This paper aims to make appropriate recommendations, corroborated by academic and practical knowledge, that should contribute to the turnaround of the ailing Prague Hotel. The recommendations are based on the case study information provided in the appendix. Given the increasing importance of the internet the paper devotes considerable attention to online marketing activities. In particular, it focuses on online distribution, web design, search engine optimisation and online advertising, but it will also refer to market segmentation as well as product and pricing strategies.
The impact of information technology on the hotel industry is highlighted by a separate case study of the hotel chain Omena Hotels. In addition, an industry analysis using Michael Porter’s Five Forces model is provided in the appendix. Since employees make a significant contribution to guest satisfaction and eventually business success, the paper refers to the key factors that affect employee motivation, satisfaction and retention. Due to the complexity of the aspects covered in this paper and the need to clarify some of them more comprehensively, appendices are provided that include more detailed information and practical examples.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Marketing Techniques
- Market segments
- Product
- Price
- Distribution & Promotion
- Human Resource Management
- Conclusion
- References
- Appendices
- Background information on the case study hotel
- The Prague Hotel Website – practical example
- Search Engine Optimisation (SEO) – practical example
- Search Engine Advertising (SEA) - practical example
- Social Media Advertising (SMA) – practical example
- Web controlling – practical example
- Bookassist Booking Engine, Corporate & Loyalty System
- Omena Hotels Case Study
- Porter's Five Forces Analysis of the hotel industry
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to provide recommendations for improving the Prague Hotel's performance, based on academic and practical knowledge. The recommendations focus on marketing and human resource management, aiming to achieve sustainable competitive advantage and enhance customer satisfaction.
- The importance of online marketing activities
- The impact of information technology on the hotel industry
- The role of employee motivation, satisfaction, and retention in guest satisfaction
- The use of market segmentation to target diverse customer groups
- The importance of offering tailored services and amenities to meet customer needs
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The paper introduces the challenges facing the hotel industry, particularly in terms of fierce competition and external threats. It emphasizes the need for strategic positioning and sustainable competitive advantage through effective marketing and human resource management. The paper outlines its focus on the Prague Hotel and its intention to provide recommendations based on the case study provided in the appendix.
- Marketing Techniques: This chapter explores the significance of market segmentation in a competitive marketplace. It recommends the Prague Hotel to target diverse customer groups, such as business travelers, airline staff, students, backpackers, and tourists, by offering tailored packages and services that cater to their specific needs. The chapter emphasizes the importance of using seasonal events, local attractions, and the hotel's image as a romantic destination to attract new customers.
- Product: This chapter stresses the importance of meeting the needs of all target customers to persuade them to choose the Prague Hotel. It highlights the importance of understanding guest preferences through online and in-house questionnaires. The chapter emphasizes the need for clean and well-equipped rooms and facilities, as well as the importance of providing tailored services and amenities for different customer groups, such as free high-speed WiFi internet, room service, and business facilities. It also emphasizes the importance of exceeding guest expectations through unexpected complementary services and incentives.
Schlüsselwörter (Keywords)
This paper focuses on the challenges facing the hotel industry, particularly in terms of fierce competition and the impact of technology. It examines the importance of online marketing activities, such as online distribution, web design, search engine optimisation, and online advertising. The paper also explores the role of employee motivation, satisfaction, and retention in achieving guest satisfaction and business success. Key concepts include market segmentation, tailored services and amenities, and exceeding customer expectations. The paper includes practical examples and case studies to illustrate its points.
- Quote paper
- Christoph Müller (Author), 2010, Contemporary Marketing and Human Resource Management in the Hotel Industry, Munich, GRIN Verlag, https://www.grin.com/document/178566