Research on Marketing Strategy of Luxury Hotel

With the development of China's tourism industry, the luxury hotel industry as a high-end service industry has also developed rapidly around the world. The luxury hotel has won the favor of the majority of successful business people through professional and high-standard services. But so far, few scholars have studied the marketing strategies of luxury hotels. This article explores how to exploit marketing mix to reach more consumers. This paper analyzed and researched the marketing strategy of the luxury hotel, Four Seasons Hotel, through the 4P theory. The marketing strategies of luxury hotels were explored and discussed through SWOT analysis. Ultimately it was concluded that price, place, promotion and product all influence consumer behavior. Finally, this paper put forward improvement measures for four seasons hotel. It included adhering to innovation, emphasizing brand marketing, introducing green marketing, strengthening service marketing and the improvement of its system, strengthening network marketing, expanding new marketing channels and other methods to attract more consumers.