MGBBT1TMP Tourism Marketing Principles Assignment Sample

MGBBT1TMP Tourism Marketing Principles Assignment Sample

Executive Summary

This report gives an outline of InterContinental Hotels Group (IHG)’stravel industry advertising standards, featuring their techniques, target market, marking, and client relationships the board.

  1. a) Main points: The presentation of the travel industry showcasing ideas in this report covers the promoting standards utilized by InterContinental Hotel Group (IHG), a famous cordiality organization (Fuchs, 2022). The central matters canvassed in this report incorporate IHG’s advertising procedures, target market, showcasing blend, marking, and client relationship the board.
  2. b) Aim: The point of this report is to give an outline of IHG’s travel industry showcasing standards, featuring how the organization really advances its lodging properties and administrations to draw in and hold clients in a profoundly serious worldwide the travel industry market.
  3. c) Information presentation: The data in this report is introduced in a compact and educational way, exhibiting IHG’s key promoting ideas and methodologies. The report digs into IHG’s advertising blend, which incorporates its item contributions, estimating techniques, dispersion channels, and limited time exercises.

Company Background

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InterContinental Hotels Group (IHG) is a leading global hospitality company that operates and manages a wide range of hotel brands in over 100 countries.IHG was established in 1777 and has its base camp in Denham, Joined Realm. The organization’s portfolio incorporates notable lodging brands, for example, InterContinental, Crowne Court, Occasion Motel, Occasion Hotel Express, Kimpton Inns and Eateries, and some more (Avelar, 2020).

IHG is prestigious for its obligation to conveying excellent visitor encounters and has areas of strength for an in significant urban communities and traveler objections around the world. With north of 5,900 inns and in excess of 880,000 visitor rooms across its different brands, IHG takes care of a different scope of explorers, including business voyagers, relaxation explorers, and families.

IHG’s progress in the neighborliness business is ascribed to its emphasis on development, client driven approach, and vital advertising endeavors. The organization use its broad worldwide presence, solid brand portfolio, and client reliability projects to draw in and hold clients in a profoundly cutthroat market. IHG’s showcasing methodologies incorporate a complete promoting blend, including item improvement, evaluating techniques, conveyance channels, and special exercises, to situate its brands as favored decisions among voyagers.

IHG likewise stresses supportability and corporate social obligation, with drives pointed toward decreasing its natural effect, advancing variety and incorporation, and supporting nearby networks. Therefore, IHG has gotten various honors and acknowledgments for its industry-driving practices in manageability and social obligation.

External Analysis

IHG serves a different scope of clients/shoppers in the worldwide neighborliness industry. This incorporates business explorers, recreation voyagers, families, gatherings, and corporate clients (Kulakhmetova et al., 2022). IHG’s client base includes both individual explorers and corporate records, with fluctuating necessities and inclinations.

Analysis of Customer/Consumer Needs:

  • Business travelers: IHG comprehends the necessities of business voyagers, who require advantageous areas, productive administrations, and current conveniences to successfully lead their work (Cvrtak et al., 2020). IHG inns offer business-driven offices, for example, exceptional gathering rooms, business focuses, and rapid web admittance to take special care of these necessities.
  • Leisure travelers: Recreation voyagers look for solace, comfort, and an incentive for cash. IHG’s inns give a scope of conveniences, for example, agreeable rooms, relaxation offices like pools, wellness focuses, and cafés to improve the general visitor experience.
  • Families:Families require open rooms, youngster cordial offices, and exercises to take care of the necessities of their kids (Ruiz Molina et al., 2022). IHG offers family-accommodating conveniences, for example, associating rooms, youngster’s clubs, and sporting offices to take care of families needs.
  • Groups: IHG’s lodgings offer gathering rates, meeting offices, and gathering booking administrations to take special care of the requirements of gathering explorers, for example, occasion participants, visit gatherings, and gatherings.

 Analysis of the Organization’s Competitive Situation using SWOT Analysis:

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SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis provides insights into IHG’s competitive situation in the external environment.

  • Strengths:
  1. Strong brand portfolio: IHG has a different and universally perceived brand portfolio, including InterContinental, Crowne Square, Occasion Motel, and others, which gives it an upper hand in the cordiality business.
  2. Global presence: IHG works in more than 100 nations, with a wide geological impression, furnishing it with a critical upper hand regarding worldwide reach and market entrance.
  3. Loyalty programs: IHG’s steadfastness programs, like IHG Prizes Club, drive client maintenance and rehash business, upgrading its serious situation on the lookout.
  • Weaknesses:
  1. Dependence on franchisees: A huge part of IHG’s lodgings work under establishment arrangements, which could restrict the organization’s command over tasks and consistency in help quality.
  2. Vulnerability to economic factors: The cordiality business is profoundly powerless to monetary vacillations, and IHG’s monetary exhibition might be influenced by variables, for example, financial slumps, money trade rates, and international dangers.
  • Opportunities:
  1. Emerging markets:IHG can profit by the developing the travel industry markets in arising economies, like China, India, and Southeast Asia, by extending its presence and focusing on the rising number of voyagers in these locales.
  2. Technological advancements: IHG can use innovative headways, for example, advanced showcasing, information investigation, and man-made reasoning, to improve client focusing on, personalization, and functional efficiencies.
  3. Sustainability and eco-tourism: The rising familiarity with maintainability and eco-the travel industry presents potential open doors for IHG to execute harmless to the ecosystem rehearses (Fedorov, 2019), which can speak to naturally cognizant voyagers.
  • Threats:
  1. Intense competition: The friendliness business is profoundly aggressive, with various worldwide and neighborhood contenders, which could influence IHG’s portion of the overall industry and evaluating power.
  2. Changing consumer preferences: Changes in shopper inclinations, for example, changing travel designs, convenience inclinations, and booking ways of behaving, may affect IHG’s plans of action and procedures.
  3. Regulatory and legal challenges:IHG is dependent upon different administrative and legitimate necessities in various nations, which could present difficulties regarding consistency, permitting, and lawful questions.

Internal Analysis

IHG’s internal analysis focuses on the organization’s capabilities to meet the needs of its customers and achieve its business objectives (El-kady et al., 2020). This analysis can be conducted using tool such as SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.

SWOT Analysis:

  • Strengths:
  1. Laid out brand portfolio: IHG’s image portfolio incorporates internationally perceived brands, for example, InterContinental, Crowne Court, and Occasion Hotel, which partake in major areas of strength for a standing and client reliability.
  2. Solid conveyance and reservation framework: IHG has a strong worldwide dispersion framework (GDS) and online reservation framework, which permits clients to book straightforwardly through IHG’s site or other internet based travel stages.
  3. Worldwide impression: IHG has major areas of strength for a presence with a wide organization of lodgings in more than 100 nations, giving areas of strength for a benefit as far as market reach and client base.
  4. Development and innovation center: IHG puts resources into advancement and innovation to upgrade visitor encounters, work on functional efficiencies, and drive client commitment. For instance, IHG has carried out portable registration, computerized key, and customized visitor encounters through its IHG Interface stage.

  • Weaknesses:
  1. Reliance on franchisees: A critical piece of IHG’s lodgings work under establishment arrangements, which could influence consistency in help quality and functional control.
  2. Restricted command over brand norms: As franchisees work freely, IHG might have restricted command over adherence to mark principles and consistency in client encounters.
  3. Complex hierarchical construction: IHG’s authoritative design includes different brands, areas, and the board layers, which could influence direction, coordination, and spryness.

  • Opportunities:
  1. Client driven approach: IHG can gain by the developing interest for customized and consistent client encounters by further improving its client driven approach, including customized showcasing, custom-made administrations, and dependability programs.
  2. Extension in developing business sectors: IHG can use its worldwide presence to extend further into developing business sectors like China, India, and Southeast Asia, which offer huge learning experiences in the friendliness business.
  3. Development and innovation progressions: IHG can keep on putting resources into advancement and innovation to improve its functional efficiencies, upgrade income the executives, and remain in front of industry patterns.

  • Threats:
  1. Serious rivalry: The friendliness business is profoundly aggressive, with various worldwide and neighborhood contenders, which could influence IHG’s piece of the pie and evaluating power.
  2. Monetary and international dangers: Monetary changes, cash trade rates, and international dangers could affect IHG’s monetary presentation and development possibilities in various business sectors.
  3. Changing client inclinations and ways of behaving: Changes in client inclinations, booking ways of behaving, and assumptions could affect IHG’s plans of action and client commitment systems.

Overall, IHG’s interior investigation uncovers its assets, shortcomings, open doors, and dangers, which give bits of knowledge into the association’s capacities to address the issues of its clients and accomplish its business targets(Rafahat, 2022). IHG requirements to use its assets, address its shortcomings, exploit potential open doors, and alleviate dangers through essential advertising drives to keep up with its serious position and support its development in the powerful accommodation industry.

Ethical in business

Moral contemplations assume an essential part in the activity and progress of any undertaking, including IHG. IHG’s administration has embraced measures to guarantee that moral standards are coordinated into the association’s way of life and works on, exhibiting a pledge to moral conduct in all parts of its tasks.

General set of principles

IHG has a complete Set of rules that frames the normal moral ways of behaving for all workers, including senior administration(Rodríguez-Antón & Alonso-Almeida, 2019). This code underlines honesty, responsibility, regard, and straightforwardness, setting clear rules for moral navigation and lead in the work environment.

Moral Initiative

IHG’s administration establishes the vibe from the top by displaying moral way of behaving and exhibiting a pledge to moral authority. This incorporates advancing a comprehensive and various workplace, encouraging open correspondence, and showing others how its done in moral direction.

Representative Preparation and Mindfulness

IHG gives customary preparation and mindfulness projects to teach workers about moral way of behaving, including themes like enemy of pay off and debasement, information protection, and fair rivalry. This assists representatives with understanding the significance of moral lead and engages them to settle on moral choices in their jobs.

Partner Commitment

IHG effectively draws in with its partners, including clients, representatives, financial backers, and neighborhood networks, to figure out their assumptions and concerns. This permits IHG to adjust its strategic approaches to partner interests and guarantee that moral contemplations are considered in dynamic cycles. IHG’s administration has carried out measures to advance moral conduct in the association, including an exhaustive Set of rules, moral initiative, representative preparation and mindfulness, partner commitment, moral obtaining and supportability drives, and CSR programs.

Future Development

To address these issues, IHG should take the following actions with regard to its future marketing activity:

Customized Showcasing:

IHG ought to put resources into information driven advertising techniques that empower customized and pertinent correspondence with its clients (Surya et al., 2020). This incorporates utilizing client information and bits of knowledge to convey modified offers, advancements, and encounters through different advertising channels like email, virtual entertainment, and versatile applications.

Advanced Promoting Channels:

IHG ought to keep on utilizing computerized showcasing channels to reach and draw in with its objective clients (Camilleri, 2021). This incorporates streamlining its web-based presence, using online entertainment stages, executing powerful web crawler promoting (SEM) and site design improvement (Web optimization) procedures, and investigating open doors in arising computerized stages, for example, voice search and augmented reality.

Maintainable and Mindful Advertising:

IHG ought to focus on moral contemplations in its showcasing works on, including advancing maintainability, variety and inclusivity, and capable utilization.

Advancement and Separation:

IHG ought to zero in on development and separation in its showcasing methodologies to hang out in the serious friendliness industry.

Market Development

IHG ought to keep on investigating potential open doors in developing business sectors to profit by the developing interest for movement and the travel industry (Tutterow et al., 2022.). This incorporates recognizing and entering new business sectors with potential for development, adjusting advertising techniques to nearby social and market elements, and building solid organizations with neighborhood partners.

 

In conclusion, IHG ought to focus on customized showcasing, influence computerized advertising channels, advance maintainable and dependable promoting rehearses, center around development and separation, and investigate market extension amazing chances to resolve the issues raised by the review and guarantee future progress in its promoting exercises.

Reference List

Journal

  1. Avelar, P.A.S., 2020. Hotel industry growth trends–the case of intercontinental hotels group (Doctoral dissertation).
  2. Camilleri, M.A., 2021. Sustainable production and consumption of food. Mise-en-place circular economy policies and waste management practices in tourism cities. Sustainability, 13(17), p.9986.
  3. Cvrtak, K.R., Zekan, S.B. and Vranješ, K.P., FRANCHISING AS A STRATEGY OF ENTERING FOREIGN MARKETS IN THE HOTEL INDUSTRY. International Journal of Hospitality Management, 27, p.325.
  4. El-kady, S., Nassar, N. and Araby, E., 2020. The role of Creating Shared Value in the Sustainable Tourism. Egyptian Journal of Tourism Studies Vol, 19(2).
  5. Fedorov, А., 2019. Advantages of targeted advertising for doing business in the current economic conditions (Doctoral dissertation, Белорусский государственный экономический университет).
  6. Fuchs, M., 2022. Crisis communication and corporate social responsibility: a case study on IHG Hotels & Resorts and what organizations can learn from Covid-19 (Doctoral dissertation).
  7. Kulakhmetova, G., Aktymbayeva, A., Assipova, Z., Baoleer, B. and Koshkimbayeva, U., 2022. Current Problems In The Tourism And Hotel Industry Taking The World’s Tourist Cities As An Example. GeoJournal of Tourism and Geosites, 43(3), pp.841-849.
  8. Rafahat, M., 2022. Service Strategy of Hotel Holiday Inn (Doctoral dissertation, Sonargaon University (SU)).
  9. Rodríguez-Antón, J.M. and Alonso-Almeida, M.D.M., 2019. The circular economy strategy in hospitality: A multicase approach. Sustainability, 11(20), p.5665.
  10. Ruiz Molina, M.E., Belda-Miquel, S., Hytti, A. and Gil-Saura, I., 2022. Addressing sustainable food management in hotels: proposing a framework and examining hotel groups. British Food Journal, 124(2), pp.462-492.
  11. Surya, P.R.A., Budarma, I.K. and Mudana, I.G., 2020. Three-cluster policy in the implementation of corporate social responsibility at Intercontinental Bali Resort. International Journal of Green Tourism Research and Applications, 2(1), pp.11-21.
  12. Tutterow, V., Socks, M. and Adesola, V.B., No Reservations–Hotels See the Benefits of Energy Management Systems.
  13. Bowen, R., 2022. Food tourism: opportunities for SMEs through diaspora marketing?. British Food Journal, 124(2), pp.514-529.
  14. Ghaisani, C.O. and Afifi, S., 2022. The implementation of digital marketing communication strategy in cultural tourism: a case study in Yogyakarta. The Indonesian Journal of Communication Studies, 15(1), pp.66-86.
  15. Gryshchenko, O., Babenko, V., Bilovodska, O., Voronkova, T., Ponomarenko, I. and Shatskaya, Z., 2022. Green tourism business as marketing perspective in environmental management. Global Journal of Environmental Science and Management.

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