Marketing of Services Hotel services MC and customer loyalty program

Annamria cs, Blint Bertk, Grhan zkan, Dniel Papp, Julianna Szigyrt

Agenda
Introduction

Marketing communication
Customer loyalty program

Introduction

Introduction
Core service:
Provide accomodation in tourism sector

Facilitating services:
Physical evidence Payment methods

Enhancing services:

Employees
Reservation and

administration

Cafeteria TV Minibar Conference room Organized guiding tours Wellness Internet, phone Parking Security .

Marketing Communication

Marketing Communication
Price
Promotio n Selling Advertising Sales Promotion Direct marketing PR Sponsorship Exhibitions Packaging Point-of-sale and merchandizing Word of mouth e-Marketing Corporate identity (Smith and Taylor, 2004)

Process

Ph. evidence

Product

People

Place

Marketing Communication
Target: tourists

Mass market ->

segmentation Objective: sales, awareness Integrated marketing communication

Accor Hotels Group

E-marketing
Website Social media Facebook,

- Common for Accor hotels and separately for each brands -Online reservation -Loyalty programs - Special sales promotions -Personalized offers/solutions Inspire me
http://inspiration.guide-accorhotels.com/

Twitter Mobile application

http://www.accorhotels.com/gb/mobile/inde x.shtml

Online magazine Affiliate marketing Own booking site

Accor Hotels Group

Direct marketing /Newslette r

Sofitel Life is magnifique!

Print ad campaig n

Out of home advertising

Out of home advertising

Luxemburg

Germany France
http://www.pullmanhotels.com/gb/discovering-pullman-hotel/film.shtml

Customer Loyalty Program

Accor Hotels Loyalty Programmes

4 types of Le Club Accorhotels cards
1. Classic 2. Silver 3. Gold 4. Platinum

What are the privileges?

Classic Silver 50 % more points P P Gold 75 % more points P P Platinum 100 % more points P P The more you stay the more you win points 1 = 2 points

A priority desk Early access to private sales A drink and a welcome gift in Sofitel hotels

P P

Guaranteed room availability up to 5 days before arrival

Late check-out until 4pm A dedicated customer service

P P

P P

One Thalassa Sea and Spa Institute beauty product and treatment in Sofitel Thalassa Sea and Spa hotels

How to earn points through AccorHotels?

Staying at Sofitel, Pullman, MGallery, Grand Mercure, Novotel, Suite Novotel, Mercure, Adagio
Card Type Classic Silver Gold Platinum 1 spent = 2 LCA point = 3 LCA point = 3,5 LCA point = 4 LCA point

Staying at Ibs, Ibis Styles

Card Type Classic Silver Gold Platinum

1 spent = 1 LCA point = 1,5 LCA point = 1,75 LCA point = 2 LCA point

Upgrade (From-to) Classic - Silver

Requirement 10 nights or 2500 points

Upgrade (From-to) Classic - Silver

Requirement 10 nights or 2500 points

Silver - Gold
Gold - Platinum

30 nights or 10000 points

60 nights or 25000 points

Silver - Gold
Gold - Platinum

30 nights or 10000 points

60 nights or 25000 points

How to earn & use points through partners?

1. Airline partners
Star Alliance Tam Airlines - Multiplus 2 LCA points = 1 point Multiplus Fidelidade Fidelidade TAP Portugal - Victoria 2 LCA points = 1 Victoria mile THAI Airways - Royal Orchid Plus 2 LCA points = 1 Royal Orchid Plus mile Singapore Airlines - KrisFlyer 2 LCA points = 1 Kris Flyer mile Lufthansa - Miles & More 2 LCA points = 1 Miles & More mile Air Canada aeroplan 2 LCA points = 1 Aeroplan mile Air China - PhoenixMiles 5 LCA points = 4 PhoenixMiles miles
Skyteam Air France KLM - Flying Blue Alitalia - MilleMiglia China Southern - Sky Pearl Club Delta Air Lines - SkyMiles 2 LCA points = 1 Flying Blue mile 2 LCA points = 1 MilleMiglia mile 5 LCA points = 4 Sky Pearl Club miles 2 LCA points = 1 Skymiles mile

oneworld British Airways - Executive Club Iberia - Iberia Plus Qantas Airways - Qantas Frequent Flyer Cathay Pacific - Asia Miles airberlin - topbonus

Others Emirates Airlines - Skywards 2 LCA points = 1 Skywards mile 2 LCA points = 1 JetPrivilege Jet Airways - JetPrivilege mile Avios 2 LCA points = 1 Avios point 2 LCA points = 1 Mile Etihad Etihad Etihad Guest Guest

2 LCA points = 1 Avios point 1 LCA point = 1 Avios. 1 LCA point = 1 Qantas Frequent Flyer mile 2 LCA points = 1 AsiaMiles mile 2 LCA points = 1 topbonus mile

How to earn & use points through partners?

2.
Earn Points

Redeem Points
Exchange your points for vouchers and then book the getaway of your choice

3.

To earn points, make your booking via: - the www.clubmed.com website - the telephone reservation office - or through Club Med's network of direct agencies in Europe and the USA

Earn Points Earn 250 Le Club Accorhotels points per rental plus up to 20% discount!

Redeem Points

Exchange your points for vouchers and book your vehicle.

How to earn & use points through partners?

4.

Shell

Redeem Points Transfer your points to your Shell CLUBSMART account and make the most of the benefits Shell has to offer.

5.
Earn Points Earn points: EUR 1 spent at Lentre or at the Pavillon Elyse restaurant in Paris = 1 point. Redeem Points

Convert your points into vouchers and then use them: - in the 18 Lentre boutiques in France - at the Pavillon Elyse in Paris - for Lentre cookery courses

How to earn & use points through partners?

6.
Make Donations

Convert your points into a donation

7.
Redeem Points
Convert Le Club Accorhotels points into bahn.bonus points. (free tickets or first class upgrades to gifts from all kinds of categories, such as travel & experiences, luggage & accessories, kids' stuff & games. )

Ritz-Carlton Loyalty Programmes

Aquire points every time you stay in a Ritz-Carlton hotel.

10 reward points / dollars spent at Ritz.

Members of The Ritz-Carlton Rewards may choose to earn airline miles

Use your points for planning your event !

Wedding in Ritz hotel, Dallas

The Ritz-Carlton Rewards Credit Card

Thank you for your attention!

References

References
http://www.zagreb-

touristinfo.hr/gallery/objects/Palace%20Hotel%20ZagrebLogo.jpg Smith, P. and Taylor, J. (2004). Marketing Communications. London: Kogan Page http://www.accorhotels.com/gb/brands/index.shtml http://www.advertolog.com/accor-hotel-group-mercurehotels/print-outdoor/welcome-10511805/ http://www.commarts.com/exhibit/hotel-sofitel-lifemagnifique.html http://www.accorhotels.com/gb/affiliation/programaffiliate.shtml http://www.accor.com/en/press/brand-portfolio.html

References
http://www.cntraveler.com/hotels/central-south-

america/argentina/sofitel-buenos-aires-buenosairesargentina/_jcr_content/par/cn_contentwell/parmain/cn_colctrl/parcol1/cn_features_containe/cn_manual_feature_0/ cn_image_0.size.sofitel-buenos-aires-buenosaires-argentina-109600-1.jpg http://propimg.travellerspoint.com/l_44111-7-ibisluxembourg-airport.jpg http://www.litteriniclark.com/portfolio/ http://www.accorhotels.com/gb/leclub/index.shtml