Heads in Beds: Hospitality and Tourism Marketing

by Ivo Raza

An excellent supplemental text for courses in Hospitality Management, Travel and Tourism Marketing, Travel Promotion and Sales, and Destination Marketing. This factual, how-to book for hospitality and... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0131101005
• ISBN13: 9780131101005
• Release Date: May 2004
• Publisher: Pearson
• Length: 272 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.6" x 7.0" x 9.3"

Customer Reviews

Easy-to-Read and Extremely Informative

I normally don't take the time to write book reviews, but this book was so amazing that I felt obligated to comment. It is succinct, well-written, and extremely easy to read. The ideas in this book can be applied to any type of hospitality product. Mr. Raza supplements the text by giving links to websites the readers can visit to obtain more information. The chapters: 1) Hospitality and Marketing 2) The Market 3) Products 4) Branding 5) Advertising 6) How to Create Better Brochures and Collateral Materials 7) Public Relations 8) Promotions 9) 25 Proven Ways to Reach Travel Agents 10) Coop Marketing: How to Get the Best Results from Marketing Through Wholesalers and Tour Operators 11) Internet Marketing 12) Loyalty Marketing 13) Marketing Operations 14) Behind the Budget Appendix: The Marketing Plan

A good primer

There are currently enough books devoted to hospitality marketing to fill a small library. Heads in Beds holds several advantages over many of these volumes: 1) It is not a "door stop": Measuring in at a slim 253 pages it is easy to read and digest 2) It is written for the layman: No unnecessary jargon is used to confuse and bemuse. Raza is to the point and doesn't waste words. 3) It covers the basics well: Defining who your market is, what your product is, and ways you can get the word out through advertising and the media. Furthermore, Raza gives excellent information on branding your property, creating effective brochures, and dealing with travel agents - information that can apply to any type of tourism business 4)It is written for all types of properties: Much of the information is general enough that it can apply to both B & B's and hotels large and small. While not all strategies in this book will be suitable for every tourism business, there are enough valuable hints contained to make it worthwhile reading for anyone who owns or operates a hospitality property, or is interested in marketing in general.

Tremendous resource

Yes, this is a serious resource for marketers, advertisers and ad agency staff I hospitality and travel and even beyond. I create advertising and promotions for some travel clients and this is the best book so far on the subject. "The product as an element of the brand. The brand's body language. Challenges of branding. The knowledge it takes to manage and approve advertising. The fine line between creativity, salesmanship and art. Running promotions instead of demotions. The price as a key marketing tool...." The list goes on and on...just one solid advice after another. Creative, to the point, witty. Finally an author that gets it. ANYONE who works in developing, marketing or creating advertising for travel and tourism must read this.

If you work at a hotel you must read this book

I have bought and read 5 different books on hospitality and marketing in the last 12 months alone. And while most books contain good information, this one truly tells you what you need to know. Reminiscent of Ogilvy and Caples, with a twist for the new millenium, and in the context of hospitality and travel, but avoiding puffery, he makes sure you are using your marketing to produce results and not waste any money. He provides enough detail about key marketing actions...from advertising to public relatsions...to branding...to promotions...to loyalty marketing and working with travel suppliers. He even has an entire chapter devoted to managing the marketing budget and how to maximize your dollars...I can't remember another marketing book that does that. This is great for anyone who needs to manage the process, which is what most of us need. I'm not the one creating those ads or brochures, or taking those pictures, but I sure as hell need to educate myself on the process so I can manage well and make educated decisions and this book does exactely that. And if you are new to the business and look to enter hospitality this is a great book to tell you what it takes to fill a hotel and attract guests.

2 thumbs up

I got it as a gift. I don't read too many business books anymore because they all sound too similar. But this is an exception. It's easy to read and provides actually valuable information and practical tips...a great desk reference and the writer obviously has a sense of humor because some comments are just hilarious. If you work in tourism like me, you should read it.