What is E-Marketing?
Hyatt is a renowned international company that owns chain of hotels around the world. Two brothers, Jay Pritzker and Donald Pritzker, established it in the American city of Los Angeles in the year 1957. At the beginning, it operated as a public company named Hyatt Corporation. The company changed its name to Hyatt Hotels Corporation in the year 2004. The following report aims to find out the impact of e marketing on Hyatt. It has concentrated on the effect of e marketing on HR management, the quality of products that are offered to the customers and the satisfaction levels of the customer. The three topics that have been discussed in the following part depend on the success of the company. The objective of the report is to gather the exact and necessary information to produce a compact report.
E Marketing or internet marketing can be best defined as the strategies adopted by the different business entities to promote their company and the products through extensive marketing. It removes the obstacles that were present in the traditional forms of marketing and helps the companies to carry on marketing in an advanced way (Pizam et al. 2016).. It uses the help of modern forms of communication like web based marketing or e-mail marketing. The largest advantage of this unique marketing procedure is that products are sold directly to the customers without the face-to-face communication of the sellers and the buyers (Strauss, 2016).
E Marketing in hotel industry is an important consideration while carrying on its business. An effective E Marketing strategy helps the hotel to engage with its customers and create loyalty. A proper communication process helps the hotel to know the choice of the customers and design their hospitality products in the appropriate way (Molenaar, 2013). Hyatt has created a systematic database of mail id’s that help them to contact only those who are believed to be the prospective clients of the hotels and the existing loyal customers (Wei et al. 2015). The mentioned company in the report plans about when to send the mails to the customer’s mail id. This helps the client to plan their holidays in advance depending on the availability of rooms in the hotel (N. Torres & Kline, 2013).
The mentioned company has integrated a Search Engine Optimizer in its website to help the information of the website more relevant and updated. Hyatt has also started to experiment on promoting itself through mobile advertising. The use of smart phones has helped the company to gain success as this enables the company to have an idea about the needs of the people (Zhou et al. 2014).
E-Marketing in the Hotel Industry
Hyatt also promotes itself by using different logos, visual graphics that readily attracts the customers. The company has appointed experts from the IT sector to create different audiovisual presentations in its website to make it more attracted (Pizam et al. 2016).
The use of such different techniques to market its brand of hotels and hospitality service has helped it outclass similar players in the market (Min, Lim & Magnini, 2015).
Human Resource is one of the key factors that help the company to achieve enormous success in terms of customer experience. The HR department is the one that appoints the right person in a job and takes care of every single need of the employees and the customers. Hyatt has an effective HR strategy that has helped the company maintain a proper environment to work on. The HR management of the company has gradually shifted from the traditional sources of managing the company and has shifted to using technology to continue with marketing (FitzPatrick et al. 2013).
The HR team of the company are involved in giving jobs to a variety of IT experts like system supervisor, IT specialist, programmers, website supervisors and many more such people (Wei et al. 2015).
The HR arranges special programs to train these people. The training sessions are undertaken to make the employed person have an idea of what exactly the organization demands from them. The HR team has partnered with different job portals available in the internet to get the database of a large number of different people. The availability of this information helps Hyatt to select the right person for the job (Burman et al. 2017).
Customer Satisfaction is the philosophy, which make the companies liable to create a shared value creation for the customers, develop a value-based approach to understand the needs and in turn meet the needs of the customers. The success of the organization depends mainly on the satisfaction of the customers. E Marketing is one of the best techniques to achieve customer satisfaction (Sharma, Gupta & Sharma, 2015).
The mentioned company has been able to gain success in view of customer satisfaction by integrating a latest technology by collaborating with another company (Ye et al. 2014). The company has joined hands with a company named Newmarket International that provides catering services to the clients. The partnership enables the hotel to manage the bookings while the partner company helps the company to provide the services of the hotel. The online solution has been a huge success and has relieved the operations department of the hotel to carry out their main task (Fröhlich & Grimm, 2016).
Hyatt’s E-Marketing Strategies
As mentioned earlier the customer feedback form is a unique way to identify the needs of the customers and having the idea of how the customers enjoyed their experience of the hotel. There is a provision where the customers can also recommend measures on the existing services of the hotel.
Collection of data of the customers using Beacon technology has helped the hotel to make important decisions on fixing the strategy of the company. The hotel has turned its attention towards attracting young guests. Hyatt used this specific set of information to launch a new set range of premium hotels targeted for the selected group named Hyatt Centric (Pizam et al. 2016).
Hyatt leaves no stone unturned while providing customer services which is evident from the fact that every room in the hotels have Wi-Fi connectivity to provide the guests with unlimited internet service.
The steps taken by the company have surely set a right chord for the chain of hotels and have helped it to garner customer satisfaction. The satisfaction of the customers has in turn been helpful to garner huge profits in the business and be among one of the best hotels around the world (Sharma, Gupta & Sharma, 2015).
The capability of a particular product to meet or outclass its expectations that it promises is termed as the quality of a product. The main product of a hotel is its accommodation facility and the hospitality service that it provides to the different customers. The quality of such a service cannot be defined by any calculation but it can be determined on the satisfaction levels of the customer. Hyatt improves the quality of its products by using latest and innovative technologies. The organization uses the web based services to improve their connection with the service users. They present various innovative offers to attract the customers to the hotel (Fröhlich & Grimm, 2016). Special products include discount coupons, couple packages, weeding discounts and many more such products (Ye et al. 2014).
Hyatt keeps a close eye on the products that are offered by other hotels and fix their strategy to lure away prospective customers. Analysing the services and reviews of other hotels from the internet helps them to gather idea about the particular field where they need to invest more (Wei et al. 2015).
Product quality of the organization can be analyzed only by the feedback forms and the reviews that are provided by the customers. Hyatt always apologises for any mistakes committed by them and promises to change the same the next time customers visit them.
Human Resource Management at Hyatt
The products of the company are advertised through the internet channels like the official website, other website with which the company has tied up. The captcha images of the services appear every time a person surfs the internet.
Conclusion
The analysis of the whole report points to the rise in the use of computer based technologies to carry on effective marketing. The traditional ways of marketing are gradually being dumped by the hotel and real time interactions with customers, positive and negative reviews, feedback forms are forming the base of the latest trend in marketing. It can be inferred that the use of e marketing has helped Hyatt to give a serious challenge to the other competitors of the hotel industry. The management of the company along with the relationship with the customer has seen a positive transformation in the recent past. Thus the next big target of Hyatt is to implement more such strategies to be the leaders of the hotel industry.
References
Strauss, J. (2016). E-marketing. Routledge.
Molenaar, C. (2013). E-marketing: Applications of information technology and the internet within marketing. Routledge.
FitzPatrick, M., Davey, J., Muller, L., & Davey, H. (2013). Value-creating assets in tourism management: Applying marketing’s service-dominant logic in the hotel industry. Tourism Management, 36, 86-98.
Burman, B., Albinsson, P. A., Hyatt, E., & Robles, B. (2017). The Impact of Price Level and Appeal Type in Hotel Advertising: A Pilot Study. Services Marketing Quarterly, 38(1), 46-56.
Fröhlich, E., & Grimm, S. (2016). INTERNAL MARKETING: HOW TO INCREASE A DEPARTMENT’S REPUTATION WITHIN ITS COMPANY. Journal of Media Critiques [JMC], 2(8).
Sharma, B. R., Gupta, S., & Sharma, A. (2015). Customer Satisfaction as Basis for E-Marketing Leadership (A Study Based on Marital Diversity). International Journal on Leadership, 3(2), 14.
Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2-35.
Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses to negative online hotel reviews: The impact of empathy, paraphrasing, and speed. Cornell Hospitality Quarterly, 56(2), 223-231.
N. Torres, E., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry.International Journal of Contemporary Hospitality Management,25(5), 642-659.
Zhou, L., Ye, S., Pearce, P. L., & Wu, M. Y. (2014). Refreshing hotel satisfaction studies by reconfiguring customer review data. International Journal of Hospitality Management, 38, 1-10.
Ye, Q., Li, H., Wang, Z., & Law, R. (2014). The influence of hotel price on perceived service quality and value in e-tourism: an empirical investigation based on online traveler reviews. Journal of Hospitality & Tourism Research, 38(1), 23-39.
Wei, X., Luo, X., Li, Q., Zhang, J., & Xu, Z. (2015). Online comment-based hotel quality automatic assessment using improved fuzzy comprehensive evaluation and fuzzy cognitive map. IEEE Transactions on Fuzzy Systems, 23(1), 72-84.
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