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Unit of Study HOTL6002 - Creating the Hotel Customer (2027)

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Unit Snapshot

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Unit description

Examines major conceptual frameworks and applications that support the identification, creation, development and retention of the contemporary hotel customer. Students examine traditional versus contemporary marketing methods, customer segmentation, and communication strategies. In addition, new approaches to market development are explored that address cultural and destination considerations.

Unit content

  1. Understanding hotel customer segmentation and targeting
  2. Profiling the contemporary hotel guest
  3. Exploring digital and traditional marketing strategies in hospitality
  4. Designing memorable guest experiences
  5. Analysing innovative approaches to guest attraction, retention and loyalty
  6. Evaluating cultural perspectives in hotel marketing and customer engagement

Availabilities

Location Domestic International
Brisbane
Term1,3,5
Term1,3,5
Melbourne
Term1,3,5
Term1,3,5
Online
Term1,3,5
Term1,3,5
Perth
Term1,3,5
Term1,3,5
Sydney
Term1,3,5
Term1,3,5

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

describe the major conceptual frameworks used to identify, attract and retain the contemporary hotel customer

analyse the various strategies and tools used to identify, attract and retain the contemporary hospitality customer.

collaboratively develop strategies to identify, attract and retain the contemporary hotel customer

critically analyse the challenges in developing and implementing strategies to identify, attract and retain the contemporary hotel customer through collaborative reflection.

Prescribed learning resources

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Prescribed Learning Resources may change in future Teaching Periods.