Applicability of Creativity And Innovation Model

Marketing
Innovation
Student’s name
12/16/2019

Innovation 1
Contents
Introduction......................................................................................................................................2
Overview of Hilton..........................................................................................................................2
Changes of Hilton............................................................................................................................2
Applicability of creativity and innovation model-...........................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
In terms of hospitality sector, in the last five years this particular industry has faced various
changes, which also generated huge success and growth potential. This all because of the
competitive pressure, shifting of consumers’ preferences, technological advances, price
discounting, newer distribution channels and consumption patterns. All these innovations tend to
be an efficient tool for generating competitive advantage in many economic activities (Adam, &
Kotler, 2014).
Being different is one of the significant features of innovation, such as relative advantage,
compatibility, complexity and observability are variable determination and the rate of adoption
of innovations. In terms of tourism and hospitality management, innovation is mainly related to
the offerings to the customers and on the other hand, performance and attributes are considered.
Thus, innovation and entrepreneurship are the two significant tools, which help in increasing
tourism activity fields in order to stimulate growth and long-term success at large for the tourism
and hospitality sector (Amabile, & Rigolizzo, 2015).
Overview of Hilton
Hilton hotel is one of the well known American Multinational hospitality, which
manages, and franchise a broad portfolio of hotels and resort. Conrad Hilton founded this in May
1919 and recently Christopher J Nassetta leads it. The companies over the years are applying the
innovative approach towards products, amenities, and services to the end customers. Hence, with
time, Hilton hotel and resort remain stylish, forward-looking with more of smart designs,
innovative concepts and authentic hospitality lead to the generation of more success than normal.
Further, when we consider the various sale and marketing activities, Hilton in this aspect
provides various discounts for visits that are more frequent. Lastly, the main motive behind the
Hilton success is the innovative designs and technology services and the food they serve with the
numerous varieties which tends to attract the large base of customers (Fazlıoğlu, 2019).

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Changes of Hilton
Overtime, by seeing the hospitality and tourism sector, they have come up with many
changes such as various innovations, in terms of facilities, amenities and the various services,
which further help in generating more success than usual. Other than this, it was also observed
that many of the hospitality and tourism sector are focusing on environmental aspects,
sustainability aspects and safeguarding the interest of the customers, their leisure time, their
experience with the hospitality sector leads to the long generation of the success. Hence, the
reason behind all these changes and innovations in the hospitality sector lead to huge success.
Similarly, in terms of Hilton, came up with the various changes such as high tech rooms in which
guests control every aspect, fitness rooms, and usage of digital key technology and lastly
strengthened communities surely help the company in generating the long-term success (Ghosh,
2015).
Applicability of creativity and innovation model-
In terms of applied creativity and innovation model, it mainly has five steps, defining,
exploring, ideation, designing and implementation-
Defining- Defining aspect mainly highlights the various challenges, which the company
has faced in terms of creativity and innovation aspect. Hence, in terms of the Hilton Hotel, the
main challenges, which they faced, is the lack of innovation in terms of other hospitality
businesses and companies. Such higher competition between industries made difficult for the
Hilton to target the large base of customers. Other than this, with the change in time or the
scenario of the businesses, change in technologies has majorly affected the success story of the
companies at large. Hence, it is really important to work over the various opportunities and
numerous strategies in order to work over the faced challenges. Another issue may be the high
insecurity of the customers, which thus leads to the generation of higher risk of hacking and
networking issues (Swart, & Hattingh, 2016).
Secondly, the Exploration stage of creativity and innovation model highlights the turned
environment, which affects the hospitality and tourism organization. Thus, in the Hilton concern,

Innovation 4
the company can think of the transformation in technology and can adopt digital technology for
the further up-gradation in workings within a hotel. Enhancement in online bookings, creative
ideas in terms of mobile tools and applications can lead to exploration and can help in generating
change within a business environment and thus. Such steps will help the company further for
being innovative and successful in the hospitality sector (Bruns, 2013).
Thirdly, idea generation or ideation in terms of Hilton worldwide helps in generating the
newer yet effective solution or various other effective opportunities to those issues or problems,
which were earlier diagnosed. Hence, by seeing an issue in terms of technology development and
the security aspect, the company in this similar case should have created newer services for the
end-user in order to target the large base and also to safeguard those who were loyal clients to the
company. For example, the use of the online systems, effective security systems, online fast
payments, and various other bases yet different amenities that can be satisfying the needs of the
customers at large (Fu, 2017).
Other than this, effective use of technology integration, effective data management
platforms, web analytical tool, and various other marketing strategies and numerous innovations
at pace for the marketing activities tends to attract the large base of customers. Thus, all these
aspects will help the company Hilton to generate effective customer relations, effective
technology systems, and various other amenities that help the company to target the customers
and generate long-term success (Sigala, 2017).
Fourth, designing aspect mainly highlights about designing the an effective and efficient
solutions, such as adoption of the digital marketing, making use of travel customers engagement
through an effective planning process, engaging through post-stay services, Other than this,
making use of an effective programmatic display advertising for the customers for an effective
knowledge about various services which Hilton provides. Other than this, in recent time the use
of social media tools has made easier for the company as well as customers for the future long
term retention and also a generation of long term relationships with them (Cohendet, Parmentier,
& Simon, 2017).
In addition to this, effective security systems in terms of individuals or the customers
who visit a hotel and in concern to the mobile safety and security concern. Lastly, mails for the

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customers, which include personalized messages to the customers in order to generate long-term
retention and increase relation about the services being provided. Thus, the use of the effective
digital marketing technologies and media of the company and development of various marketing
campaigns will help in promoting and generating the various discount offers which will further
help in targeting the customers at large and retaining the existing ones.
Lastly, the implementation stage highlights various solutions, and various other
strategies such as an effective yet efficient planning process, developing the numerous
techniques in order to target the large base of customers. Whether it is social media technique or
the company’s home page carrying various discounts offers, promotion of campaigns, website
development and much more up-gradation the within working styles leads to effective
implementation and leads to success. Other than this, companies come up with the various
security factors, which help the customers to generate effective trust on and over the company,
such practices, lead to effective results for the company and also for the entire hospitality and
tourism industry (Amabile, & Rigolizzo, 2015).
Thus, the main habit of the company is to build and effective customers’ relationship
management by making or maintaining effective data and technology advancement. Hence, leads
to the effective results and formation of the planned business and leads to effective customers’
relation and information, which will surely lead to the successful generation on a long-term
basis.
Conclusion
From the above report, conclusion highlights that Hilton is worldwide and one of the
well-known brand in terms of tourism, hospitality sector turns out to be the most successful
brand due to the various changes in terms of creativity, and innovation has taken into
consideration. Thus, all this is because of the enhancement of the customers' visit and to maintain
the long-term customers’ relationships with the existing ones and targeting the newer customers’
at large extent. Hence, the various solution was taken into considerations such as effective
technology up-gradation, social media technique, adoption of various discount offers and lastly
effective security systems which help the company to target the large base and thus, earn more
than usual financially as well as in terms of reputation at large.

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References
Adam, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson Australia.
Amabile, T., & Rigolizzo, M. (2015). Entrepreneurial creativity: The role of learning processes
and work environment supports. The Oxford handbook of creativity, innovation, and
entrepreneurship, 61.
Amabile, T., & Rigolizzo, M. (2015). Entrepreneurial creativity: The role of learning processes
and work environment supports. The Oxford handbook of creativity, innovation, and
entrepreneurship, 61.
Bruns, P. (2013). Corporate Entrepreneurship: Innovation and Strategy in large organisations
(3rd ed.). london: Palgrave MacMillan.
Cohendet, P., Parmentier, G., & Simon, L. (2017). 13. Managing knowledge, creativity, and
innovation. The Elgar companion to innovation and knowledge creation, 197.
Fazlıoğlu, B. (2019). The E ect of Innovation on Productivity: Evidence from Turkishff
Manufacturing Firms. Industry and Innovation, 26(4), 439-460.
Fu, H. W. (2017). Organizational learning and organization innovation in the tourist hotels-an an
empirical study. EURASIA Journal of Mathematics Science and Technology
Education, 13(9), 6347-6356.
Ghosh, K. (2015). Developing organizational creativity and innovation: toward a model of self-
leadership, employee creativity, creativity climate, and workplace innovative
orientation. Management Research Review, 38(11), 1126-1148.
Sigala, M. (2017). Collaborative commerce in tourism: implications for research and industry.
Current Issues in Tourism, 20(4), 346-355.

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Swart, K., & Hattingh, C. (2016). The motives for visitors to attend a food and wine event in
Cape Town and their satisfaction levels. African Journal of Hospitality, Tourism and
Leisure, 5(2), 1-14.