How to Manage the Customer Experience in Hospitality Sector - Hilton Hotel Case Study

How to manage the
customer experience
(PART 1)

Table of Contents
1. Introduction.............................................................................................................................1
2. Market segmentation along with exploration of Hilton Hotel's use of individual
characteristics for market segmentation
.....................................................................................................................................................1
3. Importance of understanding needs, wants, and preferences of the target customer groups. .2
4. Hilton Hotel uses customer behaviours and attitudes of different market segments to build
brand loyalty and trust.................................................................................................................2
5. Review of factors that drive customer engagement of different target
customer groups.........................................................................................................................3
6. Evaluation of different target customer groups’ needs and expectations...............................4
7. Definition of customer experience map..................................................................................4
8. Customer experience map charting the customer journey model
.....................................................................................................................................................4
9. Discussion and analysis of Hilton Hotel optimising each of the
customer touch points................................................................................................................6
10. Conclusion.............................................................................................................................6
REFERENCES................................................................................................................................7

1. Introduction
Customer experience can be referred to as the outcome of the interaction of the customers
with the company (Freund and et. al., 2019). In other words, it can be said to be the extent of
satisfaction or dissatisfaction obtained as a result of the purchase of the organisational products
and services. The following report is based on Hilton Hotel which is a multinational hospitality
organisation engaged in the provision of accommodation services to the people across the globe.
This entity functions in a total of over 80 nations to fulfil the demands and requirements of the
people prevailing across the globe. The report will gain an insight into the needs and wants of
customers in hospitality sector along with the usage of a customer experience map to track their
journey in an effective manner.
2. Market segmentation along with exploration of Hilton Hotel's use of individual characteristics
for market segmentation
Market segmentation can be referred to as the practice of dividing the market into target
segments for the purpose of comprehending their needs and wants. This helps an organisation in
creating and launching products and services which can lead to the fulfilment of customer
demands (Diffley, McCole and Carvajal-Trujillo, 2018). The segmentation of market is carried
out by the management of Hilton Hotel by virtue of demographic, geographic and psychographic
(benefit-oriented) segmentation.
Luxurious services ( Demographic segmentation )
The respective hotel is known to target the customers belonging to the upper middle class
and elite sections of the society. This is done in accordance with the affordability of the premium
quality services offered by the management of Hilton Hotel to the customers from across the
globe. The guests are provided with luxury and high quality services in a bid to make sure that
they derive a comfortable and convenient experience from the stay at the hotel (Dewnarain,
Ramkissoon and Mavondo, 2019).
Worldwide availability ( geographic segmentation )
Hilton Hotel operates in the bounds of more than 80 nations across the globe. For this
purpose, the management of this hospitality organisation segments the market on the basis of
1