Businesses often turn to service marketing as a means of differentiating themselves from competitors or substitutes. The companies target the intangible aspects of the transaction process such as product delivery, superior customer services, rapid feedback programs, B2B services, rental services, amongst others. Martha White (2017) in “Traveling Is Stressful, but Do It With Us, Companies Say” examines how corporations use service marketing to boost their sales and expand the consumer base. The article is useful since it brings out various forms of service marketing which are utilized by hospitality and travel organizations to make journeys and vacations less stressful.
Service marketing, in a nutshell, refers to the process of advertising services with the aim of differentiating the firm, developing a relationship with the buyers, and retaining consumers. It is for this reason that White (2017) identifies that travel companies are developing effective ways to make traveling less tedious, hectic, disappointing, and invasive to tap into the customer market. The travel advertisements are thus targeting comfort as their main priority. For example, a new campaign launched by Westin explores how disruptions in workout plans, diets, and sleep schedules can emerge while being on the road.
Westin has made significant improvements in their traveling accommodations such as healthy meals, exercises like jogging, and the prominent “Heavenly Bed.” White (2017) evaluates other provisions provided by the proprietary hospitality and travel firms like the Hilton Hotel which is offering online bookings and American Airlines that gives noise-cancelling headphones for babies who cry. The article captures the very essence and creativity behind service marketing in top companies which makes it interesting to read. Bearing in mind that services are intangible, it is often challenging to market them. However, organizations only need to identify the interests and needs of the consumers to initiate improvements, ideas, and changes that will ensure the services are provided in the best way possible. Additionally, they should focus on positive not negative advertising since the latter has its limits.
Reference
White M. (2017). Traveling Is Stressful, but Do It With Us, Companies Say. The New York Times. Retrieved February 3, 2017 from https://www.nytimes.com/2017/01/22/business/media/travel-hotels- advertising.html?ref=topics.
