Hospitality Marketing Essentials

This document discusses the key roles and responsibilities of marketing function within Hilton hotel and how organizations apply marketing mix to achieve their goals. It also includes a marketing plan for Hilton hotel to expand their business in the global marketplace.

Hospitality Marketing Essentials
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Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY-1...................................................................................................................................3
Discuss about the key roles and responsibilities of marketing function with Hilton hotel.........3
Roles and responsibility of marketing related to organisational context.....................................5
Compare the different way in which organizations apply marketing mix to marketing planning
process to achieve desirable goal or objective.............................................................................7
ACTIVITY-2.................................................................................................................................10
Marketing plan...........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Hospitality marketing is based on the process or method in which takes a look at how
different enterprises related to the accommodations, food & drink, tourism, travel. In order to
develop a marketing strategies to promote their product as well as service. As a resulting in
increased the revenue.
Hilton Hotel is a leading organisation that manage various kind of services such as
accommodation, luxuries rooms, food & beverage etc. The organisation was established in 1919,
the corporation is now handle complex business operations and functions in proper manner.
This report will discuss about the key roles and responsibility marketing function within
Hilton hotel. Described about the different responsibilities of marketing relate to wider
organisational context. Furthermore, this documentation will produce marketing mix in order to
achieve desirable organisation objectives. However, it will produce the marketing plan for Hilton
hotel to expand their business in global marketplace.
ACTIVITY-1
Discuss about the key roles and responsibilities of marketing function with Hilton hotel
In Hilton hotel, the marketing department plays important role in promotion the business
and mission of enterprise. Depending on the Hilton, there are different key roles and
responsibilities of marketing functions performed as follows:-
Roles
Market planning- it is based on the process or method of coordinating and identifying company’s
marketing objective of Hilton hotel. Marketing executive of Hilton is mainly focused on the
effective strategic plan which comprises of business value proposition and also target market or
consumers (AL-MANIQ, 2019). Generally, marketing executive in Hilton that involves with
different sales projections, evaluation of multiple promotional initiatives to assess its
performance.
Market Research- it is the most commonly used marketing function in the Hilton hotel.
The primary role of market research is to gather, collect information concerning about target
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audience. Hilton can perform Market research in order to identify the specific need or
requirement for potential consumers. Usually, research & development can gain expertise on the
enterprise’s market, users and competitors. Therefore, it can easily support for Hilton to find the
best strategic aspect in to achieve desirable goal or objective.
Distribution- this kind of role has been performed by marketing executive in Hilton where
involves both sales & delivery of product or service to the targeted consumers, who are majorly
purchase items from Hilton. Hotel is basically selecting a distribution channel which has been
followed through direct or indirect transfer. In Hilton, marketing executive places
accommodation services in marketing channels of pipeline. Afterwards, it move towards
marketing people and reach ultimate client.
Responsibilities
Customer services- in Hilton, marketing executive has been perform significant duty to
listen the specific need or requirement of potential consumers. In most of cases, marketing team
is established a strategy in order to interact with client and then receiving a feedbacks (ATEKE
and NWULU, 2021). Generally, Hilton can create survey to capture information of client
through consumer support service. It may help for enhancing or redirecting marketing strategies
in the future.
Monitor/track trends and Monitor competition- it is very important to find the current
position of Hilton hotel in marketplace. In this way, marketing executive of Hilton is always
trying to monitor or track the competition level. Marketing is one of the option that help to find
competition and learn what they do best to identify gaps in business. Therefore, this type of
responsibility has been performed by executives to learn competition and stable position of
Hilton in competitive marketplace.
Product development- the responsibility of marketing executive is to finalize the particular
service in Hilton. Usually, this is basically depending on the market research, marketing
executive has to improve their production process. In order to identify, how much service is
become cost effective. Marketing executive is responsible for identifying the current trends and
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implementing them in service function. Another step of executive in Hilton where they can
accomplish a competitive advantage over market competitors.
Roles and responsibility of marketing related to organisational context.
Marketing functions are basically represented appropriate concept in which remain similar
for both business to business, business to consumer. In Hilton, marketing executive has been
consider the different medium such as direct marketing, internet, public relation and advertising.
It is one of prime focus on Hilton where they can establish coordination with different kind of
functions. In this way, it help to achieve desirable goal or objective. The interrelation between
different functions which are mainly contribute towards development and efficient way to
address all essential need or requirement of client.
Marketing process- it involves number of different activities and then processed to
establish a link with initiation. This kind of journey will be started with production and
consumption (Bulatova, 2018). In Hilton, marketing executive is always focused on the current
environment and then provide the service and product according to the requirements.
Marketing executive of Hilton will be consider the different element of marketing process
such as strategic analysis, planning, implementation and control. These are playing important
role in hotel to achieve desirable organizational goals.
Marketing strategic analysis- Hilton hotel can involve the effective marketing strategic
approach in order to create or communicate a message that clearly establishes the brand in
relation to potential competitors’. In most of cases, it may perceive a better image of hotel as a
result of their experience and fulfill all demand through strategic plan or procedure.
Marketing mix planning- once Hilton has developed an appropriate strategy, company
must have decided which kind of tactics suitable for goals achievements. Hotel can utilize things
that need to create marketing mix such as product, price, place and promotion.
Marketing Implementation- Hilton hotel have usually hired the different candidate who
can perform the different promotional activities. In order to target the large number of population
who influencing with service of Hilton. However, it can possible through development of
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advertisement which often result in a strong coordination between different elements.
Afterwards, enterprise will be implementing the innovative idea in order to increase the overall
performance and efficiency of organization.
Marketing evaluation and control- nowadays, it has been continuously changing the
demand of services so that Hilton always evaluate the specific approach. This can help to
upgrade the services and achieve targets. This can possible when it is important to evaluate a
marketing program in periodically and ensure that continue grow business. Hilton is always
controlling the annual plan, profitability rate, efficiency and strategic operations in the
workplace.
The interrelationship between functional units and Marketing-
Marketing and Finance- An effective marketing strategies are relevant to plan within
particular budget. It include consideration of all profit and cost margin of brand. Finance team
will establish a coordination with marketing team in regards of overall budget of Hilton
(Hanaysha, 2020). Afterwards, finance department is also provide the marketing department with
data or information related the price or cost. In order to carry out all marketing activities.
Marketing and human resource- In Hilton, main function of human resource department
is do work for people welfare, in order to recruit or hire the right candidate for specific budget
line. Therefore, it is interrelated to the marketing department where HR ensures that all vacancies
are filled on right time or right candidate. Marketing team will be coordinated with HR team to
ensure a proper training opportunities and identify the current business challenge in proper
manner.
Marketing and production department- both departments are inter-connected with each
other. Production department is basically focused on the new product development and then
perform different operations. Another way, HR team will establish a coordination with
production in order to identify information about the product or service. therefore, it become
easier for marketing team to satisfy their potential consumers. The coordination between
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marketing and production that help for ensuring all suitable plan to handle various business
complex operations or functions.
Marketing and Consumer service- these are important function of Hilton hotel, where it
can be performed the different activities and satisfied the specific need of client through efficient
consumer service. Marketing team will consult with consumer service team to find the positive
or negative reviews of client (Hazira, Alagas and Zairul, 2021). This will help for marketing to
improve promotional activities and then provide information according to demand of client.
Compare the different way in which organizations apply marketing mix to marketing planning
process to achieve desirable goal or objective.
The marketing mix is based on the process or method that mainly refers to set of actions,
tactics that enterprise uses concept in order to promote product in marketplace. Generally,
marketing mix is typically consists of product, price, promotion and price.
Marketing Mix Hilton Hotel Marriott Hotel
Product Hilton hotel is mainly provided the
luxury accommodation services
such as deluxe rooms, restaurants,
bars and conference halls. Hilton
is always focused on infrastructure
of rooms and crafted with modern
diligence and advance amenities.
Marriott owns and operations with 3o
hotel brands. it has provided the
furnished and conditioned room
facilities with include telephone, free
newspaper, laundry etc. these are
different services provided by
Marriott of consumers.
Price Hilton is concerned about the price
or cost of services. So as, it has
been selecting top class, high-
quality amenities (Mathur,
Changle and Mamtani, 2020).
Moreover, it is adopting premium
pricing policies to target luxuries
Marriott is a multi-national company
that has targeted selected population
on the basis of upper class, corporate,
families, honeymooners etc. The
hotel has considered the pricing
strategy and include premium. This
will help for organisation to increase
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people. Some kind of individual
peoples are dedicated towards
pricing and fixed according to the
market position.
the revenue and income of hotel
approximately 14 billion.
Place Hilton hotel & resort is mainly
engaged in the deluxe experience
of providing the better luxuries
service across 84 countries. There
are 570 properties, giving the open
leverage enterprise, which is
mainly owned by franchised to the
single entrepreneur.
Marriott has a global presence that
has spread into 110 different
countries and include 5, 700
properties (Ofosu-Boateng and
Acquaye, 2020).
Marriott was first hotel which is
mainly opened at Arlington in
Virginia. It has opened the hotels in
prime location and always maintain
quality of services.
Promotion Hilton is a leading enterprise,
which select the unique
promotional activities in order to
target the potential consumers.
Basically, Hilton can select the
website, smartphone application in
order to offer better option for
consumers. This will help to
directly interact with consumers.
Marriott has already occupied the
position as market leader. In order to
offer innovative incentive and
maintain consumer loyalty.
For purpose of promotion, Marriott
hotel has adopted the online
campaign and target particular client
to increase the overall brand
awareness. In additional, hotel can
use online social media platform such
as Facebook, promote the services.
People Hilton is always trying to conduct
a training session for their
In Marriott, it employed around
176000 workforce. enterprise has
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employee. In this way, each and
every staff members are improving
their skill and gain more
knowledge.
In Hilton hotel, executive or
manager provide the high quality
of service to their potential
consumers.
earned a lot of money, strongly
recognised as one of the best
employers in marketplace. company
will hire the talented people who have
an experienced of hotel management
task executions. Thus, it recognise the
better result of excellent work culture
at hotel premises.
Process Hilton provide the better online
service such as website,
smartphone app. The potential
client can easily accessible to book
the accommodation services (Pike,
2020).
Marriott has continued to focus on
improving the overall level of service
quality. That’s why, Marriott can
inspire or motivate their staff
members to share innovative idea in
business improvement. The
participation of staff members are
helping the entire hotel to achieve
their desirable goal or objective.
Physical
evidence
Hilton has been adopted the green
infrastructure in order to provide
the nature presence of interested
clients.
Marriott is concerned about the
visitors order, room amenities include
furniture etc. the hotel uses of
website, application which prevalent,
However, companies like Marriott
establish a physical evidence in
proper manner.
Table: 1
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ACTIVITY-2
Marketing plan
Covered in PPT
CONCLUSION
From above discussion, it has concluded that marketing is one of the important approach in
order to support for performing different promotional activities. As per analysis, it has been
examined that different process or method handle by marketing, In order to look at how different
enterprises related to the accommodations, food & drink, tourism, travel. In this report, it has
been summarised about the key roles and responsibility marketing function within Hilton hotel.
Discussion on the several kind of responsibilities of marketing relate to wider organisational
context. Furthermore, this documentation can be produced marketing mix in order to achieve
desirable organisation objectives. However, it has been successful design a marketing plan for
Hilton hotel to expand their business in global marketplace.
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REFERENCES
Book and Journals
AL-MANIQ, D.H.F., 2019. PENGARUH KINERJA SUMBER DAY INSANI, PROMOSI,
KEMITRAAN, MEREK DAGANG DAN SEGMENTATION, TARGETING,
POSITIONING TERHADAP PERKEMBANGAN USAHA BORDIR DI PROVINSI
JAWA TIMUR (Doctoral dissertation, IAIN Tulungagung).
ATEKE, B.W. and NWULU, C.S., 2021. DYNAMIC MARKETING CAPABILITIES AND
ADAPTABILITY OF HOSPITALITY FIRMS IN RIVERS STATE. Nigerian Journal of
Management Sciences Vol, 22(1).
Bulatova, S.K., 2018. The concept of Business plan and marketing plan. In Индустрия туризма
и сервиса: состояние, проблемы, эффективность, инновации (pp. 129-131).
Hanaysha, J.R., 2020. Marketing mix elements and corporate social responsibility: do they really
matter to store image?. Jindal Journal of Business Research. 9(1). pp.56-71.
Hazira, M.N., Alagas, E.N.. and Zairul, M.M., 2021. The best practice of marketing strategies for
the Malaysian business event industry from experts' perspective. Journal of Hospitality
and Tourism Insights.
Mathur, M., Changle, R. and Mamtani, D., 2020. Elements of Services Marketing in the
Hospitality Industry: A Case Study of Omni Group of Hotels. South Asian Journal of
Management, 27(4), pp.178-193.
Ofosu-Boateng, I. and Acquaye, P., 2020. Effects of Service Quality and Customer Satisfaction
on Customers’ Loyalty in the Hospitality industry of Ghana. European Journal of
Business and Management Research, 5(5).
Pike, S., 2020. Destination MarketingDestination Marketing: Essentials. Routledge.
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