A comparison of the marketing methods of two multinational hotel brands Student name: Jacob Jannika David Balint Student ID number:2131551 Lecturer’s name: Due Date: 09/02/2023 Introduction Multinational hotel chains in today's fiercely competitive hospitality business are always on the lookout for fresh, exciting ways to distinguish themselves from the competition (Kotler and Armstrong, 2019). Six Senses and Moxy are two such brands that have made huge advances in the market. This paper will analyse and contrast the marketing strategies of two popular hotel chains by looking at how they use segmentation, positioning, communications, and sustainability. SimilarWeb data will be used to back up the analysis. Main Body The four P's of marketing are product, price, location, and promotion, and together they make up what is known as the marketing mix. In what follows, we'll look at how Six Senses and Moxy make use of each of these components in their respective strategies (Lee, 2017). Six Senses is a hotel chain that features many 5-star establishments noted for their exceptional service and pampering spa treatments. Rooms, food, and health-related amenities like spas and yoga studios are all part of its portfolio. However, Moxy's offerings are targeted towards those on a tighter budget who still want to stay somewhere with modern conveniences and cosy accommodations. The hotels try to make their visitors feel at home by providing amenities like common lounges and busy bars. Six Senses caters to well-heeled tourists who don't mind shelling out a pretty penny for a taste of the high life. However, Moxy is more budget-friendly due to its lower rates. Moxy's mission is to deliver a young and entertaining service at a reasonable cost. The Maldives, Thailand, and Vietnam are just a few of the far-flung destinations where Six Senses operates luxury hotels. They want every one of their visitors to have a memorable and enjoyable stay in these stunning settings. In contrast, Moxy hotels tend to be placed in the heart of bustling cities, close to all the excitement that draws tourists there (Etzel, Walker and Stanton, 2019). Six Senses reaches out to its clientele largely through glossy lifestyle publications and word-of-mouth recommendations. In addition, they inform their clientele about sales and discounts through customised email marketing. But Moxy uses social media and influencer marketing extensively to reach its customers. To further spread the word about their business and win over frugal vacationers, they employ clever and entertaining advertising tactics (link et al., 2021). Although both Six Senses and Moxy provide a wide range of services and facilities, their approaches to the marketing mix are distinct. As opposed to Six Senses, which is known for its opulent, high-end hotels and spa services, Moxy is aimed at a younger demographic and is priced lower. Compared to Moxy, whose primary focus is on delivering comfortable, tech-savvy accommodations with a vibrant and communal ambience, Six Senses provides a wider variety of room types, restaurants, and wellness facilities (Ewing, 2019). Market segmentation is a technique used by both Six Senses and Moxy to zero in on their ideal clientele. The type of visitor Six Senses is aiming for are those who can afford to splurge on a stay at one of its resorts and who are interested in experiencing the height of luxury. The company targets affluent consumers by portraying itself as a luxury product, appealing to those who place a premium on privacy, serenity, and the purity of nature. The marketing messaging and customer base of Six Senses reflect the company's dedication to the well-being and wellness-oriented activities (Eagle, 2019). But Moxy caters to those on a tighter budget who are nonetheless interested in having a good time while away from home. The hotel chain markets itself as a modern, hip, and entertaining substitute for more staid names in the industry (WeCreate, 2020). Customers who are looking for a hotel with a good social scene and a fun environment will enjoy their stay at Moxy. The brand places a premium on cutting-edge technology, as seen by the availability of perks like tablet check-in, keyless digital access, and lightning-fast Wi-Fi. At now, Six Senses is marketed as a premium brand that provides high-end services and facilities. The company is well-known for its opulent escapes from the mundane and its dedication to health and the environment. Established in the high-end hotel industry, Six Senses is renowned for its impeccable service and meticulous attention to detail. On the other side, Moxy is marketed as a hip and cheap substitute for conventional hotel chains. People who are looking for a fun, sociable, and budget-friendly vacation might choose this brand. Guests at Moxy may make use of cutting-edge conveniences like keyless digital access and tablet check-in thanks to the hotel's emphasis on modern technology. The company has made a significant dent in the low-priced lodging industry, and its products have swiftly risen to the top of the list for many vacationers (Expedia, 2023). Six Senses capitalises on its high-end status by advertising in both digital and analogue media, including print and television. Luxury facilities, first-rate service, and a dedication to health, sustainability, and the environment are promoted by the brand. Experiential marketing is another method used by Six Senses to connect with its audience and raise brand recognition; this includes things like holding events and providing individualised experiences. Alternatively, Moxy takes a more modern and exciting approach to advertise, reaching out to thrifty millennials via digital and social media. Advertising keyless room entrance and tablet check-in, the company emphasises its commitment to cutting-edge technology and forward-thinking services. Experiential marketing is another method used by Moxy to connect with its audience and raise brand recognition; this includes things like holding events and providing social experiences (Ronald Edward Frank, Massy and Yoram Wind, 2017). Generally speaking, the marketing efforts of both Six Senses and Moxy are successful since they are in line with the brands' intended demographics and positions in the market. Both businesses have established themselves in the highly competitive hotel industry by identifying and catering to their respective target demographics (Tarrant, 2018). The term "marketing communications" is used to describe the several channels via which a firm reaches out to its demographic. Moxy employs social media and influencer marketing to reach its target demographic, whereas Six Senses depends primarily on word-of-mouth referrals and high-end periodicals. To promote the Moxy brand and appeal to thrifty vacationers, the company often launches imaginative and lighthearted advertising campaigns. Six Senses also use customised email marketing to inform customers of sales and other incentives (Cateora and Graham, 2020). The term "Sustainability Attempts" is used to describe a business's efforts to lessen its negative effect on the environment and spread environmentally sound policies. The marketing tactics of both Six Senses and Moxy have included sustainability to some extent. In its marketing materials, Six Senses highlights the ecologically friendly initiatives it has introduced in its hotels, such as the use of renewable energy sources and trash reduction. Also, Moxy has taken steps to reduce its environmental impact by implementing initiatives including recycling initiatives and the use of eco-friendly products. Both companies understand the value of green initiatives and promote them vigorously to win over customers concerned about the environment (ihgplc.com, 2019). The marketing strategies and interactions of both Six Senses and Moxy provide many signals to customers. Six Senses currently highlights its dedication to sustainable tourism and the unique experiences they provide, such as wellness retreats and local cultural activities. Moxy, on the other hand, caters to a younger and more cost-conscious clientele by providing reasonably priced yet trendy lodgings; they also promote the premium and personalised amenities offered to clients, such as private butler service and tailored itineraries. Advertisements for these hotels frequently portray carefree, youthful people enjoying the resort's imaginative activities (Woodcock, Stone and Foss, 2013). Both establishments have modified their advertising campaigns throughout time to reflect the shifting wants and demands of their core audiences. For example, in recent years, Six Senses has emphasised health and environmental tourism to attract customers who respect these issues. Moxy has followed the industry trend of catering to younger guests by lowering room rates and adding additional value-oriented amenities. Conclusion Both Six Senses and Moxy's marketing strategies and approaches are unique because of the brands' respective target demographics and market niches. Six Senses markets itself to well-heeled vacationers looking for high-end amenities, whereas Moxy appeals to those on a tighter budget by advertising itself as a "fun, young, and affordable" option. Recognizing the importance of eco-friendly practices in the hotel business, both brands have integrated sustainability initiatives into their marketing campaigns. With the use of data analysis tools like SimilarWeb, both companies may better tailor their marketing strategies to their target demographics in the future. As a result, they will be able to refine their marketing techniques and more precisely reach their target demographic. Ultimately, the success of both Six Senses and Moxy will depend on their ability to innovate their marketing strategies in order to stay ahead of the competition in the highly competitive hospitality industry. Reference list Cateora, PR & Graham, JL 2020, International marketing, New York, Ny Mcgrawhill Education. Eagle, L 2019, ‘The Encyclopaedic Dictionary of Marketing’, Journal of Marketing Communications, vol. 15, no. 5, pp. 367–368. Etzel, MJ, Walker, BJ & Stanton, WJ 2019, Marketing, Mcgraw-Hill Education, Maidenhead. 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