Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation.

Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The author's global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant 'real-life' case examples from around the world.

This new fifth edition is positioned as a post-COVID-19 text, reflecting the new realities of marketing after the pandemic, and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding. It specifically has been updated by:

. Including three new technology chapters on e-marketing, marketing on social media platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing

. A new chapter on social responsibility, societal and social marketing

. New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalization

. New global case studies throughout with reflective questions to use in class or for self-study

. New marketing and e-marketing mini cases throughout the book

. New and updated additional resources to aid understanding and teaching, including PowerPoint slides

This international, accessible, and comprehensive whole-industry textbook, written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.

Alastair M. Morrison, Ph.D. is Research Professor in at the Greenwich Business School, University of Greenwich in London, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA specializing in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings and is the author of several books on tourism marketing and development including Tourism Marketing in the Age of the Consumer (Routledge, 2022); World Tourism Cities (Routledge, 2021); Marketing and Managing Tourism Destinations, 2nd edition (Routledge, 2019). Prof. Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).

Fully revised and updated for its 5th edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation.

Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The authors' global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant 'real-life' case examples from around the world.

This new 5th edition is positioned as a post-COVID-19 text reflecting the new realities of marketing after the pandemic and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding. It specifically has been updated by:

. Including three new technology chapters on e-marketing, marketing on social medial platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing

. New chapter on social responsibility, societal and social marketing

. New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalisation

. New global case studies throughout with reflective questions to use in class or for self-study

. New marketing and e-marketing mini cases throughout the book

. New and updated additional resources to aid understanding and teaching including PowerPoint slides, Instructor manual and test bank

This international, accessible and comprehensive whole industry textbook written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.

List of figures

Preface

Systematic sequence of book

Guided tour

Case Matrix

Acknowledgements

Part I Introduction to marketing. What is marketing?

Chapter 1 Marketing in the contemporary world

ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying marketing orientation

Chapter 2 The hospitality and travel marketing system

ExcelCase: Chapter 2: It's almost as good as being there: Virtual reality in travel

Chapter 3 Societal marketing, social responsibility and social marketing

ExcelCase: Chapter 3: Ben & Jerry's: A company built on social responsibility

Part II Planning: Research and analysis. Where are we now?

Chapter 4 Customer behavior

ExcelCase: Chapter 4: Jollibee Foods: Knowing your customers better than competitors

Chapter 5 Market and marketing research

ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism

Chapter 6 Analyzing marketing opportunities

ExcelCase: Chapter 6: DoorDash: Spotting profitable niches

Part III Planning: Marketing strategy and planning. Where would we like to be?

Chapter 7 Marketing strategy: Market segmentation and trends

ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off

Chapter 8 Marketing strategy: Positioning, image, branding, and alternative strategies

Debonairs Pizza: Slicing up the market in Africa and the UAE

Chapter 9 The marketing plan and the 8 Ps

ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan

Part IV Implementing the marketing plan. How do we get there?

Chapter 10 Product development and partnerships

ExcelCase: Chapter 10: Accor: Innovation in accommodation

Chapter 11 People: Services and service quality

ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold

Chapter 12 Packaging and programming

ExcelCase: Chapter 12: Club Med: Legendary packaging and programming

Chapter 13 Place: Online and offline distribution

ExcelCase: Chapter 13: Airbnb: Living like a local

Chapter 14 Promotion: Integrated marketing communications

ExcelCase: Chapter 14: Nando's: Spicey flavored IMC

Chapter 15: Promotion: Information communication technologies and e-marketing

ExcelCase: Chapter 15: Expedia: Travel as a force for good

Chapter 16 Promotion: Marketing on social media platforms

ExcelCase: Chapter 16: Tourism Australia: Social media wonder down under

Chapter 17 Promotion: eCRM and …