The researcher agrees with the approach of the hotel manager of large chain that does not want to limit their business as it attracts all three segments of travelers. The first reason for support of this approach is the fact a large credible hotel chain usually offers health spas, yoga and resort facilities. Secondly, the relaxing hotel environment and service quality enables them to be the preferred choice of customers who aim to recover from health issues in a normal atmosphere. The patients approach full-service hotels to breathe like a healthy normal person instead of feeling like a patient admitted to hospital. Approaching a hotel with selective medical options and room environment could make travelers astray despite provision of medical facilities and convenience.
The marketing communications for the hotel manager whose chain attracts all three segments of customers would be the message about offering personalized services of premium quality at affordable prices for health conscious travelers in a relaxing, harmonious, sporting and luxurious hotel environment. The communication message will also demonstrate on availability of medical emergencies and customized accommodation facilities in case of special customers (Iacobucci, 2013).
If the hotel manager had based in London, the respective hotel chain would have approached European countries including Germany, Italy, Spain, Netherlands, Austria, Portugal and others to develop relationships for facilitation of health travelers based on segmentation information. If the hotel manager had based in France, the chain would have approached USA, Canada, Brazil, India, UK, Norway, Sweden and other European economies to enhance network and global partnerships for customers who travel for medical purposes. A global network of hotels could coordinate and develop relationships by convincing healthcare providers to assist patients and their families with low cost travel, accommodation and medical surgeries (CC Article, 2015); (ACT Media Release, 2015).
References
CC Article (2015). Hotel Travel Assistance. Circle Care, Retrieved https://www.circlecare.com/hotel-travel-assistance/
Iacobucci, D. (2013). Marketing Management. South Western: Cengage Learning
ACT Media Release (2015). New partnership supports families of hospital patients. ACT Government, Retrieved http://www.cmd.act.gov.au/open_government/inform/act_government_media_releases/barr/2015/new-partnership-supports-families-of-hospital-patients
