Marketing Strategy Hotel

8/3/2019 Marketing Strategy Hotel

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MARKETING STRATEGY

In conjunction to operate a 5 stars hotel, a marketing strategy is a compulsory element toward the

growth of the business. In our hotel namely The Venetian Sphere, a marketing strategy

becomes an important part in term of gaining profitability from the hotel business operation.

Basically, as a definition, marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. A marketing strategy should be centered on the key concept

that customer satisfaction is the main goal. A marketing strategy combines product development,

promotion, distribution, pricing, relationship management and other elements; identifies the

firm's marketing goals, and explains how they will be achieved, ideally within a stated

timeframe. Marketing strategy determines the choice of target market segments, positioning,

marketing mix, and allocation of resources. It is most effective when it is an integral component

of overall firm strategy, defining how the organization will successfully engage customers,

prospects, and competitors in the market arena. According to the definition of marketing

strategy, clearly to say that, it is very tough activities in our hotel operation whereby, only the

right strategy becomes as a key to the hotel business success.

TARGET MARKET

The first element that we focus in our marketing strategy is target market. Back to our hotel

characteristic, The Venetian Sphere is a new hotel that operated in Malaysia which trying to

stand as a hotel that offers a new environment of unique design means that our hotel are build on

the water surface complete with the theme park indoor and outdoor, plus five stars services.
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So, based on those characteristic, we was identified that our target market is among the local

citizens and also offer a wide range to the international customer means surround the world.

We are classified our target market or market segments are defined in terms of demographic

segment (Measurable statistics such as age, income, or occupation), psychographic segment

(lifestyle preferences such as natural lover or urban dwellers), used-based segment (Frequency of

usage such as recreational or traveling) and geographic segment (place of purchase or use)

criteria.

In term of demographic segment, our target market are among the customer in all ages means

that from children until adult. The reason is, as early mention, The Venetian Sphere offers the

high class suite room suitable for childrens and adult plus the outdoor and indoor theme park as

recreational activities among them. With the package offers, our attention of course to the

customer that not only to get the experience stay the night in first class room but also enjoying

the cheerful theme part that provided to them. Furthermore, our target market especially to the

customer that has a high income which means the customer from the corporate side,

businessman, rich person, and celebrity. These kinds of customer are already know that making

lots of money in their life and need a services that are suitable with their life style. So, The

Venetian Sphere is a right place to them to stay the night with their friend, relative family or any

business purpose.

In term of celebrity that we mention above, they are is our target market include from Malaysia

or international. Since our hotel are situated at Sepang, Selangor which is nearby the

Metropolitan city of Kuala Lumpur, Putrajaya, Cyber Jaya, Sepang International Circuit and

Kuala Lumpur International Airport (KLIA), the celebrity from international need a


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accommodation after arrival in Malaysia and we are ready to give them a best services that we

have. Because of the distance is not far from KLIA, the chances the celebrity will stay the night

at our hotel are high. They not only can have the rest from long air travelling, but also they might

be enjoying the other services that we provided before they go to their performance at any

program.

This scenario also same goes to the business purpose person whereby they maybe come to

Malaysia from surround the world for a meeting, conference or other business purpose. After

arrived at Malaysia, The Venetian Sphere is ready to them with the five stars services.

The Venetian Sphere also again situated nearby the Sepang International Circuit whereby, we

already know that World Champion of F1 competition always happened at Sepang International

Circuit. The existed of our hotel give a great chance to all the racer, visitor, and organizer which

means our target market, to choose our hotel as an accommodation along the competition. This

event almost attended by international customer and also Malaysian which means that they are

come for a prestige event and of course they also need a best hotel with the five stars services.

So, our hotel is available to satisfy their need and want.

For the second segment which is psychographic segment, we are targeting to the customer that

love to the lifestyle preferences such as natural lover or urban dwellers. The Venetian Sphere is

the right hotel to them to explore and get the experience toward the natural environment that we

offer. With the Hemispheres that protect the whole of hotel area are evidence and this is our

effort to concern about the value of nature to keep it for the next generation. The fresh air, nature

flora and fauna are enough things to make the natural lover feel appreciated staying with us even

for a short period. To those that has the lifestyle preferences of urban dwellers; our hotel also


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was build with a unique design that can make the customer feel that living in modern area in a

beautiful fresh air garden. Either local and international natural lover or urban dwellers is

becomes our target market and to them, we are promised unforgettable experience staying in The

Venetian Sphere.

The next market segment for The Venetian Sphere is used-based segment which is we are focus

to the recreational and traveling customer. Since our hotel is built on the water surface, it is

clearly to show that our hotel are surrounding by the water and becomes compulsory to us to

provide recreational activities such as canoeing, water bicycling, kayaking, boat trip and fishing

to the customer. To those are committed to this activities, they are welcome to get the experience

in our hotel. Other than that, we also focusing to the traveler mean that to those want to stay the

night during the traveling. For example, maybe there are some customers that travel from

southern or eastern of Malaysia. They can stop for the night at our hotel before continue the

traveling tomorrow. Because of the best suite room and five stars services, the traveler are in a

comfortable condition during the rest time and hopefully they are become energetic tomorrow

for their travel.

Last but not least, our target market is based on the segment of geographic. As we mention

earlier, because our location are nearby to Metropolitan City of Kuala Lumpur, Sepang

International Circuit and KLIA, the target market are based to those dont want to go another

hotel because of the distance. From KLIA, there is a short distance for customer to our hotel.

From Sepang Curcuit also is so near for customer that attends any event at Sepang International

Circuit and our hotel is not far away from Kuala Lumpur City Centre to those dreams to run

away for a while from the busiest lifestyle in Kuala Lumpur.


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POSITIONING

In marketing, positioning has come to mean the process by which marketers try to create an

image or identity in the minds of their target market for its product,brand, or organization. It is

the 'relative competitive comparison' their product occupies in a given market as perceived by

the target market.

According to the positioning definition above, we need to create an image or identity in the mind

of our target market. For that, we already create a unique position for our hotel brandsa set of

attributes that set the brand apart from our competitors. Since The Venetian Sphere is offers the

five stars expensive suite room, outdoor and indoor Theme Park and natural environment, we

position our hotel as Luxury, Happiness and Calmness.

To our target market, we are trying to create an image of luxury towards our hotel. This is a

same condition of our hotel whereby we are offers a five stars luxury hotel include tangible or

intangible product. All the material are based on the original and high quality, the nature of our

hotel surrounding are expensive complete with the high class security and all the equipment are

in high class condition is suitable for the corporate and richer lifestyle. This concept again stress

to the luxury environment whereby we trying to serve an executive lifestyle to those who are

loved to live in private condition. This positioning is our main target to achieve parallel with our

mission to educate our customer in a luxury and corporate lifestyle.

In term ofhappiness as our second positioning, we are trying to create an image of happiness

while staying in our hotel. The happiness itself is come from the services that we provided such

as the outdoor and indoor Theme park whereby they are promised a cheerful lifestyle with
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enjoying the services that we provided. For those customers that in holiday time with their

family, The Venetian Sphere is the right place not only for the luxury suite room experience but,

they are also able to spend the time and happiness with their family.

The last positioning that we tried to set in the mind of our customer is calmness. The cool and

freshness environment that available in our hotel area will make the sense of calmness existed in

our customer lifestyle. This experience maybe can get in other place but the new environment

that we serve is differing than other. The element of luxury and happiness itself will result to the

calmness inside the heart of our customer. The money maybe can be finding anywhere but the

calmness souls are invaluable. These concepts are hardest thing to serve but we are promised to

serve over than customer perception and expected.

MARKETING MIX

When we are talking about the marketing mix, it is actually still in the scope of marketing

strategy that the businesses need to concentrate. Marketing mix contained by 7p`s whereby it is

focus to the product, price, place, promotion, process, people and physical evidence.

Product

A tangible object or an intangible service that is mass produced or manufactured on a

large scale with a specific volume of units. Intangible products are often service based like the

tourism industry & the hotel industry.

Services marketing is selling relationships and value rather than the capabilities of

products. While a product is tangible in nature, services are intangible. It doesnt provide a

physical presence that you can touch and feel. For example health insurance provides a

certificate or policy as physical evidence that you have it, but the insurance itself is based upon a


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good faith relationship between insurers and the insured. Moreover, services are perishable in the

sense that they can be here today and gone tomorrow. Finally, you do not get ownership with a

service, since it is just an experience. And you cannot sell it once you have used it. Western

economies have experienced a decline in their manufacturing industries (products) while, at the

same time, services have replaced them. Thus, the marketing mix has seen an extension and an

adoption into the mix referred to as physical evidence, people and process. (Marketing

Teacher.Com, 2007)

To ensure successful business, services marketing executives and managers must

understand these characteristics thoroughly. They must be clear about how they affect the

behavior of their clients and also how their businesses can respond to minimize engagement risk,

enhance customer perceptions of their services and increase market opportunities for a greater

share of market. They must be able to determine ways to communicate the services process to

customers effectively and to convey details about the deliverables and benefits in order to instill

client confidence in their offerings. These tangible signals of the quality and value of their

services are achieved through personal interaction with clients, clear communications,

recommendations from others, pricing and the businesses physical operating environment.

Creating tangibility for the intangible

A degree of tangibility can be provided to intangible services marketing in hotel through

solid corporate identities such as logos, the quality of descriptive sales materials and the

confidence and honesty projected by sales and marketing people. Pricing can also be used as an

indicator of quality where high-end prices suggest quality and low-end prices have the opposite

aura. Nevertheless, any sense of tangibility must extend well past pricing and promotions. The


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client usually measures quality of a service in terms of the chemistry that develops in personal

relations with the companys representatives. If trust and reliability are conveyed through

services marketing, this is a successful first step. Then, if the provider delivers on brand

promises, the message is fully delivered. (MarketingProfs.com 2006)

In services marketing, clients often anticipates that the service will be provided is a

certain way or by a certain individual. This is a challenge for service marketers in assigning the

appropriate staff, process management and making certain that representatives in relationships

with customers and prospects have displayed the proper knowledge, attitude and appearance

when providing the requested service. Services marketing professionals should therefore

encourage the clients participation during the service delivery process by engaging him in

interviews, testing, strategy discussions, testing and updates when required. These interactions

build customer confidence and build his commitment to the company. They go far toward

ensuring repeat business.

Promotion

Advertisement is the structured and composed nonperson communication of information, usually

paid for and usually persuasive in nature, about products (goods, services and ideas) by identified

sponsors through various media.

The medium that carries the advertisers message is the vital connection between the

companies that manufactures a product or offers a service and the customer who may wish to

buy it.


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To introduce our product, we choose the traditional method mass media (the plural

medium) such as television, newspaper, magazine, sales promotions, trade promotions and direct

marketing. We also refer to other communications vehicle likes out-of-home media (transit and

billboard). Otherwise, we list our company website on a search engine website such as google.

Media Television.

Of all media, the TV networks conduct the strictest review. Advertisers must submit all

commercials intended for a network or affiliated station to its broadcast standards department.

Many commercials in script or storyboard form are returned with suggestions for changes or

greater substantiation. Some ads are rejected outright if they violet network policies.

We choose TV3, 8TV and NTV7 to spread widely information about our products. We

decide to broadcast our advertisement on prime time (8.00 until 9.00 p.m) because thats the

strategic time to achieve more target audience. The frequency that the advertisement to broadcast

is three times in a day. As we know, media television is a costly but feedback from this media

can increased sales and improve profit.

Items Cost For Making Monthly Expenditure (RM) Total Annually (RM)

TV3 50000 150000

8TV 40000 120000

NTV7 40000 120000

TOTAL 390000


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Media Magazines

National advertising monitor all advertising, especially by new advertisers and for new products.

Newer publications eager to sell space may not be so vigilant, but established magazines, such as

Virtual Malaysia, Hotel Business Magazines, Travel Magazines, Tourism Magazines are highly

scrupulous.

Magazines offer a wide variety of benefits to advertisers. Magazines read by every one of

particular age and lifestyles, so, we could target its audience more precisely. Magazines may sit

on a coffee table for months and be reread many times. People can read a magazine ad at their

leisure, they can pore over the details of a photograph and the consumer can study carefully the

information presented in the copy. This makes it an ideal medium for high involvement think and

feel products.

Below are the most common magazines sizes that we applied and the budgeting:


Size Classifications Magazines Approximate Size Of Full-Page Ad

Large Virtual Malaysia 4 col. x 170 lines (9 x 12 inches)

Flat Hotel Business Magazines 3 col. x 140 lines (7 x 10 inches)

Standard Travel Magazines 2 col. X 119 lines (6 x 8 inches)

Small, pocket or digest Tourism Magazines 2 col. x 91 lines (4 x 6 inches)


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Virtual Malaysia 1700 20400

Hotel Business Magazines 1500 18000

Travel Magazines 1100 13200

Tourism Magazines 1300 15600

TOTAL 67200

Media Newspaper

Newspapers also monitor and review advertising. Larger newspapers have clearance staffs who

read every ad submitted, smaller newspapers rely on the advertising manager, sales personnel or

proofreaders.

Nowadays, newspapers are the second-largest medium in terms of advertising volume

because it offer advertisers many advantages, one of the most important is timelines; an ad can

appear very quickly, sometimes in just one day. It also offers geographic targeting, a broad range

of markets and reasonable cost.

We choose the weekly newspapers to disseminate our products information. It is because

a weekly has a longer life and often has more readers per copy although a weekly newspapers


Berita Mingguan 1000 12000

Harian Metro 1000 12000

Sin Chiew Daily 1000 12000

The Star 1000 12000

TOTAL 48000


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cost per thousand is usually higher than a daily papers. Actually, newspapers have two basic

format sizes, standard sizes and tabloid. We preferred to apply in the standard-size newspapers is

about 22 inches deep and 13 inches wide and is divided into six columns.

Company Web Sites

The internet is a global network of computers that communicate with one another through

protocols, which are common rules for linking and sharing information. Perhaps no

considerations in design of a web site are a more important than understanding why people visit

the site in the first place. Typically, a visitor to a hotel website arrives with a purpose. They may

be seeking services information or the visitor may be looking for information about rooms,

facilities provided and reservations online.

Effectively designed web sites help visitors find the information they need quickly and

efficiently. Web portals such as google; function as a point of entry to the web. Advantage to use

the web portals are the visitors can be accessed from a single page and mostly can be customized

to meet an individuals preferences for content and layout. An important thing is web portal can

attract a lot of viewers who tend to stay for a while. Hence, we believe that company website can

increase our hotel service sales.

Item Cost For Making Total Annually (RM)

Google 31500

TOTAL 31500


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Transit Advertising

As a national and global medium, outdoor advertising has achieved great success. Transit

advertising is a category of out-of-home media that includes bus and taxicab advertising as well

as poster on transit shelters, terminals and subways.

Rates are usually quoted for 30 days showing, with discounts for 3-, 6-, 9-, and 12-month

contracts. Advertisers supply the cards at their own expense, but the transit company can help

with design and production.

For the transit advertising, we just focus on Rapid KL LRT because after we make

surveys, these transits have more than passengers compare other transits such as busses.

Important advantage in this advertisement is eager read messages means that when riders get

bored, readership is high and ad recall average 55 percent in their mind. Otherwise, transit

advertisement is a low cost advertising and has a lot of pros.


RAPID KL LRT 4000 24000


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Billboard Advertising

Standardized outdoor advertising uses scientifically located structures to deliver an advertisers

message to markets around the world. As a real estate, location is everything in outdoor

advertising.

The 30-sheet poster panel (standard billboard) is the most widely used form of outdoor

advertising. It is far less costly per unit than the bulletin. The poster sheets are mounted on a

board with a total surface of 12 by 25 feet and are usually changed every 30 days. Some local

advertisers get high quality outdoor advertising at reduce cost by using stock posters. These

ready made, 30 sheet posters are available in any quantity and often feature the work of first-

class artists and lithographers.

For our product advertisement, we just pick up a few states to put our billboard

advertisement. We choose the state depends on states development.

State Total Annually (RM)

Kuala Lumpur 70000

Penang 50000

Kedah 50000

Terengganu 50000

Sarawak 50000

TOTAL 270000

DIRECT MARKETING


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MATTA Fair Event

Direct marketing includes any direct communication to a consumer or business recipient

that is designed to generate a response in the form of an order, a request for further information

and a visit to a store or other place of business for the purchase of specific products. Direct

marketing is an interactive system in which buyers and sellers participate in a dialogue.

To introduce our product, we decided to joint venture with MATTA Fair event. At that

moment, we also can attract the people to come to our hotel.

State Cost For Each Event (RM) Monthly Expenditure (RM)Total Annually(RM)

Kuala Lumpur 4500 4500 4500

Sales Promotions

Many 3-Stars to 5-Star hotels in Malaysia usually carry out their promotion during the

time when the occupancy rates of hotels are at the lowest. Another reason could be the

promotional activities during the opening of a new hotel or re-opening after undergoing

extensive renovation. The discount can go up to 70% off the published rate for limited units of

rooms.

Sales promotions aimed at members of the distribution channels. There are one of the

principle tactics marketers use to push products through the distribution pipeline and gain shelf

space. In supermarkets today, shelf space are hard to come by to maintain their own images,

department stores set standards for manufactures displays.


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In this strategy, we make trade deals with retailers by offering short term discounts.

Excessive trade deals threaten brand loyalty because they encourage customers to buy whatever

brand is on sale.

Supply Chain

Members

Discount Percentage

(Monthly) Total Annually (RM)

Sunway Piramid 7% 8400

Delifrance 5% 6000

Theme Park The

Venetian Sphere 5% 6000

During Festival

Seasons 7% 8400

TOTAL 28800


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In term ofpricing, The Venetian Sphere was come out with pricing strategy has been consistent

with the differentiation objective, to provide added value for a reasonable rate as opposed to

discounting and de valuing our products and services. Room rates quoted are net of tax and

service, are per night, per room with continental breakfast included:

Venetian Deluxe Room - 2 Twin (Single) Beds Or 1 King Bed Single RM 322.00

Double RM 322.00

Venetian Deluxe Room - 2 Twin (Single) Beds Or 1 King Bed Single RM 368.00

Double RM 368.00

Venetian Club Room - 2 Twin (Single) Beds Or 1 King Bed Single RM 518.00

Double RM 518.00Venetian Club Suite - 2 Twin (Single) Beds Or 1 King Bed Single RM 970.00

Double RM 970.00

Other that suite room, we also provide some conference room and there is the rates net of tax and

service, quoted per day use with tea and coffee breaks (2) included:

The second P`s in the marketing mix is about the place. The Venetian Sphere actually located at

the strategic locations whereby according to the map below, it is located at the between the

ELITE Highway and North-South Highway. Why we stated that the located is strategic because,

the location is nearby with the KLIA, Sepang International Circuit, Cyber Jaya and PutraJaya.

This area have high population of people will flow to each year, either for business purpose,

traveling or other reasons.

The venetian Sphere Boardroom RM 260.00The Venetian Sphere Conference Hall RM 320.00

The Venetian Sphere Ballroom RM 875.00


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The Venetian Sphere was built on 30 hectare site in Palm Garden facing the South of Malaysia

which is accessible by road from all major cities within Peninsular Malaysia. It is approximately

a mile away from the expressway and one hour drive from Kuala Lumpur City Centre. We also

provide transfers via limousine services from Kuala Lumpur International Airport (KLIA) at

Sepang. Who those come from Kuala Lumpur which is like to use public transportation, they can

take a cab or taxi with the fare charge of RM 35.00. The Executive Coach Bus also is provided to

those come in a large group at KL Sentral or they can direct take a public shuttle from there.

LRT also available to those who like the smoothness traveling experience and can transit at

KLIA to the transport services provided by our hotel to our customers.

People

An essential ingredient to any service provision is the use of appropriate staff and people.

Recruiting the right staff and training them appropriately in the delivery of their service is

essential if the organisation wants to obtain a form of competitive advantage. Consumers make


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judgments and deliver perceptions of the service based on the employees they interact with. Staff

should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the

service that consumers are paying for. Many British organisations aim to apply for the Investors

In People accreditation, which tells consumers that staff are taken care off by the company and

they are trained to certain standards.

We all know that you never get a second chance to make a good impression. But just

how can hotel management ensure that they are making the right impression? General managers

have a responsibility to ensure that our guests find both efficient service and a positive, outgoing,

and friendly attitude the minute they arrive at reception. Proper staff attitude starts with

management and is then diffused to members of staff. If General managers approach their duties

with a smile, a can-do attitude, and a determination to exceed our customers' expectations, their

co-workers is more likely to do the same.

The most important part of the uniform staff wears is their smile. This smile should

reflect the pride they take in their work and it should be worn not only when greeting guests in

person, but should also be heard when talking on the phone. Guests should ideally be greeted

within 10 seconds of their arrival. This can sometimes be complicated by the fact that staff may

already be serving another guest. We train our staff to acknowledge new guests immediately and

to tell the new guests that they will be with them momentarily, even if they are presently serving

someone else. Phones should be answered within four rings and with a tone of voice that

reflects his or her smile.

Another way that we ensure that our staff has the right attitude towards our guests is by

treating them in the same way that I want them to treat our customers. We strive to create an


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environment in which our staff can be happy with their present job and take initiatives in new

areas. We consider their individual needs and desires, and they in turn do the same for our

guests. Since we are a property with a lot of repeat business, we try to learn our guests names

and greet them by name when we see them. Both staff and management do this on a regular

basis; it lets our guests know that they are not just a room number but also a person whose

business we value.

Finally, we must also make it a point to inform guests of all of the amenities we offer as

well as hours of operation and local area information. If the guest is not given this information,

he or she may not realize what you are offering and what value it represents in the amount they

are paying. The guest should be aware that we are staffed 24 hours per day and that we will be

glad to answer any questions or concerns they might have. This gives our guests a point of

reference, whether they would like to learn about local restaurants or whether they need a light

bulb replaced in their room.

Process

Refers to the systems used to assist the organization in delivering the service. Imagine you walk

into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What

was the process that allowed you to obtain an efficient service delivery? Banks that send out

Credit Cards automatically when their customers old one has expired again require an efficient

process to identify expiry dates and renewal. An efficient service that replaces old credit cards

will foster consumer loyalty and confidence in the company.

All business in hotel can be divided into 3 three types that are management process, core

processes and support processes. Management business processes are important for progress of


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core business processes, as well as of support processes. These are business processes of

development, planning, quality management and management of hotel organization. Because of

entirety and directions of their influence onto core business processes, management business

processes are called vertical processes.

Core businesses processes are focused on the achievement of satisfaction of customer for

example hotel guests. They directly add new value to the product meaning service. They meet

request of hotel guests and are generator of their contentment. Core business processes,

processes of fulfillment or realization are business processes whose result in form of product or

service has direct value confirmation on the market. The plan and the product in their creation

are in core business processes strongly integrated. Core business processes are called horizontal

processes.

Support processes which are also called logistical or resourceful business processes, are

directed towards producing satisfaction of internal users within hotel organizational structure.

They are able to create added value for the guest. However, this influence on making added

value is indirect and is fulfilled through support of core business processes. Support processes

are auxiliary business processes and represent a support to core business processes, they are also

called vertical processes.

Numerous management, core and support processes develop within this process structure

simultaneously. They have series of interactions. Each interaction in certain measure affects the

business process result in terms of meeting the guests requests.

Complete work process of a hotel consists of processes of production activities and

service facilities. Purpose of production activities is rendering of services which have product


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characteristics like various food, beverages that are specifically prepared, bread, desserts, and

similar. Purpose of service activities is providing guest with accommodation, serving of meals

and beverages, entertainment, sale of goods, various handicraft and services, laundry washing,

ironing, and similar. Process contains all activities linked into a chain. It starts with defining of

all possible needs a guest may have during the trip, until return, only with aim that all guests

needs are met.

Table 1: Types of business processes in hotel

1. Process of hotel management

2. Process of planning

3. Process of developement

4. Process of marketing

5. Process of quality management

Management business processes in a hotel


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6. Process of environment management

7. Process of social responsibility

management

8. Process of security or safety at work

management

1. Process of producing food and beverages

which are specifically prepared.

2. Process of serving meals and beverages.

3. Process of reception and accommodation

of guests.

Core business processes in hotel

1. Process of human resources

2. Process of financial management

3. Process of infrastructure maintenance

4. Process of information management

5. Process of purchase

6. Process of sale

Support processes in a hotel

Physical Evidence


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Where is the service being delivered? Physical Evidence is the element of the service mix which

allows the consumer again to make judgments on the organisation. If you walk into a restaurant

your expectations are of a clean, friendly environment. On an aircraft if you travel first class you

expect enough room to be able to lay down. In five star hotel, the guest also want a excellent

service provided that suits to the customer satisfaction and expectations.

Physical evidence is an essential ingredient of the service mix, consumers will make

perceptions based on their sight of the service provision which will have an impact on the

organizations perceptual plan of the service.

A lobby is a room in a hotel building which is used for entry from the outside. Sometimes

referred to as a foyer or an entrance hall. Many hotels go to great lengths to decorate their

lobbies to create the right impression. Since the mid 1980s there has been a growing trend to

think of lobbies as more than just ways to get from the door to the elevator, but instead as social

spaces and places of commerce. Some research has even been done to develop scales to measure

lobby atmosphere in order to improve hotel lobby design. Lobby in hotel being the first and the

last part of hotel that the guests sees, thus it should be well designed, also to ensure that the

customers returns again.

The rooms in the hotel also should be comfortable and should have made his stay hassle

free. This physical evidence that the guest encounter with a lot of facilities such as food &

beverage outlet, meeting/conference facilities, concierge service, 24-hour front desk, 24-hour

duty manager, 24-hour room service, ample parking space, kiosk, handicap rooms, business

center/services, fitness centre, baby-sitting service, currency exchange, laundry/dry cleaning

service, bar/lounge, car rental service, limousine service, multi-lingual hotel staff, swimming


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pool, tour service, safe deposit boxes in rooms and front office, complimentary shuttle service to

Kuala Lumpur City Centre, and frequent guest storage facilities should in well condition and

offer the best service ever to the guest of hotel to make customer satisfaction along stay at The

Venetian Sphere.

Documents

Marketing Strategy Hotel