Ritz-Carlton Hotel Company.”Tourism Marketing Task brief & rubrics Task 2 Final This in an individual task. The task consists of an essay about a luxury hotel selected by the student. Please, read carefully all the questions and answer them in your own words, quoting relevant authors and providing examples. The questions you have the answer are: 1- PART ONE: Pick one existent hotel and explain: a. Briefly describe the company. How is their workflow? What do they offer? Which is their brand personality? Who are their customers? What about their pricing strategy? b. Analyze its digital resources: website, app, social media profile… c. Explain its marketing environment (macroenvironment and microenvironment) 2- PART TWO: Think about an original marketing strategy for the company selected in the question 1 and answer: a. Which objective do you have? b. Which target have you selected? Why? Explain the segmentation c. Which channels would you use? Why? d. Which content would you create? e. How would you evaluate the campaign?”

Ritz-Carlton Hotel Company

According to a 2020 article in the Journal of Tourism Management, the Ritz-Carlton hotel chain is a “luxury hotel company that operates 90+ hotels in 30+ countries” (Choi et al., 2020). The company prides itself on its exceptional customer service and attention to detail, with a brand personality that is described as “luxurious, refined, and professional” (Choi et al., 2020). Ritz-Carlton’s pricing strategy is premium, with room rates typically starting at several hundred dollars per night. The company’s customer base consists primarily of affluent travelers who are willing to pay for high-end amenities and experiences. Ritz-Carlton hotels offer a wide range of amenities, including fine dining restaurants, spas, and fitness centers, as well as business and meeting facilities (Choi et al., 2020). In terms of workflow, the Ritz-Carlton has a strong emphasis on training and development for its employees, with a program called “Gold Standards” that outlines the company’s customer service philosophy and expectations for employee behavior (Choi et al., 2020). Cont…

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