Hospitality Marketing Essentials - Roles and Responsibilities of Marketing Function within Hilton Hotel

This article discusses the roles and responsibilities of the marketing function within Hilton Hotel, its relation to the wider organizational context, and a comparison of marketing mix applied by different hospitality organizations. It also includes a marketing plan for Hilton Hotel to meet its objectives.

Hospitality marketing
essentials

Table of Contents
INTRODUCTION ............................................................................................................................3
TASK ................................................................................................................................................3
Key roles of Marketing function within Hilton Hotel:..................................................................3
Key responsibilities of Marketing function in Hilton Hotel:.........................................................4
Relation of marketing roles and responsibilities to the wider context of the organization:..........5
Compare ways in which different hospitality organisation apply marketing mix to marketing
planning process............................................................................................................................6
Marketing plan for the hospitality organisation to meet their marketing objectives.....................8
CONCLUSION ...............................................................................................................................10
REFERENCES.................................................................................................................................12

INTRODUCTION
Marketing can be defined as the activities that are undertaken by a company to lead
promotions for the buying and selling of any product or service. It basically works towards the
needs of a target market to reach the potential consumers. It helps in creating interests of the
customers towards the product or services that the company is offering. On the narrower picture,
Hospitality marketing relates to the acts of marketing that a hospitality business undertakes in
order to reach out to the public. The primary aim and goal is to raise awareness about the business
in the market. The company chosen is Hilton Hotels and Resorts which is a global brand providing
services in the hospitality sector. It was founded in 1919 in US. It provides services with respect to
accommodation, lodge and restaurant(Chang, Ku and Chen, 2019) . This project will cover in
detail the roles and responsibilities of the marketing function within Hilton hotel, it shall discuss
the relations of these roles and responsibilities with wider organizational context. It will further
talk about Marketing Mix of the organization and will produce a marketing plan for the
organisation to meet its objectives.
TASK
Hospitality Marketing refers to the process wherein the products and services of the hotel
are presented to the guests, tourists and travellers in an attractive manner. Its marketing is based
on the needs and expectations that the customers have with the Hotel while also fulfilling the goals
of the organization. Hilton is a global hospitality company operating worldwide by providing
services in good quality to its customers so that they have a heartfelt experience while staying at
the hotel(Niemelä, 2019) .
Key roles of Marketing function within Hilton Hotel:
The marketing department of the hotel plays a key role in designing the marketing strategies for
the hotel. Its key roles are-
 Marketing Research- It is the most important role of the marketing manager wherein they
gather information regarding the market trends amongst the competitors in the hotel
industry. The managers finds the needs and wants of the customers so that their marketing
of services can satisfy the customers. Hilton hotel's marketing department conducts
research so that what other hotels are providing to its customers can be understood and can

be used in their own business environment to increase their profitability in the longer run.
The needs of the customers can be understood and can be applied to provide better
services.
 Product and Service Management- This role involves goal setting of the organization
and managing the prices of the product or services accordingly so that they are efficient in
nature. Hilton Hotel tries to provide the products and services according to the needs and
wants of the customers so it manages them accordingly. The requirements of the customers
is the top most priority of the hotel while managing its products and services.
 Promotion- This role involves promotions of the products and services by the hotel's
marketing department in front of the people by different forms of advertisements like
billboards, leaflets, YouTube ads wherein the most effective one is chosen for the
promotions(Parvez, 2018). They try to attract the customers by presenting the products and
services in a unique manner which can influence or persuade the customers, guests to try
the hotel's facilities or services at least once. They can also make the use of the social
media which promotes them amongst all the youngsters who are keen on travelling.
 Sales Support- This role of marketing helps the Hilton hotel to maintain cooperative
relations between the sales and marketing departments because it helps to keep an account
of which marketing strategy is working for the sales of the products and services of the
company. The hotel can improve its sales performance by applying marketing in such a
manner that proves to be beneficial for the business growth. It tries to top provide different
offers and discounts with its services so that sales increase in numbers and the hotel creates
profits.
Key responsibilities of Marketing function in Hilton Hotel:
The marketing department of Hilton Hotel has varied responsibilities to perform so that profits of
the hotel can increase. The key responsibilities are-
 Formation of Strategies- This is the major responsibility of the marketing function
because formulation of right strategies is a must for the hotel to function at its best. The top
management of the marketing team of Hilton formulates strategies. Good strategy helps
Hilton to be the best among its competitions in the Hotel Industry (Reza, 2020) . Strategies
with regard to what services are to be provided to the guests, how the ads will be placed in
the market, etc. are created by the Hilton Hotel.

 Communication- It is also one of the important responsibility of the marketing department
of Hilton Hotel to act as a bridge of communication between the promotion of goods and
services and the customers so that the advertisement message properly reaches to the
customers. Depending on the budget of the hotel, marketing department chooses the
communication medium through which it will promote its brand and its services so that it
does not lack while communicating with its potential customers(Sampaio, Hernández-
Mogollón and Rodrigues, 2019).
 Product Development- The major responsibility of the marketing department is to get the
proper knowledge and information about the product. It has the responsibility to function
internally as well as externally by studying the different product developments of other
hotel in the market so that required changes can be implemented by Hilton Hotel in its
development of products. Hilton Hotel tries to develop products which are according to the
requirements of its customers so that they are satisfies with the services of the hotel. It
develops plans regarding the launch of product and services in the market also with respect
to the prices which will be presented to the customers.
Relation of marketing roles and responsibilities to the wider context of the organization:
It is essential that the marketing department of the Hotel keeps an interaction with the other
functional departments in the organization (Shin, 2021) . Marketing has an interrelationship in
respect of quality movement, expansion of services and to increase the effectiveness of marketing.
 Marketing and Human Resource Department- These two departments work in hand in
hand for achieving the organizational goals. Marketing helps to attract profitable customers
whereas the HR department helps to recruit employees who can make the objective of
marketing successful while working for the objectives of the organization. Because the HR
department recruits talents which can ensure long term success of the company by the
marketing the brand and its products and services to the customers in the market.
Marketing is branding to the larger audience so that there is positive effect on the sales
while HR handles and engages with the employees who can help in achieving the goals of
increasing the sales of the Hilton Hotel.
 Marketing and Finance Department- The foundation stone of the relation between
Marketing and Finance is to manage the expenses of the business. These expenses relate to
the product and services and their marketing and advertising. To market the product, the

Hilton Hotel must be able to manage its costs so that the expenditures can be managed
with respect to the budget. Financial experts are needed to work with the marketing
department so that they complement each other. Hilton Hotel can gain visibility, manage
its marketing costs and budgets while still providing value to the customers. Finance and
marketing department together can work on the pricing strategies, sales targets, brand
awareness, product development and publicity.
 Marketing and Research & Development department- Marketing and R &D
department works together to develop and improve product quality with respect to the
latest developments in the market and the competitors of the hotel industry that are
prevalent. Within Hilton hotel, these both departments provide innovation in products and
services that can be marketed with proper research to jointly achieve the goals and
objectives of the hotel that strives to provide best quality services to the customers.
Research with marketing helps to understand the market trends so that they can market
their products with proper research of the market conditions which can attract the travellers
and tourists(Yang, Min and Garza-Baker, 2019).
 Marketing and Production Department- These departments work together to develop
products and services so that production happens in accordance to the needs and wants of
the customers so that they get satisfied when the products marketed by the hotel. It thus
helps to satisfy current and future customers needs. The services and facilities that are
offered are according to the requirements of the customers so that they become keen on
staying in this hotel and trying its services.
Thus, these are the departments or functional units which work with the marketing department to
fulfil its roles and responsibilities so that the Hilton Hotel can increase its sales and profits.
Compare ways in which different hospitality organisation apply marketing mix to marketing
planning process
Marketing mix is the combination of effective tactics and strategy which is used by a
company to promote its product and services, and which can meet the customers demand and
profitable for the organisation (Yankholmes, 2022).
 Product- Product is anything that a company offer to its customers. It include the
features, benefit, brand, packing etc.

 Price- Pricing strategy take into the consideration what our customers are prepared to pay.
It should be reflected in the product value.
 Promotion- This method is used to communicate the functions and advantages of a
product to the target customers.
 Place- A deep understanding of purchasing pattern of customers clear that where and how
their product should be displayed and sold.
 People- This include not only the target customers of the company, but also include the
staff and customers service of a company.
 Process- The process of product delivering should be very efficiently and reliable,
because it affect the experience of any customers in product companies.
 Physical evidence- It consider what the customers sees, hears and feel, customers always
receive the product physical to validate their purchase (Vujatović, Milanović and Janjić,
2022).
Comparison between different hospitality organisations
Basis Hilton Premier inn
Product This hotel is classified as a full service hotel.
Its services is extensive that include
wedding, meeting and special events
services, foods and beverage, restaurants and
lounges, gift shops, swimming pool and
many more.
This hotel provide room
service to its customers. It also
offer coffee and team making
facilities make their guest' stay
enjoyable. Its has a restaurants
an bar on site.
Price Hilton Hotel can be mere as premium
pricing policy. It only offer four star and five
star rooms and its is enable to charge its
visitors at premium levels because on the far
side core products.
This hotel undertake value
pricing strategy with the aim to
provide its customers with a
great value for their spending
money.
Place Its distribution strategy intemperately relies
on internet and information technology in
various formate. Distribution of the Hilton
Hotel is also facilitated through the mobile
This hotel has approximately
72000 rooms and around 800
hotel at global level.

convenient applications made available for
android and I phone platforms.
Promotion The respective hotel is a well known brand
in hospitality industry. It has collaborated
with several business firms, institutions,
multinational companies and other groups of
its booking on priority, it promote its
services with content of the premium
magazines several customers review
website.
Premier inn promote its all
service through email
newsletter, offer and excellent
websites. This hotel uses all the
channels to good impact with a
strong brand presence.
People Hilton Hotel has hired a qualified staff who
are able to maintain hotel's loyalty and also
maintain its services. Its workforce is so
skilled that they are know that how to handle
customers and their requirements.
Premier inn has successfully
served. It has capable
employees who are fully aware
about market trends and able
handle their guest (Aliperti,
2022).
Process Hilton Hotel's process is considered as bets
management hotel chain globally. In this
hotel, service to customers and flow of
process is consistent.
Distribution system of Premier
inn help the hotel to maximize
its revenue resulting from
maintaining their market
leading position.
Physical evidence Hilton Hotel has established its a great
present at world wide. It has tied up with
various website and hotel booking in order
to increase its reach and evidence within
market.
When it comes about an
exclusive hospitality market,
then Premier inn is among
famous and popular hotel
place. It carry out a lot of the
weight in market.

Marketing plan for the hospitality organisation to meet their marketing objectives
Executive summary
Hilton Hotels and Resort is a world famous brand that provide full service resort and hotel
and flagship brand of the American multinational hospitality company Hilton. The company has
develop a marketing plan in which it is going to launch a new service. In this service it will offer
the outdoor game that is Polo. It will help the company to enhance its brand's image and provide
major source of entertainment to the customers.
Objectives
 To increase its market share and earn profit.
 To enhance brand's popularity among the customers.
 Make feel the customers satisfied and enjoyable.
SWOT analysis
Strength Weakness
 Hilton Hotels brand image is highly
recognized in the market and at global
level.
 Management of the respective hotel is
worldwide as it bringing innovative
ideas in order to attract new customers.
 This hotel does not have enough number
of the inn network within Europe and N.
 It is highly dependent on the other inn
proprietors organisation (Vize, 2022).
Opportunities Threats
 New trends in customer's behaviour and
attitude can provide a great opportunity
by opening a new market for Hilton
Hotels.
 By adopting new technology, this hotel
can practices differentiated the pricing
policy.
 Competition is very tough in market and
thus, it poses a big threat for business in
term of the revenue and growth of
customers.
 Rising raw material can pose a big
challenge to the Hilton profitability
(Loader, 2022).
STP analysis

 Segmentation – It characteristic to company's entire customers base and dividing them
into different audiences based on data acquired. for segmentation, Hilton Hotels
undertake the demographic basis, in which it has divided its market on the basis of income
that include the Budget, luxury and mid market.
 Targetting- In this, it determine which segment are most likely to generate desired
conversion and which not. Hilton Hotels has targeted the corporates, families, Leisure
traverse as these people prefer to take hotel service in their vacation or trip.
 positioning- The objective of positioning is top connect with audience on personal level
and possibly more importantly, set the company apart form their competitors. Hilton
Hotels has positioning itself as prime location and provide luxury service (Kuščer, 2020).
Marketing mix of the marketing plan
 Product- It will provide the service of outdoor game which make feel its visitors relax and
enjoyable.
 Price- Hilton Hotels has planed best pricing strategy to make sure good profit margin for
its service. It will undertake a competitive pricing policy which will be affordable by its
customers and profitable for the company.
 Place- Location of service is very important role in the success of a business. It will
provide this new service in its all hotel and resort.
 Promotion- Hilton Hotels will promote their new service on social media as mostly
customer are engaged in social media. The hotel also advertise about their marketing plan
in news paper and television.
Market budget
Particulars Amount (£)
Marketing 120000
Promotional activity 20000
Plant and machinery 10000

Print media 148000
Total 7000

Monitoring and controlling
Hilton Hotel is focused on delivering KPIs from across the business to drive their strategic
decision making. To target the functional area of organisation, reports, dedicated dashboards and
analytics empower people users to act on the data driven trend and outliers. An impro0ved access
top the data will make sure that right info0rmation in in right hand as Hilton Hotel expand its
business analytics audience (Iacobucci, 2022).

CONCLUSION
Form the above report it is find out that the hospitality industry offer good service to their
clients with their variety service. This industry play various marketing function to promote their
service among customers. There marketing function are interrelated with each other and perform
to attain their common goal by satisfying their visitors or customers. There are various opportunity
for this industry which can help them to grow their business. By implement their marketing plan
into reality this industry can grow more,. Therefore, it is suggest to the hotel industry they they
should carefully analyse the marketing trend and marketing mix so that they can grow their
business efficiently.

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