Heads in Beds: Hospitality and Tourism Marketing [Paperback]

Ivo Raza (Author)

Book Description

Publication Date: May 28, 2004 | ISBN-10: 0131101005 | ISBN-13: 978-0131101005

This practical book provides guidelines and tips about travel and tourism marketing that can be put to immediate use. Heads in Beds gives insight into achieving best results by demystifing many misconceptions about marketing. Focusing on the practical side of managing hospitality and tourism marketing, this text includes several topics not covered anywhere else—marketing to travel agents, COOP marketing with wholesalers, and loyalty marketing. It provides readers with solid advice and strong direction. Heads In Beds is a book written for practitioners by a practitioner. So whether you are just starting a new job, a general manager, sales and marketing director, or a seasoned veteran looking for methods to increase your yield, the material in this book will help you manage the marketing function and generate better results. Other relevant job titles include: VPs and Directors of promotions, sales, destinations, and tourism, as well as hotel operators or innkeepers.

Editorial Reviews

From the Back Cover

In Heads in Beds: Hospitality and Tourism Marketing, author No Raza teaches the reader how to build brands, generate sales and grow profits through marketing. Written for students as well as practitioners, this book is based on eight principles that the author teaches and brings to life:

• Branding: generate sales through strong brands
• Knowledge: the more you know, the more you'll grow
• Results: long-term strategies solve short term needs
• Big Picture: it's not about style versus substance, it's about substance armed with style
• Creative Budgeting: outthink versus outspend
• Happiness: enjoy what you're doing
• Dare To: be different!
• Success: compete with yourself for your own excellence

Heads in Beds: Hospitality and Tourism Marketing contains extensive discussions and practical information about the marketing job, markets and products, marketing budgets, branding, advertising, creation of brochures and collateral materials, promotions and public relations, Internet marketing, and several key topics not found in other resources such as:

• Marketing to Travel Agents
• COOP Marketing with Wholesalers
• Loyalty Marketing

About the Author

Ivo Raza is a branding consultant and founder of Brandhaus, a full-service marketing agency that specializes in integrated marketing solutions for hospitality, travel, and tourism clients. He has developed brand strategies, directed advertising campaigns, and managed marketing projects for a variety of companies and brands including Allegro Resorts, Viva Wyndham Resorts, Karisma Hotels, El Dorado Resorts, Jack Tar Village Resorts, Occidental Hotels, Royal Hideaway, Schick, Blue Diamond, Kraft Foods, Boston Beer, and others. For seven years, No was in charge of marketing at Allegro, which he helped grow into the largest chain of all-inclusive resorts. His professional mantra is: "Don't out-spend. Out-brand." He lives in Miami, Florida, and may be reached at [e-mail].

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Product Details

• Paperback: 272 pages
• Publisher: Prentice Hall (May 28, 2004)
• Language: English
• ISBN-10: 0131101005
• ISBN-13: 978-0131101005
• Product Dimensions: 9.1 x 7 x 0.5 inches
• Shipping Weight: 11.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Best Sellers Rank: #829,494 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

16 of 16 people found the following review helpful:

5.0 out of 5 stars A good primer, January 24, 2005

By 

K. Lewis "a happy reader" (Nunavut, Canada) - See all my reviews
(REAL NAME)   

This review is from: Heads in Beds: Hospitality and Tourism Marketing (Paperback)

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.

13 of 15 people found the following review helpful:

5.0 out of 5 stars Easy-to-Read and Extremely Informative, April 23, 2006

By 

kkb2 "kkb2" (New York, NY USA) - See all my reviews

This review is from: Heads in Beds: Hospitality and Tourism Marketing (Paperback)

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

10 of 11 people found the following review helpful:

4.0 out of 5 stars Highly Recommended, December 27, 2004

By 

Hans Meyersohn "Mayersohn" (Ney York, NY) - See all my reviews

This review is from: Heads in Beds: Hospitality and Tourism Marketing (Paperback)

I've worked my entire career in tourism and hospitality and this is one of the best trade books that I have read. I wish I had it as one of my courses in college or when I started my career. It would have made my life much easier. the great thing about it is that it reads very easy yet the covered material is very detailed and in depth. Great information on branding, designing brochures, loyalty marketing, travel agent and touroperator marketing, public relations, promotions, budgets, product development, even how to work with photographers and more. It even contains a marketing plan and a lot of websites for additional information. Even the images throughout the book are cool. Too bad that they are black and white and not color.