Marketing in Hospitality and Tourism can be very different from other industries due to its unique characteristics. First, hospitality and tourism depend heavily on services. The product is important but service and friendliness matter more. Combining the best of both worlds between products and services is crucial.

According to Johann W. H. Prawiro, a tourist destination will not be attractive if it only focuses on one thing. Johann explained the ins and outs of marketing hospitality and tourism while giving a guest lecture at SBM ITB on Thursday (2/2). Johann shared his insights about marketing hospitality, especially for equestrian facilities. Johan has extensive knowledge in this field, thanks to his experience managing Pegasus Stable, an equestrian tourism destination in Bogor. Now Johann teaches at Pradita University.

Johan believes that the key to successful hospitality marketing for equestrian facilities is to focus on customer needs. This means understanding the target market, their interests, and what differentiates the facility from the competition. To achieve this, Johann’s marketing strategy at Pegasus Stable includes understanding the target audience, re-evaluating the marketing mix, improving product and service quality, and providing extraordinary services.

Johan emphasizes that in hospitality and tourism, great service goes beyond hospitality; it also involves problem-solving and communication. He believes that a successful marketing strategy in this industry must also integrate tangible assets, such as well-maintained properties and quality horses, and intangible assets, such as knowledgeable employees and outstanding customer service.

“There is no such thing called ‘enough’ in hospitality and tourism; we can always improve the quality of our services. Attitude, communication and problem-solving are key” said Johann. “When we talk about service, it’s not just about being good; it’s also about solving problems. So our employees can serve customers well and meet their needs.”

According to Johann, Pegasus Stable is successful because of its family-focused approach, treating horses like children, employees like siblings, and customers like adopted children. This mentality is reflected in the products and services offered, including riding schools, horse houses, photography locations, and clubs.

“At Pegasus, we work as a team, as a family, and support each other. We want Pegasus to be a second home for our employees. They must be happy, have good morale, and be motivated to serve customers better,” explained Johann.

Johan emphasizes the importance of being creative and innovative and always providing value to customers in making a successful hospitality marketing strategy for equestrian facilities. By doing so, businesses can differentiate themselves from the competition and build a strong reputation, leading to long-term success.

Written by Student Reporter (Janitra Nuraryani, Management 2023)