2021, Vol. 3, Issue 2, Part B

Natural calamities, economic fluctuations, and civil instability frequently have a greater negative impact on the worldwide hospitality business than practically any other industry. The goal of this article is to investigate the influence of the services marketing mix on the operational efficiency of the Bengaluru hotel industry. This study renders the elements impacting the performance of the Hotel Industry in Bengaluru by drawing a historical summary on the roots of the hospitality sector.

In comparison to other major Indian cities, Bengaluru's hotel had the highest loss in Revenue Per Available Room (RevPAR), plummeting by 59% during the Covid -19 Pandemic. Even occupancy rates have fallen as compared to the same period last year. Many hotels were forced to close to minimize their losses. “Whatever little business hotels have got in the last six months has mostly been for repatriation and self-quarantine purposes, and room rates have been governed by government tariffs”. This paper demonstrates that an optimal services marketing mix primarily improves operational efficiency. This study's findings contribute to the enduring literature by acknowledging the present efforts that define the factors impacting performance.