Marketing Hospitality Assignment Sample 2024

Introduction: 

The aim of the service report is to provide a comprehensive analysis of the services provided by Premier Inn and provide recommendations based on a communication plan that will be developed. In order to do that, the report critically evaluates and justifies existing marketing concepts and theories for demonstrating the connections between marketing theory and the international hospitality industry. The evaluation aims to clearly emphasise the concepts and model of experiential marketing in terms of international hospitality brands. It will be accomplished through evaluating the model, the 4Es of Experience Marketing.  The rationale for choosing the hotel is that Premier Inn is one of the major British limited-service hotel chains and the UK’s largest hotel brand. It is currently operating with more than 800 hotels having 72,000 rooms (Premierinn, 2024). The hotel is known for offering a budget-friendly accommodation experience for business and leisure travellers. It is a subsidiary of Whitbread PLC. 

Section 1: Critical Evaluation and Synthesis of Experiential Marketing 

In this section, the report provides a critical evaluation and reflection discussing what ‘experience’ or ‘experiential marketing theory’ is.  The definitions, advantages and disadvantages based on the experience and the experiential marketing theory will be discussed. Along with that, it will also discuss why International Brands like Premier Inn should provide experiences for consumers. In order to do that, the assessment will be drawn using the 4Es of Experience Marketing. Based on that recommendations will be drawn for the business which will help Premier Inn to improve overall brand experience.

Critical evaluation of experience’s definitions, advantages and disadvantages to consumers and businesses: 

Experience is a key aspect that hospitality brands aim to provide to their guests to create a better impact and eventually increase their reputation. According to Alfakhri et al., (2018) experience of a consumer is extremely critical to achieve and provide as it is a lengthy process. It is about providing a holistic and memorable impression that is more than physical space and amenities. As argued by Matz and Netzer, (2017) experience should be able to cater to the emotional needs of the consumers as well. Further, a study by Buhalis and Sinarta, (2019) refers to experience as a customer journey that starts from pre-booking to post-depart actions. Previously, the industry was highly product and service focused which is currently shifting towards experience. The reason is that individuals are looking for more involved participation of themselves in hotel activities that stimulate their senses. Experience in the hospitality industry is critical to provide value to travellers. At the same time, it also provides better opportunities for guests to develop trust and loyalty as well as drive sales. Experience, the term itself, is wide and multifaceted and it is the same for execution as well by the hospitality brands. It is the key responsibility of a hospitality firm to ensure experience through taking care of activities such as pre-booking, arrival and check-in, accommodation, amenities, dining, local integration, technically-powered solutions to problems, and post-stay engagement. 

The previous findings on guest satisfaction and experience show that consumers can have a satisfactory stay at a particular hotel or resort if they experience what they expect. To meet their expectations, it has become crucial for hotel brands to provide personalised services and recommendations based on their specific needs on employee wellbeing which enhances the experiences of consumers (Buhalis and Sinarta, 2019). Consumers are likely to have the advantages due to the increased value perception of a hospitality firm. There is also a major drawback of the same aspect. When a brand fails to keep up with its client’s expectations, it can cause extreme disappointment in them. Further, a hotel has to keep in mind the diversity of its target market, especially demographics. It is crucial that none of their guests feels their needs are not valued or they are treated unfairly. Ensuring effective experiences is critical for hospitality brands to stay at the top of the minds of the target population. As a result, they are likely to keep themselves apart from their competitors. When guests are extremely happy with the service, they may focus on making the most of their stay which directly boosts sales of the company. 

The requirement of Premier Inn to get involved: 

It is extremely necessary that Premier Inn dives itself into the same to ensure it provides the industry’s best experiences possible at a reasonable cost. While the hotel chain has been successfully offering facilities such as comfortable rooms and amenities, ensuring greater experiences for guests requires more than that. Today’s guests are knowledgeable and tech-efficient and expect that the hotel you chose offers services which are value for their money. The increasing competition within the hospitality industry requires a brand to be successful at attracting and retaining guests-the emphasis on repeat businesses is evident to have a competitive advantage. Budget-friendly consumers are expecting Premier Inn to cater to their changing needs such as personalisation. Before the boom of technology and social media, guests only expected rooms and basic amenities (Yang et al., 2021). Now, brands across the hospitality industry are attracting guests by offering unconventional benefits. It can be well-utilised by Premier Inn to differentiate itself from its competitors. Positive experiences are fundamental to ensure guests can choose the brand again for the next stay-become their repeat customers and brand advocates. In other words, they become loyal to the brand and genuinely form an emotional connection to the brand that directly enhances repeat businesses. Positive word-of-mouth recommendations are what every hospitality brand aims to achieve and it can be done effectively through ensuring compelling experiences. These guests are likely to share their positive opinions on online forums and review websites. Knowing that travellers are likely to choose their stay based on such decisions, online reviews matter extremely to increase sales and revenue. 

Premier Inn is known for its value for money, consistent quality, convenience and family-friendly facilities. These are critical to ensure it meets the expectations of its guests. Premier Inn having a huge amount of market dominance needs to constantly update its operations and offerings to improve guest satisfaction. The recent event of the giveaway showcased the brand is taking certain measures to improve its facilities for its guests. Curating and offering such facilities is beyond the basic ones, which has the possibility to directly improve the sense of pride which inflicts emotional understandings and deeper connections with guests. As it is mentioned, travellers across the world have different notions of hospitality and require diverse facilities. By mitigating all of such aspects, Premier Inn can provide memorable journeys. Guest experience and satisfaction are the two sides of a coin, thus they are interrelated and must be provided with the utmost focus of a brand. These are essential for them to gain market dominance. 

Critical evaluation of experiential marketing definitions and Advantages and Disadvantages to consumers and businesses: 

As the hospitality industry is shifting towards experience from services, the role of experiential marketing has become extremely crucial. In accordance with Wiedmann et al., (2018) experiential marketing is an emerging concept that focuses on building and offering experiences and developing an emotional connection between brands and consumers. In the words of Smilansky (2017), experiential marketing is the marketing approach that requires a company to showcase its overall values, culture, objectives and product or service benefits. On the other hand, the marketing approach is simply about creating a memorable experience for customers. It enables brands to build deeper relationships with their customers. The focus of this definition is on how experiential marketing is more than experiential marketing. The key examples of this are sponsored workshops or store events. By including guests in such activities, brands encourage and achieve better engagement and can provide a shareable experience for guests. The examples show how they differ from service orientation because of their ability to create an emotional impact that too on a deeper level. It manifests as a brand’s increased awareness, generation of positive word-of-mouth and allowing brands to collect valuable consumer information. As stated by Agustian (2023) positive word-of-mouth is one of the key aspects that ensures a brand can reach heights and foster brand loyalty. On the other hand, Haumer et al., (2020) argue experiential marketing focuses on providing an immersive experience to consumers that directly and positively impacts their purchase intent. The role of experiential marketing is far more diverse than sending advertising messages. Consumers can have a sensory experience as they are likely to be informative, and fun and can help build a sense of community among themselves. 

Recently hospitality brands have been utilising technologies and providing immersive experiences through Augmented and Virtual Reality. Thus, Santoso et al., (2020) highlight experiential marketing is more nuanced and different than passive advertising. The tactics followed under experiential marketing enable consumers to actively participate, explore products or services and create lasting memories. Today’s customers evaluate multiple options online and offline before choosing a product or service. Their informed decision requires delving into minute details. The experience enables them to have the ability to assess features, benefits and suitability and relate to their needs. Such actions enable them to have better trust and confidence in their purchasing decisions. 

Clients can create a community of themselves as they can discuss their needs and wants and how a brand is operating for the same. These are possible by their participation in product demonstrations, workshops as well as brand-sponsored festivals. On the other hand, Knobloch et al., (2017) experiential marketing strategies are likely to be more deeply ingrained in the psyche by making the experiences highly engaging and entertaining. Firms can use this through immersive content and interactive games and include product demonstrations with twists. But, they might even face disadvantages as the brands have to create in-depth yet fun and memorable experiences. Along with that, they must do it by strategizing in a way that showcases their products in the best format. These are the issues that can lead them to have a well-rounded picture including the drawbacks of the services of the brand itself. These experiential marketing campaigns’ core focus is on creating temporary buzz rather than providing information about the products or services in depth. Due to the fact, pop-up stores and workshops are held offline, therefore, geographical restrictions can contribute to that. Also, these events are likely to have limited seats. Emotional connections are built by brands through taking actions by brands which goes more than product or service descriptions. The features of products or services are also influenced by the interactions with guests. Their inputs help shape a brand’s operations and thereby products or services. When they feel their inputs are valued and their needs are taken care of, they become repeat or loyal customers or brand advocates. They are the ones who use word-of-mouth promotions of a brand both offline and online which translates as better sales. Generating customer data to enhance marketing approaches becomes easier along with personalised future marketing efforts. While considering experiential marketing, it is crucial for brands to keep in mind that these campaigns are expensive and may require engaging experiences, securing venues and managing logistics. Even, measuring ROI accurately on these events can be difficult for brands. 

The 4Es of experience marketing: 

Figure 1: The 4Es of experience marketing Source: (Djafarova and Rushworth, 2017)

The 4Es of Experience Marketing is a well-known model that establishes the ways brands can offer experiential marketing to their customers. Amoah and Marriott, (2021) reflect on the fact that the 4Es of experience marketing are critical to ensure customers have an emotional level throughout the journey. Following the framework, marketing begins with entertainment. It reflects on taking actions that directly enhance customers’ interest. It is mainly accomplished by brands through providing immersive experiences through AR and VR along with pop-up events and workshops for enhancing curiosity as well as improvising the attention of customers. As per the model, the next step is education where brands actively tell customers about their mission, vision, values and product or service portfolio. In order to do that, firms have to create content such as interactive workshops and product discussions. Therefore, such strategies encourage brands to allow their consumers to make informed decisions. It is possible for them to ensure that guests know about the brand’s functionality and advantages. As stated by Djafarova and Rushworth, (2017) when consumers make informed decisions they are most likely to be satisfied with their purchase. However, as per the framework, the core stage is escapist. As the name suggests, the actions taken to inflict a connection between the customers and brands. This is done through creating memorable as well as engaging experiences. Such actions are mainly targeted to emotionally engage the consumers by demonstrating the company’s personality.  The last part of the framework is, esthetic, which means customers can get engaged with a brand for a longer time and share their positive opinions across forums or social media platforms when they are happy and satisfied. Brands share user-generated content during this stage and reward loyal customers to ensure their brand experiences. These loyal customers of the brands can enhance marketing efforts and gain new customers. 

Based on the above analysis of the model it can be stated that the model has multiple benefits. The stages of the model collectively ensure that the marketing strategy of a brand should align with the needs and preferences of its target market. Premier Inn can do the same and ensure cohesive customer journeys by evaluating all these touchpoints from initial awareness to post-stay interactions. As a result, the approach can be stated as nuanced and intensive and ensures a brand can develop an emotional bond with its consumers enhancing brand reputation. The last stage is highly crucial. The framework is necessary to engage customers through creating an interactive experience journey.  

Discussion on the challenges of designing and staging the environment on and off-line/before, during and after and Recommendations that the brand should add for improving brand experience: 

Premier Inn’s overall reputation has been exceptional and remains committed to offering a unique guest experience. It is still falling behind which will be comprehensively assessed by 4Es of Experience Marketing. It is extremely crucial in regard to the brand’s designing and staging the entire environment online and offline, before, during and after a guest’s stay. The hotel is known for providing a comfortable and affordable hotel experience. But the challenges remain in translating such value into a memorable journey. For the first stage, the online travel market has become extremely crowded and it is difficult for the company to get industry attention. Also, these budget hotels often blend together. 

It can be a clear challenge to create social media content that only portrays the “Premier Inn experience” beyond just low-cost rooms. It is also critical to get attention in physical locations. Lobby designs and local business tie-ups will not be fruitful for Premier Inn. 

In the next stage, focusing on conveying value propositions online is essential. For that, the brand needs to highlight comfort and convenient locations along with cleanliness. But, it needs to do more than that, otherwise, it may seem they are lacking amenities. They may consider offering virtual tours as well as detailed room descriptions with high-quality pictures. For offline challenges, it has to make sure that the workforce is knowledgeable about the hotel and surrounding area which however requires ongoing training. Budget-conscious customers may require clear and concise in-room data guides or brochures as they are less likely to actively seek data. 

In the third stage, the brand may need to consider premium room design and personalisation along with maintaining consistent comfort standards across all locations. They have to ensure they do not face budget constraints through better financial management strategies. Again, showcasing the “Premier Inn experience” is critical and difficult. However, it can be easily managed through user-generated content campaigns that feature satisfied guests and partnerships with travel influencers. 

As a budget hotel, it is going to face difficulties in encouraging online advocacy. Guests of the hotel might prioritise affordability over a “unique” experience which can cause less online sharing. However, this can be solved by offering loyalty program rewards for referrals to improve online visibility. When brands can be consistent with exceeding guest expectations, it can help with encouraging positive word-of-mouth recommendations. Here, the brand has to go the extra mile for guests offer small gestures of hospitality and address issues promptly that directly improve brand loyalty and advocacy. 

Efficient and seamless online booking experiences are crucial. It requires clear communication on check-in procedures, parking options as well as nearby amenities. During the stay, personalisation and a clean and comfortable environment with efficient housekeeping services ensure a positive experience. A range of breakfast options can help with catering to diverse guest preferences. Lastly, highly engaging post-stay communications may not be required, it can be done by sending simple thank-you mail and a request for feedback. These are the aspects that directly contribute to repeat visits. The loyalty programs can provide points for post-stay reviews. 

Section 2: Communications plan 

The communication plan for Premier Inn is to enhance the overall consumer experience through premium room options personalization and exceeding basic amenities. Pre-consumption strategy consists of target marketing campaigns highlighting premium room features and personalised options. During the stay, the focus shifts to ensuring seamless communication and exceptional service delivery. The post-consumption efforts consist of collecting feedback and maintaining engagement for future visits. 

Pre consumption:

Target marketing campaign: the company develops customised advertisements which highlight Premier Inn premium room options such as upgraded furnished amenities and personalised services. The company also utilises different digital platforms such as social media search engine marketing and email newsletters to reach its targeted and potential consumer base. As discussed by Kushwaha et al., (2020), the company will prefer the STP marketing strategy to categorise overall target consumers into different categories according to each category’s demographics and other identifications. This marketing strategy enhances the overall results of the marketing and communication approach by converting potential or target consumers into active consumers and motivated to consider organised services during their tourism program.

Personalisation: the company also implements a customer segmentation strategy to deliver personalised communication and solutions based on consumers’ concerns and preferences (Ghani et al., 2022). The company also utilises customer relationship management systems to track guest people’s satisfaction. 

Promotional offers: the company also provides exclusive deals and packages to incentivise guests for upgraded services and premium room options. This highlights the added value and benefits of choosing premium accommodations such as complimentary upgrades, late check-out options and access to exclusive amenities. As suggested by Ismunandar et al., (2023), the company should prefer loyal and active consumers to provide additional benefits which may exist to build sustainable relationships as well as encourage other consumers to continuously engage in business operations to suspend facilities. 

During consumption: 

Effective communication channel: the company also ensures a clear and accessible communication channel for guest to address any enquiry or concerns during their stay. As opined by Soedarsono et al., (2020), Premier Inn also provides multiple touch points including front desk service in room tables and mobile applications as a communication tool with hotel staff seamlessly. Furthermore, the company also focus to continuously upgrading and implementing the latest technology to optimise communication throughout the entire hotel as well as other sides to communicate with consumers who are interested in different categories of hotel rooms and solutions. Effective communication also depends on the organisational nature and work culture environment which would be customised and enhanced according to consumer needs and preferences.

Exceptional Service Delivery: the hotel also trained their employees and staff members to deliver exceptional services and personalised experiences throughout the guest stay (Šerić et al., 2020). These types of solutions also play an important role in enhancing employees to anticipate guest needs and proactively address any concerns and challenges to enhance overall satisfaction. In addition, better training and development can also minimise errors and mistakes which will hurt the guest experience. 

Surprise and diligent: the company also implements surprise and diligent initiatives to exceed guest expectations and create memorable experiences. The company also provides personalised welcome amenities and written notes or special treats upon arrival to enhance the guest experience. The company should provide discounts and other attractive items in the off-season to attract minimum guests to sustain stakeholder relationships.

Post consumption 

Feedback collection: the company should collect feedback from guests after engaging in different services and room options to know about key concerns and the best experience. The company can consider online reviews and digital feedback which are generally considered in different service industries (Buhalis et al., 2022). Using a guest feedback company can identify areas for improvement and address any issue effectively to enhance the overall guest experience in future. 

Engagement strategies: the company also maintains ongoing communication with past guests throw target email campaign loyalty programs and personalised offers. As a result, the company can maintain repetition by highlighting upcoming promotions, events and special offers according to consumers’ preferences.

Brand advocacy: the company is required to develop effective brand advocacy among satisfied guests by encouraging them to share their positive experiences with their family members and friends and encourage them to visit the organisation in future. The company can also implement user-generated content to highlight real life guest experience and endorsement.

Conclusion/Recommendations: 

The service report of Premier Inn provides a comprehensive knowledge of the significance of experiential marketing and how it can be implemented for developing a better service portfolio for Premier Inn. The analysis of the 4Es of Experience Marketing shows that hotels’ regular amenities fall behind in ensuring exceptional customer experience and satisfaction. As the Premier Inn is a budget hotel, it has to ensure it can provide better amenities in the form of personalisation and better premium rooms. However, it should be done by maintaining finances effectively. The communication plan is also a possible strategy which may assist organisations in enhancing the overall guest experience by maintaining effective communication for pre-conjunction during stay and post-consumption. Furthermore, the company can also enhance overall consumer engagement by considering concerns and challenges faced by guests during engagement by implementing a feedback mechanism.

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