Role and Responsibilities of Marketing in Hotel Hilton

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Role and Responsibilities of Marketing in Hotel Hilton.............................................................1
Roles and responsibilities of marketing in wider organisational context ..................................2
Roles and responsibilities of marketing in marketing environment............................................2
Interrelationships between marketing and two other department ..............................................3
Key elements of marketing.........................................................................................................4
LO 2.................................................................................................................................................5
Comparison using elements of marketing mix............................................................................5
Tactics used for achieving business objectives...........................................................................8
LO 3.................................................................................................................................................9
Marketing plan of hotel Hilton to achieve objectives.................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10
Online........................................................................................................................................10

INTRODUCTION
Marketing in hotel industry is based on maximising hotel's revenues and providing the
best accommodations to its customers. Marketing manager of hotel is responsible for promoting
the hotel ans influencing customers by providing them the best accommodations facilities. Hotel
Hilton is a full service global brand of resorts and hotel under the brand name of Hilton. Its target
is on both, leisure travellers and business. The following report will describe different roles of
marketing in hospitality sector and its interrelatedness with functions of Hotel Hilton.
Furthermore, it will compare the ways used with elements of marketing mix for achievement of
overall business objectives. The present study will also explain a basic marketing plan for
achieving marketing objectives for a hospitality organisation.
LO 1
Role and Responsibilities of Marketing in Hotel Hilton
Roles and Responsibilities Relatedness with hotel Hilton
Market research It is important for Hotel Hilton to conduct market research
through which various opportunities prevailing in market
can be identified. Through market research, hotel Hilton
can easily analyse customers' needs and choices. Also,
competitors' strategies and plans can be determined and
accordingly hotel Hilton can make plans about it.
Customer support service Customers are said to be king of marketplace. To increase
growth and development, marketing manager of Hotel
Hilton should provide best services to their customers. This
will include maintenance services provided, to handle
complaints of customers, providing them credit facilities
and after sales services. All these services will help hotel
Hilton to attract more number of customers and increase its
growth.
Awareness Customers should be made aware about the facilities and
services offered by hotel Hilton. As customers are made
aware, chances of attracting more numbers of customers
1

are also increased. Through promotional activities like
making advertisements on travel sites and other social
media or television, people can be made aware about the
Hotel. Without making people aware, potential customers
cannot be attracted.
Customer relations For improving the business it is essential to maintain a
healthy customer relation. Through this, hotel Hilton is
able to create a strong base for revenue(Jones, Hillier and
Comfort, 2016). This can be done by focussing on
customers which registers themselves with hotel on a
regular basis and by providing them best services every
time. This will force them to stay in connect with the hotel.
Roles and responsibilities of marketing in wider organisational context
Product management- It is concerned with development of product and its marketing.
Its objective is to maximise sales revenues and profits for the company. Development in existing
products of hotel Hilton will help in attracting customers towards them. Hotel Hilton manages
and develops its product according to consumers' needs and choices and provides satisfaction to
them, this helps in increasing growth of the organisation. The marketing department will develop
its product according to consumer needs and demands.
Human Resource Management- HRM is responsible for placing the right candidate at
right job positions. With the right candidate hotel Hilton is able to developed and can expand its
business in the market. Right employee will help in increasing growth rate of the company.
HRM is helpful in improving efficiency and effectiveness of employees by providing them
training and development programmes. Through right persons, marketing department will
identify and enhance the chances of expansion of business in market.
Purchase and Accounting- Purchasing management is related with purchasing process
of an organisation. It ensures the management of goods and inventory which are needed to
operate. Accounting department is concerned with preparations of financial statements of the
company. The purchase and accounting management of hotel Hilton is concerned with making of
plans and policies which are helpful in expansion and growth of the business. Marketing
2