HOSPITALITY MARKETING
MANDARIN ORIENTAL
MARKETING MIX: PRODUCT
What products are being offered and marketed by Mandarin Oriental?
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Mandarin Oriental market their hotel brand and individual hotels all over the globe to their chosen demographics. This marketing is carried out for the primary goal of selling rooms in their hotels. Their marketing campaigns are more prominent in asian cities such as Hong Kong, Singapore and Tokyo. In addition to this, they also have marketing campaigns in place for local sales of Food & Beverage, and Spa Facilities.
Here are some of the most common facilities offered at mandarin oriental hotels:
FOUR/FIVE STAR ACCOMODATION
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Mandarin Oriental offer asian-chic style, with state of the art amenities in all of their properties throughout their network. A hint of asian touch is implemented into each and every room that the group operate, whilst still keeping a modern and minimilistic design. As the demand for simplicity increases, Mandarin Oriental supply exactly that almost effortlessly, keeping up with global trends. This appeals to potential guests and becomes a worthy product for their marketing teams to promote.
MICHELIN-STARRED RESTAURANTS
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Mandarin Oriental house some of the world's most prestigious restuarants, with numerous in the San Pellegrino top 50, as well as holding 13 Michelin Stars across their network. Mandarin Oriental team up with celebrity chefs such as Heston Blumenthal, Pierre Gagnaire, and Daniel Bolud to make it happen. These noteworthy names become appealing products to customers and drive up interest. Mandarin Oriental ensure that their marketing efforts cover their esquisite food and beverage outlets in all of their hotels to drive up sales and bring in customers.
AWARD-WINNING SPA FACILITIES
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Mandarin Oriental's experienced spa team manage a myriad of award-winning spas, found across their global network. Awards include the Hong Kong Tatler Best Spa Award and the Forbes Five Star Award for Hotel Spas. Such wellness facilities appeal to leisure customers and should be marketed well in order to inform potential customers of the accreditation and prestige.
STATE OF THE ART FITNESS FACILITIES
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Not only does Mandarin Oriental offer the best relaxation facilities, they also offer a great deal of fitness facilities in all of their hotels. With the trend of fitness training and gyms emerging, it is important for luxury hotels to offer the very best equipment for their guests to still get their workouts away from home. Fitness facilites nowadays act as a deciding factor for potential guests, therfore it is crucuial that marketing teams promote such facilities on numerous marketing platforms.
OUTDOOR/INDOOR SWIMMING POOLS
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Depending on the property type, either outdoor or indoor pools (or both) will be offered at Mandarin Oriental Hotels. These can appeal to both business and leisure customers whether it is for exercise, or purely to cool off.
ROOM SERVICE
If you do not feel like a fancy meal or a casual bite at other food and beverage outlets, you can order food on demand from your room with Mandarin Oriental's in-room dining. This allows you to order some of the same food items found in the hotel restaurants, in the comfort of your room or suite. It is important that business travellers are aware of this when considering hotels as room service is a solution to tight schedules and constant meetings.
HOUSE KEEPING
It is the standard for all Mandarin Orientals to offer twice-daily house-keeping services, as listed on all of the room amenity descriptions. It is important that this is made clear as many guests have a prefeence on cleanliness of their hotel rooms, and this can be the selling factor.
CONCIERGE FACILITIES
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Concierge services are available at all Mandarin Oriental hotels, with the vast majority of their concierge attendants being members of the prestigious Clefs D'or (a concierge club that indicate excellence). It is important that potential guests know that they have access to this service (for local restaurant bookings, outings, etc.).
VIP CHECK-IN/CHECK-OUT
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VIP check-in and check-outs are an available service for those who book premium suites, are return guests, or have an elite status. Occasionaly, a airport-transfer could be included as part of the VIP service (or could be inccured seperately). This is an extra service for those who pay premium prices. These services act as an incentive for potential guests to purchase more expensive rooms. It is important that this is clearly stated on the booking pages and other marketing platforms in order to maximise revenues.
PREMIUM HAIRDRESSERS
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Occasionally, special facilites such as premium hair salons are offered in Mandarin Oriental hotels to ease convinience of guests. Facilities like this can be beneficial for guests attending cities for parties or functions. It is important that potential guests are aware of this to differinciate Mandarin from other brands/hotels.
MEETING FACILITES
For business customers, Mandarin Oriental offers a range of meeting facilities at each of their hotels ranging from small meeting rooms to large conference halls. These are also catered with award-winning food and beverage, adding on to the already great product. Business travellers must be informed of this through marketing in order for Mandarin to secure B2B sales.
EVENT FACILITES
Mandarin Oriental ensure that they have event facilities for all sizes in amost all of their properties. This is boost sales in areas such as food & beverage, as well as rooms. It is beneficial for event facilities to be well promoted as it can symniotically sell other products sold by the company.
LEGENDARY BARS
Mandarin Oriental ensure that they have event facilities for all sizes in amost all of their properties. This is boost sales in areas such as food & beverage, as well as rooms. It is beneficial for event facilities to be well promoted as it can symniotically sell other products sold by the company.