Marketing in Hospitality: Importance, Strategies, and Impact

This paper deals with the importance and the need of marketing in the hospitality industry. It explains the industrial sector of the hospitality sector, with a focus on the hotel industry. A PESTLE analysis has been carried out to understand the external factors that affect the working of an organization. The need for market segmentation has also been discussed, along with the implementation of the marketing plan. The impact of political, economic, social, technological, environmental, and legal factors on the industry is also discussed.

Running head: MARKETING IN HOSPITALITY
MARKETING IN HOSPITALITY
Name of the Student
Name of the University
Author’s note

1MARKETING IN HOSPITALITY
Executive Summary
This paper deals with the importance and the need of marketing in the hospitality industry.
this paper explains about the industrial sector of the hospitality sector. Hotels are one of the
vital sectors that provide huge revenue in the country’s economy. In the paper a PESTEL
analysis have been carried out to understand the external factors that affects the working of
an organization. The need of market segmentation has also been discussed in this paper. This
paper also discuss about the implementation of the marketing plan.

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Table of Contents
Introduction................................................................................................................................4
Discussion:.................................................................................................................................6
Some of the marketing concepts/strategies for the hospitality industry are:.........................7
Relevance of consumer market in the industry....................................................................12
Market Segmentation...........................................................................................................14
Rationale for developing different market segment:............................................................15
Hospitality marketing mix....................................................................................................16
Pricing strategies and policies in relation to the hotel industry...........................................19
Evaluatation of the marketing plan......................................................................................19
Conclusion:..............................................................................................................................21

3MARKETING IN HOSPITALITY
Introduction
This assignment discuss about the marketing concept in the hospitality
industry.Marketing is the art of choosing the right target markets and making a profitable
relationship with the customers. Marketing also means obtaining, retaining and developing
the customers. Marketing in hospitality means how the different segments of the hospitality
industry for example restaurants, hotels, amusement parks utilize different marketing
techniques for the promotion of their products and services. Hospitality marketing is done to
increase the revenue of the hospitality industry (Baker 2016). This paper explains about the
hotel industry. The hotel, which is chosen in this assignment, is Hilton. Hilton is a UK based
hotel, which provides rooms and other services to its customer. This assignment discusses
about the concepts of marketing for the hotel industry. Marketing is necessary for any
industry to build a good brand reputation and to reach out to the people. Good marketing
strategy will help a restaurant, hotel, amusement parks etc. Hospitality industry is the sector
where the main products that the hotels are offering are heir services. The service that they
are offering should provide satisfactory feeling to their customer. The marketing environment
of the UK based Hilton hotel will be assessed with the help of PESTLE analysis. PESTLE
means Political, Economic, Social, Technological, Environmental and Legal factors that
affects the organization.PESTLE analysis analyzes the external environment of the
organization. Political factors are the factors, which are influenced by any political changes
or any new government policy. Economic factor depends on the economic conditions of the
country. It can be anything like inflation, or any government rules regarding the economic
policy. Social factors are factors related to society. Technological factors are the factors,
which explain how the technology affects the organization. Legal factors are the legal rules
and regulations that the government impose on the hotels to avoid any damage or illegal

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doings (Theaker 2017). This paper also explains about the need of developing market
segments. Market segmentation is the new strategy that is applied by the organizations to
have a better control over their customers. Market segmentation is the process of dividing or
splitting markets potential customer by some unique attributes. Dividing the customer
depends on their shared value or needs. By segmenting the markets, the managers target the
particular group in certain ways by which the organization will be profitable. This paper also
explains about the different components of the marketing mix. Marketing mix consists of
mainly 4P’s . Price, place, promotion and product, product in the hotel industry means the
services that they are providing. Hilton hotel is one of the renowned hotels in the UK and
they have a huge possibility or it can be said that they can expand their business
internationally. This paper will help to understand the factors for evaluating the marketing
plan of the Hilton Hotel.

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Discussion:
Marketing in hospitality means how the different segments of the hospitality industry
for example restaurants, hotels, amusement parks utilize different marketing techniques for
the promotion of their products and services. Marketing is done to retain the customer and to
develop a new customer base in the market. Hospitality marketing is done to increase the
revenue of the hospitality industry.
Importance of marketing in the hospitality industry:
Marketing is necessary for Hilton hotels to build a good brand reputation and to reach
out to the people. Good marketing strategy will help Hilton Hotel to build good brand
awareness and to form a good customer’s base. Customer loyalty is the ultimate motto of
every organization (Hill and Alexander, 2017). Marketing managers spend a lot of resources
and time to build brand awareness.
Hospitality sales and consumer good sales are different from each other because in
hospitality marketing the managers have to sell both the tangible and the intangible products
in the market. The hospitality managers mainly market the services rather than the goods and
their success depends on crating good feelings in the customer’s mind. For example, a resort
or hotel will want to provide a relaxing and fun atmosphere that can be easily recognizable by
the customer (Walker and Walker, 2016).
The hospitality industry mainly consists of tourism and an experiential service, a well-
reputed consistent brand identity is necessary. Marketing managers’ wants to create brand
recognition so that the customer visit or use their services repeatedly. Repeated customer’s
not only bring a huge revenue in the business but they also bring a help the organization to
form a good customer face (Liu-Thompkins and Tam, 2013).

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Some of the marketing concepts for Hilton hotels are:
 Customers prefer hotels and other experiential service for a number of reasons. From
facilities provided to them, location, companies or business organization have to look
that they are providing what the customer’s are looking for. The role of the marketing
manager of Hilton hotel is to find out the unique selling proposition that can attract
the customer. Apart from this, they should also research about the factors that attract
the customers to use that particular service. These needs a lot of research and the
information can be obtained by interacting with the former and the current guests,
reviewing customer’s feedback, monitoring industry data and so on (Nishimura and
NEC corp, 2013).
 If the customer’s does not know about a certain service or brand, they will not be able
to purchase that. This is where the brand awareness comes in effect. Management of
the Hilton hotelhas to keep track that the information about the hotel, restaurants and
resorts are easily available to the customer and that all the information available is up-
to-date.This can be easily done by purchasing space on the travel sites, or by creating
an official website of Hilton hotel. Television advertisement will also help to aware
the customer about their services or products (Huang and Sarigollu, 2014).
 Another brilliant strategy that the marketing managers use nowadays is seasonal
promotion. Seasonal promotion means to promote their service product in the certain
season or period in the year (Fernandez-Morales, Cisneros-Martinez and McCabe,
2016). For example, promotion of resorts and hotels are done during the New Year or
any vocational period when customers travel for a vacation. Apart from this,
promotional activities can also be carried out during the period when the business is
slower. This can be achieved easily by introducing incentives. Hilton hotels should
use this kind of strategy to attract customers.

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 As discussed earlier repeated purchase not only bringshuge revenue into the business
but it also helps to expand the customer’s base. Customer relationship is is necessary
so that the customer uses their product repeatedly. The best way Hilton hotels
canbuild a good relationship is by organizing customer loyalty programme. This
programme rewards the customers for using a particular service repeatedly.
 Managers of the Hilton hotels need to market their product in such a way that the
expensive products or services can still attract the customer. Most of the resorts and
five star hotels are relatively expensive but the services that they are providing should
attract and form a customer base. This will help Hilton hotels in expanding their
business internationally.
 Hilton hotel should choose the location carefully as the revenue earned by them
would totally depend on the number of customer visiting that place. A resort or hotel
located around a coastal area will be much more benefited than a hotel, which is
located in urban areas (Yang, Luo and Law, 2014).
Impact of marketing environment on the industry
Before preparing any business plan, the organization should understand about the
environment that they want to base their organization. The impact of the marketing
environment on Hilton hotels can be examined with the help of PESTLE analysis.PESTLE
analysis helps to understand the Political, Economic, Social, Technological, Environmental
and Legal factors (Jurevivius, 2013). Some of the external factors that will affect the
operation of the Hilton hotel are explained below.
Political factors:

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Political environment is the most important area that all the business organization
needs to monitor constantly as because politics are very unpredictable and can be influenced
very easily. The reason behind this is that the governments have the power to form legislation
and introduce new regulations that may affect the business organizations. However, United
Kingdom is a free market; the UK government still keeps tracks of the private sectors to
ensure that all the financial transaction and other related activities of the business are working
as per the best interests of the UK’s economy and well-being. Some of the Political factors
that have an effect on the Hilton hotels are:
 Digital Economy Act 2010 – This Act of the parliament was introduced to decrease
the frequency or amount of copyright infringements or illegal file sharing that is
common in digital society. However, this Act has a fierce criticism from the different
establishments especially from the hotels, which offer free hotspots to its customers.
The Act states that if the guests of the hotel break the law while using the free hotspot
that is provided by the hotels, then the hotel authorities will be held responsible and
they will face the penalty for breaking the laws. For this reason, the hotel authority of
Hilton hotels may have to charge from their customers for using their free wi-fi and
this may affect the customer base of the hotels(Mansell and Steinmueller, 2013).
 New immigration policy –This policy from the government has affected the Hilton
Hotels.The new immigration policy imposed sac cap on the immigration outside the
European market, which leads to the shortage of skilled employees. Apart from the
operational roles, a shortage in the managerial skill can also be found. Shortage of
employees still exists with only 6% of restaurant and 10% of hotel managers having
managerial level qualification (Knowles, 2016).
Economic factors:

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Economic factors depend on the economic condition of the country. The amount of
budget that will be spent by the government in a particular industry affects the organization.
Economic factors of the country are necessary to understand to run the business.
 Hilton hotel is facing a huge competition in the market due to the increased number of
hotels in the UK market.Easyhotel, Premiere Inn sand Travelodge offers same kind of
services in the market. The Hilton group is having a fierce competition and all the
hotels are using the cost advantage to attract the customer (Boella and Goss-urner,
2013).
 In recent years, the tourism spending has increased in UK. This has happened due to
the decrease in Sterling’s value against the Euro and the recession. The tourism
spending in UK has hit a record of 10.5 billion. This is one of the positive sides for
the Hilton hotels to earn huge revenue and to build a strong goodwill in the market
(Arlt, 2013).
 The coalition government started acting upon the deficit of the UK’s budget, the VAT
have increased significantly from 17.5% to a staggering 20% which will no doubt
have an impact on the customer’s disposable income. Many renowned economists
states that this increase in VAT will discourage the customer to spend less and will
affect the UK-based customers and tourists. However, this increase in the VAT will
have a positive effect on the small hotels, as the customer will prefer now to visit to
the premium hotels rather they will stick to spend less in the small hotels (Adam and
Browne, 2013).
Social factors:
 The 2012 London Olympics have been the most profitable event for the UK
hospitality industry and mainly for the hotels and the Inns (Bernstock, 2016). The

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2012 Olympic brought in a huge influx of people from all around the world to
London, which had increased the demand for hotels. This had helped the hotel
industries to increase their customer base to increase the brand awareness of the hotel.
Increased brand awareness will ultimately lead to repeated purchase by the customer.
 United Kingdom has attracted tourists from all over the world for its huge tourism
spot spreading all over the country. This has helped the hospitality industry of the
United Kingdom to grow and make a huge brand loyalty. This has also helped the
economic condition of UK (Mok, Sparks and Kadampully, 2013).
 Supply of staffs of lower levels is a directly associated with the seasonal employment
in the community.
Technological factors:
Hilton hotel can use technology to increase the satisfaction of the customer. For
example, CRM is a technology, which helps to record the customer’s information so that if
any problem regarding anything arises then the problem can be solved immediately with
ease(Rodriguez, Peterson and Ajjan, 2015).
Customers also love to give feedback about the product or service they use. Potential
customers use online sources for gathering information about an hotel before using their
services. Online sources like reviews, comments and suggestion helps the customer and also
help the hotel management to increase their goodwill and customer’s base (Liu and Park,
2015).
The use of IT in the hotel industry has helped in gathering more information, which
ultimately help the management in decision making and this help the organization to come up
with more effective plan in future activities (Leung, Bai and Stahura, 2015).

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Advancement in technology and usage of technology by Hilton Hotel will help in
managing the resource consumption. This will help to reduce the wastage of resources.
Environmental factors
Weather and the environmental changes have a huge impact on hotel industries. In
extreme weather conditions, policies and taxes changes to provide a friendly environment to
the customer (De Freitas and Dias, 2013).
Extreme weather conditions like flood, heavy rains and storms have a direct impact on
the Hilton hotels. Hotel management has to take vital measures to tackle with such calamities.
This will help to reduce the troubles of the customers and the staffs of the hotel can handle
easily.
Natural factors, which are uncertain like earthquake, have a bad impact on the sales of
the hotels.
Legal factors:
Legal environment is an important factor for the growth of the Hilton hotels.There
have been a huge change in the policies and laws in the last year that have affected the Hilton
hotels. Legal factors like health and safety laws are a necessary factor that the organization
has to consider (Australia, 2013). In most of the countries, the hotel industry has to follow the
age law. However, discrimination law has been eliminated recently. Customers get attracted
to the hotels, which follow proper rules and provide safety and secured service to their
customers.
However, current war situation in many Asian and non-Asian countries may have an
adverse effect on the Hilton hotels. This situation may force the hotel authorities of Hilton
hotels change their laws. Government becomes more flexible during this time and thinks

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about the society first. This can be possible that the external factors may have a negative
impact on the hospitality industry.
Relevance of consumer market in the industry
Customer is one of the major aspects of any business working in any industrial sector
as the customer is on the receiving end of goods and services that are provided to him. The
importance of customer in a hospitality industry is immense as the customer is the main
source and the base on which the industry is running on. The role of the customer is also on
the fact that without their involvement the profit as well as the sales will dip to a major level
and also affect the industry in a negative way.
Customer culture is defined as the process and ways in which the company
understands the needs of the customers and their relation to the various kinds of demands
made by the same. The concept of customer culture is pivotal in the hospitality sector as
without the knowledge of the customer culture, the hotel industry would not be able to know
what the customer demands.
Customer behavior is defined as the group behavior of the customers in association
with the purchase of goods and services pertaining to the different industries of the hospitality
sector. The behavior of the customer is really important in the hospitality sector as without
the proper information regarding the same, the hotels cannot determine the wants and needs
of the customer.
Customer Orientation is defined as the approach of the sales and customer support
team for the benefit of the customers to meet their long-term needs in the hotel industry.
All these factors are essential for the working of a hospitality sector enterprise so that
the customers can be served well with every type of requirement that the person demands. In

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addition, these factors also help the industry to flourish with all levels and make sure that the
customers are steadily coming for the facilities and also uplifting the sales. A chart showing
the condition of the hospitality industry in UK is given below to clarify the understanding of
the situation -
Source: Statista.com
(Number of hotels in UK from 2008-2016)
The above statistics shows the number of hotel enterprises in United Kingdom from
year 2008-2016. The hotel industries have grown and the competition in the hotel industry
have increased. Customers have a lot of option in front of them to choose a hotel. The
bargaining powers of the buyer have increased due to the rise in competition in the hotel
industry (Rhodes, 2015).

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Source: Statista.com
(Expected revenue earned by hotels until 2020)
The above statistics shows the revenue earned by the hotels and the expected revenue
that will be earned by the hotels until the year 2020. The revenue of the hotel industry is
gradually increasing form the year 2015 (Jung, Ineson and Green, 2013).
In respect of Hilton Hotels situated in UK, the major attraction is the Scottish culture
and the historical evidence of the place that attracts a large number of tourist from all over the
world. The major attraction of the hotel is the culture and the facility that the place provides.
It is a luxury hotels whose major attraction is the base customer culture that the place
requires. The customers in the place are ever interested in the various kinds of facilities that
the hotel provides that makes it one of the best luxury stay of the customers involved.

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Market Segmentation
Market Segmentation is defined as the process with which the potential market for a
product or service is segregated among the potential customers or clients based on the
different kinds of characteristics features that the customer has. The division of market
among the customer makes sure that the every kind of customer get their share of products
and services from the various kinds of industry and service providers.
There are a number of principles on which the market for a potential industry is to be
segmented so that there is an effective customer balance in the various sectors –
 Market segmentation is to be measurable to identify the various aspects of the
consumer
 The market segment should be reachable by the means of various communication
channels
 The customer base for each marketing segment should be large enough so that there is
a reliability on the marketing mix provided by the brand for the client
 The customer segmentation must be reliable so that their changes in attitude is not
frequent at all levels
 The requirements and needs for the customers should be different for the various
kinds of marketing mix involved in the process.
Targeting and positioning are two important means of identifying and making out the
most profitable segments among the different kind of marketing segments available in the
process. Targeting is one of the major means of attracting the segment of the customer that
differentiates the most profitable segment in the means of customer channels. Positioning is
another major way in which the business accesses its impact on the minds of the customer
and makes its position in the market in relation to the other organizations of the same

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protocol. The positioning of the brand or the service is more of a business-oriented stage
where the brands make sure to reach the customers as much as possible with their ideas and
make them believe in the concept that they are advocating.
There are various kinds of marketing segment for the product or service available in
the market which are based on various factors namely geographical, demographical,
behavioral, gender and income.
Behavioral segmentation is defined as the process in which the customers and clients
are divided according to the type in which they react to the product or service.
Segmentation of the customers based on a number of factors such as personal
characteristics such as age, income, ethnicity and nationality, education, occupation, religion,
social class, and family size is known as the demographic segmentation. This type of
segmentation makes sure that each of the sectors of the characteristics features are
appreciated in the meantime.
Segmentation based on income of a person is one of the major demographic changes that
needed to be done on the basis of demographics. There are a number of places in which a
certain class of people will venture which will differentiate this people with others. Income is
surely one of the major sources through which the people of the service is attracted which is
one of the major determining factors.
Geographical segmentation is defined as the segmentation process in which the
customers and clients are divided according to the location in which they belong. The
different kinds of geographical locations also make sure that the people are generally from
different ethnicity which determines their way of receiving a certain kind of product or
service.

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The Hilton Hotels in UK is one of the major hotels in the area that has a certain
amount of market segment into it making it one of the hotels that caters to the various types
of market into it. This being a luxury hotel embedded in the history and culture of the place
attracts the population that is ready to splurge for a luxury stay and to make sure that the
ambiance provided is good and apt for the same. The people coming to the hotel is ready to
pay for the Scottish type of living along with the view and history attached with the place.
The hotel provides one of the most effective market segmentations as it caters to only the
upper and higher classes of people who can afford to have a very elegant and upper hand
living for the people. The hotel industry is always directed to some of the major segments of
the customers that help them to make them access the various kinds of hotels across the globe
and the luxury hotels like Hilton provide both modern and aesthetic value to the same.
Hospitality marketing mix
Marketing is based on the principle that the organization should understand customer
wants and needs before designing a particular products or services. Consumer-orientation
helps in creating demands for the organization’s product and services and it helps in
delivering greater customer satisfaction.
The traditional marketing strategy, marketing mix, which consists of four P’s, price,
product, place and promotion. The four P’s helps in decision-making and helps in increasing
the business organization. Marketing mix is controlled and dependent on the organization.
Marketing mix:
 Products: The first component and the most important component of the product mix
is product. Product is the core of everything. Everything revolves around the product
the organization is offering. In case of Hilton hotels, the product comes in the form of

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services. Hilton hotel’s core product is delivering satisfaction through their services.
the company’s main products that they offer are:
- Guest rooms
- Conference facilities
- Banqueting rooms
- Food and beverages
- Executive lounge
- Health and wellness facilities
- Business centre
- Travel desk
- Parking facilities etc
Hotels generally spread to different segments of the market and each of these
segments has different service requirements.
 Place: Place defines the accessibility of the services or products to potential
customers. Like other products, hotel products are not delivered or comes to its
customer rather the customer have to come to use their products or services. Place of
this product is the location of the hotel for example, outskirts of city, hill station,
resort or any other location. Hotels use indirect or direct distribution to reach to its
potential customers. Some of the methods or channels that the hotels uses are:
Direct methods:
-Sales done by hotel sales team
-Printed media advertisements
-Global distribution system
-Telephone calls
-Hotel website booking system

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Indirect methods:
-Independent travel agents
-Travel agents
-Event planners
-Online travel agents
Online travel portals.
 Promotions: Promotion is one of the most important components on the
marketing mix. Brand awareness increases if the promotions are done carefully and
effectively. Promotion will help Hilton hotel in creating a good customer base and it
will attract a lot of new customer in the organization. Promotion is the way by which
the hotel communicates with their customers.
Some of the communication and promotion channel that are used by the Hilton hotels are:
-Television commercials
-Hotel Websites
-Twitter channels
-Google page
-TV commercials
-Billboards
-Facebook page
-Hotel pens and pencils
 Pricing: Pricing strategy is another important factors or aspects of marketing mix. Pricing
strategy depends on the types of customer the hotel is targeting. Hotel products like

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banquet halls, guest rooms etc. are not priced competitively then the customer may reject
the hotels and move on to another hotel. The pricing must be accurate according to the
services they are providing. The packages and the pricing highly and easily influence
today’s competitive market customers (Lee and Tsai, 2013).
Pricing strategies and policies in relation to the hotel industry
Skimming is defined as the process of setting the price of a product or service at a
relatively high at the initial stage but then lowering the price at the subsequent levels due to
the various factors engaged in the same. The process of skimming is applicable for all the
business communities across the globe especially for the hospitality industrial sector.
Penetration in marketing is defined as the amount of sales that the company provides
in reality in comparison to the amount that the company has theoretically expected to
achieve. This is an important part of marketing as contemplating on a stated group of sales is
important in the industry as without prior contemplation it is difficult to achieve a desirable
limit of income.
Competition of the companies in the genre of marketing is defined as the rivalry
between companies selling the same genre of products and services and catering to the needs
of the customers.
Price setting considerations is defined as the concept that makes the service industry
set prices according to either will or independence or according to the competition of the
given brand in the course of time. The price setting consideration is different for different
kinds of services and industries. In terms of hospitality industry, it is majorly determined by
the competition of the hotels and the pricing of the same kind of hotels in the genre.

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There are a number of factors that affect the price decisions of a service industry
namely –
Facilities provided – One of the chief factors that determine the price of the hotels is the
service and facilities provided by the industry in terms of rooms and services. The hospitality
industry is based on the amount and efficacy of service which is directly proportional to the
price demanded. With the betterment of service, better prices are demanded.
Location – Location plays a prime role in the pricing strategies of the hotels. Prime locations
with better view makes the hotels demand a high amount of prices in comparison to others.
Also, the level of heritage also plays a role which means that even if the hotel is remotely
located and the place has a heritage value like castle or palace, that place will have a better
pricing.
Reputation – The reputation of the hotels also play a vital role in the pricing point of the
industry. The hotels with high reputation also makes sure that the prices are high whereas the
places with low attachments of brands deserve low pricings.
Hilton Hotels situated in UK are one of the largest heritage hotels located in the
beautiful view of countryside alongside the urban places which attracts major tourist willing
to pay high prices for their stays. The hotels are very well maintained with an amount of
value attached to the services and quality maintained by the customers. The hotel surely has a
skimming price structure but this makes it relatively less in comparison to the general hotels
in the sector. The other points mentioned also have a positive outlook in the measure of the
hotel pricing and also seems to attract a section of potential customers in the sector of
hospitality industry.
Evaluatation of the marketing plan

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Marketing plan works as the blueprints for an organizations sales strategy. Marketing
plan is made by analyzing the external and internal factors that affect the organization.
Marketing plan needs continuous review from the organizational head and if any changes are
required then it may have to adjust according to that.
Evaluation of the marketing plan for a particular goods and services are done by considering
the following factors:
 Return on investment: Return on investment is the most important and major concern in
terms of marketing and other expenses. Return on investment means the money, which
the organization is spending is providing sufficient profit (Wetcott, 2016).Hilton hotels
should consider the return on investment before making the marketing plan.
 Sales number: Reading the number of sales that happened in the organization is the most
common and the easiest way to decide whether the marketing plan is working or not
(Usami and Inoue, 2013). Hilton hotels should check the sales number this will give them
the best knowledge whether the marketing plan is effective or not.
 Customer response: Customer response or feedback helps to understand whether the plan
is working and delivering the desired results.
 Competitor response: Competitors action can help to understand whether the
organization is doing well or not. If the competitors also try to copy or design the same
marketing strategy then the organization in the right track of success.
 Market expansion: If the marketing is reaching to the people and expanding, the
effectiveness of the marketing plan is the main reason (Rousseau and Vranken, 2013). A
good marketing strategy will help Hilton Hotel in expanding its market.

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Conclusion:
This paper explains about the marketing concept of the hospitality industry.
Marketing in hospitality means how the different segments of the hospitality industry for
example restaurants, hotels, amusement parks utilize different marketing techniques for the
promotion of their products and services. Hospitality marketing is done to increase the
revenue of the hospitality industry. This paper explains about the hotel industry. The hotel,
which is chosen in this assignment, is Hilton. Hilton is a UK based hotel, which provides
rooms and other services to its customer. With the help of PESTEL analysis the external
environment of the organization is examined. This paper discusses how the political factors
like Digital Economy Act 2010;New immigration policy affects the working of the hotel
industry. This paper also explained about the need of developing market segments. Market
segmentation is the new strategy that is applied by the organizations to have a better control
over their customers. . This paper also explains about the different components of the
marketing mix. Marketing mix consists of mainly 4P’s . Price, place, promotion and product,
product in the hotel industry means the services that they are providing. Hilton hotel is one of
the renowned hotels in the UK and they have a huge possibility or it can be said that they can
expand their business internationally. This paper will help to understand the factors for
evaluating the marketing plan of the hotel industry. To conclude the hospitality industry has a
number of scopes in the market due to the increased spending of budget in the tourism
budget. Hilton hotel can be benefited from this if they continue to deliver good services to
their customer.

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