Analysis of Experiential Marketing with Application to The Ritz-Carlton, Riyadh

Abstract

This report presents an overview of the hospitality industry and provides a detailed analysis of test marketing and its advantages and disadvantages. This paper addresses the importance of experiential marketing in the global hospitality industry and how this type of marketing will contribute to the brand's success in the hospitality industry. The report proposes an experiment in "Design Your Room" for the Ritz-Carlton Hotel. This experience will help in enhancing the image of the hotel after the events that the hotel went through during the past years. The experience is designed to make the visitor live through his senses, an experience that will remain in his memory forever. The author applied Frame 4es by Pine and Gilmore (1998). On the other hand, a detailed communication plan for the pre during post launching campaign was shown at the end of the report.