Hilton Group of Hotels: Current Operations and Future Campaigns

This article discusses the current operations of Hilton Group of Hotels and recommends future campaigns for digital presence, social media, email and content marketing, and traditional media. It also suggests a new idea for the company to enter the tourism industry. The article provides insights into the company's financial position, target customers, and revenue sources. It also highlights the company's portfolio of brands and their target segments. The subject of the article is hospitality management, and the course code, name, and college/university are not mentioned.

Running head: HOSPITALITY
hospitality

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Table of Contents
Introduction:...............................................................................................................................2
Current Operations:....................................................................................................................2
Recommended future campaign:................................................................................................6
Digital Presence and social media:.........................................................................................6
Email & Content marketing:..................................................................................................6
Use of traditional media:........................................................................................................7
Recommended new idea:...........................................................................................................7
Conclusion:................................................................................................................................8
References..................................................................................................................................9

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Introduction:
The importance of hospitality management is overriding in both developed and developing
countries. This statement is based on the confirmation given by World Travel and Tourism
Council (WTTC). As per the data generated by WTTC, hospitality and tourism industry
employs over 230 million people worldwide which accounts for approx. 8.7% of the total
available jobs in 2006 (Turner, 2012).
One of the well-known brand providing services in hospitality and tourism sector is Hilton
Worldwide Holdings Inc. It is a globalized hospitality company which was formerly known
as Hilton Hotels Corporations. It is one of the reputed and largest hotels having its branches
in more than 91 countries. It has more than 4000 hotels in the world with approx. 600,000
rooms (Ramphal & Nicolaides, 2014).
Current Operations:
The power of the managers and employees are effectively working in the company. Both of
these professionals together are delivering the best for the company. Hilton is also managing
portfolio and franchises of brands that includes Conrad Hotel, Astoria Hotel and Resorts and
many more. It was founded by Conrad Hilton having its headquarters in Texas, US. The
company is well organized and its financial position is also considered is perfect by analysts.
The target customer of Hilton Group are the management persons, chief executives and other
management officials working in different organizations and businessmen because there are
the only persons who can afford the prices of services provided by the company (Jurigova, et
al., 2016).
The franchise segment and management of Hilton
provides facilitates by providing the services of hotel
management and licensing of its brands. The main
revenue is derived from providing hotel rooms, sales of
food and beverages and other related services at
company leased and owned hotels. It has a wide-
(Anon., 2013)

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ranging portfolio of brands which helps to serve a number of segments of the lodging
services. The largest chains of the brand are Hampton Inn & Suites and Hampton Inn located
in more than 2300 areas and targeting middle-class travellers by offering rooms at a moderate
price with limited facilities. Most of the Hampton hotels are functioned either by franchisees
or by the management contract companies (Mohammed & Rashid, 2012).

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(Anon., 2014)
(Ting, 2018)

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Conrad chain of the company provides luxurious services at distinctive locations. Similarly,
its Waldorf Astoria range is an admired collection of hotels encouraged by the landmark
"New York". Hilton manages more than 208,235 rooms in some 650 hotels excluding its
leased, joint ventures and owned hotels. Hotel owners pay a monthly fee to Hilton on the
basis of gross room revenue of their hotels (Gehrels & Blanar, 2013).
(Higley, 2015)
(Anon., 2017)

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Recommended future campaign:
Hilton group has made an unbeatable success in servicing the customers through hotels. The
mission of the company is to become a preeminent international company in hospitality
sector which may also become the first choice for guests as well as of the owners and team
members also. The company can perform its marketing activities using below-mentioned
mediums.
Digital Presence and social media:
The company can circulate its services in the hospitality industry by using social media. For
this purpose, it will require to have a different page of industry services with the facility of
online ticket booking. The company should collaborate with some companies providing
tourism services and websites that offer attractive discounts to customers. It will help the
company to provide information about its offers, accommodations, success stories, customer
experience etc. The company can also use its Twitter page and Facebook page to
communicate with the customers and highlight special offers (Gehrels, et al., 2016).
(Vouchercode, 2018)
Email & Content marketing:
Email marketing of campaigns is the most effective and fantastic way to refresh the
customer's mind about the existing and new services of the company. Here the company can
highlight its special events and awards, special offers and discounts especially during the lean
season of business. The company can also make its website more informative and engaged by
introducing blog section. It is a fabulous way to give a personality to the business.

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Advertisements through television is an expensive mode of marketing, so a blog is
undoubtedly an affordable alternative which can also result in providing excellent branding
services.
Use of traditional media:
Some old generation still makes their opinion on the basis of advertisements on print media,
radios and televisions. Thus the company is required to invest some amount in these media
also. Although these are traditional approaches but still are considered as most effective and
informative one among all the marketing tools (Awadallah & Saad, 2017).
(Hotels, 2013)
Recommended new idea:
Hilton group has made an unbeatable success in servicing the customers through hotels. The
mission of the company is to become a preeminent international company in hospitality
sector which may also become the first choice for guests as well as of the owners and team
members also. For this purpose, it is to be commended that the company must enter into the
area of tourism also. Hotels and tourism work as supplementary parts of each other. If the
company enters into tourism sector than its hotel business can also affect in a positive
manner. The company also has a plus point that it can provide both types of services

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including lodging and traveling & tourism without the need of any other company. It can
provide both services on its own and this can save a huge amount of sum of money. The
company should firstly use such places for the starting tourism services where it has a well-
settled infrastructure of its hotels. This will make easy the process off coordinating the hotels
and tourism services (Chen, et al., 2011).
Conclusion:
On the basis of above study, it can be concluded that Hilton Group of hotels is working in the
hospitality industry with great customer experience and profitability. In order to achieve this
profitability, it should use above mentioned campaigns for marketing its services and offers.
The company can also step out in the tourism industry because this entrance can create a win-
win situation for business.

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References
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[Accessed 5 June 2018].

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