ABSTRACT
Marketing is a continually evolving discipline and as such can be one where companies find themselves left very much behind the competition if they stand for too long. The hospitality marketing manager’s aim is to find, attract, keep, and grow target customers for the hotel or restaurant sector by creating, delivering, and communicating superior customer value. The market and financial results of managing people effectively for service advantage can be phenomenal. Good human resources strategies allied with strong management leadership at all levels often lead to a sustainable competitive advantage. The industry has seen an increase in occupancy, from out-of-state or out-of-region travellers, as well as and more importantly, local people that are looking for a place to escape from their homes. Sales people can probe customers to learn more about their problems and then adjust the marketing offer and presentation to fit the special needs of each customer.
