Marketingová stratégia vybraného hotela

Ing. Miloslav Magát

Master's thesis

Marketing strategy of a chosen hotel

Abstract:

The aim of this thesis is to present marketing of selected hotel, namely the Double Tree Hotel by Hilton in Bratislava. The theoretical part describes the importance of marketing and its features. Described are different marketing strategies as well as tools to achieve a specific objective which leads into increase of the publics awareness of the hotel, attraction of more customers, increase of sales and consequently the increase of profits of the hotel. In the second part of this thesis the author pays attention to adaptation of the marketing mix to marketing strategy of Hotel Double Tree by Hilton and accurately describes issues which hotel currently has with its promotion. This section is finished with a questionnaire, which confirmed the author´s hypothesis. Respondents themselves do not consider the marketing of Hotel Double Tree by Hilton as sufficient. Concrete proposals to improve the marketing of the hotel are listed in the third part of this thesis. Author offers practical solutions to make the hotel marketing more attractive and to ensure higher sales of products and services. Marketing must be segmented into individual centers, taking into account the different target groups of customers . In this case, the target group is not specificly defined, but through the various centers and services of Hotel Double Tree by Hilton Bratislava it is possible to fulfill diverse wishes of a wide range of potential clients.

Abstract:

Cieľom tejto diplomovej práce je priblížiť marketing vybraného hotela, konkrétne hotela Double Tree by Hilton v Bratislave. V teoretickej časti je popísaná dôležitosť marketingu, jeho filozofia. Popísané sú rôzne marketingové stratégie ako i nástroje na dosiahnutie konkrétneho cieľa a tým je zvýšenie povedomia o danom hoteli, prilákať viacej klientov a následne tak zvýšiť tržby hotela. V druhej časti tejto diplomovej práci sa autor venuje adaptácií marketingového mixu na marketing hotela Double Tree by Hilton a presne popisuje chyby, ktoré hotel momentálne má v oblasti propagácie. Táto sekcia je zakončená dotazníkom, ktorý potvrdil autorom stanovenú hypotézu. Samotní respondenti nepovažujú marketing hotela Double Tree by Hilton za dostatočný. Konkrétne návrhy ako zlepšiť marketing hotela sú uvedené v tretej, návrhovej časti tejto diplomovej práce. Autor ponúka praktické riešenia ako zatraktívniť hotel a zabezpečiť vyššie tržby z predaja produktov a služieb. Marketing treba segmentovať na jednotlivé strediská s prihliadnutím na rôzne cieľové skupiny zákazníkov. V takomto prípade nie je cieľová skupina úzko profilovaná, ale prostredníctvom rôznych stredísk a variabilných služieb hotela Double Tree by Hilton v Bratislave dokáže splniť najrôznešie želania širokému spektru potencionálnych klientov.

Keywords

marketingová stratégia, marketingový mix, produkty a služby, propagácia, zvýšenie tržby, zvýšenie verejného povedomia, praktické riešenia, marketing strategy, marketing mix, products and services, promotion, increase of sales, increase of public awareness, practical solution

Language used: Slovak

Date on which the thesis was submitted / produced: 18. 11. 2013

Thesis defence

• Date of defence: 22. 1. 2014
• Supervisor: Ing. Eva Klánová
• Reader: Ing. Bc. Jan Chromý, Ph.D.

Institute of Hospitality Management in Prague

Master programme / field:
Gastronomy , Hospitality Management and Tourism / Hospitality and Spa Management