Hospitality Marketing Essentials

This document discusses the key roles and responsibilities of the marketing function within a selected hospitality organisation, specifically Hilton Hotel. It explores the importance of market research, customer satisfaction, managing the budget, formulating strategies, and developing pricing, promotion, and distribution strategies. It also discusses the interrelationship between marketing and other functional units within the organisation. The document provides insights into the marketing environment and the significance of marketing in achieving organisational goals.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1)Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation....................................................................................................................1
Analyse the roles and responsibilities of marketing in context of marketing environment. ......2
P2) Discuss how roles and responsibilities of marketing relate to the wider organisational
context..............................................................................................................................................3
Significance of interrelationship between the marketing and other functional units within the
organisation.................................................................................................................................4
P3) Compare different ways in organisation apply marketing mix to marketing planning process.
..........................................................................................................................................................4
Evaluate different tactics applied by organisation to demonstrate business objectives..............4
P4) Produce the marketing plan to meet marketing objectives........................................................4
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing defines the promotion of the product and services of a company in the
market to grab the attention and attraction of the customers. The major essentials of the
marketing is planning the strategies, control on inventories and stocks, manage the
distributors, allocation of resources, sales and promotion to enhance the revenue.
Hospitality are the services that provides extra care and luxury to the customers
(Sowter, 2018). Hospitality marketing essentials are the different aspects through which
marketing department of the hospitality industry promote the services by applying
different strategies. Hospitality is the more competitive business in which company has
to dealt with so many products and services that are food and drink, cuisine, beverages,
themes of hotel and many more (Armstrong, 2018). It is important for the company to
build the strong and healthy relationship with the customers by which they always get
attract towards there services. Hilton Hotel is an American based hospitality business
that work with hotels, resorts and restaurants. It was founded by Conrad Hilton in 1919.
This reports includes the brief about how the marketing department helps the company
to plan about the expand that promote the product and services and attracts the
customer's.
P1)Explain the key roles and responsibilities of the marketing function
within a selected hospitality organisation.
Marketing department is one of the most major department that enhance the sale
of the company by presenting the product and services to the market in an effective
manner (Hospitality industry,2019). It also provides the feedback of the customers and
the market trends to the company by which they change there marketing strategies and
1

quality of the product according to the requirement of the customers. Whereas, Hilton
Hotel wants to expand the business in terms of basic services that include the
improvement in staff, food and beverages, room services, infrastructure that attracts
the customers and fulfil the basic needs. For that marketing department promotes there
product and services in the market that attracts the maximum number of customers.
There are some roles and responsibilities of marketing department of Hilton Hotel are
as follows:
 Market research: It is a factor through which Hilton Hotel analyse the market are
try to measure the different aspects that attracts the customers. It also analyse
the changes and improvements in the market as per the demand and
requirement of the customer (Camilleri, 2018). Thus all the information is
collected by the marketing department as they did the market research by
conducting the survey and collects feedback from the customers and analyse
the requirement of the market and conveys that to the company. It helps the
company to change the services and product according to the market demand
that leads the success to the business.
 Customer satisfaction: Marketing department measure the market dealings
with that analyse the demand and need of the customers. It is a responsibilities
of the marketing department that they research the trends of the market and with
that provide the specific services according to customers demand. As Hilton
Hotel wants to extend the business and it is necessary for them to get to know
about the need and want of the customer and then implement that change in
expended business. All that information is collected by the marketing department
2

that helps the business to work in an effective manner with that company gain
the profit.
 Managing the Budget: It is the first priority of the company to get to know about
the overall changes implements in the business to measure the profit and then
they assign the requires budget to the new expanded business. Changes will
implement when marketing department analyse the market requirement and with
that company applies the different functions to the business. And to manage the
budget is the most important aspect because from that company measure that
they get the profit or not and also collects the funds from the different financial
sources (Camilleri, 2018). That all information is collected by the marketing
department that helps Hilton Hotel to manage the expenses.
 Formulation of strategies for management process: Marketing department of
Hilton Hotel forms different strategies to manage and control the management
process of the company. Management process is the process through which
different procedures of the company will be managed to perform the task in an
effective manner. Thus marketing department develops the strategies with that
easiness and smoothness will be maintains and all the functions will performed in
efficacious way (Duffett, 2019).
 Developing the pricing, promotion and distribution strategies: Marketing
department analyse the market and then differentiate between all the different
company's that works for same business. Thus after that marketing manager
builds or develop the price of different product and services of Hilton Hotel . They
3

also manage the promotion and distribution strategies to gain high competitive
advantage from the niche market (Jin, 2018).
 Monitoring the market environment and customers: Marketing department
also analyse and controls the market environment that defines the ongoing
changes and development in the market and with that manager of Hilton Hotel
develops the change within the business to enhance the sale and profit.
Marketing department also monitors their customers and with that analyse the
requirement and demand of the customers and then implements the change
within the business (Jugend, 2018).
P2) Discuss how roles and responsibilities of marketing relate to the wider
organisational context.
There are different roles and responsibilities of the marketing department with
that company achieve there targets and goals in an effective manner (Davis, 2018). To
measure the success in the expand business of Hilton Hotel, thus different department
of the company works altogether by which they get the effective result that helps the
company to manage and control there expanded business. To measure the success
within a period of time different department interrelates with each other that are as
defined as:
 Marketing control: Marketing department has different roles and responsibilities
with that they performs different function as like market control with that manager
control and analyse the market and with that create the balanced conditions
within the business. Marketing control provides all the relevant information about
the market and with that manages the distribution channel of the company as
4

well. Thus marketing department provide the adequate and required information
to the market about the ongoing changes in the product and services of the
company (Guerrero Villegas, 2018).
 Annual-plan control: It is the plan that is developed and maintained by the
company to analyse the estimated result of overall sale and profit that company
might get in return of marketing. It has been developed and proceeds by the
promotional activities of the marketing department and thus company promote
their product to enhance the economy of sale. This has been made to get an
estimation with that Hilton Hotel further manage their different functions as
efficient way.
 Profitability control: It is a role and responsibilities of the business with that
Hilton Hotel measures different functions of marketing by which company gains
the profit and that has been control as like by performing different promotional
activities and distribution channel (Bhuian, 2018). Promotional activities includes
different functions as like through advertisement, pamphlets, email, search
engines, etc. Distribution channel includes different forms through which
company further sale out their product and services. Thus Hilton Hotel manages
the different functions with that they promote their services more and more and
gains advanced profit through maximise the sale. Thus marketing department
plays vital role to enhance the profit by controlling the sales and profit.
 Efficiency control: It is the quality of the product and services that is offered by
the company for example, to understand its sales-force efficiency, a company
may keep track of how many sales calls a representative makes each day,nd
5

involves micro factor analysis. As like marketing mix, sales, promotion,
advertisement and distribution channel. With that Hilton Hotel controls the
efficiency of the company by controlling the track of sales that is generated with
the help of marketing department (Sahaf, 2019).
Analyse the roles and responsibilities of marketing in context of marketing environment.
Marketing department has different roles and responsibilities that helps Hilton
Hotel to manage the different functions that helps to lead the growth in the new
expanded business. There are different roles of marketing department in context of
marketing environment are as follow:
 Brand equity: It is an expression of the customer's towards the products and
services that is offered by the company. It reflects the value of the brand and it
states the likeness of the products i.e. offered by the company by making that
more recognisable and memorable.
 Development of marketing strategies: Marketing department develops several
strategies that enhance the productivity of the company in customers prospects.
Thus it is major role of marketing department of Hilton Hotel that develops the
strategies according to the environmental changes and requirements.
MICRO ENVIRONMENT
It is an environment that includes all the different factors that is generated within
the environment and affects the sale and profit of Hilton Hotel. There are different
factors that are as explained below as:
 Market intermediaries: These are the intermediator or the middle man that
further distribute the services of the company in the market as like whole
seller,distributors, retailers, agency as financial institutions. It is the link between
6

the producers or the intermediaries that manage the supply chain of the company
and with that manage the profit and sales.
 Customers: The major purpose of all the companies is to fulfil the need and
demand of the customers. Hilton Hotel has work with the aim to satisfy the need
and requirement of the company with reasonable prices. For that company
collects the feedback of the customers and implement the changes as per the
requirement of the business(Lerro, 2019).
 Competitors: Hilton Hotel has a lot of competitors as like Marriott, Hyatt, choice
hotels etc. Thus company keep focus the different strategies that has been
developed by their competitors and with that apply the modification to gain the
competitive advantage.
MACRO ENVIRONMENT
It is an environment that will affects the growth of the company as per the outside
sources that are as described below as:
 Demographic environment: It is an environment that is related to the age,
gender, sex, religions, culture, occupation, size etc. Thus it is a factor that directly
affects the growth and development of the business as company supplies the
products and provides the services as per the need and demand of the society.
Thus Hilton Hotel provides the product and services as per the requirement of
the market and the ultimate goal of the company is to gain the profit in all the
environment. For that Hilton worldwide provides the exact and required services
as per the target market and changes or develops the services as per the family
or age structures.
7

 Economic environment: It includes the factors as like unemployment rate,
GDP, inflation and interest rate etc. Thus with that company get an employees
that have high skills but with that company have to bear high wages otherwise,
employees switch themselves to other company. For that Hilton Hotel provides
accurate and well services to the employee with that provides equal opportunities
to all to measure the growth that enhance the overall performance of both
employees and company.
 Physical environment: It includes the factors as like air, water,land,
infrastructure, buildings etc. As healthy and wealthy environment is important for
all the companies that improvise the well-being of the employees and company
gets all the resources as per the requirement and demand of the business.
Thus these are different roles and responsibilities of the marketing in context of
marketing environment.
Significance of interrelationship between the marketing and other functional units within
the organisation.
The interrelationship between the different department of Hilton Hotel work
together to perform some of the task and activities and this has been done to achieve
the success in there new expanded business (Luttrell, 2018). As all the departments
works to achieve there target within a particular period of time and there are different
link between the departments by which company gets the success in an effective
manner. This results in achievement of goals and objectives within a time by which
Hilton Hotel gets the success and measure the growth.
8

 Marketing and finance department: Marketing department performs a lot of
research work to get aware about the behaviour and trends of customers for that
they need a budget. As Hilton Hotel expands there business thus there financial
department carefully handles all the activities because flow of fund is necessary
to measure the growth. Thus marketing department provides the estimated
budget with that also provides the source of funds by present there financial
reports to the market and collects the investors for the company. Then financial
department arrange the funds and supply it to the marketing department. Both
the departments of Hilton Hotel collectively works to grab the financial stability in
the market that enhance the value and image of the company that helps to raise
the profit of the business.
 Marketing and Production department: Marketing is not the easy process it
includes the lot of activities that has been performed in a creative manner to grab
the attention of the market. With that marketing department provides the accurate
and exact information of the market requirement of the different product and
services to the production department. Whereas production keeps controls on
the product and services that is produced by the Hilton Hotel. Thus with this
relationship marketing department provides the information of the demand of
market whereas, that helps the production department to manages the
production process and develops the required product thus wastage has been
procured (Kandampully, 2019).
 Marketing and research and development department: Marketing department
presents the product in the market with the helps of different advancement like
9

websites, google search engine, advertisement etc. Whereas, research and
development department performs different analysis to measure the ongoing
changes of the market. The relationship between these two emphasis the
performance of the Hilton Hotel as R&D performs brief analysis of market and
then marketing department promote their services as per the analysis that is
provided by R&D department.
P3) Compare different ways in organisation apply marketing mix to
marketing planning process.
Marketing Mix: Marketing mix is the sum of all the components which develop the tasks
or plan of actions, so that company can promote its brand image and goods or service
in markets. Hilton Hotel can use marketing mix to compare themselves with other rivals
and to differentiate their techniques with other to stay in competition and to deliver best
to their customers. Marketing manager of Hilton Hotel prepared marketing mix chart of
Hilton to show a comparative analysis between Hilton and their competitor Marriott so
that company may introduce some innovation or change if required.
Basis Hilton, London Marriott,London
Product Hilton is categorised as
providing full hotel services
which includes banquet
facilities, restaurant and
bar, 24*7 hotel room
services which includes
luxurious room with all
Marriott is classified as
hospitality sector which
provides hotel services
which includes 30 luxuries
sub brands that are owned
by Marriott . They provides
banquets, room facilities
10

amenities and soothing
atmosphere.
with cosy and snug
atmosphere and well
equipped conference room
which are up to date with
technology(Kim, 2018).
Price As Hilton is a five star hotel
they follow Premium pricing
policy, in this they charge
high prices which is
targeted to elite class of
people (Manning, 2018).
Marriott is a renowned
multinational hotel chain
which uses premium pricing
policies to target a class of
customers and
consequently they charge
high prices to provide world
class facilities to their
customers, as their
customers requires high
class amenities and for
them customers are
consenting to pay higher
money.
Place Hilton Hotel carries its
business in 100 countries
including Dubai, UK, and
Japan which functions for
Marriott has established its
business in 110 countries
including India, UK, China
and Dubai with 5700
11

more than 745000 rooms
and 5100 possessions.
Headquarter of Hilton is in
McLean, Virginia, United
States (Hassanien, 2019).
properties. Headquarter of
Marriott is in Bethesda,
Maryland, United States.
Promotion Hilton Hotel associated with
many business organisation
to register their bookings on
priority basis. Hilton uses
traditional methods of
promotions as they uses
editorial letters, print media
advertisements and
newsletter. Along with
traditional method they
provides hotel services on
discounted rates by the help
of aggregators.
Marriott uses digital
promotional techniques like
web pages, direct mail,
search engine optimisation
and social media marketing.
People Hilton provides training to
their employees to improve
quality service. They
provide reward to
employees for their
Marriott gives free coupons
to employees to use
services of Marriott provides
perks for good performance
and training to workforce for
12

excellent performance. better long term results.
Process Hilton uses Web portals to
augment their profits so that
their brand image can be
maintained.
Marriott is effectively
indulged in analysing
marketing opportunities to
understand customer needs.
Physical evidence Hilton linked themselves
with many chains of hotel
bookings to enhance its
evidence in the market
place. They have excellent
building of infrastructure.
Marriott hotels are located in
centre of the city to provide
ease of conveyance, this
bifurcate Marriott on the
basis of physical evidence
(Opresnik, 2018).
13

Evaluate different tactics applied by hospitality organisations to demonstrate how
business objectives are achieved.
There are various tactics which are used by hospitality organisations to demonstrate the
level of achievement of organisational objectives. Hilton uses STP and 4 P's of
marketing mix to achieve such organisational task and to get maximum customer
satisfaction.
Segmentation: Hilton does the market segmentation for their targeted
customers on the basis of age, income size and family size to meet customer needs
and to enlarge the market captured by them.
Targeting: Hilton target their customer so that all the marketing policies policies
can be made as according to their targeted customers only, as to evolve marketing plan
and its execution.
Positioning: Hilton positions their brand as a luxurious and premium segment
hotel so as to attract premium income level customer by providing distinct ambience
and hotel and other services.
4 P's of marketing
Product: Hilton provides luxurious hotel services with calming ambience and
excellent food and bar services (Perreault, 2018).
Price: Hilton uses four types of pricing strategies to target their product and to
make their services accessible for everyone.
Place: Hilton carries its hotel business through out the globe including UK, Dubai
etc.
Promotion : Hilton uses traditional approach of marketing, with traditional
14

methods they made tie ups with some aggregators like some hotel booking websites to
provide services on some discounted rates.
P4) Produce the marketing plan to meet marketing objectives.
Marketing plan is a blueprint that consist several operation that provides the
market brief to the company that helps to enhance the productivity and profit (Peters,
2018). It also provides the analysis to the company as where to target and how
company gets the profit by there strategies (Marketing Plan, 2019). This plan is needed
for Hilton Hotel to get to know about the market trends and behaviour and applies that
changes in the business to measure the growth and profit.
Overview of the company
Hilton Hotel is the largest industry of hospitality that is founded in 1919 by
Conrad Hilton, company performed the acquisition with Blackstone to measured the
success. They target business and leisure travellers both with major location. Hilton
have hotels and restaurants as honours and provide special services like Wi-Fi, keyless
entry and offer special discount to that booked the services from Hilton channels (Ram,
2018).
Executive summary
Hilton Hotel operate there business with 11 brand and consist 694,000 rooms
and 21,000 under-constructed room with that they have the largest rooms in hospitality
15

industry. With that Hilton Hotel wants to expand there business as want to open new
business services for that they have the marketing plan for that are are as follows as:
Situation
Swot Analysis
It is a analysis through which Hilton Hotel get to know about the different factor
with that lead with the success by measuring several factors that are as described
below as:
Strength
 Hilton Hotel has the strong brand image and portfolio thus people already knows
and attracts by there services.
 Hilton Hotel has the wider scope in operation that have positive impact on the
economy of the company thus they have the potential to measure the growth.
Weakness
 Hilton Hotel more depends upon the UK market change as there 80% revenues
generated from there and only 6% revenue generates from Asia Pacific with that
UK has more competitive market.
 Company has the largest debts and that is the biggest threaten for the expansion
of new business (Rather, 2018).
Opportunities
 Hilton Hotel more focus on the research and development that helps them to
innovate the change and implies the effective change in the business.
 Hilton Hotel follows the strategic approaches that helps the business for the
expansion and measures the growth.
16

Threat
 Unfavourable change in the UK market as Brexit affects the growth of the new
business as it affects the growth of economy and bound the company
performance.
Objectives
Hilton Hotel has the major objective to get increase the profit share in the market
from 58% to around 65%. And provides the best services to every income level groups
with an effective manner. Also measures the success and growth and attract the
customers with there efficient services that enhance the brand value and image of the
company(Wu, 2018).
Strategies
Segmentation: It is a strategy of the Hilton Hotel by which they divides the
customers and target the younger ones and those who has working profile as these
people wants free space for meeting, parties, programs etc.
Targeting: Company target the age group of 25-55 as these people are more
attracted towards the infrastructure and services of restaurants, hotels, cafe etc. and
they like to spend the quality time over there thus it enhance the customer base.
Positioning: As Hilton Hotel is the largest hospitality industry and have a wide
business area with that they targets the major locations as near the multiplexes to grab
the attention of maximum customers.
Tactics
Product: Hilton Hotel expand the business with introducing new basic services
like food, beverages, smoothies, digital check-in, keyless entry, Wi-Fi etc.
17

Place: Company wants to covers the major locations like near the multiplexes by
which the grab the attention of market and measures the competitive advantages.
Promotion: To promote the services Hilton Hotel uses to gave high discounts to
those customer who booked the services from there channels. And published the
advertisement in newspapers and uses pamphlets to attract the customers.
Price: Hilton Hotel uses market segmentation strategies in which they charge
different prices of same services to different people as some uses coupons, vouchers,
discount who comes with advertised pamphlets.
People: Company targets the youngsters as they are more attracted towards the
restaurants, hotels, bars and cafe.
Process: Company starts there procedure from market research and then after
analysing the market change them implement the different aspects in the business
growth.
Physical evidence: Hilton Hotel changes the infrastructure and adapt the classic
model that gave the sharp outlook to the restaurants, and indulge the aspect of
servicing for that train there staff.
18

CONCLUSION
It has been concluded from the above discussion that marketing department has
different roles and responsibilities and interrelationship with other department that helps
Hilton Hotel to achieve the success in there new expand business. The new marketing
plan is more approachable to target more guest in future whereas, marketing tool may
not be result oriented for a shorter period of time but it create more brand image.
19

REFERENCES
Books and Journals
Armstrong, G.M. And et. al., 2018. Marketing: an introduction. Pearson UK.
Camilleri, M.A. ed., 2018. Strategic perspectives in destination marketing. IGI Global.
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In
Travel marketing, tourism economics and the airline product (pp. 117-135).
Springer, Cham.
Davis, B. and et. al., 2018. Food and beverage management. Routledge.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in
hospitality and tourism: a perspective article. Tourism Review.
Luttrell, R., 2018. Social media: How to engage, share, and connect. Rowman &
Littlefield.
Manning, L., 2018. The value of food safety culture to the hospitality industry.
Worldwide Hospitality and Tourism Themes.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop
a Digital Marketing Plan. In International Conference on Social Computing and
Social Media (pp. 333-341). Springer, Cham.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Peters, M. and Kallmuenzer, A., 2018. Entrepreneurial orientation in family firms: The
case of the hospitality industry. Current Issues in Tourism. 21(1). pp.21-40.
Ram, Y., 2018. Hostility or hospitality? A review on violence, bullying and sexual
harassment in the tourism and hospitality industry. Current Issues in Tourism.
21(7). pp.760-774.
20

Rather, R.A. And et. al., 2018. Exploring relationships among customer Brand
engagement, Brand equity and Brand loyalty towards hospitality brands.
Abhigyan. 36(2). pp.41-51.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in
social commerce. Internet Research.
Sowter, C.V., 2018. Marketing high technology services. Routledge.
Duffett, R. and et. al., 2019. Effect of YouTube marketing communication on converting
brand liking into preference among millennials regarding brands in general and
sustainable offers in particular. Evidence from South Africa and Romania.
Sustainability. 11(3). p.604.
Jin, C.H., 2018. The effects of creating shared value (CSV) on the consumer self–brand
connection: Perspective of sustainable development. Corporate Social
Responsibility and Environmental Management. 25(6). pp.1246-1257.
Jugend, D. and et. al., 2018. The role of cross-functional integration in new product
development: differences between incremental and radical innovation projects.
Innovation. 20(1). pp.42-60.
Guerrero‐Villegas, J., Sierra‐García, L. and Palacios‐Florencio, B., 2018. The role of
sustainable development and innovation on firm performance. Corporate Social
Responsibility and Environmental Management.25(6). pp.1350-1362.
Bhuian, S.N. And et. al., 2018. Antecedents and pro-environmental consumer behavior
(PECB): the moderating role of religiosity. Journal of Consumer Marketing.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
21

Lerro, M. and et. al., 2019. Cause related marketing among millennial consumers: The
role of trust and loyalty in the food industry. Sustainability. 11(2). p.535.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Kim, H.L., Woo, E., Uysal, M. and Kwon, N., 2018. The effects of corporate social
responsibility (CSR) on employee well-being in the hospitality industry.
International Journal of Contemporary Hospitality Management.
Online
Hospitality industry. 2019. [Online] Available
through:<https://www.revfine.com/hospitality-industry/>.
Marketing Plan. 2019. [Online] Available
through:<https://www.investopedia.com/terms/m/marketing-plan.asp>.
22