Unit II Essay
Change is a constant aspect within the hospitality industry, and years cannot pass without any form of disruptions within this section. In hotel marketing, the value proposition is initiatives that a firm or hotel makes to remain more aesthetically to its clients than its competitors. It is among the most overlooked aspects of hospitality industry marketing. The concept provides an avenue to create a significant power to persuade clients. Value proposition guides to change the perspective of potential customers, ensuring that an organization introduces and meets clients’ interests (Pantelic, 2017). The article, “North Americans Feel Better About Hotels Than Before,” compares the new and traditional hotel services and how they affect customers. The reported finding of the survey is that the guests enjoying the hotel’s reward program exhibited higher satisfaction among other guests (“North Americans Feel Better About Hotels,” 2016). Value proposition within the hotel industry is essential. It becomes vital to analyze the aspect of hospitality marketing proposition to deduce how hotels can increase their client rates, influence consumer behaviors, prompt changes in the industry, and how different generations affect performance within this segment.
The facets of the hospitality industry have transformed to adapt to changing consumer behavior and technological adjustments. Unlike before, modern hotel’s customers are not at all preoccupied with quick sell or low prices. Instead, they are now progressively concerned about creating meaningful interactions and building long-term relationships with the hotel they visit. In that sense, how the entities react to these expectations and shift their operations based on their guests’ needs determines their profitability level and long-term engagement within the industry. Impressing guests with incentives is not for granted, and firms should support guests’ satisfaction level to limit themselves from tumbling in the future years (“North Americans Feel Better About Hotels,” 2016). Customers seek a hotel’s services depending on its different factors, namely immediate accessibility, ability to utilize their phones while enjoying services, different preferences, and personal experience. Due to these considerations and customer demands, one can note that the transformations that have occurred within this service sector. The shifts have helped hoteliers attract extra guests, enhance their services and products, and create expansion opportunities.
Every generation affects society and the hospitality industry. Each cohort wants more than just a hotel to stay in; they want a different experience, so hotels need to engage them (Maria-Cristina & Ioana, 2016). Through measuring consumer engagement, hotels collect data that enables them to predict the future clients’ rates or adjustments that they should pursue. The information makes hoteliers sustain clients’ psychological connection with their brands, which, in turn, makes it possible to determine customers’ requirements and to give them an emotionally fulfilling encounter that they aspire (Maria-Cristina & Ioana, 2016). For the hospitality industry, engagement is a significant predictor of the growing rate of its performance. If guests are fully connected to a hotel’s brand, they tend to grow an emotional attachment that makes them seek the services and become returning clients. The visitors then decide to promote the hotel to their colleagues, families, and friends, which increase the hotel’s value. Moreover, fully engaged customers are less price-sensitive compared to disengaged clienteles. A client who is not involved with a hotel has antagonistic, negative feelings, and tends to tarnish the name of the entity, which ruins its value and brand. A business should be ready to promote amenities that are even with current and potential customers’ preferences.
In this decade, the hospitality industry should target millennial and generation X. These cohorts are in their youthful adult stage and becoming the global most essential groups. Clients from these generations value reliable services and products when comprehending whether they should return to a hotel. They consider the significance of internet connectivity while choosing. The hotel industry should consider technology while marketing their services and never limit the importance of social media tools because they affect hotel rankings (Ibrahim, Al-Hrout, Alsardia, & Al-Laymoun, 2018). Modern generations tend to access social media and analyze the hotel to visit. Researchers state that most of the online guests tend to be babyboomers (66%), Generation Xers (56%), and millennial (39%) (“North Americans Feel Better About Hotels,” 2016). Thus, when a hotel is marketing its services, it should always consider its online platforms. Experience is an appropriate subject that hotels should consider while attracting their clients. Millennials are willing to pay for better, pleasant, and valuable experiences (Maria-Cristina & Ioana, 2016). The cohort craves for new and distinct skills. While trying to engage with this generation, a hotel should device other services that it can offer, such as proper parking services, suitable hotel room services, develop an in-bar for their clients, or have impressive designs while building their rooms.
In conclusion, the value within the hotel industry is continually experiencing and assuming new transformations to suit client’s needs. Various aspects affect the value proposition of the service sector, especially the hotel division, thus determining its overall growth. Consumer behavior and technological variations are significant components that influence the performance of this business segment. Unlike traditional hotel customers, modern enterprises are no longer interested in price alone. Instead, they are more concerned about creating meaningful interactions and building long-term relationships through quality as the guiding factor. Factors ranging from immediate hotel accessibility, consumer preferences, and personal experience to the client’s generation are critical determinants of success. While the entities in the service sector may wish to remain relevant in their operations, aligning their performance with generation’s preferences is obligatory.
References
Ibrahim, H. M. H., Al-Hrout, S. A., Alsardia, K. M. A., & Ragab, M. (2018). Factors influencing tourism marketing strategies in Jordanian Five Stars Hotels. International Journal of Marketing Studies, 10(4), 73-85.
Maria-Cristina, I., & Ioana, Ţ. A. (2016). Generation Y’s work values and their impact on the hospitality industry. Eurasian Studies in Business and Economics, 14(2), 5-11.
North Americans feel better about hotels than ever. The goodwill is unlikely to last: Future reservations (2016, July 18). The Economist. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.libraryresources.columbiasouthern.edu/abicomplete/docview/
1805954611/fulltext/D41E89BD9BFF4A3CPQ/8?accountid=33337
Pantelic, V. (2017). Factors influencing hotel selection: Decision-making process (Master’s thesis, Heriot-Watt University). Retrieved from https://www.researchgate.net/publication/333356298_Factors_influencing_hotel_selection_Decision_making_process