Case Study: Holiday Inn
Holiday Inn claims to be 'The World?s Most Global Hotel Company' and has created some different business brands for a number of identified market segments. Our continued focus on guest preference has resulted in development of a range of brands, each serving a distinct market segment of the international hotel market … giving a variety of services, amenities and lodging experiences catering to virtually every travel occasion and guest need.
Therefore the service concept at Holiday Inn Express hotels focuses on value for money, offering competitive rates and limited service aimed at both leisure and business travellers. Holiday Inn Express gives, for illustration, a free continental breakfast bar, insrtead of table service, which decreases costs but meets the needs of guests wishing a light and fast breakfast. Holiday Inn?s Staybridge suites focus on the long-stay guest, giving a variety of suites (from studio to several bedrooms) altogether with a variety of on-site services, like laundry rooms, library and breakfast room. Crowne Plaza Hotels and Resorts provide upscale lodging to international discerning travellers, and the recently acquired Inter-Continental Hotels focus on providing five-star service and facilities.
Today hotels have started focusing on sustainable marketing to ensure long term profitability of the business and customer satisfaction. A large number of customers show increased environmental awareness and a preference for green firms and their products, revealing their willingness to purchase and pay more for environmentally friendly products or services.
(Source: Service Operations Management: Improving Service Delivery, Johnston and Clark, 2005)
You are required to answer the given problems:
problem 1: Describethe kind of marketing philosophy adopted by the company. Support your answer with illustrations.
problem 2: From the above case study, identify and describe two types of market segmentations which you believe is being adopted by Holiday Inn.
problem 3: By using the case study, describe the effect of green marketing on the consumer purchasing behaviour at Holiday Inn.