Effective Communication: A Vital Tool for Hilton's Success

May lead to affect its brand. In relevance of immediate need, customers may switch to other hotel or service.

Communication

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
BRIEF COMPANY DESCRIPTION/OVERVIEW........................................................................3
EFFECTIVE AND INEFFECTIVE COMMUNICATION STRATEGIES OVERVIEW ............3
Analysis ..........................................................................................................................................4
RECOMMENDATIONS ...............................................................................................................6
CONCLUSION................................................................................................................................6
LIST OF REFERENCES.................................................................................................................7

INTRODUCTION
Effective communication plays very significant role in every business organization.
Almost all the operations of the enterprise such as development of product, relations with
customers and suppliers, employee-employer relationship are different aspects that are
achieved through business communication (Cervellon and Galipienzo, 2015). Different methods
are vital as communication in marketing is achieved by using various strategies. The core lies in
influencing and appealing customers through different communication methods. This report will
cover business communication skills for marketing. The given study will also explore the
effectiveness and ineffectiveness of strategies used by business organization.
BRIEF COMPANY DESCRIPTION/OVERVIEW
Communication is critical aspect which integrates employees, co-workers, top
management, suppliers, customers etc. The Hilton Hotel is one of the leading business
organization in hospitality industry (Atwood and Morosan, 2015). Being working at global level, it
has more than 3000 hotels and 540000 rooms in 77 nations. Hilton group is known for its
management culture and secure brand. It is because of use of effective communication
channels and strategies that leads to its success. The central behind this achievement is the
emphasis which is given to its marketing and promotion segment. Hilton Hotels and Resorts
have appointed Jo Marsh who is designated as Marketing and Communication Manager. The
role of Jo lies in employing various communication strategies that strengthen Hilton's brand
awareness, market position and addressing its business demand. By considering customers as
their major target, Hilton tries to provide equitable, sustainable and effective customer service at
all its chains (Hilton Hotel and Resorts, 2013). It is possible with the use of communication
effectiveness that are highly taken into consideration.
EFFECTIVE AND INEFFECTIVE COMMUNICATION STRATEGIES OVERVIEW
Communication has been considered as a dynamic process. It implies that there is no
definite way or strategy to implement interaction process at workplace. It is same with the Hilton
as well where there are used certain strategies that supports and interpret communication.
Leaders at Hilton establishes different strategies of communication in order to foster more
effective communication (Cundari, 2015). It is a tool which is used as a marketing tool to meet
customer satisfaction. However, in implementing communication as a promotional tool, there is
need to identify, investigate and analyze the effectiveness of different types of communication

strategies that are used at Hilton. Brief overview of effectiveness and ineffectiveness of same is
need to be assessed.
In this modern era, communication has been emerged as a new dimension where
customers are attracted through use of technology. Use of internet and social media are
methods of communication which is used by Hilton (Xiang, Magnini and Fesenmaier, 2015).
Print media is another communication strategy which is used with the availability of press,
publishing unit, telegraph, telex, etc. Hilton publishes books, magazines and newspaper about
its company and current working (Lacey, 2015). This is suitable way to reach mass and attract
them about various services and products offered by them in comparison to other hotels in
hospitality industry.
Another strategy in similar regards is the use of phone calls. With the use of internet and
other quicker and fastest communication means, telephone has been vanishing gradually.
However, Hilton believes this communication kind as the most reliable and authentic way of
transmitting information. It is advantageous in delivery information on the spot in combination
with ascertainment of response from the other side (Wang, Miao and Mattila, 2015).. The most
valuable and widespread communication tool used at business organization these days is
Electronic mails. It is a brief message service which is used by Hilton at both internal and
external communication level. As a marketing tool, staff at Hilton convey messages at all its
management level.
ANALYSIS
Communication through social media
The effectiveness of using social media by Hilton has been of great importance. With the
number of hotels that are part of Hilton Group, disseminating information at all levels of 77
countries is difficult (Xiang, Magnini and Fesenmaier, 2015). However, the effectiveness of the
use of this strategy is judged with the use of a single social media strategy which is used by
Hilton. By employing this communication strategy, the latest intelligence system has been
placed from its different platforms to its every 11 hotels. Every brand works at its own voice
system and supply content.
However, there are instances when social media fails as a communication tool. There is
not always possibility of appealing and attracting customers with social media campaign. On the
flip side, there are customers who get irritated with poor social media campaign and thereby
they easily switches to other brand. In the same vein, lack of desired information and irrelevant

content may affect customer employee relationship (Hilton Hotel and Resorts, 2013). This may
affect the brand image of the Hilton as well which cause impact on its long lasting reputation.
Communication through print media
The effectiveness of using print media as a communication tool by Hilton is highly
beneficial in providing customer services and support. Hilton understand, analyze and evaluate
its customers who does not use smart phone or tablets (Wang and Chung, 2015). They still
believe in tangible things. This is the reason that enable Hilton to make publishing its own
magazine. This is a way to utilizes print media as a challenging yet effective way of
communication.
Although, Hilton is using print media as a tool for disseminating its content to customers,
as there is huge investment of having own publishing unit. In the age of smart phone and
technology, it does not provide assurance of its effective use to large number of people (Hilton
Hotel and Resorts, 2013).. In the busy world, where people are becoming internet friendly, they
hardly refer magazines, newspaper and their content. Therefore, it becomes ineffective in such
case.
Communication through phone calls
With respect to Hilton, the effectiveness of telephone as a communication tool lies in
communicating personal information. Along with this, it is suitable way to infer telemarketing.
Hilton share its telephone number among its Portfolio brand which is inclusive of Hilton Grand
Vacations, for purposes of telemarketing (Xiang, Magnini and Fesenmaier, 2015). All the
partners, suppliers and customers revert or contact them back on the same. Thereby, its serves
as most vital tool.
Ineffectiveness may arise when no answer or avoidance of phone call may leads to
affect its brand. In relevance of immediate need, customers may switch to other hotel or service.
There are instances when customers may not be able to connect at the right location due to
network issue. In that case,phone call as a communication tool tends to ineffective for Hilton.
Communication through mails
The effectiveness of communicating through e-mail is considered as most frequent and
suitable method. The customers can be provided services about various products, packages,
online services etc through e-mail. All the necessary information such as their arriving/
departure details, billing invoice, feedback etc are made through e-mail messages. Moreover,
any discount, offers, vouchers, etc are also intimated through this communication tool.
Internally, it is used as both formal and informal method of circulating information.

However, there are certain reasons which are associated with the use and
ineffectiveness of e-mail as a communication tool. For example, since it is helpful for Hilton to
reach and hit mass audience or customers at one click, it is impossible or sometime difficult to
receive instant reply from all (Hilton Hotel and Resorts, 2013). It is viable for disseminating
information to customers but it is not effective when discussions are demanded or required. In
respect to using this tool as a communication tool, it becomes difficult for Hilton to assess its
customer on face to face basis (Atwood and Morosan, 2015).
RECOMMENDATIONS
With respect to above presented identification and analysis of communicating tools by
Hilton, following recommendations have been made as follows:
 In order to select the best communication strategy, Hilton is recommendable to design
its annual communication plan. It includes long term functional objectives to attract and
appeal customers for its products and services.
 Application of any new approach or strategy may be challenging, but Hilton must try to
leverage the organizational culture with its strengths (Wang, Miao and Mattila, 2015).
 It is suggestible for organization to take steps for building a solid foundation for
communication work at Hilton. It should be made identifying the broad goals that are
used by organization hopes to achieve success.
CONCLUSION
In a nutshell, it can be concluded that communication is a dynamic concept which is
inferred by business organizations to meet both personal and professional facets of lives. In
respect to organizations where there is need for regulating the correct flow of information, the
selection of communication tool and method is very crucial. From this report, the effectiveness
and ineffectiveness of certain interaction strategies used by Hilton Hotels and Resorts have
been identified and analyzed. Marketing is a very broad arena where suitable selection of
technique may reach to mass customers. In contrary to that, inappropriate use of technique may
hamper the organization's growth and brand image. It may create the probability of developing
barriers in providing best of customer service and their relationship.

LIST OF REFERENCES
Books and Journals
Atwood, M. and Morosan, C., 2015. An investigation of the persuasive effects of firm-consumer
communication dyads using Facebook. Worldwide Hospitality and Tourism Themes. 7(3).
Cervellon, M.C. and Galipienzo, D., 2015. Facebook Pages Content, does it Really Matter?
Consumers’ Responses to Luxury Hotel Posts with Emotional and Informational Content.
Journal of Travel & Tourism Marketing, (ahead-of-print). pp.1-10.
Cundari, A., 2015. Customer-Centric Marketing: Build Relationships, Create Advocates, and
Influence Your Customers. John Wiley & Sons.
Lacey, R., 2015. Relationship marketing tools: understanding the value of loyalty programs.
Handbook on Research in Relationship Marketing. p.104.
Wang, C.Y., Miao, L. and Mattila, A.S., 2015. Customer responses to intercultural
communication accommodation strategies in hospitality service encounters. International
Journal of Hospitality Management. 51. pp.96-104.
Wang, Y.C. and Chung, Y., 2015. Hotel brand portfolio strategy. International Journal of
Contemporary Hospitality Management. 27(4). pp.561-584.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services. 22. pp.244-249.
Online
Dudovskiy, J., 2013. [Online]. Available through: <http://research-methodology.net/hilton-hotels-
marketing-mix/#Hilton_Hotels_Resorts_Distribution_Strategy>. [Accessed on 12th December
2015].
Hilton Hotel and Resorts, 2013. [Online]. Available
through:<http://news.hilton.com/index.cfm/news/new-marketing-and-communications-
manager-appointed-for-hilton-auckland-and-hilton-lake-taupo>. [Accessed on 12th December
2015].