Marketing Hospitality Assignment Sample 2024
Introduction
The business selected in the report is Radisson that is an international hotel chain headquartered in the United States. The organisation operates as the brand Radisson (Core) and it also operates under other names such as Radisson Blu, Red and Country Inn & Suites, during the year 2022 it was acquired by Choice Hotels. The main aim of the report is to improve a specific target market’s experience before, during and after consumption. This report will also investigate about target market for the social media campaigns along with developing recommendations related to social media campaigns to raise awareness and encourage engagement.
Section 1: Critical evaluation and Synthesis of Experiential marketing
Definition of Experiential Marketing Theory
Experiential marketing theory aims towards developing unforgettable and more appealing experiences for the customers helping them to develop a strong emotional connection with the brands (Rather 2020). This theory revolves around providing unique and immersive experiences to the customers in an interactive way that goes beyond methods of traditional advertisement. The key theme of this theory is centred towards the idea that positive knowledge leaves a long-lasting impact on persons that generally impacts their insights, choices and overall purchasing decisions (Zeithaml et al., 2020). Sensory engagement is referred to as the key component that is associated with experiential marketing which further includes other factors such as participation and storytelling. Brands are well aware of the sensory perceptions that help in increasing the purchasing appeal among customers (Becker and Jaakkola 2020). The brand targets multiple senses including sound, feelings, and touch developing deeper emotions among the people along with looking to enhance brand recall. Experiential marketing theory explains about storytelling stage which further adds more connotation and depth to the experience and also lets the customers associate with the brand on a personal level (Mostafa and Kasamani 2021). The participation stage explains the active involvement of the consumers encouraging them to interact, co-create and share their experiences with others.
Advantages and disadvantages of experiential marketing theory
Investigating experiential marketing theory different advantages have been identified including developing emotional connections. Experiential marketing undertaken by the companies allows them to develop emotional connections with consumers by offering memorable interactive and immersive experiences (Malhotra et al., 2020). Developing emotional connections allows organisations to increase overall brand loyalty and advocacy. The advantages of experiential marketing theory are that it focuses on enhancing brand recall where experiences are more memorable than that of traditional advertising methods further leads to a higher increase the brand status and status (Khan et al., 2020). Brands are more remembered for the positive experiences and customer satisfaction that are being provided to the employees. The advantage of experiential marketing theory is that it enables the brand to differentiate itself from its competitors through the help of providing unique and different products and services that match the growing expectations of the customers (Witell et al., 2020). Differentiation allows the brand to make themselves distinguished from others.
One disadvantage related to experiential marketing theory is its cost as creating immersive experiences turns out to be highly costly, especially for small business firms having limited budgets. High cost is also involved in the process of designing and endorsing experiential marketing campaigns that can even outweigh the profits for some brands (Sheth, J., 2021). The second challenge includes measurement challenges as unlike traditional marketing methods, gauging the efficiency of experiential marketing turns out to be highly difficult. It also becomes difficult to measure the impact of experiences on the overall perception of the brand its loyalty and sales which further makes it difficult to justify the investment (Paul, J., 2020). The disadvantage of experiential marketing theory is that it comprises execution risks as it comprehends extensive planning and execution to make the task successful (Eagle et al., 2020). It is also comprised of the risk that a poorly executed campaign might also negatively impact the overall brand reputation and lead to negative consumer perceptions.
Explain why international hospitality brands must provide experiences for consumers
International hospitality brands such as Radisson aim to offer experiences for consumers to maintain a competitive advantage that allows the organisation to be recognised as distinguished from other hospitality brands. Hospitality brands such as Radisson provide experiences to consumers through the help of providing them with memorable experiences allowing them to gain the attention of customers and set themselves apart from their competitors (Buhalis and Park 2021). Consumers are being provided with different options of accommodations along with providing unique experiences that help the firm maintain a competitive edge. Radisson has become the most popular choice among customers due to their distinctive services and facilities that allow them to grow the positive experiences of the customers making them choose the brand, increasing their development of market position and enabling them to earn higher revenue (Lo and Yeung 2020). Globalisation has allowed other hospitality brands to operate in different geographical locations providing similar services and amenities. To distinguish themselves from that of their competitors Radisson tries to distinguish themselves from that of their competitors through standard offerings along with providing experiences that resonate with consumers (Hwang et al., 2021). Radisson aims to curate experiences that show the local culture, lifestyle and preferences it makes it easier for Radisson to distinguish themselves from others helping them create their own unique identity. Guest satisfaction for international hospitality brands is a most critical factor that they achieve through the help of providing exceptional experiences to the guests (Nuseir and Elrefae 2022). As the guest enjoys their time and develop, capture and experience positive responses from the customers it ensures they have achieved a loyal customer base who will stay true to the company and are more likely to recommend the brand to others as well.
Radisson as the international hospitality brand looks to provide positive experiences for the consumers to grow the overall guest satisfaction. Providing customers with high guest experiences allows the hospitality firm to increase guest satisfaction. Looking ahead to provide memorable experiences, Radisson can look to develop loyalty from the customers followed by influencing them to spread positive word-of-mouth advertising in respect to the organisation which turns out to be valuable for the hospitality business to remain at the top of competitive position and enjoy large customer base (Kwon and Boger 2021). Providing positive experiences to the guests also serves as an additional stream for them to increase their revenue. Different programs and events are being organised that include arranging for guided tours, arranging cultural workshops and hosting culinary events that allow Radisson to charge a premium against them to generate higher incremental revenue (Carvalho and Alves 2023). Moreover, satisfied guests show their intention towards spending on ancillary services and amenities that further boost the overall brand revenue. It turns imperative for international brands such as Radisson to provide immersive experiences to the customers as it allows them to grow their overall reputation and trust from the customer side (Hao and Chon 2022). Positive feedback and trust of the customers allow for attracting new customers and reinforcing loyalty among existing ones that seek to positively contribute towards the long-term success of the brand.
Evaluate the challenges of designing and staging the environment before, during and after
Designing and staging the environment for the hospitality business such as Radisson aims to grow the overall experience of a specific target market that holds to different challenges and it also becomes essential to address them before, during and after the implementation process of the social media campaign.
Before
Challenges that are being faced by Radisson during the before stage of a social media campaign to enhance the experience of a specific target market includes knowing about the specific needs, choices and expectations of the targeted market that turns out to be highly crucial (Qalati et al., 2021). It requires extensive research and resources to perform thorough market research in terms of gaining insights about the demography of customers and knowing about their cultural background that allows the organisation to design tailored experiences based on the choices and likeliness of the customers. Resource allocation comes with the challenge of budget constraints that further make it difficult to make the social media campaign for the target customers successful (Cartwright et al., 2021). Furthermore, challenges include of balancing investment in physical infrastructure, poor training of the employees and outdated technology increases challenges making it difficult for Radisson to carefully plan their actions and develop its strategic decision-making process (Pop et al., 2022). It becomes essential for the hospitality brand to mitigate the issues that they face during the social media campaign such as the complex nature associated with maintaining the brand’s identity and standards. Failing to maintain balance in customising, amenities and services leads to diluting the brand’s essence.
During
Radisson faces the challenge of maintaining consistency in its delivery of experiences and that of its touchpoint. Lack of training programs followed by poor communication is also a challenge that is being faced by Radisson hence making it difficult for the hospitality firm to maintain uniform standards that mainly comprise service, ambience and hospitality (Alshaikh et al., 2021). Another challenging factor that is being faced by Radisson during the stage of the social media campaign designed for the targeted customers comprises of poor logistical system, poor staffing and operations that further increase the difficulty in executing designed experiences. It further requires extensive planning and also efficient management that becomes tough to maintain due to poor delivery of services and failure to address unforeseen issues (Qalati et al., 2021). Poor integration of technology is also considered a major challenge because it fails to develop an immersive guest experience, it also fails to track down the guest journey as it requires robust infrastructure and user-friendly interfaces.
After
Post the social media campaign of Radisson aimed at the targeted customers the after stage explains the challenges in designing and staging such as poor feedback mechanism that fails the hospitality firm to work upon the feedback of the customers and improve the facilities that they seek for. Failing to implement mechanisms also fails in gathering feedback, and analysing data and also failing to implement rightful insights making it challenging to monitor and evaluate processes (Li et al., 2021). The sustainability challenge also turns out to be a major issue for the hospitality brand Radisson as it becomes difficult to balance environmental conservation and economic viability. Radisson further faces the challenge of delivering high-quality customer experiences as it mainly requires a holistic approach and commitment towards sustainability practices (Hudders et al., 2021). Guest provides feedback once they experience the facilities of Radisson based on the services offered to them and the experiences they gained during their stay. Negative guest experiences lead to loss of brand reputation and also adversely affect the prospect for the organisation in maintaining effective communication and relationships. Lack of effective communication and relationships between the customers and the hospitality brand makes it difficult to make the social media campaign for the target customers successful.
4Es of experience in marketing
Education: Radisson through the social media campaign will be aiming to offer educational content that will help in establishing the brand as a trusted source of information and expertise that further helps in growing their credibility and authority in the hospitality industry. Radisson through the social media campaign can also look forward towards providing information related to travel tips, explaining about sustainable tourism along explaining about local culture (Amoah and Marriott 2021). Offering reliable and meaningful information will allow for attracting along retaining the interest of the overall target audience’s interest helping out in developing brand loyalty and affinity.
Escapism: Radisson with the help of escapism aim to offer interactive storytelling and experiential content that will allow the audiences to develop their feelings towards the services offered by Radisson contributing to the progress of the organisation (Pina and Dias 2021). Radisson can look to provide virtual tours of their properties, aiming to share user-generated content along with featuring memorable travel experiences (Chang 2020). The organisation with the help of its social media campaign aim to provide opportunities for virtual escapism where it looks to develop emotional connections with that of the brand. Providing opportunities for virtual escapism, the campaign aims to offer enriching services for the guest to improve their experiences.
Entertainment: Radisson through their social media campaign looks to incorporate entertainment that allows the brand to captivate their targeted audiences and their experiences enjoyable and memorable (Rather 2020). Through their social media campaign, Radisson aims to create engaging and shareable content that includes videos related to the operations of the hotel, performing interactive quizzes related to the different travel destinations or developing user-generated content that allows the guests to enjoy their experiences at the same time develop a positive image of Radisson in their mind.
Esthetics: The hospitality brand Radisson aims to develop esthetics elements that mainly comprise visual appeal and design that allows the firm to develop the overall experiences of Radisson’s social media campaign and resonate with target customer’s preferences (Safeer et al., 2021). To maintain esthetics Radisson can post images, hotel properties and curated photo galleries of travel destinations on their social media webpages which will allow them to inform the customers about the facilities and services offered by them (Anwar and Abdullah 2021). Focusing on aesthetic appeal the campaign can evoke positive emotions, inspire aspirations and create a visually compelling brand identity that resonates with the target audience.
Experiential marketing theory used in Radisson
Radisson is a well-known international hospitality brand that undertakes experiential marketing theory that allows them to create memorable and engaging experiences to offer to their guests. Radisson undertakes experiential marketing theory as it allows them to understand the choices and preferences of the guests as they hold unique and distinctive characters (Barari et al., 2021). The focus is towards providing personalised guest experiences to the customers that are different from traditional hospitality services that allow them to create memorable moments that resonate with the individuals. The theory of experiential marketing used by Radisson also allows them to personalise welcome amenities to tailor their recommendations for local attractions that help the hospitality firm in making each of their individuals feel valued and appreciated (Varadarajan 2020). Radisson using the experiential marketing theory also allows them to leverage sensory engagement that helps them in developing positive experiences that help in drawing out the attention of customers towards the organisation and also grow the opportunity of drawing the attention of the customers towards the organisation. Radisson also aims towards curating an environment that aims towards developing guest sense, evoking positive emotions and at the same time growing the staying experiences for the guests (Sheth 2021). Developing positive emotions and experiences allows for increasing the trust and loyalty of the customers.
Experiential marketing theory used in Radisson also explains developing interactive touchpoints where they value the importance of physical interaction with the customers to know about their choices and preferences and also encouraging them to execute their activities in an organised and coordinated manner that allows them to achieve organisational success (Paul 2020). Touchpoints are being developed by Radisson for providing seamless mobile in process, developing interactive in-room technology and also developing engaging activities to provide high-quality guest experiences fostering a sense of empowerment and satisfaction. Radisson recognises the significance of cultural immersion in terms of creating authentic and meaningful experiences for the guests. The hospitality brand looks forward to developing partnerships with local artisans and tour operators in terms of providing them with guided tours and workshops where they can learn about the services, facilities and other interactive cultural and meet-ups (Godovykh and Tasci 2020). Through cultural immersion, Radisson aims towards offering guests opportunities and tour operators to enable the guests to visit tourist destinations and attractions that look forward to enriching the travel experiences and at the same time strengthen their connection to the brand.
Recommending a social media campaign to raise awareness and encourage engagement
Radisson can carry out a social media campaign that will be known as Wanderlust Diaries which will be encouraging the travellers to share their own stories, experiences and moments of travel experiences on different social media platforms such as Facebook, Instagram and Twitter. To make the campaign more successful Radisson can also use the Hashtag campaign on Wanderlust Diaries along with captions detailing the significance of each experience. In terms of growing engagement Radisson will also be looking to host weekly themed challenges that include Adventure Weekends, Food carnivals and also encouraging the guests to share their travel experiences with other people. Social media influencer interactions will also be encouraged that will also be allowing the guests and the travellers to know about different tricks and tips related to travel that will help in growing their own travel experiences. Throughout this campaign, Radisson will be showcasing user-generated content on social media channels that will highlight the overall travel experiences. The wanderlust diary as a social media campaign will allow Radisson to inspire and engage audiences from all over the world.
Section 2: Communication plan
A communication plan is significant for the business, especially in industries such as hospitality for various reasons. A communication plan helps the business to define clear objectives and goals for the organization. It outlines the needs to be communicated and ensures everyone understands the purpose and directions of communication efforts (Stojanovic et al., 2022). As a result, it helps to identify the target audiences and their preferences that enable the business to tailor messages and content to resonate with specific demographics.
Objectives and Solutions
The communication plan depicts its huge objectives based on Radissons, as it increases awareness of business unique experiences, hospitality services, and sustainability initiatives among the target audiences. As per the statement of Kushwaha et al., (2020), encourage active engagement with the brand through social media interactions, user-generated content and participation in promotional activities. Moreover, the communication plan provides a consumer with huge opportunities to experience hospitality brands virtuality and in person, as well as fostering a positive perception and loyalty.
Suggestions
Considering the solutions and suggestions, Radisson launched a social media campaign that showcases the brand experiences, sustainability efforts, and guest testimonials. Thus, it includes interactive elements such as polls, contests, and live Q&A sessions to derive engagements. In addition, it also encourages user-generated content by inviting guests to share their Raidisson experiences using specific hashtags. This has been done through developing tours of Radisson properties, highlighting key amenities that promote these tours through social media, email newsletters and official websites (Shulga, 2021). The communication plan offers personalized packages that are tailored to different consumer segments, such as family vacations as well as romantic getaways. Apart from this, implement loyalty programs or membership perks that reward frequent guests with exclusive benefits as well as access to VIP events or amenities.
In such a scenario, the hospitality brand collaborates with local communities, and environmental organizations based on creating immersive experiences that showcase the destination’s heritage, arts, and eco-friendly practices (Boonsiritomachai and Sud-On, 2020). Therefore, by hosting community or sustainable workshops guests can participate and contribute to meaningful causes, aligning with Radisson values and corporate social responsibility.
Communication channels
It has been done through utilizing various communication channels such as social media platforms such as “Instagram, Facebook, Twitter and LinkedIn” to share engaging content and updates. By leveraging multimedia formats such as videos and interactive posts by the hospitality brands. As per the statement of Šerić and Mikulić, (2020), the hospitality industry sends a targeted email to a segmented list of multiple subscribers by promoting special offers and experiences. Thus, email marketing offers personalized content based on consumer preferences and past interactions. Furthermore, Radisson optimized the website and mobile app for seamless browsing, booking and access to information about experiences to promote sustainability initiatives. Similarly, social media engagement is determined by measuring or evaluating the Key performance indicators (KPIs) (Shen et al., 2020). It helps to determine the consumer satisfaction score and loyalty programs for repetitive bookings that impact brand perceptions and qualitative feedback from consumers.
| Radisson’s social media communication plan | |
| Focus | Investigating the target market for the social media campaign to raise brand experiences for consumers. |
| From March 2023 until the end of the year | |
| Social media
To raise brand awareness among the target audiences To promote unique experiences by Radisson experiences, and services to differentiate the brand from competitors. To derive engagement and Interactions with the brand through social media interactions. |
|
| Brand awareness and attracting potential participants:
The hospitality brand leverages social media platforms such as Instagram, Facebook, Twitter and LinkedIn to actively engage with the target audiences. Globally, it allowed other hospitality brands to operate in various geographical locations providing similar services and amenities. Guest Interaction Tools:
|
|
| Core Target audiences
Individuals or families who travel for vacation, holidays, and leisure purposes to seek comfortable, and memorable experiences. The demographic 21-45 years of age groups are prioritized for the hospitality benefits. Moreover, the age demographics identify huge offers, event spaces and accommodations for guests’ experiences and logistic support. |
|
Table 1: Communication plan
| Before events | During events | Post events |
| “Imagine if a romantic dinner set up with candles and flowers” | “Live video or photo slideshow showcasing couples enjoying the romantic atmosphere”. | “Collage the happy friends, thank you messages, and highlight from the events”. |
| Caption: “Let love in the air and join us for an unforgettable Valentine’s Day celebration at Radisson”.
It consists of a gourmet dinner under the stars, exquisite wines, and live music along with limited seats available. |
“The couple at Radisson, the Valentine’s Day event is in full swing with enhancing melodies. Here is a glimpse of magical moments happening right now. | A warm thank you to all lovely friends and couples for joining us for an enchanting Valentine’s Day celebration at Radisson. |
Table 1: Creative Facebook posts of Radisson
Conclusion
The report has described the case of Radisson’s strategic implementation of experiential marketing principles. As the report progressed it discussed the advantages and disadvantages of experiential marketing which is building emotional connection and enhancing brand recall. Whereas the limitation associated with it is cost associated with it and measurement challenges. Implementation of 4Es has also been explained that states about incorporating higher guest experiences and developing esthetic elements to attract the attention of customers. Finally, social media campaigns such as Wanderlust Dairies as social media campaign has been developed for Radisson to raise awareness and customer engagement.
It has been concluded that a well-crafted communication plan focusing on brand awareness and attracting potential participants is significant for Radisson’s success in the competitive tourism and hospitality industry. By implementing a combination of strategic communication strategies and targeted tactics, Radisson can effectively achieve its objectives and strengthen its position as a leading hospitality brand. It can be observed that continuously evaluating performance metrics, gathering feedback, and adapting communication strategies based on insights help Radisson refine its approach and optimize outcomes towards maintaining a strong presence in the minds of potential participants. This is to achieve ultimate success in the tourism industry.
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