This is a power point presentation on the hotel services done by the students of D.G Vaishnav school of management for Service Marketing internals,

1. Service Marketing - Hospitality Industry

2.  The hospitality industry consists of land category of fields within
the service industry that includes lodging, restaurants, event
planning, theme parks, transportation, cruise line, and additional fields
within the tourism industry.
 The hospitality industry is a several billion dollar industry that mostly
depends on the availability of leisure time and disposable income.
 A hospitality unit such as a restaurant, hotel, or even an amusement park
consists of multiple groups such as facility maintenance, direct operations
(servers, housekeepers, porters, kitchen
workers, bartenders, etc.), management, marketing, and human resources.

3.  The industry is divided into sectors according to the
skill-sets required for the work involved.
Sectors include
1. Accommodation,
2. Food and beverage,
3. Meeting and events,
4. Gaming,
5. Entertainment and recreation,
6. Tourism services, and
7. Visitor information.

4. Hotel Management structure
(a) departments of a limited-service hotel;
(b)departments of a full-service hotel (under 500 rooms);
(c) departments of a full-service hotel (over 500 rooms)

7. Hospitality Service life cycle
This model proposes that hospitality products and services move
through four successive stages: creation, growth, maturity, and
decline.
The time necessary to pass through the each stage varies.
The model has been extended to describe individual hotel
and restaurant firms and the entire hospitality industry as well,
Creation is the initial stage when the new business (or) product is
introduced to the market. The majority of offerings do not make it
past this stage (i.e., a spicy Mexican restaurant in northern Maine). It
is during this period that the marketplace judges its initial value.
Growth is marked by a rapid increase in size (volume of products sold
such as the number of hotel rooms or when additional restaurants
built).

8. Maturity reflects a stabilizing of size (sales, number of
employees, etc.).
The maturity stage may linger for quite a while, creating a cash cow
for the organization after it standardizes and streamlines operations.
Decline occurs when the organization begins to shrink in size.
Complete decline occurs when efforts to reenergize it fail or are not
implemented.
Unlike a biological entity, firms may occasionally move backward
from decline through their own rejuvenating actions.

9. “4 P’s + 3 P’s = 7 P’s”
1. Product
2. Place
3. Pricing
4. Promotion
5. Process
6. People
7. Physical Evidence

10. Physical Evidence
Physical evidence refers to the environment in which the service is
assembled and in which the seller and customer interact, combined
with tangible commodities that facilitate performance or
communication of the service.
The physical evidence of service includes all the tangible
representations of service such as brochures, letterhead, business
cards, reports, signage, internet presence and equipment.

11. For example, in the hotel industry,
 Design,
 Furnishing,
 Lighting,
 Layout and decoration of the hotel
 Appearance
 Attitudes of its employees
Will influence customer perceptions of the service quality and
experiences.
Because of the simultaneous production and consumption of
most services, the physical facility i.e. its services capability
can play an important role in the service experience.

12. “Process”

13. People
 people are all people directly (or) indirectly involved in the service
encounter, namely the firm's contact employees, personnel and other
customers.
 Contact employees contribute to service quality by creating a
favorable image for the firm, and by providing better service than the
competitions.
 Service providers (such as hair stylists, personal
trainers, nurses, counselors and call centre personnel) are involved in
real time production of the service.
 They are the “service”. Much of what makes a service special derives
from the fact that it is a lived-through event.

15. Promotion
 Hospitality Promotion includes all the ways available to
make services in the industry known to and purchased by
customers and clients.
 “Without proper promotion no industry can develop.”
 With vast experience in hospitality industries, good
promotions help the industry to reach new customers-
wherever they may be.
 There are different ways of promotion like
advertisement, direct marketing, Events, Media
services, quality evaluation etc…

16. Direct Marketing :
A well-executed direct advertising campaign can prove a positive return on
investment by showing how many potential customers responded to a clear
call-to-action.
 mobile messaging
 Outdoor advertising
 Email
 Couponing
 Online Marketing
 Community Marketing
 T.V ads
 Voice mail marketing
 Tele marketing
 Radio Ads
 Fliers
 Direct selling
 Catalog distribution
 Promotional letters

18. Events & Press Kits
 Events can promote hospitality to a great extent.
 Events are attracted by both media and the public.
 Hospitality concerns try to increase the attractiveness of events and
these events take place after evaluating specific target markets.
 Exciting events are conducted to promote the hospitality concern can
generate a great deal of favorable media coverage.
 Every hospitality concern, whether it is a hotel, resort or spa, regardless
of its size should have its key features and unique qualities readily
available for the media.
 An effective press kit is very essential to make sure that the
establishment is known to the public. Thus events and press kits are very
favorable for any industry by promoting them.

20. Media Services & Quality Evaluation
Media plays an important role in promoting hospitality industry to a great
extends.
Articles in magazines, newspapers and in website can attract public .They
can be placed in local media.
Advertisements and news reported in television supports Hospitality and will
help to gain the attraction of new customers.
Every business in hospitality industry particularly hotels, resorts and spas
benefit from a fresh perspective.
Quality evaluation rates every service and gives suggestions to improve the
performance of Hospitality Services.

21. Team 2
1. Deep Patel
2. Gnana Praveen
3. Chitra
4. Deepak
5. Ganesh
6. Gagan