts when the customer enters the hotel i.e when he checks in. the darban welcomes the customer with due respect and politeness which pleases the customer. The receptionist enquires with the customer the kind of room that he requires like single /double bed room, suite, etc. the hotel can also maintain a register where it keeps the record of guest’s likes and dislikes. This helps create a comfortable and predictable environment for guest at the same time it saves the time of the house keeping. He is then guided by the bell boy who carries his luggage towards the room. After the customer is comfortable in his room he enquires whether he needs anything. while serving food the waiter should enquire what he would like to have for starters and see to it that the food provided are as per the needs of the customer like if the customer prefers spicy food or less oily food,etc there shouldn’t be any delay while serving food, the customer shouldn’t be kept waiting. The room should be neat and tidy with the requirements of the customer in the entire stay. The room service should be readily available. The customer should also have access to internet, fax, fitness center, beauty parlous; swimming pool barber shop, travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor-on-call and babysitting.etc.There should be facility to hold meetings/seminars also if required by the guest. Complimentary use of steam, sauna, Jacuzzi and gymnasium at the fitness center should be available for all guests. Arrangements for golf, badminton, squash, billiards, tennis and table tennis on request. 24-hour room service and laundry service should also be available. While checking out the customer should be asked to fill the feedback form wherein he can mention the service quality and recommendation that he would like to give. The customer can also be escorted towards the car parking which will add to the impression of the hotel. If the entire process is carried out efficiently and effectively it will create a good name of the hotel through word of mouth.
7 P’S OF MARKETING MIX
PEOPLE:
People strongly influence the customer’s perception of the quality of service. People in the hotel industry can be categorized as internal and external customers. The internal customers includes the front line personnel working in the hotel like the receptionists, lobby manger, the porters, the house-keepers, the waiters/stewards and waitresses, cook / chef, the doormen, bell boy, general manager and the sales executives, the marketing managers, the senior executives, security personnel, etc.The job of the receptionist is to register the details of the guests and provide the room keys. The waiters /stewards serve the food whereas the bell boy attends to the customer needs as and when called for. Employees must possess personnel qualities, understand and satisfy the customer needs. Training and motivating employees are very important. The external customers are the guests, the goods suppliers, food inspectors, etc.
PROCESS:
It includes various operations that take to offer service. The entire operation carried out from the booking of the room till the customer checks out. The entire experience of arriving at the hotel - of being welcomed, seated, staying, enjoying the ambiance, ordering, served food receiving and eating the meal and then checking out - is important. The pace of the process and the skill of the provider are both apparent to the customer. There can be advance reservation facility. There should be online registration forms available in the company sites. The process starts when the customer enters the hotel i.e when he checks in. the darban welcomes the customer with due respect and politeness which pleases the customer. The receptionist enquires with the customer the kind of room that he requires like single /double bed room, suite, etc. the hotel can also maintain a register where it keeps the record of guest’s likes and dislikes. This helps create a comfortable and predictable environment for guest at the same time it saves the time of the house keeping. He is then guided by the bell boy who carries his luggage towards the room. After the customer is comfortable in his room he enquires whether he needs anything. while serving food the waiter should enquire what he would like to have for starters and see to it that the food provided are as per the needs of the customer like if the customer prefers spicy food or less oily food,etc there shouldn’t be any delay while serving food, the customer shouldn’t be kept waiting. The room should be neat and tidy with the requirements of the customer in the entire stay. The room service should be readily available. The customer should also have access to internet, fax, fitness center, beauty parlous; swimming pool barber shop, travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor-on-call and babysitting.etc.There should be facility to hold meetings/seminars also if required by the guest. Complimentary use of steam, sauna, Jacuzzi and gymnasium at the fitness center should be available for all guests. Arrangements for golf, badminton, squash, billiards, tennis and table tennis on request. 24-hour room service and laundry service should also be available. While checking out the customer should be asked to fill the feedback form wherein he can mention the service quality and recommendation that he would like to give. The customer can also be escorted towards the car parking which will add to the impression of the hotel. If the entire process is carried out efficiently and effectively it will create a good name of the hotel through word of mouth.
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