2.2. Common characteristics among the hospitality businesses

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来自 Yonsei University 的课程

International Hospitality & Healthcare Services Marketing

99 个评分

Yonsei University

International Hospitality & Healthcare Services Marketing

99 个评分

课程 4（共 6 门，Specialization 国际营销与跨行业增长）

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

从本节课中

How to successfully market a hospitality business?

Diverse businesses in the hospitality industry share some common characteristics. Unique marketing approaches have been developed to leverage these characteristics. In this module, learners will be introduced to one of those approaches called 'Variable Pricing.' People who have successfully completed this module will (1) Explain the unique characteristics of the hospitality industry, particularly in balancing supply and demand and (2) Demonstrate the ability to manage demand and pricing in order to better balance supply and demand and as a result maximize revenue from the hospitality industry.

2.1. Introduction to the hospitality industry1:31

2.2. Common characteristics among the hospitality businesses8:25

2.3. Unique marketing approaches in the hospitality industry : Variable pricing3:45

2.4. Challenges in moving from fixed pricing to variable pricing3:15

2.5. Variable pricing strategies: Premium pricing & target discounting8:14

与讲师见面

Sunmee Choi
Professor of Service Management
School of Business

Let's first talk about relatively fixed capacity.

This means that over periods of time, the amount of the business

capacity remains the same, or can vary only slightly.

As you can see in this graph.

Let's take hotels as an example,

a hotel's capacity defined as the total number of guest rooms it has.

Can this number change over a matter of nights, weeks,

months, as the demand for the hotel changes?

The answer is no.

If a hotel has 100 rooms it has 100 rooms to sell

every night regardless of the level of demand until

goes through a major construction to add or eliminate some rooms.

What about the airline industry?

It's capacity is defined at the number of planes times

the number of seats in the planes.

Airlines capacity is slightly more than hotels since it can adjust

the capacity of a certain travel route by assigning a plane of different sizes.

But once a plane is assigned to a root, the capacity of that travel

ride is pretty much affixed by the number of seats in that assigned airplane.

Restaurants can be a little bit more flexible than these two industries because

they can relatively easy add or remove tables or seats within the restaurant.

And sometimes they can even use space outside the restaurant

under the approval of the city during certain time periods.

Next, hospitality businesses tend to have time-variable demand.

It means that the amount of demand tends to vary widely depending on time periods.

As you can see the line fluctuates a lot over time.

Demand for hotels, for example, tend to vary by day of the week.

For resort hotels, demand will be very high on weekends, while, for

business hotels, demand will be high during weekdays.

For airlines and for restaurants, demand tends to vary,

not only by day of week, but also by time of day or even week of the month.

The inventory for most hospitality

businesses is time perishable.

This means that as time passes by the opportunity to sell an inventory unit and

make revenue disappears forever as the time passes by.

I hope you remember that we talked about this characteristic

in the previous module on general service industry.

Then, how does inventory perish over time,

in each hospitality business for hotels the opportunity to sell

an empty room on a given night is lowest forever is a night nearest the dawn.

For airlines, the opportunity to generate revenue from

an empty seat in a flight disappears forever as a plane takes off.

For restaurants the opportunity to sell an empty seat during a meal period

is lost forever as the meal period ends.

The cost structure is also very unique for hospitality businesses.

They have high fixed cost and low variable cost.

This cost is the cost incurred regardless of the production or sales quantity.

Examples include costs for buildings, machinery, and management salary.

In the meantime, variable cost is the cost incurred due to the production or a sale

of an additional unit, and is proportional to the quantity of production or a sale.

Examples include the cost of materials and labor.

Then, what is the fixed cost of a hotel like?

The highest cost for a hotel is the hotel's building itself.

This building cost is incurred regardless of the number of rooms sold

on a given night.

In the meantime, what is the fixed cost of an airline like?

The highest cost for an airline is the plane itself.

An airplane can cost millions of dollars.

But in the meantime, what about the variable cost?

How much does it cost for an airline to fly just one more passenger?

Fuel charge?

Meals, if they offer?

And can you think of anything else?

What this means is that it cost very little just to fly one more passenger and

therefore the airline's variable cost is very low.

Next, most hospitality businesses sell through advance reservation.

There are both upsides and downsides with this practice.

The upsides are the fact that they can better predict the demand.

And therefore act what we're actually about balancing the supply and demand.

And can even depreciate their service offering to different customers.

The downsides of that are they can suffer from uncertainty due to cancellations,

no shows, late show, and sometimes even in the changes of the length of stay.

The last characteristic might not be all that unique to hospitality businesses.

But it is essential to the successful marketing of the hospitality businesses.

It is segmentable market.

This means that customers are not all the same, and

therefore they can be segmented into different groups.

The difference in customers that really matter are several.

First their perceived value and there for

the price they are willing to pay for an essentially same product is different.

And their preferred time of consumption or use is also different.

For example business travelers would prefer traveling or

using the hotels during weekdays.

While leisure travelers will probably travel and stay in hotels on weekends.

Flexibility with the time of consumption or use can also differ.

Seniors or students might be flexible, and therefore might be a great

segment t target to move from high demand periods to low demand periods.

But with the business travellers it's likely to be quite difficult to move them

because they are not that flexible.

Their ability to plan in advance might also differ, price sensitive

leisure travelers tend to plan their trips well in advance in time, while

relatively priced insensitive business travelers cannot most of the time.

Level of uncertainty of the use also varies, leisure travelers tend to execute

their travel plans no matter what, while business travelers can suffer from a lot

of unexpected events and sometimes might have to change or cancel the travel dates.

Now let's review.

We discussed six common characteristics among hospitality businesses.

They are relatively fixed capacity, time-variable demand,

perishable time-based inventory, high fixed cost and

low variable cost, sale through advance reservations and segmentable market.

I hope you clearly understood each characteristic and

are ready to learn about the unique marketing approaches in consideration of

these characteristics in the hospitality industry.

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