Essays on Tourism and Hospitality Marketing: Marketing Process of Ramada Encore London Luton Airport Hotel Case Study

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The paper "Tourism and Hospitality Marketing: Marketing Process of Ramada Encore London Luton Airport Hotel" is a worthy example of a case study on marketing. This report analyzes the marketing processes applied at the Ramada Encore London Luton Airport Hotel. The Ramada Airport Hotel is situated in Luton near the airport; it is bordered by a number of regional tourist attractions, which include Knebworth House, ZSL Whipsnade Zoo, Rex Cinema, Verulamium Museum, and Hatfield House. The hotel is centrally situated and offers an easy connection to many major businesses such as Barclay’ s Training Center, Siemens’ offices, and Gulfstream Service Center among others.

The Luton Airport Hotel offers classic services at competitive and affordable prices. Although there are many aspects that can be analyzed under the marketing process of the Luton Airport Hotel, this report only touches two marketing aspects: marketing mix and marketing communications. The framework of the 8P’ s of marketing has been used in the report to analyze the current marketing mix of the Luton Hotel. The framework has been used in totality to ensure that no aspect of the hotel’ s marketing mix is left untouched.

The analysis of the marketing communications in the hotel dwells on the effectiveness of online and offline marketing channels used in the advertisement for the hotel’ s services. 2. MARKETING MIX: 8P’ s FRAMEWORK The marketing mix of the Luton Airport Hotel can be analyzed by using the 4P’ s framework that includes the product, price, place, and promotion. However, the 4P’ s framework may not adequately bring out the marketing mix of the hotel since this hotel exclusively offers services and not products. Consequently, it is recommended to incorporate the other 4P’ s to make the analysis complete.

The other P’ s to include in the marketing mix analysis are people, process, physical evidence, and partnership. 2.1 Product The main products, which the Ramada Encore London Luton Airport Hotel deals in, are intangible and they include restaurant services, meeting facilities, and concierge services. These are the core services on which the business of the Luton Airport Hotel is based. Products in the hotel industry are grouped into three main categories: facilitating, supporting, and augmented types. The facilitating and supporting products are the services that promote the main business of a particular hotel (Boella 2000, p.

279). The Luton Airport Hotel has most of the facilitating and supporting products that encourage the customers to visit the hotel on a regular basis. The facilitating products at the hotel include car parks, facilities for disabled customers, luggage storage, and cleanly-kept toilets. The supporting products in the hotel include a restaurant, guest center, and meeting facilities (see Appendix 1, Table 1).

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