MAR301DQ1 - including rivals and even get great brand-name...

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Relationship marketing is defined as the “Development and maintenance of long-term, cost-effective relationships with individual customers, suppliers, employees, and other persons for mutual benefits.” (Kurtz, 2011) The hospitality and travel industry have become very competitive and there are more choices than ever for today’s customers. Transaction-based marketing has taken the back seat to a more customer focused and retention based strategy of relationship marketing. The focus on this discussion will be the Holiday Inn hotel chain. Overall the Holiday Inn chain has done what most others in the business in regards to relationship marketing. Implementation of their Priority club rewards allows customers to earn points each time they stay at a hotel, buy a ticket on an airline, rent a car, or use a sponsored credit cardto Points earned may be redeemed for stays at any hotel,
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Unformatted text preview: including rivals and even get great brand-name merchandise from electronics to houseware items. They have also offered some unique benefits for people traveling by air to their hotel and staying over a weekend, by offering up to $100.00 toward your baggage fees. The company has implemented a customer satisfaction survey for all their guests. As a result Holiday Inn is updating and refreshing their hotels to meet the changing needs of their customers. ( I would recommend that management continues to survey customers and offer incentives to complete surveys. They could offer points for future stays or coupons for their travel affiliates. References Kurtz, D. L. (2011). Contemporary Marketing. Mason: South-Western Cengage Learning. Retrieved on Aug. 27, 2010 from
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