Developing Academic Literacy

DEVELOPING ACDEMIC
LITERACY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
BACKGROUND.............................................................................................................................3
About Hilton Hotel......................................................................................................................3
About UK’s Hospitality Industry.................................................................................................4
KEY DIFFERENTIATING FACTORS FOR HILTON HOTEL...................................................4
Current USP of Hilton Hotel.......................................................................................................4
Presence of its competitors..........................................................................................................6
Preference for Hilton Hotel over its competitors.........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
APPENDIX....................................................................................................................................13
Task 2.........................................................................................................................................13

INTRODUCTION
Addressing any research question or topic requires extensive research and study where
different aspects need to be analysed and presented in a detailed and logical flow (Imbrenda,
2018). The current report includes a research that has been conducted on the topic that what are
the key factors that differentiate and upholds Hilton Hotels as compared to their competitors. The
report will firstly analyse the key research question that was highlighted where initially,
background of Hilton hotel and the hospitality industry will be discussed and evaluated. Further
the report will illustrate that what are the key highlights or unique aspects of the Hilton Hotel in
the industry and then, the competitors of the company will be identified and discussed. In the
following section, the report will clearly establish that what are those key motives or features
which make customers choose Hilton Hotel over its competing hotels providing a series of
reasons and their justifications. This will help in clearly addressing the question that has been
formed and then lastly, the key concluding points of the research being conducted will be
presented in a synthesised manner. The main results and recommendations for the company will
be made from the research that has been obtained accordingly.
MAIN BODY
BACKGROUND
About Hilton Hotel
Hilton Worldwide Holdings Inc. was previously known as Hilton Hotels Corporation and
the company basically owns, manages and even franchises an extremely vast portfolio of hotels,
resorts etc. throughout the world. This is an American multinational company and was
established in the year 1919 by Cornard Hilton with it’s headquarter being situated at Tysons
Corner, Virginia. At present, the hotel brand includes an estimated number of 6215 properties in
its own name in approximately 118 countries. Hilton has a vast portfolio of 18 brands under its
name and transferred itself as a public company from private company in year 2013 (Hilton
Hotel, 2020). There are multiple tiers in which the hotel operates ranging from luxury and upper
upscale to upper midscale and midscale. Overall, the perception of the Hilton Hotels is of one
that is extremely luxurious and is guaranteed to provide an excellent experience to its visitors
and customers. The long duration for which the company has operated also creates a specific
brand name for the company where without getting involved in any corporate or public scandals,
the company has been regularly serving the customers and their clients satisfactorily (Hilton
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Hotel, 2020). Additionally, the numerous awards that the company is being awarded, the
recognition that it gets in the entire hospitality industry and the popularity it has are some of the
prominent aspects of Hilton hotel which has made itself such a popular name in this industry.
About UK’s Hospitality Industry
Any country’s hotels, restaurants, pubs, leisure companies and avenues collectively
represent the hospitality industry of that economy. In case of Hilton Hotels, it is evident that the
company operates in the hospitality industry of UK. The hospitality industry alone is
approximately 4% contributor in the GDP of UK and caters to the jobs and financial assistance
for a large portion of people in UK which are approximately estimated to be 2.9 million workers
as in year 2015 (Hospitality Industry in The United Kingdom, 2020). This figure indicates 9% of
the total people that are working in UK at present. Amongst these as well, London acts as a hub
for hospitality industry as round 900000 jobs are found in London and South east London itself.
This is evident because of the fact that London is the most prominent tourist sport of UK and
involves a rich culture and heritage as well as the exuberant nightlife and the hotels that caters to
it. This definitely makes it contributing factor in the huge hospitality industry prevalence in
London and the contribution it has to the entire economy as well. Amongst the hospitality
industry as well, the contribution of restaurants in the employment is more as compared to hotels
because hotels are comparatively less in number and hence employ lesser people (UK
Hospitality, 2020). However, the returns and profits generate in hotels are more against the
restaurants and pubs which indicates that how important and significant is the role of hotels and
their growth in the hospitality industry of UK.
Therefore, this overall indicates the prominence and prevalence of hospitality industry in
UK and how Hilton is a significant contributor in their growth and advancement.
KEY DIFFERENTIATING FACTORS FOR HILTON HOTEL
Current USP of Hilton Hotel
This MNC hotel giant has a range of key and unique aspects that they have integrated with
their services all over and the manner in which they operate and implement practices and
functions as well. Some of the key avenues where Hilton has excelled can be described as
follows:
The employee base at Hilton Hotel is highly satisfied with their work procedures, culture,
policies etc. and this is the reason that the management of the company is able to cater to the
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needs of the customers so well (Niemelä, 2019). The satisfied and loyal employee base of the
company is one of the key strength that Hilton has been able to create in the hospitality industry
where it was not only recognised with the award of Happiest working place in year 2012 but the
employee turnover is also minimum here. The excellent incentives and returns, flexibility for
workers and the respect that they earn at the hotel acts as key motivating factors which keeps a
jovial and extremely positive ambience at the hotel.
Another key advantage is the excellent technological upgrading and integration in the
regular processes and practices of the hotel. Along with being one of the first pioneer hotels to
use robots in their reception and serving areas, Hilton has also utilised AI to create exuberant
experience for its customers and potential customers, providing virtual tours, integrating online
bookings and contact less experiences, 3- D journeys etc. have played a key role in attracting the
customers towards Hilton (Gumaste, 2018).
The entire experience which a person can gain by visiting the Hilton Hotel is unique in
itself because of the entirely different concepts and ideas that they have developed such as
Embassy Suits, Curio Collection, Canopy, Hampton by Hilton etc. All these are based on some
very unique ideas and conceptions where the idea is to serve the tailored needs of almost all the
visitors in the company whether they are professionals or couples, teenagers, travellers i.e.
anyone.
The loyalty scheme of Hilton Hotels for its regular customers is very excellent and
noteworthy where they have developed a separate term for it i.e. Hilton HHonors. Under this
scheme they have been able to integrate around six million new members in the hotel network
just in a single year of 2015 (Ng'Ang'A, 2017). Collectively, this number reaches around 50
million and the huge population that it has been able to target itself is the indicator of the
extremely wide and satisfied customer base that hotel has been able to capture (Hilton Hotel,
2020). This alone is the biggest strength of the Hilton Hotel and has the ability to make Hilton
overpower other hotels.
These are some key and unique propositions of the Hilton Hotel and there are various
others as well such as excellent organisation structure, proper hierarchical systems, integrated
communications and well established IT networks. This creates huge difference between the
Hilton as a brand and its competitors.
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Presence of its competitors
Over the time of its operation, Hilton has been able to develop some key competitors in the
hospitality industry and while some of these are extremely fast in adapting to the trends and
remain foot to foot in competition with Hilton, some remain quite at a back hand (Hantuli, 2016).
Marriott Hotel is intensely competitive about its presence and has worked very keenly on
the integration with the technological development and advancement in the hotel facilities and
operations. The management practices of Marriott are very strong along with integrated industry
leadership and the operation philosophy is also mainly focused on the innovation and
technological upgrading. They continuously reinvent and modify their practices to fight with the
regularly changing trends and the complete adherence to the operational norms of the company is
what that makes Marriott extremely competitive. This is the reason that it is evaluated in some of
the top competitors for Hilton Hotel.
Another competitor is Hyatt and they are known for the variety of property distributions
and structures that they have been able to develop (Scarantino, 2018). The hotels, resorts,
residencies, vocational properties etc. are some of the key aspects of the manner in which
company is targeting different customer segments and their requirements. Although
technological integration of the hotel is also very well developed, but yet the hygienic standards
of the company are excellent aspects of the overall presence where customers are sure that their
key health will not be compromised at in any manner. Therefore, the excellent services of Hyatt
make it another very ardent competitor of Hilton.
Third major competitor is the Rosewood Hotel and Resorts which is a luxurious hotel
chain with a residential style of hotels. Their historic designs, rich culture and exotic geographic
locations are just one aspect of their excellency. The focus on the details while serving customers
and the emphasis on building up of excellent bonds and ties with them are two key factors that
make the hotel standout in the crowd (Blagoveshchenskaya, 2020). Also, it is a highly preferred
hotel by the celebrities and has been awarded abundant awards for their hospitality and services
that they provide which in turn makes it a significant competitor.
St. Regis Hotel and Resorts is another key competitor of Hilton Hotel and the reason that
it is encountered as such is because of the several locations in which it operates and the multiple
facilities and services which are given there. The multiple brand related services, the quality with
which they cater to the requirements of the public and the well prevalent hotels of the brand
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helps them in gaining an upper hand over their competitors. Apart from this, they have also
gained expertise in the event holding and their hotels are well equipped to hold meetings,
professional gatherings, family functions, weddings etc. which makes it a convenient choice for
its customers.
This is followed by the analysis of Fairmont Hotels and their luxurious chain of hotels that
operates throughout the world. Their key of operation is to ensure that that the guests or visitors
are connected to some finest destination points in the property. This is the reason that their hotels
are established at some very unique and picturesque locations with exceptional designs and
structure as well (Casavecchia, 2016). The authentic experience that they are able to create for
the hotel which is well integrated with the local culture and traits and also the excellent features
of the service or the creativity and décor that visitors experience makes it a significant
experience for their customers.
The Peninsula, due to the rich heritage and history that they have been able to develop and
the architectural design where they use and apply the traditional designs of HongKong and
Shanghai adds immense grace and elegance to the hotel designs and likeability of the hotels
overall. Apart from this, the manner in which the location and local choices, food preferences
and habits are integrated in the services that they cater to, any visitor is able to experience the
services of the hotel in such a manner that they do not miss out on the local traditions of
whichever place that they visit. This acts as a key strength of the hotel.
The next hotel that can be included in the chain of competitors for Hilton is Oberoi Group
of Hotels. Their key advantage is that they are involved in multiple areas of serving such as
flight catering, travel and tourism services, air charters, airport restaurants etc. which increases
their prevalence over the targeted customer base (Arkhipova and et.al., 2020). The hotels have
been able to cater to the excellence and luxury in their services where the travellers and visitors
prefer leisure, comfort and luxury in their aim of visit and the caring ambience which acts as a
cherry on top for the customers visiting Oberoi Group of Hotels.
Preference for Hilton Hotel over its competitors
After identifying some of the key competitors of Hilton, it is also necessary to understand
that what are the key factors or attributes that attract customers specifically to Hilton and makes
them choose this over its competing hotels and these can be illustrated as follows.
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It was evaluated that Marriott also has been able to create a wide customer base as a
competitor to Hilton. However, the approach that Hilton adopted where it integrated commitment
along with innovation where they focus on the fact that customers must be able to extract full
value against the money that they are giving is a key contributor in the strength of Hilton over
Marriott (Kim and et.al., 2020). This makes customers get double benefits at Hilton where they
experience not only latest technological benefits but they are also able to improve their
experience due to dedicated and committed staff of Hilton.
In comparison to Hyatt, the property distribution of Hilton is at a much wider expanse and
the manner in which they are able to cater to the tailor made needs is one of the key propositions
of the company. Further the Hyatt Hotels also are not able to integrate the innovation and
technological aspects with the customer services very proficiently which makes them choose
Hilton over Hyatt thus differentiating it again in a very detailed and significant manner (TEMEL,
2019). And as far as hygiene standards are relevant, the hygienic policies of Hilton are far more
modern and exhaustive where using robots and AI in the overall maintenance also acts as a
indicator of the concern that management of Hilton has for its customers.
While evaluating Rosewood Hotel in comparison to the Hilton Hotel, it was evident that
Hilton also has both rich culture, excellent buildings catering to the need of both historical and
model design hotels etc. Additionally, the awards and recognition that Hilton has been awarded
and the frequent visits of celebrities and public figures in their hotels spread over every part of
the world are far more than that of Rosewood but also, it is frequently in news due to this which
makes it a very prominent hotel. Therefore, this also acts as a reason why customers choose
Hilton over Rosewood.
When the international diversification and presence is discussed, the performance of Hilton
is un beatable because not only is it prevalent in far more counties and locations as compared to
St. Regis, but the key takeaway is that they are able to serve everywhere with equal level of
finesse and expertise thus making it a preferred destination hotel (Czyzewska and Roper, 2017).
Also, not only luxury or upper class customer base, Hilton also targets the middle and upper
middle class based on their price ranges and options which again increases the chances of its
success in different countries.
As against the Fairmont Hotels, they do have the upper hand in context of their ability to
integrate local culture and traditions along with the excellent services and their unique traits,
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however, this does not down trod Hilton in any manner. Hilton is able to serve at much better
scenic hotels and with excellent services which targets not only luxurious class but also the
middle class people and this helps them in ensuring that their hotels and the brand image remains
of one that is accessible rather than the one that makes customers refrain from visiting their
hotel.
The higher standards of services along with the local culture and experience that visitors are
able to gain does make Peninsula a key competitor of Hilton but still, the preference of Hilton to
target a wider segment of the public by streamlining its operational practices provides a sense
familiarity and assurance to its visitors in whichever corner of world they are (Husain, Ghufran
and Chaubey, 2016). Additionally, they are also able to integrate local practices by holding event
nights, music and dance with local bands and orchestra etc. which makes customers gain an
exotic experience where they enjoy luxury with knowledge about local people, their living style
and modes etc. Therefore, this is another key differentiating aspect of the Hilton Hotel.
Although in context of luxury, ambience and service, it becomes quite difficult to compete
with Oberoi Group but the fact that their dominance and prevalence is limited more to the Asian
market acts as an advantage for the Hilton hotels. This helps the Hilton in targeting their
customers in a wider context because outside of Asia, Oberoi Hotels is not a highly popular
brand despite the luxury and comfort it provides (Flack and et.al, 2017). Also, the level of
luxurious services that Hilton are serving with and the knowledge and awareness that people
have in the competitive environment where they are serving makes it a much more favourable
aspect for Hilton.
CONCLUSION
The research done above helps in concluding that there are some very exuberating and
unique aspects about the overall operation and practices of Hilton hotel which definitely
distinguishes the hotel from its competitors. An overview was developed regarding the
background of the Hilton hotel as well as of the entire hospitality industry of UK where the
specifics were identified related to the data of this industry altogether. It can be concluded that
the unique propositions of Hilton are not just one or two but many which automatically positions
it in a much better place as compared to other hotels.
Further, using examples of a range of the competing hotels, it was identified that all of them
have a multiple number of characteristics and attributes that they are able to use in order to
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attract and gain visitors in their respective hotels. However, it was identified that in Hilton, the
hotel has all such characteristics making it superior to each one of the competing hotel. Be it
excellent customer service, picturesque locations, technological advancement and AI integration
or even integration with the local culture, Hilton has been able to overpower and excel in all
these attributes which ultimately makes it an excellent choice for its customers.
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REFERENCES
Books and Journals
Arkhipova, O., and et.al., 2020. Thematic branding of regional hotels in the competitive market
of the network business (on the example of Siberian and North Western Federal districts).
In E3S Web of Conferences (Vol. 175, p. 10003). EDP Sciences.
Blagoveshchenskaya, A., 2020. Requirements of Franchises and their Adaptation in Different
Cultures.
Casavecchia, F., 2016. Strategic analysis of airport hotels: how Hilton Madrid Airport should
address bleisure travel? (Doctoral dissertation).
Czyzewska, B. and Roper, A., 2017. A foreign hotel in London–the history of Hilton’s
negotiation of legitimacy in the Swinging Sixties. Hospitality & Society, 7(3), pp.219-
244.
Flack, J., and et.al, 2017. System and method for provisioning of internet access services in a
guest facility. U.S. Patent Application 15/626,851.
Gumaste, R., 2018. A Study on the Perception of Loyalty Membership Programme from the
View Point of Hoteliers and Customers (A Study on the Four and Five Star Hotels in
Pune).
Hantuli, L., 2016. An Analysis of Hotel Loyalty Programs: A Case Study of the Hilton HHonors
Loyalty Program.
Husain, S., Ghufran, A. and Chaubey, D.S., 2016. Relevance of social media in marketing and
advertising. Splint International Journal of Professionals, 3(7), pp.21-28.
Imbrenda, J.P., 2018. Developing academic literacy: Breakthroughs and barriers in a college-
access intervention. Research in the Teaching of English, 52(3), pp.317-341.
Kim, J., and et.al., 2020. Online travel agency price presentation: examining the influence of
price dispersion on travelers’ hotel preference. Journal of Travel Research, 59(4),
pp.704-721.
Ng'Ang'A, D., 2017. The Significance of Unique Selling Proposition on Consumer Purchasing
Decisions in Hotels.
Niemelä, M., 2019. Brand management strategies of hotel chain sub-brands Sheraton Marriott
and DoubleTree by Hilton.
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Scarantino, F., 2018. Leveraged buyout in the hotel sector: the analysis of the Hilton Hotels
acquisition made by the Blackstone group.
TEMEL, A.S., 2019. WHAT CAN HOTELS DO TO GENERATE EXTRA ON REVENUE IN
THESE RECESSIONARY TIMES THE CASE STUDY OF HOSPITALITY
INDUSTRY. ÇATALHÖYÜK Uluslararası Turizm ve Sosyal Araştırmalar Dergisi, (4).
Online
Hilton Hotel. 2020. [ONLINE] Available through :<
https://www.hilton.com/en/corporate/development/>
UK Hospitality. 2020. [ONLINE] Available through :< https://www.ukhospitality.org.uk/>
Hospitality Industry in The United Kingdom. 2020. [ONLINE] Available through :<
https://www.mordorintelligence.com/industry-reports/hospitality-industry-in-the-united-
kingdom>
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APPENDIX
Task 2
Task 2
1
Clear explanation of what has been asked (in your own words)
The report here requires addressing one particular research question and then its
proper analysis so that relevant and justified results can be obtained as answers to
that question specifically. Here multiple headings need to be developed under the
main headings and then for every part, data needs to be obtained and analysed.
This will help in analysing that whether the research question holds to be true or
not and if any modification needs to be made accordingly.
2
Research Topic
The research topic is to analyse the supremacy of Hilton Hotel over its other
competing hotels.
This research topic will help in understanding that why and how Hilton hotel has
been able to establish itself firmly in the industry and what are the various unique
selling points of the Hotel itself.
3
Research Question(s) - what shall I be doing? Why is it important?
The research question is:
What key factors differentiate Hilton hotels from its competitors?
In the report, I will analyse the question itself using the secondary data that has
already been published and based on these published facts, I will identify and
answer the key differentiating factors of Hilton hotel. This will help in
understanding that why Hilton is able to exercise and upper hand in the
implementation and catering of better services in the hotel industry. this is
important because the growth and contribution of hospitality industry in the
economy is significant and it is important to understand that despite so many
excellent hotels and their services, Hilton has been able to excel at highest rate
amongst all of these and created a worldwide good will of hotels that are
guaranteed to give excellent customer experience.
4 Information needed (data) to answer the research question
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Annual report of Hilton Hotel, reports published by the British Hospitality
Association, People 1st , articles and blogs written about Hilton hotels and their
competitors, journals and research papers published etc. so that it can be
identified that how Hilton hotel is being perceived and discussed about in
comparison to its competitor.
5
Key words to search for
Hilton Hotel, Competitors of Hilton Hotel, unique selling points of the Hilton
hotel, overview of the Hilton hotel, hospitality industry of UK
6 Key resources (e.g. journal articles,
6
Storing and organising the data so that you can find it when needed (e.g. in
folders on your desktop, printed out, etc.)
The data is to be stored in the desktop in separate folders and files and I will also
be maintaining an online backup of all the relevant information that I identify and
segregate so that I can access it as and when the need for it arises.
7
Extract relevant information from the identified key resources – identification of
key areas of information needed to help answer the research question (list key
areas of the research project)
The key areas that will be included in the research project are segregated into
three headings as well:
Identification of the unique selling points of the Hilton Hotel that help it in
gaining competitive advantage
Evaluating and analysing the performance of various competitors of the hotel.
Understanding that what factors or attributes motivates customers to choose
Hilton hotel over its competing hotels accordingly.
8 Structuring the report - subheadings organised in such a way that the report flows
in a logical way
1 Introduction
2 Background
2.1 overview of Hilton hotel
2.2 Overview of Hospitality industry of UK
3 Key differentiation aspects of Hilton Hotel
3.1 USP of Hilton
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3.2 Analysing its competitors
3.3 Reasons why Hilton is selected over its competitors
4 Conclusion
5 References
6 Appendix
9
Project deadlines – produce a Gantt chart to indicate order, duration/completion
of main activities
Task Name Duration Start Finish Predecessors
Introduction 1 day Fri 11/13/20 Fri 11/13/20
Background 8 days Mon
11/16/20
Wed
11/25/20
Overview of Hilton hotel 4 days Mon
11/16/20 Thu 11/19/20 1
Overview of Hospitality
industry of UK 4 days Fri 11/20/20 Wed
11/25/20 3
Key differentiation
aspects of Hilton Hotel 26 days Thu
11/26/20
Thu
12/31/20
USP of Hilton 7 days Thu 11/26/20 Fri 12/4/20 4
Analyzing its
competitors 10 days Mon 12/7/20 Fri 12/18/20 6
Reasons why Hilton is
selected over its
competitors
9 days Mon
12/21/20 Thu 12/31/20 7
Conclusion 2 days Fri 1/1/21 Mon 1/4/21 8
References 1 day Tue 1/5/21 Tue 1/5/21 9
Appendix 2 days Wed 1/6/21 Thu 1/7/21 10
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