Hospitality Marketing Essentials Report: Strategies for Hilton Hotel

This report provides a detailed analysis of the marketing strategies employed by Hilton Hotel. It begins with an introduction to the role of marketing in the hospitality sector, specifically focusing on Hilton Hotel, a major international hotel chain. The report explores the interrelation of the marketing function with other departments within the hotel, highlighting how marketing strategies are implemented across various operational areas. It then delves into the application of the 7Ps of marketing within the context of Hilton Hotel and how these elements contribute to achieving business objectives. Furthermore, the report includes a detailed discussion of the basic structure and development of a marketing plan tailored for Hilton Hotel, incorporating evidence-based strategies and models such as the Ansoff matrix and Bowman’s model. The report concludes with a comprehensive marketing plan, offering actionable insights and recommendations for enhancing Hilton Hotel's marketing efforts. The report also discusses the role of marketing in areas such as customer relationship, personalized emails, awareness, promotion and Ansoff matrix for product development and Bowman's model.

HOSPITALITY MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1 Role of marketing in Hilton hotel...........................................................................................3
P2 Role of marketing function interrelation with other departments..........................................7
P3 Ways in which 7Ps of marketing help achieve business objectives.......................................9
LO 3...............................................................................................................................................13
P4 Basic structure and development of Hilton Hotel Marketing Plan.......................................13
M4 Detailed, coherent evidence-based marketing plan for a Hilton Hotel...............................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
The report is on Hospitality marketing. Marketing function has played a role distinguished in
bringing the hospitality popularism higher. The organisation taken for study is Hilton Hotel
which is a large hotel chain group belonging from UK and operating in a number of countries.
The role of marketing function has been discussed in hospitality. The inter relation of marketing
function has been discussed with other organisational functions. The marketing mix and
relevance to the hotel taken for study has been discussed. A marketing plan has been developed
structure wise for the hotel which is detailed and coherent evidence-based plan.
P1 Role of marketing in Hilton hotel
Marketing function is a prominent function in organisation as it is the one which makes the
organisation known to the customers and in the business environment. Marketing function helps
the business environment know of the services being provided at a hotel. The advertisements in
the hospitality sector give an idea of a hotel providing a range of facilities like swimming pool,
kids zone, spacious suites and catering service at affordable rates. The advertisements designed
by the marketing team given through print and electronic medium help people know more about
the hotel services and thus customer get the bookings done (Kotler and et.al., 2018).
There are various ways of promotion through which Hilton Hotel can make itself popular
through these marketing techniques:
a) Roadshows: Hotel executives launch a team of sales executives to perform road shows
talking about the hotel offers and making customer aware of the facilities being provided
like discounts and offers going on, membership advantages, club memberships etc.
b) Online promotion: The online promotional activities help in creating awareness through
online medium of hotel website by giving picturesque view of the hotel landscape, details
of the hotel’s history, various range of facilities provided and details of registration and
booking. Customer is able to get an idea of the hotel and suitably make decision. Also, a
contact section being provided where customer queries are answered by the hotel
customer care staff helps in getting customers on board. Hilton Hotel being large in

operating size has also outsourced the customer queries to BPOs in many nations where a
standard operating procedure is followed for answering customer queries.
c) Television advertisements and electronic media: There is an advertising team in
marketing section which contacts with motion pictures to make advertisements after
making a draft of how the advertisement should be pictured and the content. Ads are
made with an exotic view of the locales and giving glimpses of hotel’s luxurious interiors
and other facilities which can lure customers and tourists to visit the hotel as and when
they travel (Kotler and et.al., 2018).
d) Print media: Daily newspapers and magazines contain the ads in print medium which
give detailed specifications in writing with hotel pictures. As they are regular among
people, marketing department mentions the numerous facilities along with affordability
rates and membership offers being available to a certain validity date.
Role of marketing department also is to make strategy for expansion in various locations.
As Hilton is a hotel which has branches worldwide, thus accordingly the strategies are
made for different countries. There is a cultural study done before the branch is started as
to what are the embedded values of people there, what are their requirements and
expectations and then study is done of the political climate there. Accordingly, it is
decided how to project the hotel in that business environment. Customer feedback being
taken of the country when they visited the branch elsewhere also helps in making
marketing decisions on the strategy. Marketing is thus giving new dimensions to the
product, creating awareness and assuring customer of the value for services through
techniques of visualisation of a comfortable tour as and when they visit the hotel (Dewi,
and Darma, 2019).
Other roles of marketing
Research
Beginning marketing plan with customer and market research always benefits organisation.
There will exist a differentiation which will make the organisation stand out when it is compared
with other organisations. Research can help in finding different ways of conducting business.
Research can help emphasise about unique selling points in the business and reason as to why

customer will choose a business other than its competitors. Customers can use the online sites of
review for telling their views about innovation used in business.
Building relationships
Building of customer relation is another job of marketing. Customers have to be related with
their culture and a friendly environment being created in the organisation is relevant. Loyalty or
rewards scheme is also given by business for luring customers (Dewi and Darma, 2019).
Personalised mail
Sending mails to customers in personalised e-mail form also helps in creating a business relation
with the customers. Marketing content relating to offers and discounts can be sent in the mail.
Mails sent as per customer specifications will get a good response too.
Awareness
If customers are not in knowledge of a service, they shall not purchase them. Marketing team
thus make sure that the hotel information can be found in the directories, online portals and
buying of ad space on sites of travel and tourism.
Promotion
Promotion has to be run frequently in a year when business is slow. Introduction of incentives
and offering them are ways marketing professional achieve it. This has to be in a form of catchy
slogans which relates to the customer and attracts them towards the offer.
Here is a view of how marketing department uses theories for product and service development
with reference to Hilton Hotel:
Ansoff matrix
For being competitive in market, the company makes use of tactics. Hilton Hotel's has to adapt
its techniques to changing consumer trends and market situations as a retailer in a continually
changing industry. To discuss the company's strategy, the Ansoff matrix can be employed. The
Ansoff matrix is a tool for analysing and planning growth projects.

a) Market Penetration: This refers to growing the sales of existing services in a certain market. In
the case, the organisation employ strategies like price discounts, increase in promotion and
distribution, and acquiring of a close competitor. This is done to convince customers for buying
the product by attracting the attention with the methods (Porcu and et.al., 2019).
Hilton Hotel's has the ability to provide seasonal stay discounts. It has the potential to increase
the effectiveness of promotional operations like road show and television ads. Hilton Hotel's can
consider purchasing other hospitality businesses for extending its market, which can be a
situation of win-win for the corporations.
b) Product development: The process of bringing new products to an existing market is known as
product development. As a result of the move, a greater range of items will be offered.
Conducting development & research to create products which are new or developing strategic
relationships with other companies to obtain brand access and give a unision offering are
examples of product development techniques.
Hilton Hotel's has the financial resources to spend in product development and research talking
of products and accessories used by customers in hotel rooms, as well as form strategic
partnerships with a wide range of companies to create new product combinations (Porcu and
et.al., 2019).
c) Market development: The process through which a company launches a product which is
existing or service in new markets is known as market development. To enter new markets
necessitates expansion in new areas and customer segment. It can also include entrance in a new
international or domestic market.
Hilton Hotel's can open branches in other nations with favourable economic and policy links
with the United Kingdom. They can bring in things that are specific to the citizens' culture and
interests.
d)Diversification: It is a marketing strategy which entail the introduction of a product which is
new into a market which is new. Diversification can be classified into two categories: related and
unconnected.
The synergy potential between the existing business and the new released product or service is
referred to as related diversification. Diversification that is unrelated to the current firm indicate
that there aren’t possible synergies between the current company and the new product. As a

hotel, Hilton Hotel's has the ability to expand its service line. Hotel can start a complete new
business after conduction of extensive study for reducing future risk and increase in revenue.
Bowman’s model
Bowman's model is marketing strategy that has to be positioned for giving the company the
greatest competitive advantage. It presents eight strategies which can be used to a wide range of
markets and products. In this case, Hilton Hotel's utilises a differentiation strategy (Opute and
Madichie, 2017). The corporation continues to innovate with new features and packaging to
make its brand more desirable. This helps to justify its higher price point in comparison to other
brand and keep customers faithful to the brand. Secondly, for appealing to a broader customer
base, the company may pursue a hybrid strategy that combines product differentiation with a low
pricing relative to other hotels.
P2 Role of marketing function interrelation with other departments
Marketing and other functions in hospitality are interrelated with each other. This can help in
successful coordination within the organisation. There are a number of departments within
hospitality sector. The departments like front office, maintenance, operations, house-keeping,
finance and marketing work in cohesion to reach common objectives within the organisation.
The strategy being made in marketing is also executed in some way or the other through these
departments (Lee, 2019).
Marketing strategies being made is reflected in the way front office relate with customers by
telling them about membership plans in the hotel club and other additional services. The
feedback questionnaire designed by marketing department is provided by front office which is
taken for maximising customer experience by assessment of their expectations. Offers and
discounts designed by marketing are explained to customers by the front office department.
The marketing interrelates with maintenance department to suggest electronics installed in rooms
which can provide sustainability through energy-saving and also increase customer satisfaction.
As maintenance engineers are aware of the brands in electronics, accordingly they give their

specifications and marketing team makes budget for inclusion of these products which increase
customer satisfaction and also give a sustainable look and image for the hotel.
Marketing team inter relation with customer service and operations can be seen in the way that
the feedback received from the customers to customer service is communicated to the marketing
team who then take actions in inclusion of the feedback in their strategy to take the message to
the customers that their feedback is valued and incorporated. The strategy for instance,
availability of the hotel booking at many websites which customers surf for booking can help
customer as well as increase bookings for the hotel. This can be promoted in advertisements that
hotel booking made easy and convenient through numerous booking websites with convenience
for registration payment (Lee, 2019). Also, if there are suggestions from customers through their
mails, a personalised mailing to those customer database from marketing team that their
suggestions are going to be considered for evaluation can go a long way in relation building and
developing a personal touch.
Marketing team inter relation with the catering service can be seen in the fact that cuisines can
serve as the big market drivers offering best quality with innovation. Marketing team research on
the same being made available in competitors’ arena and making changes in cuisine presentation
and differentiating with traditional dishes and innovation in them make the food service stand
out. In hospitality, it is the presentation that matters and with marketing research given to
catering department to make dishes with a difference from existing competition give a
competitive edge to the hotel. It is also appreciated by customers who through word of mouth on
social media or otherwise increase publicity for the hotel serving the marketing purpose.
Marketing also interrelates with finance department of the budget the strategies will be requiring
for implementation. The finance after looking over all aspects provide approval for the budget
required in a financial year (Martín-Rios and Ciobanu, 2019).

P3 Ways in which 7Ps of marketing help achieve business objectives
Product
Product relates to the goods and services an organisation sells to the customer of itself. In order
for increasing the sale, one has to give proper and concrete information about a good and service
to the customer targeted. The product has to meet the expectations of the customer. In hospitality
market, it is the hotel and its services which are the product. The customers have to be given
information about them in a way which attracts attention and motivates customers to come to the
hotel for a visit. The Hilton Hotel has projected its image as one of the luxurious and affordable
hotel at the same time. Various picturesque locations and interior designs of the hotel have made
the website of hotel give attractive look to the customers and marketed the hotel as a product
well. Customer specific information has been provided at the website. Exquisite locales have
marketed the product to be a world class hotel (Salman and et.al., 2017).
Hilton provides a portfolio comprising of upscale, luxury and midscale hotels with properties
which are owned or are controlled in lease or joint venture form.
The customers visiting are enthralled by the ambiance and location of hotels benefiting
organisational objectives.
While
Ritz Carlton Hotel provides treatment of exceptional quality by offering of facilities and
services. It has brought a revolution in hospitality by offering of rooms which are spacious and
the facilities of restaurants, golf course, conference halls in its premises. The catering service is
known for offering culinary dishes to its visitors here.
Price
Pricing strategies is different for each hospitality business and can be divided in four categories:
economy, skimming, penetration and premium pricing.
The pricing strategy being followed by Hilton Hotel is combination strategy of pricing. Majority
of rooms in Hilton belong to upscale category of pricing. The premium strategy, as the name
suggests, involves high level charging of products and services which have additional features of
premium pricing. Hilton has to offer five and four star rooms and hotel charges customers at a

level premium. Hilton has many benefits which are intangible like sense of achievement, luxury
and status.
Tru hotels of Hilton provide rooms and services which are in the affordable range which is
targeted at visitors of middle-class who are looking for luxury which is affordable.
The target customers have been attracted through this pricing scheme benefiting the organisation.
While
Ritz has targeted upper and upper middle class sections of society and thus has kept a
premium strategy of pricing who serve people who do not mind shelling a few extra bucks and
the brand has been successful.
Place
The objective of the distribution strategy for hotel can be said as making facilities of products
reachable to customers as per their preference. The strategic location of hotel which is not distant
from the city and also offers natural scenic locales is a winner for sure. Hilton Hotel serves
guests for operating in 206635 rooms and across 85 countries.
Hilton Hotels strategy of distribution is heavily reliant on information technology with internet in
many formats. The company’s website is an efficient platform for distribution of service as it
provides many assistance features to hotel like booking of room, event planning and meetings
arrangement with booking of pick-up at airports (Othman and et.al., 2020).
Mobile apps also support distribution of services in own way of the hotel, it has options of price
listing of suites with a brief description of rooms and services available which makes choosing
for booking easy, also providing payment platforms. Social media also is a tool which supports
distribution of the hotel services.
With internet being the base of hotel’s strategy, there has been many conveniences attached for
customers in services. Booking process and registration has been made easier and faster online.
The strategy has benefited in increasing customer base through various mediums for the
organisation.
While
Ritz Carlton has been spread over thirty countries with one hundred and thirty resorts for the
esteemed guests and locations include a number of prominent countries of north America and
Europe. The location of the hotels has been kept near exquisite locales and the locations are

either near airports or highways. It has its website for bookings and apps which can be accessed
in five languages.
Promotion
This marketing feature involves promotion of product or service by following of different
channels. For Hilton, it is the online promotion of the brand which has made the hotel a well
promoted brand. Promotion is done not only of the brand but also the activities associated with
the brand such as CSR activities taken up by the brand, brand taking up sponsorship of
environmental programs and raising of concern over social issues on platforms of social media.
It is also a form of customer engagement with issues being raised. Sustainability is another
feature which gets attention from the customers for instance, hotel using eco-friendly measures
to cut down on carbon emissions and improving methods for less energy consumption like
installation of solar panels, recycling of food wastage etc. These measures are also promoted
online to catch the attention of customers and the business environment (Salman and et.al.,
2017). These measures have created a niche in the minds of customers thus benefiting the
organisation.
While
Ritz Carlton has a strategy of mouth of word which its guests tell about people who are known to
them. The hotel also gives advertisements in travel magazines, travel agents also do the
advertising and reward program for regular customers are kept.
People
There have been employed 169 thousand workers as in December 2018 where work culture is
maintained inn an excellent manner. For managing the people many awards and recognitions
have been the focus for employee motivation. Industry recognition awards have been the most
sought after awards by the employees. Benefits for employees have inclusion of competitive
salaries, educational programs for assistance, health programs for wellness, parental leaves and
retirement plans. Employees productivity has increased benefitting the organisation.
While

Ritz Carlton employs 40,000 people approximately. Ritz Carlton has always kept employee
interests in priority by catering to their needs like medical reimbursement, insurance of self and
family members and launching of training programs which can help them achieve career growth.
Process
Hilton Hotel customers may sue the website of hotel or app for booking rooms and managing the
stay. The process is focused on convenience of customer to be made extra. The payment mode
can be done through a number of options and reservations are allowed for selection of rooms and
using a mobile device as key for room. The check-in and check out procedure can be done
through the app also (Othman and et.al., 2020). This has helped increase customer convenience
and more of bookings done easily benefitting the organisation.
While
Ritz Carlton has its website for booking which has been made a smooth process for customers.
The payment can be done at registration and rest at check-in for customer convenience. Bilingual
app has helped customers understanding different languages book online. This has increased
bookings for the hotel meeting organisational objective.
Physical evidence
Mainly the hotel service is intangible which is except for tangible parts which the guests use
during stay like the products and accessories used at the rooms. Bills are one form of physical
evidence. Paper bills have been now replaced by digital services. The app provides check in and
check out which is paperless and is done in electronic form. Various amenities and furniture also
make a part of physical evidence of hotel. This helps provide assurance to customers of the hotel
authenticity.
While
Ritz Carlton has recordings of transactions, guest register book as physical evidence.
Registration documents as a hospitality company also prove as a physical evidence for the hotel.