THE IMPORTANCE OF BRANDING IN HOSPITALITY

Branding is the process involved in making a distinctive name and image for a product in the customers’ mind, mostly through promotional campaigns with a reliable subject (business dictionary).

 According to EIC social media Team (2012)  branding is effectively making brand uniqueness that will not only make a company  attractive in comparison to your competitors, but it will also persuade customers that in a sea of predictions, the company is the only one accomplished of satisfying their needs. A brand name will inspire customers to purchase your produces or use your facilities.

 Outlining your brand permits you to control or inspire how others perceive you as a business. An actual brand name diminishes your company’s likelihoods of declining and sets your reputation as a genuine vigour to be figured with.

Initially, branding is important because it escalate the chances that people will remember you, even as the encounter for customers’ devotion (and money) rages on. An advanced brand identity will push a business to the lead of customers’ attention, making them more likely to spot you, procure your services and remain loyal. 

 Furthermore, Shoemaker (2010) indicates that branding gives more cosiness and consistency for the customer to have confidence and test the new product or service within hospitality industry, for example when new hotels are often represented under one same brand name.

Brand loyalty is when a customer insists on always purchasing a certain brand of a product. Although being in that situation is measured enormously effective in hospitality marketing, it has just become tough to gain dedicated customers. This is due to two causes, being that brands in similar group have become increasingly alike and services advertising and lower priced transactions are being provided frequently by various brands- making it challenging for customers to just choose one brand because they can get an improved transaction. Nevertheless, if the eminence of a brand is constantly prodigious and no additional brand can offer the same so there is a great opportunity that customers will be loyal.

REFERENCE

EIC social media Team. (2012) The importance of Branding for businesses. [Online]. Available at: http://www.onlineadvertisingagency.Info/author/eic-social-media-team/ (Accessed: 10 April 2014; 13:35).

Shoemaker,D.(2010) The importance of Branding & Marketing in Hospitality.[Online].Available at: http://EzineArticles.com/?expert=David-Shoemaker (Accessed: 10 April 2014; 12:54).

Business dictionary. [Online]. at :http//www.businessdictionary.com/definition/branding.html (Accessed: 10 April 2014;13:20)

HOSPITALITY CONCEPTS

TOPIC; CURRENT MARKET TREENDS IN HOSPITALITY

TECHNOLOGY

Technology is a powerful tool to change that offer chances for greater competences and integration for better-quality guest service (Walker and Walker, 2014).

 Rauch (2014) states that hotel bookings have come to be very sophisticated than in the past because guests can book a hotel room in a modest way with the help of an internet. Increasing number of social media such as face book, twitter and websites also help both hotels and customers. Self-service technology has made a marvellous effect on restaurant marketing (Cole, 2008). According to Walker and Walker (2014) technology has helped restaurants in product development as there is increased shelf life of foodstuffs through preservation, meat and dairy produce alternatives. Wine chilling technology is used to allow restaurants to provide extra cool beer to their clients and this will lead to exceeding customer expectations. Beverage dispensers are also used to allow customers to serve themselves with beverage without having waiters or waitresses to serve customers. Rauch, 2014 indicates that this technology allows customers to place their own orders without the need of servers.

Furthermore, Jones (2002) states that technology is a crucial matter in accommodation as it creates a room for change within the establishment through the use of channels of distribution for hoteliers and other service providers. A channel of distribution is the way in which a hotel communicates with its customers and those channels include advertising through a variety of media such as television, direct mail and central reservations offices. The rapid growth of the internet and the marketing of rooms directly through Hotel Company websites will allow customers to deal directly with the hotel and as result customers will pay less by booking directly and hotels will have reduced costs of distribution and commission. Technology also makes it easier for small independent hotels to compete with larger chain hotels.

REFERENCES

Rauch, R. (2014) Top 10 Hospitality trends. [Online]. Available at: http:// research-methodologet.net /Hilton-hotels-pestel-analysis /

Walker, J.R. & Walker, J.T. (2014) Introduction to Hospitality Management.4^th edn.United States of America: Pearson Education Limited.

Jones, P. (2002) Introduction to Hospitality Operations: An indispensable guide to the industry. 2^nd edn. London: South-Western Cengage Learning.