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Product Development and Partnership

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					         Learning Objectives
 Chapter 10: Product Development and
              Partnership

1. Identify the four major groups of
   organizations in the hospitality and travel
   industry.
2. Describe the roles played by each of these
   four groups of hospitality and travel
   organizations.
3. Identify the trends among each of the four
   groups of organizations.
4. Identify five overall trends and industry
   realities.
5. Define the product/service mix.
         Learning Objectives
 Chapter 10: Product Development and
              Partnership

6.   Identify and describe the six components of
     an organization’s product/service mix.
7.   Explain the types of product development
     decisions that an organization must make.
8.   Define the term partnership and list the
     potential benefits of marketing partnerships
     to hospitality and travel organizations.
9.   Identify the types of partners available to
     hospitality and travel organizations.
Major Groups of Organizations in the
  Hospitality and Travel Industry

 There are four major groupings:



        Suppliers
        Carriers
        Travel trade intermediaries
        Destination marketing
         organizations
        Categories of Suppliers

                1. Suppliers
Provide services that travelers need at or
           between destinations
   Cruise lines
   Car rental
   Lodging
   Restaurants
   Attractions
   Casino operations
         Categories of Carriers



                 2. Carriers
Provide transportation for travelers from
     their origins to their destinations

   Airlines
   Train
   Bus
   Ferry services
          Categories of Travel Trade
               Intermediaries

          3. Travel trade intermediaries
    Reserve and sell the services of suppliers,
        carriers, and other intermediaries

   Retail travel agents
   Tour wholesalers and operators
   Corporate travel managers and agencies
   Incentive travel planners
   Convention/meeting planners
Categories of Destination Marketing
           Organizations

 4. Destination Marketing Organizations
                  (DMOs)
    Government and non-government
     organizations that market all the
   hospitality and travel services within
          their destination areas
 National/Federal and State Tourism
  Marketing Agencies
 Convention and Visitors Bureaus (CVBs)
        Trends in Lodging Facilities



a.   Chain domination
b.   Increasing brand segmentation
c.   Mergers and joint-marketing programs
d.   All-suite/extended-stay hotels
e.   Frequent guest programs
f.   Special services and amenities
        Trends in Restaurant and Food
              Service Facilities




a.   Major restaurant-industry trends
b.   Restaurant franchising
c.   Co-branding
d.   New foodservice locations
e.   Increasing brand segmentation
f.   Changing ownership of major chains
             Trends in Cruise Lines


a.   Rapid growth in cruising
b.   Creativity and expansion of target markets
c.   Dependence on travel agents
d.   Changing cruiser demographics
e.   Entry of hotel/resort companies into the cruise
     business
f.   Consolidation
       Trends in Car Rental Companies



a.   Sales concentrated among business leaders
b.   Dependence on airlines and travel agents
c.   Participation in frequent-traveler programs
d.   New services
       Trends in Attractions and Casinos


Theme Parks
a. Theme park business growth

Casino Operations
a. Growth in number of casino operations
b. Casinos take to the water
c. Casino resort diversification
               Trends in Airlines




a.   Mergers and industry concentration
b.   More regional and commuter airlines
c.   Frequent-flier programs
d.   Strategic alliances
e.   Ticketless travel and e-ticketing
f.   Changes in travel agency commission policies
     Overall Trends and Industry Realities



a.   More horizontal integration
b.   More vertical integration
c.   Introduction of a wide variety of new services,
     facilities, and travel alternatives
d.   Great future opportunities for new services,
     facilities, and travel alternatives
e.   Increasingly competitive industry
             The Product/Service Mix

1. Staff behavior,
   appearance, and
   uniforms

2. Building exteriors

3. Equipment

4. Furniture and fixtures

5. Signage

6. Communications with
   customers and other
   publics
    Types of Product Development
              Decisions

1. Organization-wide Decisions:
a. Width and depth of product/service mix
b. Improving or modernizing the
   product/service mix
c. Branding
2. Individual Facility/Service Decisions:
a. Quality
b. Range
c. Design
              Partnership


Cooperative promotions and other cooperative
   marketing efforts by hospitality and travel
                 organizations
    Potential Benefits of Partnerships


   Access to new markets
   Expansion of product/service mixes
   Increased ability to serve customer needs
   Increased marketing budgets
   Sharing of facilities and facility costs
   Enhanced image or positioning
   Access to partners’ databases
   Access to partners’ expertise
             Types of Partners


   Customers
   Organizations in the same business
   Organizations in related businesses
   Organizations in non-related businesses
   Digital alliances

				
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posted:6/8/2012
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