Hospitality Marketing
Expert-defined terms from the Graduate Certificate in Resort and Spa Management (United Kingdom) course at Stanmore School of Business. Free to read, free to share, paired with a globally recognised certification pathway.
Above the Line refers to advertising and promotional activities th… #
In Hospitality Marketing, above the line activities may include television advertising, print advertising, and social media marketing. Related terms include below the line and through the line marketing. For example, a hotel may use above the line advertising to promote its brand and drive bookings during a peak travel period.
Account Management refers to the process of managing and maintaining r… #
In Hospitality Marketing, account management is critical to building loyalty and driving repeat business. Related terms include customer relationship management and key account management. For example, a hotel may have a dedicated account manager who works with corporate clients to understand their needs and deliver tailored solutions.
Activity Based Costing refers to a method of costing that assigns… #
In Hospitality Marketing, activity based costing can help hotels and resorts to better understand their costs and make informed decisions about pricing and revenue generation. Related terms include cost accounting and management accounting. For example, a hotel may use activity based costing to assign costs to activities such as housekeeping and food and beverage service.
Adventure Tourism refers to a type of tourism that involves traveling<… #
In Hospitality Marketing, adventure tourism is a growing segment of the tourism industry, and hotels and resorts must be able to meet the needs of these travelers. Related terms include ecotourism and sustainable tourism. For example, a resort may offer adventure packages that include activities such as rock climbing and white water rafting.
Airline Marketing refers to the process of promoting and sellin… #
In Hospitality Marketing, airline marketing is critical to driving bookings and revenue for hotels and resorts. Related terms include aviation marketing and travel marketing. For example, an airline may offer packages that include flights and accommodation at a partner hotel.
All Inclusive refers to a pricing system in which customers pay a… #
In Hospitality Marketing, all inclusive pricing is often used in resorts and hotels to provide customers with a convenient and cost effective way to plan their vacation. Related terms include package pricing and bundle pricing. For example, a resort may offer an all inclusive package that includes accommodation, meals, and activities.
Ambient Marketing refers to the process of creating a unique and <… #
In Hospitality Marketing, ambient marketing is used to create a sense of atmosphere and ambiance in hotels and resorts. Related terms include experiential marketing and sensorial marketing. For example, a hotel may use lighting, music, and scents to create a welcoming and relaxing atmosphere in its lobby.
Attrition refers to the process of losing customers or e… #
In Hospitality Marketing, attrition is a major challenge for hotels and resorts, as it can lead to a loss of revenue and loyalty. Related terms include churn and defection. For example, a hotel may experience attrition if it fails to deliver high quality services and experiences to its customers.
Availability refers to the ability of a hotel or resort to… #
In Hospitality Marketing, availability is critical to driving bookings and revenue. Related terms include occupancy and capacity. For example, a hotel may use yield management techniques to manage its availability and maximize revenue.
Average Daily Rate refers to the average price paid by guests for… #
In Hospitality Marketing, average daily rate is a key metric used to measure the performance of a hotel or resort. Related terms include revenue per available room and occupancy rate. For example, a hotel may aim to increase its average daily rate by targeting high value customers and offering premium services and amenities.
Average Length of Stay refers to the average number of nights that gue… #
In Hospitality Marketing, average length of stay is a key metric used to measure the performance of a hotel or resort. Related terms include occupancy rate and revenue per available room. For example, a hotel may aim to increase its average length of stay by offering packages and promotions that encourage guests to stay longer.
Back Office refers to the areas of a hotel or resort that a… #
In Hospitality Marketing, back office functions are often outsourced or automated to improve efficiency and reduce costs. Related terms include front office and operations. For example, a hotel may use software to automate its back office functions, such as accounting and payroll.
Banqueting refers to the process of planning and delivering … #
In Hospitality Marketing, banqueting is a key revenue stream for hotels and resorts. Related terms include events management and conferences management. For example, a hotel may have a dedicated banqueting team that works with clients to plan and deliver customized events and functions.
Barometer refers to a tool used to measure and track per… #
In Hospitality Marketing, a barometer may be used to track occupancy rates, average daily rates, and revenue per available room. Related terms include benchmarking and performance metrics. For example, a hotel may use a barometer to track its performance against its competitors and identify areas for improvement.
Beverage Management refers to the process of planning , organizi… #
In Hospitality Marketing, beverage management is critical to driving revenue and profitability in food and beverage outlets. Related terms include food and beverage management and bar management. For example, a hotel may have a dedicated beverage manager who is responsible for selecting and purchasing beverages, managing inventory, and training staff.
Brand Loyalty refers to the degree to which customers are loyal… #
In Hospitality Marketing, brand loyalty is critical to driving repeat business and revenue growth. Related terms include customer loyalty and customer retention. For example, a hotel may use loyalty programs and promotions to encourage brand loyalty and reward repeat customers.
Break Even Analysis refers to a method of analyzing the financi… #
In Hospitality Marketing, break even analysis is used to inform pricing and revenue management decisions. Related terms include cost benefit analysis and return on investment analysis. For example, a hotel may use break even analysis to determine the optimal price for a room or package.
Bundling refers to the process of packaging multiple products</… #
In Hospitality Marketing, bundling is used to create value and convenience for customers and to drive revenue and profitability. Related terms include package pricing and value added pricing. For example, a hotel may offer a bundle that includes accommodation, meals, and activities at a single price.
Business Intelligence refers to the process of gathering , analy… #
In Hospitality Marketing, business intelligence is used to analyze customer behavior, track market trends, and optimize revenue and profitability. Related terms include data analytics and market research. For example, a hotel may use business intelligence to analyze its customer database and identify opportunities to upsell and cross sell.
Capacity Management refers to the process of planning and manag… #
In Hospitality Marketing, capacity management is critical to driving revenue and profitability. Related terms include yield management and revenue management. For example, a hotel may use capacity management to optimize its room inventory and maximize revenue during peak periods.
Cash Flow Management refers to the process of managing the cash… #
In Hospitality Marketing, cash flow management is critical to driving revenue and profitability. Related terms include financial management and accounting. For example, a hotel may use cash flow management to manage its accounts receivable and payable and ensure that it has sufficient funds to meet its obligations.
Channel Management refers to the process of managing and optimi… #
In Hospitality Marketing, channel management is critical to driving bookings and revenue. Related terms include distribution management and revenue management. For example, a hotel may use channel management to optimize its use of online travel agencies and manage its relationships with travel agents and tour operators.
Competitor Analysis refers to the process of analyzing and eval… #
In Hospitality Marketing, competitor analysis is used to inform marketing decisions and identify opportunities to differentiate and compete. Related terms include market research and competitive intelligence. For example, a hotel may use competitor analysis to identify gaps in the market and develop a unique value proposition.
Conference Management refers to the process of planning , organi… #
In Hospitality Marketing, conference management is a key revenue stream for hotels and resorts. Related terms include events management and banqueting. For example, a hotel may have a dedicated conference team that works with clients to plan and deliver customized conferences and events.
Consumer Behavior refers to the study of how consumers make … #
In Hospitality Marketing, consumer behavior is critical to understanding the needs and wants of customers and developing effective marketing strategies. Related terms include market research and customer insights. For example, a hotel may use consumer behavior research to understand the motivations and preferences of its target market and develop targeted marketing campaigns.
Continuous Improvement refers to the process of identifying and <i… #
In Hospitality Marketing, continuous improvement is critical to driving customer satisfaction and loyalty. Related terms include total quality management and quality assurance. For example, a hotel may use continuous improvement to identify areas for improvement in its customer service and implement changes to enhance the customer experience.
Contract Management refers to the process of managing and admin… #
In Hospitality Marketing, contract management is critical to ensuring that hotels and resorts comply with legal and regulatory requirements and protect their interests. Related terms include procurement and supply chain management. For example, a hotel may use contract management to manage its relationships with food and beverage suppliers and ensure that it is complying with health and safety regulations.
Corporate Social Responsibility refers to the obligation of businesses… #
In Hospitality Marketing, corporate social responsibility is critical to enhancing the reputation and brand of hotels and resorts. Related terms include sustainability and environmental responsibility. For example, a hotel may use corporate social responsibility to reduce its environmental impact and support local communities.
Customer Lifetime Value refers to the total value of a customer to… #
In Hospitality Marketing, customer lifetime value is critical to driving revenue and profitability. Related terms include customer retention and loyalty marketing. For example, a hotel may use customer lifetime value to identify high value customers and develop targeted marketing campaigns to retain them.
Crisis Management refers to the process of planning for and res… #
In Hospitality Marketing, crisis management is critical to protecting the reputation and brand of hotels and resorts. Related terms include risk management and emergency planning. For example, a hotel may use crisis management to develop a plan for responding to a natural disaster and minimize the impact on its operations and reputation.
Customer Relationship Management refers to the process of managing … #
In Hospitality Marketing, customer relationship management is critical to driving customer satisfaction and loyalty. Related terms include account management and key account management. For example, a hotel may use customer relationship management to track customer interactions and preferences and develop targeted marketing campaigns to retain them.
Demand Management refers to the process of managing and influen… #
In Hospitality Marketing, demand management is critical to driving revenue and profitability. For example, a hotel may use demand management to analyze demand patterns and develop targeted marketing campaigns to drive bookings during off peak periods.
Digital Marketing refers to the use of digital channels such as <i… #
In Hospitality Marketing, digital marketing is critical to driving bookings and revenue. Related terms include online marketing and internet marketing. For example, a hotel may use digital marketing to promote its brand and drive bookings through social media and email marketing campaigns.
Distribution Channel refers to the path that a product or servi… #
In Hospitality Marketing, distribution channels are critical to reaching and engaging with customers. Related terms include channel management and marketing mix. For example, a hotel may use a variety of distribution channels such as online travel agencies, travel agents, and its own website to reach and engage with its target market.
Economic Impact refers to the effect of a business or industry<… #
In Hospitality Marketing, economic impact is critical to understanding the contribution of the hospitality industry to the economy. Related terms include economic benefits and cost benefit analysis. For example, a hotel may use economic impact analysis to understand the contribution of its business to the local economy and identify opportunities to support local communities.
Employee Engagement refers to the level of commitment and motiv… #
In Hospitality Marketing, employee engagement is critical to driving customer satisfaction and loyalty. Related terms include human resources and talent management. For example, a hotel may use employee engagement to improve the morale and motivation of its employees and deliver high quality services to its customers.
Environmental Management refers to the process of managing and … #
In Hospitality Marketing, environmental management is critical to enhancing the reputation and brand of hotels and resorts. Related terms include sustainability and corporate social responsibility. For example, a hotel may use environmental management to reduce its energy consumption and waste and minimize its environmental impact.
Event Management refers to the process of planning , organizing<… #
In Hospitality Marketing, event management is a key revenue stream for hotels and resorts. Related terms include conferences management and banqueting. For example, a hotel may have a dedicated events team that works with clients to plan and deliver customized events and functions.
Food and Beverage Management refers to the process of planning , <i… #
In Hospitality Marketing, food and beverage management is critical to driving revenue and profitability in food and beverage outlets. Related terms include culinary management and hospitality management. For example, a hotel may have a dedicated food and beverage manager who is responsible for menu planning, inventory management, and staff training.
Front Office refers to the areas of a hotel or resort that… #
In Hospitality Marketing, front office functions are critical to delivering high quality services and experiences to customers. Related terms include back office and operations. For example, a hotel may use front office functions to manage its reception and concierge services and deliver personalized services to its customers.
Global Distribution System refers to a computerized system that enables <… #
In Hospitality Marketing, global distribution systems are critical to reaching and engaging with customers and driving bookings and revenue. Related terms include online travel agencies and internet booking engines. For example, a hotel may use a global distribution system to distribute its rooms and rates to a wide range of travel agents and consumers.
Hospitality Law refers to the laws and regulations that govern the… #
In Hospitality Marketing, hospitality law is critical to ensuring that hotels and resorts comply with legal and regulatory requirements and protect their interests.