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School of International Hotel Management

BA (Hons) International Hotel Management

Module Handbook SpringTerm 2023

Marketing Essentials

BMIH4005

LEVEL 4

Module Lead:

Chris Wilkin

[email protected]
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Table of Contents
Introduction......................................................................................................................................3

Main Body.......................................................................................................................................3

Conclusion.......................................................................................................................................6

References........................................................................................................................................7
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Introduction
To qualify as a global hotel chain, a firm must have a physical presence in at least two countries
and participate in the value-added industries of each nation in which it conducts business.
Almost everyone concurs that developing countries are eager to learn more about techniques that
will enable them to attract substantial multinational hotel chains to their borders. Because these
nations stand to gain a great deal from these supply chains in terms of financial aid, knowledge
transfer, and market access, countries, where hotel chains owned by multinational corporations
set up shop may see an economic boost. However, global hotel chains may need to do more to
aid the situation. This article intends to spark a discussion on the possible problems that may
follow from establishing international hotel chains in less developed nations. To treat consumers
like royalty, people must make them feel they are only clients. Those who can afford to stay in a
luxurious hotel will have a wonderful time.

Main Body
Six Senses

Living is connecting, whether via big things like doing work people believe in or following a set
of core values or small things like swimming in the ocean with friends on a beautiful day. Living
is connecting. Connecting people can take in more, whether the visible world or the invisible
realms of love, purpose and spirituality. Connected people can better absorb their surroundings.
This essential principle drives the Six Senses brand. Six Senses is cognizant of global events and
contributes to the local community and culture (Baines, 2018). These unique events are designed
to engage, inspire, and revitalize attendees by bringing together industry professionals
worldwide. Empathetic service and personal hospitality are available here. A holistic, or whole-
person, approach to health and wellness underpins all of offerings. This implies that people
consider a person's mind, body, and spirit. Six Senses' brand values are obligation and concern
for clients and communities. Beyond its consumers, the organization is responsible and caring.
Due to Six Senses' unusual arrangement, surprising and pleasurable events are possible. This
results from an unquenchable quest for learning and a willingness to challenge traditional ideas.
The company's business practices mirror Six Senses Hotels, Resorts, and Spas' fundamental
values. Twenty-six Six Senses hotels and resorts are now operational in seventeen countries,
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while 34 more are in development. Six Senses, an IHG Hotels & Resorts brand, is a hospitality
industry leader because of its focus on the local community, environmental responsibility,
pleasant and inviting service, health and wellbeing, and distinctive and thoughtfully crafted guest
experiences. Six Senses' hospitality leadership is due to these elements. Luxury hotels worldwide
aim to help consumers reassess themselves through vacations (Blythe, 2022). This may be done
in several ways. At Six Senses Residences, people can enjoy resort amenities without giving up
home comforts. These luxurious homes are well-designed. Real estate is a long-term investment
that should increase in value. Additionally, it provides people with exclusive benefits at resorts
across the world. Every resort spa has Six Senses Spa and a hand-picked collection of privately
owned spas. They aid patients in finding their healing path. The high-tech and high-touch
approach emphasize patients' general health, the integration of alternative and traditional therapy,
and life extension in addition to cosmetic operations.

The neighbourhood around the Six Senses hotel may have a few cafes, boutiques, and other
points of interest. Whether people are interested in trendy eateries, shopping spots, or yoga
studios, finding out about the area's best-kept secrets is in best interest. Suppose people want to
promote hotel as a boutique establishment rather than a chain and network with the owners of
other local businesses. This is an excellent method for getting people to work together and form
alliances. One way to achieve this is to organize a competition with a notable brewery. The prize
for the winner includes a free tour, free goodies, and a cheap hotel stay (Bowie, 2017). The more
people know, the easier it will be to spread the word about business without spending much time
or money.

The Six Senses Hotel Collection, of which it is a member, is widely considered the world's most
opulent hotel company. The hotel in question is a component of that collection. Sonu Shivdasani
established the company back in 1995. He has achieved a global reputation due to his ownership
of the opulent Soneva hotels (Chaffey, 2019). There are now 21 hotels that bear the trademark
and may be located in 17 different countries. IHG is now a key player in the luxury industry,
which is estimated to be worth $60 billion due to its purchase of Six Senses for the price of $300
million.

Traditional international supply chains at the Six Senses Hotel might experience disruptions due
to geopolitical upheaval and the aspirations of many governments to achieve self-sufficiency in
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strategically important industries. The effects of this new legislation will be felt most strongly by
businesses operating in the information technology, industrial, automotive, and renewable energy
sectors. The pandemic, social instability, cybercrime, and extreme weather occurrences at Six
Senses Hotel have all had and will continue to influence international operations and logistics. In
light of recent innovations in near shoring, on shoring, and "friend-shoring," CEOs would be
well to reevaluate their supply chains to see whether there is room for improvement. Guidelines
for conducting enough research throughout the supply chain might result in a reassessment of the
companies currently being used. The public's perception of the firm might improve or worsen
depending on what happens (Ghauri, 2014). As part of a comprehensive risk assessment, which
the company's owners and management should carry out, an investigation of every firm that the
company does business with should be conducted.

Moxy Hotel

Millennials make up a significant portion of the target demographic for Marriott's newest
"economy lifestyle" hotel brand, Moxy. This shift comes at a good time since an increasing
number of individuals staying in hotels are looking for experiences that are personalized mix of
care, technology, and the chance to meet new people. Keeping this in mind, people had a
conversation not too long ago with Ramesh Jackson about the Moxy brand and how they want to
modify their service in order to attract millennials. Moxy's presence on the Amadeus Global
Distribution System (GDS) is unusual, considering that Marriott currently sells rooms through
Amadeus (Kotler, 2020). People would begin by asking Ramesh two questions, which are as
follows: What distinguishes Moxy from other Marriott hotels, and how does it stack up against
other types of accommodations? Moxy is a brand that has been specifically designed for
millennials and has elements that are catered to their requirements that they have. People are
aware that young people travelling nowadays expect more from a hotel than just a place to lay
their head at night. People made it a point to provide distinct living quarters for each home to
ensure that all their requirements are met. The common spaces may have fireplaces and lounge
chairs to encourage individuals to mingle outside of their rooms, while the party sections may
offer DJ nights and give visitors a place to unwind. The good news for visitors who wish to
venture outside their hotels and participate in additional activities is that many such opportunities
are available. It has also been demonstrated that younger individuals are more prone to extend
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their business travels by one or two days in order to explore more about the nation that they are
visiting while they are there (Ghauri, 2014). Everything that a tourist or business traveller who
has to work would require has been considered by people. In addition to providing free WiFi,
people have installed USB charging connections in each room so that guests do not need to bring
an additional power brick to charge their electronic devices while they are here. Due to desire to
operate Moxy as an independent business, people need the GDS. However, to sell rooms, people
will use the Global Distribution System (GDS) that Marriott uses. Amadeus is the name of the
engine that powers the system. As a consequence of advertisements placed on the Amadeus
Global Distribution System (GDS) in most important areas, more individuals are becoming
familiar with hotels and the Moxy brand (Pike, 2019). When creating a hotel brand from the
ground up, having this kind of reputation among bookers is essential, as people anticipate
making fewer direct reservations at the beginning of the process.

The nonstop chitchat of Moxy Hotel guests has led to the hotel's meteoric rise in online
popularity. Keep online fan base happy by regularly posting user-submitted content, responding
to guest reviews, and answering questions from devoted readers. The quality and tone of the
hotel's reply should remain the same. The organization should do everything possible to prevent
a similar incident from happening again after receiving any visitor complaints or suggestions for
improvement (Groucutt, 2021). Because of this, the issue will be resolved, and prospective
customers will see firsthand the high standard of service they can expect from people. People
might promote hotel by emphasizing specific guest experiences. Potential guests can get a feel
for what it is like to stay at hotel if people do this. Guests may take a virtual tour of the hotel or
see HD drone footage of the grounds and outdoor event space.

As of the 9th of January in the year 2023, a total of 33 Moxy Hotels are located in the United
States. New York is home to around 18% of the total number of Moxy Hotels throughout the
country's other states and territories. New York City is home to more Moxy Hotels than any
other city.

It is anticipated that the cost of data transmission across continents will increase due to the
implementation of new legislation designed to protect the privacy of individuals. The job of
looking forward and making plans typically falls on CEOs. Businesses should customize their
strategies and operations to the nuances of each local market to achieve a competitive advantage
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in the Moxy Hotel sector and make it simpler for themselves to comply with the law (Jobber,
2020). Because it is straightforward for virus authors to distribute malware, the software industry
is frequently targeted by cybercriminals. This is because of the ease with which malware may be
distributed. The most successful market leaders in every industry must implement robust cyber
defences and data security policies to win the trust of their customers, workers, and other
stakeholders.

It is a tough job being the hotel manager, juggling all the burning responsibilities. People may
get help with any part of the property management process using the available software.
Simplifying everything from guest check-in to housekeeping with the help of an all-in-one
management suite is needed in Six Senses hotel and Moxy hotel. This necessitates constant
attention to tidiness. People may create the compelling materials needed to win over new group
business and seal the deal for forthcoming events with the help of Social Tables' presentation
layer (Clow, 2013). People can improve their chances of success by doing this. In order to
accomplish goals, people may make use of several tools that are at their disposal.

Nowadays, hotels that want to thrive understand the value of attracting and getting new clients
and keeping their current ones happy. Unique promotional materials highlighting the hotel's
amenities are a great marketing tool, so it is essential to keep track of them. Of course, people
will need to show them off once they get their hands on them (Kotler, 2020). Retargeting
software allows people to collect data about website visitors and then market to them later via
email, social media, and other online mediums. One way to do this is to track how often people
visit the site.

Photos taken by visitors during their stay and shared on social media platforms regarding the
hotel's quality are a great way to promote the establishment. Give visitors a memorable
experience while in town by providing them with a unique souvenir or activity, such as a custom
Snapchat geo filter or a hashtag they can use to share their trip with those back home (Chaffey,
2019). It will be much simpler to find the hotel where their buddy is staying and book a room if
this data is available. Display this hashtag in a conspicuous location, such as the foyer, the
check-in papers, the room amenities, and wherever else it would be helpful.
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Conclusion
Information systems for marketing help people who have to make decisions. All five
management's most important tasks need some centralized database management solution. This
discussion covers everything from getting ready to give out the awards. When designing
information systems, thinking about how managers like to work is essential. The evidence shows
that a manager's attention is split between several tasks and that they only spend a small portion
of their working hours on any one project. Even though less formal and complex information
systems are more reliable, managers often rely on both up-to-date and easy-to-understand verbal
information because of the nature of their jobs. The marketing department keeps data and proof
in its marketing information system, which is used to help the marketing department make
strategic marketing decisions. Employees at all levels of the organization should be encouraged
to share information.
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References
Baines, P., Fill, C. And Page, K., 2018. Essentials Of Marketing. Oxford University Press.

Blythe, J., 2022. Cim Coursebook Marketing Essentials. Routledge.

Bowie, D. Buttle,F. Brookes,M & Mariussen,A (2017), Hospitality Marketing. 3rd Ed,
Routledge, London

Chaffey, D And Ellis- Chadwick, F. (2019) Digital Marketing. 7th Ed, Pearsons, London.

Clow, K & Baack, D (2013), Integrated Advertising, Promotion And Marketing

Ghauri, P N (2014) International Marketing, 4th Ed, Mcgraw Hill, London

Groucutt, J., Leadley, P. And Forsyth, P., 2021. Marketing: Essential Principles, New Realities.
Kogan Page Publishers.

Jobber, D. And Ellis-Chadwick, F (2020), Principles And Practice Of Marketing. 9th Ed.
London:

Kotler, P., Armstrong, G., Harris, L. And He, H., 2020. Principles Of Marketing. 8th European
Ed, London: Pearson Education Limited.

Pike, S., 2019. Destination Marketing: Essentials. Routledge.

Pike, S., 2020. Destination Marketingdestination Marketing: Essentials. Routledge.

Ryan, D. (2012) Understanding Digital Marketing: Marketing Strategies For Engaging The
Digital Generation. Kogan Page, London.

Simkin, L. And Dibb, S., 2022. Marketing Essentials. Cengage Learning Emea.

Smith Pr & Zook Ze (2020) Marketing Communications. 7th Ed, Kogan Page, London