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Important processes include booking, checking in and checking out, queuing systems and service operations. Marketers need to ensure that the organization’s service delivery processes are efficient, customer friendly and competitive. People In the services marketing mix, ‘people’ includes both customers and employees. We have already discussed how hospitality customers interact with each other whilst on the premises – indeed, in certain hotel and holiday environments a good rapport between customers is an essential ingredient of the successful product.

Whilst elements of the syndicated research are published, each company also receives a confidential report regarding its competitive position. De Vere Hotels made the following comment about BDRC in its annual report: ‘the British Hotel Guest Survey is the most comprehensive of its kind … and tracks brand performance across a host of measures such as awareness, preferences and loyalty’. (Source: BDRC) Marketing research process A company can either carry out its own marketing research (this is called in-house) or contract out the marketing research to a specialist agency.

Source: Ski Olympic) The under- or over-utilization of capacity creates operational difficulties. Sudden unexpected increases in customers can lead to production problems, unacceptable waiting times and dissatisfied customers. The profitability of hospitality companies suffers during low season periods, so one of the challenging roles for marketing is to increase demand in low season periods and to deflect over-demand from peak periods to other times. Intangibility Services are described as intangible products, meaning that they cannot be experienced – heard, seen, smelt, tasted or touched – prior to being purchased.