Hospitality Marketing Essentials

This presentation provides an overview of marketing in the hospitality industry, focusing on Hilton Hotel. It covers topics such as marketing plan, situational analysis, and marketing budget. Learn about the importance of marketing in sustaining a business in a competitive market.

Hospitality
Marketing
Essentials

Table of Content
 Introduction
 Marketing plan
 Situational analysis
 Marketing budget
 Conclusion
 References

INTRODUCTION
Marketing refers to set of activities that undergoes selling of product or services in target
market. There are various functions that are been performed by marketing
department, to attain desired objectives of an organisations. In other words,
marketing is defined as business process of creating relationships and satisfying
customer. It is necessary that customer need and demand should be given top most
priority by every firm, for sustaining their business in competitive market. In this
present report, the chosen firm is Hilton Hotel which is an American multinational
diversified hospitality firm. It has headquarters in Tysons Conrner, Virginia and
United States.

Marketing plan
A marketing plan is a systematic framework that have been designed by managers in
order to operate business activities in effective manner. A marketing plan include
company overview, vision, mission, business objectives, STP, financial budget, swot,
situational analysis, monitoring and controlling.
Company Overview: Hilton International Hotel is an multinational diversified
hospitality firm. The company was founded by Conrad Hilton in 1919. This
hospitality industry manages and franchises a broad portfolio of hotels and resorts.
As per current stats (March 31, 2019), Hilton International 5757 properties and
923,110 rooms in 113 countries and territories around world. The hotels have been
franchised or managed by management of Hilton.

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Vision: The vision of Hilton is to become premium provider and facilitator of leisure
and vacation experience across the globe.
Mission: The mission statement of Hilton is “to provide luxurious and unsurpassed
vacation experience to their customers, by providing them high quality services”.
Business Objectives: The Hilton has announced three year growth plan, that include
opening of more than 1,700 hotel with customised services for consumers around
the world.

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STP Approach: STP in marketing strategies is defined as segmentation, targeting
and positioning. The STP model is helpful in developing a digital strategy for
content marketing. This approach consist of four stages that help in analyse your
offering and communicate its benefits and value to specific groups. In first stage, a
base is been identified for segmenting the market, then develop profiles of
resulting segments. The next stage comes where various offers and benefits is
been designed for attracting segment. Then after, target segment is been selected.
This is the second last phase where positioning is been developed for each target
segments. Lastly, marketing mix is been developed for each target market.

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Segmentation- A market segmentations is research that determines how effectively an
organisation bifurcate its customers into smaller groups. In segmentation stage, the
consumers are divided on the basis of age, income, personality traits or behaviour of an
individual. In context with Hilton, firm have categorised its customers on income
standard in local and international grounds.
Targeting- The targeting is define as selection of potential consumers to whom business
product have to be sell in market. In regards with Hilton, marketing managers have
target upper class, corporate, families, traveller like premium, business and leisure as
their customers.

Situational Analysis
The SWOT analysis of Hilton Hotel-
Strength
 The biggest strength of Hilton hotel is
top position in competitive market.
 The top management of Hilton have
custom designed their code of conduct,
in order to operate business activities
in effective manners.
 Hilton marketing strategies is been
focused on innovation. Most of firms
business procedures and systems are
integrated to commitment and
innovations to generate high revenues
in lodging industries.
Weakness
 The biggest weakness of Hilton is it have
focused on expansion rather than improving
service qualities for customers.
 Henceforth, loyalty from customers have
reduced to some extent.

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Opportunity
 Most of the people across the world are
now open to travel more and stay in
luxurious hotels. This shift of consumer
behaviour have been biggest opportunity
for Hilton.
 As per current trends, customers wants
personalised attentions and willing to pay.
For Hilton hotel it is an opportunity, to
charge a premium for every services they
are rendering to customers.
Threat
 The threats identified for Hilton are
competitions, economic recessions and
vulnerability to terror attack in specific
nation

Marketing Budget
Particul
ars
1 Year 2 Year 3 Year 4 Year 5 Year
Initial
Money
4000 8400 13500 13860 17640
Investme
nt
12500 13000 26860 31700 15480
TOTAL 16500 21400 40360 45560 33120
Promotio
n
6450 2950 4150 3420 3330
Sales
publicity
2600 2000 3600 2500 1500
Direct
Selling
3900 1600 5500 3000 5700
TOTAL 12950 6550 13250 8920 10530

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 Controlling and Monitoring- It is necessary that managers of Hilton Hotel should
critically analyse and allocate marketing budget, in order to manage and operate
business activities in systematic manner. The marketing activities have to be controlled
and monitored by team leaders, so that employee should effectively renders quality
services to primal and potential buyers. Henceforth, it has been analysed that this
marketing plan would be beneficial in achieving desired objective of Hilton

CONCLUSION.
From above detailed PPT, it has been analysed that marketing is an essential aspect for
growing business in competitive market. Some of the marketing functions are
identified as beneficial, for Hilton managers to critically assess market conditions
that might influence business operations. A marketing plan for firm is effectively
utilised in planning strategies for increasing profit margin in hospitality industries.

REFERENCES
Abushadi, E., and et. al., 2015. The NGO handbook of volunteer management
essentials.
Akbar, F., and et. al., 2017. Niche marketing strategy framework for SMEs: A
conceptual framework.
Allen, M., 2016. Essentials of publishing qualitative research. Routledge.

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