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Hospitality Marketing Essentials in Hilton Hotel

   

Added on  2021-02-19

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HOSPITALITYMARKETINGESSENTIALS1

Table of ContentsINTRODUCTION......................................................................................................................3LO 1: .........................................................................................................................................4Explain the role of marketing and how it interrelates with other functional units in the Hilton Hotel on Park Lane.....................................................................................................4LO2: ........................................................................................................................................14Comparison of ways in which hospitality organizations use the elements of marketing mix (7Ps) to achievement of its objectives.................................................................................14LO3: ........................................................................................................................................20Developing a basic marketing plan to meet the marketing objectives for a hospitality organisation ........................................................................................................................20CONCLUSION........................................................................................................................25REFERENCES.........................................................................................................................262

INTRODUCTIONHospitality marketing is different from the marketing of any other product as it has topromote mainly intangible goods and the experiences they offer. Promoting intangible goodsis much more difficult than promoting tangible goods. In this study, Hilton Hotels andResorts based on Park Lane London, will be analysed to evaluate the marketing methods usedby the company to attract customers and gain a competitive edge in the market.This study aims to look at the various different roles of marketing in the hospitality industry.It first and primarily defines what the hospitality industry is and explains the role ofmarketing with regard to the Hilton Hotel. It also helps in analysing the various roles andresponsibilities of marketing in the context of an organisation. It further looks into thedifferent ways in which the Hilton Hotel use the different elements of marketing in order tosustain itself and perform its functions. It looks into the development of a marketing plan andits objectives.The London Hilton on Park Lane is one of over 570 Hilton Hotels and Resort chainaround 85 countries, owned by a private company London & Regional. An icon of Britishhospitality, London Hilton on Park Lane is the first Hilton Hotel open in 1963 in UK, in theexclusive Mayfair district of London, overlooking Hyde Park and is located on the formersite of the historic Londonderry house. Also, the Hilton hotel is close to West End theate,famous shopping districts, Piccadilly a minute away and easy access to Buckingham Palaceand Hyde park Corner underground station. The Hilton Hotel is 101 meters tall, has 453rooms including 56 suites, 28 stores and on the top floor a Michelin starred restaurant Galvinat Windows. The Hilton Hotel is one of the known brand in the world, a 5 star hotel based on thequality and amenities to provide customer satisfaction. In Hilton hotel the organizationaldepartment is very well-structured and the order of hierarchy is: General Manager, AssistantGeneral Manager, Front Office manager, Housekeeping Manager, Maintenance Manager,Food & Beverage Manager, Financial Manager, and HR Manager. Hilton Hotel has 538employees in both full and part-time position, that means full time equivalent of 450 jobs.The room occupancy rate in Hilton Hotel was 82% in 2018, and for 2019 was predicted to be87%. All our departments collaborate to increase work productivity and efficiency. Theelegant rooms inside have original 1960s hard-wood furnishings, but smart and up to datebathrooms and a magnificent view. In Hilton Park Lane hotel, the price for a guest3

room/night start up from £271 to £629, a suite with lounge access from £543 to £1,764, and aPresidential Suite can be booked from £3,480/night. A similar hotel nearby is the 5 starsMetropolitan Hotel, where rates start from£309/night. Each guest room at London Hilton onPark Lane features: air conditioning, elegant bathrooms with exclusive organic bath products,mini bar, telephone with voicemail, TV, tea and coffee making facilities, trousers press, well-lit work desk. For an unforgettable experience, our clients can select a spacious suite whichoffer separate living rooms, dining- areas, window- seats and walk-in-wardrobes. Each Suitefeatures: elegant bathrooms with bathrobes and slippers, butler service, standard Wi Fi, safe,hairdryer, mini bar, etc. The Hilton hotel offer family options like free buffet breakfast forchildren under 18, Children’s menu 5 under in Podium Restaurant, complementary Wi Fi forfamily and children TV channels available in rooms. For business convenience, the Hiltonhotel has 11 flexible function rooms for up to 1,250 guests, with Audio/Visual EquipmentRental, Business Center, Meeting Rooms, Video Conferencing available. Also, PodiumRestaurant and Bar offers all-dining in a relaxing and stylish atmosphere, a perfect locationfor business lunch and dinner. The Hilton Park Lane offer many others services to ensuremaximum comfort: concierge shop, barber shop, SPA, fitness room, sauna, designer flowers,laundry service, room service, foreign currency, exchange, lounge, safety deposit, parkingfacility and wheelchair ramp for reception access. The Hilton Park Lane has seasonal rates tomaintain occupancy at higher levels, being both a luxury leisure and business hotel, leisuredemand compensates for periods when business is quiet and vice versa.`Hilton Hotel on Park Lane is a perfect location whether conducting business,spending quality time with family and to make unforgettable experiences for customers byoffering the services they need, the amenities they expect and the extra they deserve.LO 1: Explain the role of marketing and how it interrelates with other functional units in the Hilton Hotel on Park LaneAccording to Kotler (1994), marketing is a social and managerial process by whichindividuals and groups obtain what they need and want through creating, offering, andexchanging products of value with others. In Hilton Hotel, marketing has the first place in thesequence of management functions and is concerned with identifying a need the organisationcan exploit with a right product or service, with the right price, in the right place, to the right4

customer. Marketing functions can be defined as roles of business organisation to identify anew successful product, to promote and sell the product. The marketing functions involvemarketing research, product plan, development process, finance, promotion, sales andcustomer service. In Hilton Hotel we use the marketing functions for strategy management,marketing research, product development, sales, finance, HR and all these functions haveroles and responsibilities to growth business.Proper marketing and use of marketing tools such as digital marketing, direct marketing andother resources of the appropriate marketing plans and strategies are obtained in order toprovide ample exposure for the services that are offered by the marketing industry (Bowie etal. 2016). Hilton Hotel’s Marketing department develops a basic plan for 12 months, toincrease the room occupancy and to achieve a new market segmentation. In Hilton Hotel,every marketing function is separate entity, but they are link together for increasing theprofitability of the hotel. The role of Finance department is to provide the budget to themarketing department for the planning and implementation of this basic marketing plan. Therole of Production department is to communicate the supply and demand of rooms andservices for the right quality and the right quantity. HR department has the role to provide ahigh-level infrastructure for managing people by training and development of staff, and hasthe legal responsibilities as well. An important role plays Sales department which isresponsible for identifying new business opportunities, build and keep a good relationshipwith existing and new customers to enable future booking, to promote and manage the brand,By promoting Hilton Hotel, we will make a loyalty program, will provide a virtual tour onHilton Hotel website, will make easier to book a room on Hilton Hotel, will create a specialpackages for groups events (business class meetings, family and friends reunion), willencourage the current and past customers to share their experience at Hilton Hotel. Also, wewill use The newspapers and travel magazines.5

Marketing FunctionsFigure 1: Marketing Functions (Source: Created by Author)The wide range of activities undertaken by an organisation to promote a product or servicewith the view to earning maximum profits as well as customer satisfaction is known asmarketing. Marketing is done by involving various marketing functions like MarketResearch, Planning, Marketing strategies, Advertising and Distribution. As opposed to thetraditional meaning of marketing, that simply meant to focus on selling a product to earnmaximum profits, the modern concept of marketing is to focus on the needs of the customerand giving them what they want to maximise customer satisfaction (Minazzi, 2015). The keyroles and responsibilities of marketing functions are market research, financing, productdevelopment, product distribution, planning, promotion and selling. According to Huang andCai (2015), this popularity can be attributed to the long history of excellent service providedby the multiple hotels situated all over the world. However, successful implementation of6

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