An Essay on Marketing Strategy and Innovation for Hospitality

and international travelers. Furthermore, multinational corporations are attracted to India's rapidly growing economy, creating more job opportunities in metropolitan cities. With its close ties to economic growth, the hospitality industry in India offers excellent vacation options.

In the Indian hotel industry itself, there are various segments including Premium and Luxury (Five Star and Five Star Deluxe), Mid-Market (Three Star and Four Star), Budgeted (Two Star and One Star), as well as Palaces and Forts (Heritage Hotels). According to the tourism ministry, there is projected demand for over 15 million tourists in India along with accommodation options for 350 million domestic travelers. To keep up with this demand, the Indian hotel industry has continuously transformed itself to become more practical and functional.New technology, market segmentation, regional preferences, CEO-friendly services, and other trends have all had a positive impact on improving work standards and ethics within hotel companies. The economy has improved, leading to a significant increase in the number of available hotel rooms in India. Both big cities and small towns are experiencing substantial growth as international hotel brands establish luxurious properties. This expansion has greatly increased the overall number of available hotel rooms across different categories throughout the country. Currently, India has over 200,000 hotel rooms; however, there is still a shortage of over 100,000 rooms. Nonetheless, India plans to add around 114,000 guest rooms within its inventory over the next five years through unprecedented growth in hotel constructions.

Hospitality marketing plays an integral role in equipping future managers with knowledge to meet customer demands. Understanding customer preferences and purchasing decisions is crucial for delivering a satisfactory experience. Sales and marketing departments effectively promote products and services.

In today's health-conscious society, hotels must cater to guests' dietary needs and offer wellness options that align with their lifestyle even when away from home. Hotels have the opportunity to collaborate with gym trainers in order to create exciting packages and promote them.It is important for marketers to consider all aspects of marketing simultaneouslyEffectively marketing a product involves utilizing the marketing mix in a way that benefits the company. Marketers must identify consumer needs and successfully develop, price, distribute, and promote the product. In hotel marketing, the restaurant sector of the hospitality industry also plays a key role as large hotel companies enter the Indian market at competitive rates while employing internal strategies to satisfy guests. Building brand equity is crucial as it fosters a sense of belongingness among customers and enhances the company's reputation for easier product promotion and launch. When new hotels are introduced under an existing brand name, customers feel more confident about the value and quality of the product. Managers must ensure that the brand is dominant so that customers can directly relate to the product range. This is especially important for new brands since consistent quality and service lead to marketing success (Shoemaker, 2010). In high price-sensitive markets like India, consumers closely scrutinize each product's value. Hotel companies strive not only to develop products that meet customer preferences but also justify their value. Innovation has a significant impact on gaining a competitive advantage and driving economic growth within the hospitality and tourism industry. The global tourism industry is projected to have one billion tourists per year by 2010 (WTFO, 2006), positioning it as a leading service sector.There is great potential

for researching innovation in the intangible and experiential nature of this industry. A company's success greatly relies on effectively marketing their product, and a DOD marketing strategy can have a significant impact. It is important to stay updated with current marketing trends and innovations as they prove to be more effective. Some upcoming trends and innovations include [specific trend or innovation]. In the hospitality and tourism industry, managers must establish brand dominance, consider customer value in pricing decisions, justify product value, stay updated with marketing trends, and embrace innovation. Digital Marketing will experience a surge in 2014 due to the introduction of new technologies. Frictionless automated processes are becoming more prevalent in sectors such as hotels, rail companies, car rentals, events, and airlines. For example, travelers now receive automated emails from their airline company and sister companies that allow them to pre-board without waiting at security points. They can also reserve good seating options and reduce hassles. RIFF technology enables boarding passes to be stored on travelers' phones through bar codes. According to Google Travel, approximately 25% of online bookings are currently made using mobile devices such as smartphones or tablets. It is predicted that this percentage will reach 40-50% by the end of 2013All online travel agents now provide mobile versions or applications to meet the growing demand for booking travel through mobile devices. This rise in mobile usage not only includes browsing, but also leads to more room bookings and higher revenue. According to data from the Hubs Digital source on page 5, there has been an increase in mobile device usage and a decrease in desktop usage, supporting the projected growth for

2014. This trend demonstrates that more views and bookings are being made through mobile devices, resulting in increased revenue.

In the past, Destination Marketing Organizations were dominant in the industry; however, there has been a gradual shift towards sharing economy platforms. This transition will greatly impact the hospitality sector as major travel brands enter this market. As a result, hotel companies, airline companies, and car rental companies will collaborate and negotiate strategic alliances. For instance, transient guests at Tag can negotiate with Jet Airways to have all their guests stay at Tag near the airport, which generates more revenue.

Another trend expected to continue growing in 2014 is niche marketing within the travel industry. Instead of targeting broad audiences, marketers will focus on specific communities with unique needs.Mommy Bloggers, who have a growing influence online and especially on platforms like Pinterest, are crucial in shaping family travel decisions. However, these bloggers often face time constraints. The expectations of young adults aged 18-30 from the Millennial and Generation C generations differ from older generations such as Y, X, and boomers when it comes to the workplace. Hotels that offer free WiFi receive higher ratings because this generation shares their travel experiences on social media and user-review sites. Additionally, there is a unique type of group travel where grandparents frequently join young children. Gay-friendly establishments and attractions have been profitable for more than ten years, while dining experiences influenced by popular cooking shows and chefs are currently experiencing a revival. According to an analysis by Cushman and Wakefield, domestic tourism will see significant growth leading to increased occupancy even during off-seasons. Dill Purl (MD for India and regional UP

for South Asia at Stardom Asia-Pacific Hotels & Resorts) suggests that in India's hospitality industry, the focus should be on becoming a destination market instead of losing tourists to the Middle East or Southeast Asia. Rakesh Keynesian, president of Trident hotels, points out that Indian hotels struggle to compete with counterparts in the Middle East and Southeast Asia due to rates and infrastructure limitations.The suggestion is made to Indian hotels to improve services for international travelers who prefer less personalized attention in order to command higher rates. According to a report by Cushman and Wakefield, there is slower growth in room supply compared to increasing demand in major Indian cities, resulting in stable long-term rates and potential short-term increases. COO Dip Hussar from TIC Hotels predicts that rates will remain unchanged or slightly grow due to unexpected expansion. Homo Tabor, a hospitality consultant, shares positive news about the hotel industry in Iambi, highlighting the successful absorption of several hotels such as The Trident BBC, The Weston, The Courtyard by Marriott, Holiday Inn, and an additional 300 rooms at Renaissance. This indicates gradual rate increases and substantial revenue generation. In addition to this, Corporate Social Responsibility (CSR) has become a crucial investment for all hotel companies. Cushman and Wakefield draw attention to the latest industry trends including sustainability, CEO-friendliness, and eco-friendliness. Various initiatives are being implemented such as obtaining green building certificates, providing employment opportunities for marginalized individuals, and reducing carbon footprints. It is emphasized that hotel owners highly value LED certification according to Madhya. Hoteliers at HAVE are also reminded of the benefits of embracing sustainability and allocating a significant portion of their equity towards

corporate social responsibility (CSR) initiatives.Encouragement is given for hotels to achieve growth on a local level and take proactive measures. Instead of only associating with high-profile NGOs for publicity, it is preferable for hoteliers to negotiate with nonprofit organizations like orphanages and blood banks. The Grand Hyatt Iambi has been a leader in the hospitality industry for over five decades, developing top brands and innovative ideas. Located on a 10-acre property in Mumbai, the deluxe five-star Grand Hyatt is an important landmark. Committed to delivering genuine hospitality experiences that positively impact people's lives, the hotel aims to be recognized as the preferred brand across all market segments it serves - both owners and guests alike. Guided by core values, the JAW Marriott Hotel in Mumbai's upscale Juhu area provides various leisure and business facilities, exceptional accommodations, and cuisine. It guarantees convenience, luxury, and personalized services for discerning guests. Organizations need a marketing strategy to focus resources on advantageous opportunities leading to sustainable competitive advantage and increased revenue. In the hospitality and tourism industry, market segmentation tailors marketing strategies based on geographic, demographic, cryptographic, and behavioral variables.Companies can efficiently offer products and services that meet the unique needs of different consumer groups by utilizing market segmentation. In the hospitality and tourism industry, hotels segment their market based on travel purposes such as leisure, corporate travel, group package tours, or independent vacationers. This allows them to effectively target each segment with tailored services. Market segmentation can be implemented in both the short term and long term strategies.

For example, hotels often provide deals and promotions during festivals or seasons like Christmas as part of their short-term strategy. Choice

Hotels International has successfully executed a long-term market segmentation strategy by creating multiple brands that cater to different markets including Clarion Hotels and Suites, Quality Inns and Suites, Comfort Inns and Suites, Sleep Inns, Economy Lodge, and Travelogue.

In addition to market segmentation strategies, Relationship Marketing is also utilized in the hospitality industry. Unlike other marketing strategies, Relationship Marketing focuses on customer retention and satisfaction through communication. It values the enduring relationship between guests and hotels. Marriott offers a customer loyalty program called Marriott Rewards which provides frequent flyer miles or points to guests while emphasizing customer satisfaction for building strong relationships with customers.
These rewards can be exchanged for complimentary vacations or items at any of their 3400 properties worldwide. Furthermore, members who achieve specific milestones are eligible for special perks that enhance their travel experience. Marriott Rewards has been recognized as the leading hotel rewards program in various publications. The hospitality and tourism industry employs short-term and long-term strategies to achieve success. Despite the popularity of social media, email campaigns remain a valuable approach for targeting different markets. Indian travelers, who appreciate luxury and personalized attention, particularly enjoy this method. Emails offer a smart, cost-effective, and convenient way to individually engage customers while informing them about available offers.
Internal Marketing is an essential component of the marketing mix that serves as both a short-term and long-term strategy. Its focus lies on the significance of hotel employees, especially those directly interacting with customers during check-in. The primary objective of internal marketing is to ensure that employees possess exceptional customer service skills in order to retain valuable staff members and satisfy guests. To excel in providing outstanding service,

it is crucial for hotels to empower and motivate their employees. Many large hotel chains provide employee reward systems such as bonuses or intangible benefits like retreats to keep their staff satisfied.In order to remain competitive in the global hospitality and tourism industry, it is crucial for Indian hotels to focus on improving rates and infrastructure. To stay up-to-date with the latest trends and innovations, organizations should observe leading hotel chains such as The Oberon, JAW Marriott, Stardom, and Hyatt. These chains have successfully marketed their products and services through various strategies that emphasize branding and pricing. To effectively capitalize on market opportunities, organizations must align their objectives, skills, and resources by engaging in strategic planning and development. This involves three key elements: investment, business unit management, and future potential evaluation (Kettle et al., 2006). Ultimately, innovation plays a vital role in maintaining competitiveness and disrupting established industries.