Service Characteristics of Hospitality and Tourism Marketing
Chapter 2 Service Characteristics of Hospitality and Tourism Marketing
OBJECTIVES:
Describe a service culture.
Identify four service characteristics that affect the marketing of a hospitality or travel product.
Explain marketing strategies that are useful in the hospitality and travel industries.
Ritz-Carlton is renowned for outstanding service. o the chain of eighty-five luxury hotels around the world, caters to the top 5 percent of corporate & leisure travelers
In surveys of departing guests, some 95 percent report they’ve had a truly memorable experience.
At Ritz-Carlton, exceptional service encounters have become almost commonplace. o when Nancy & Harvey Heffner’s son became sick, hotel staff brought him hot tea & honey at all hours of the night
Such personal, high-quality service has also made the Ritz-Carlton a favorite among conventioneers.
Since incorporation in 1983, Ritz-Carlton Company has received all the major awards hospitality industry & consumer organizations bestow.
Rewards are important, and at Ritz-Carlton, service quality has resulted in high customer retention: o more than 90 percent of Ritz-Carlton customers return o despite hefty room rates, the chain enjoys occupancy rates at 70%, almost 9 points above industry average
Most of the responsibility for keeping guests satisfied falls to Ritz-Carlton’s customer-contact employees.
Ritz-Carlton instills a sense of pride in its employees. o “You serve,” they are told, “but you are not servants.” o the company motto states, “We are ladies and gentlemen serving ladies and gentlemen.”
To ensure guest satisfaction, no detail is too small. o customer-contact people are taught to greet guests warmly and sincerely, using guests’ names when possible, to answer the phone within three rings, with a “smile” o employees are urged to escort a guest to another area of the hotel rather than pointing out directions o pride and care in personal appearance is emphasized
Marketing
OBJECTIVES:
Describe a service culture.
Identify four service characteristics that affect the marketing of a hospitality or travel product.
Explain marketing strategies that are useful in the hospitality and travel industries.
Ritz-Carlton is renowned for outstanding service. o the chain of eighty-five luxury hotels around the world, caters to the top 5 percent of corporate & leisure travelers
In surveys of departing guests, some 95 percent report they’ve had a truly memorable experience.
At Ritz-Carlton, exceptional service encounters have become almost commonplace. o when Nancy & Harvey Heffner’s son became sick, hotel staff brought him hot tea & honey at all hours of the night
Such personal, high-quality service has also made the Ritz-Carlton a favorite among conventioneers.
Since incorporation in 1983, Ritz-Carlton Company has received all the major awards hospitality industry & consumer organizations bestow.
Rewards are important, and at Ritz-Carlton, service quality has resulted in high customer retention: o more than 90 percent of Ritz-Carlton customers return o despite hefty room rates, the chain enjoys occupancy rates at 70%, almost 9 points above industry average
Most of the responsibility for keeping guests satisfied falls to Ritz-Carlton’s customer-contact employees.
Ritz-Carlton instills a sense of pride in its employees. o “You serve,” they are told, “but you are not servants.” o the company motto states, “We are ladies and gentlemen serving ladies and gentlemen.”
To ensure guest satisfaction, no detail is too small. o customer-contact people are taught to greet guests warmly and sincerely, using guests’ names when possible, to answer the phone within three rings, with a “smile” o employees are urged to escort a guest to another area of the hotel rather than pointing out directions o pride and care in personal appearance is emphasized
Marketing