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Heads in Beds: Hospitality and Tourism Marketing Paperback – May 28, 2004

ISBN-13: 978-0131101005 ISBN-10: 0131101005

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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: 7 x 0.6 x 9.1 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #1,352,915 in Books (See Top 100 in Books)

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 ivo@brandhaus.net.

Customer Reviews

4.7 out of 5 stars
5 star
83%
4 star
11%
3 star
0%
2 star
0%
1 star
6%
See all 18 customer reviews
The author tells it like it is...no holds barred...sometimes even funny.
gina
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.
Hans Meyersohn
ANYONE who works in developing, marketing or creating advertising for travel and tourism must read this.
Ian

Most Helpful Customer Reviews

17 of 17 people found the following review helpful By K. Lewis on January 24, 2005
Format: 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.
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11 of 12 people found the following review helpful By Hans Meyersohn on December 27, 2004
Format: 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.
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13 of 15 people found the following review helpful By kkb2 on April 23, 2006
Format: 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
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4 of 4 people found the following review helpful By Ian on August 5, 2004
Format: Paperback
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.
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3 of 3 people found the following review helpful By A Customer on June 22, 2004
Format: Paperback
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.
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3 of 3 people found the following review helpful By gina on June 17, 2004
Format: Paperback
Just finished reading it and loved it! I am a hotel executive and always on the lookout for good literature that will help me improve my company's business. Heads In Beds is not only full of great facts, tips, and examples but is a great read too. The author tells it like it is...no holds barred...sometimes even funny. If there's a single marketing book to read, this is it!
Great marketing advice even for people outside of travel and tourism.
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