It is the task of hotel managers to design a hotel product that will be so appealing that it
will be able attract customers who will ultimately consume it. This fact speaks in
favour of the premise that vital elements of the overall hotel offering involve
conducting tourism market research and identifying that segment of tourism demand in
which the hotel offering should be able to attract attention, arouse interest, trigger
desire and move to action.
As the first element of the marketing mix, the hotel product comprises all tangible and
intangible services rendered to guests in the hotel. Hotel services are a set of a number
of individual services which meet the needs of hotel guests for accommodation, food
and beverages, and other services that are provided and for which payment is collected
in the manner customary in the hotel industry.