Marketing Mix of Hilton Hotels

Running head: HILTON HOTELS
Hilton Hotels
Name of the Student:
Name of the University:
Author note:

1HILTON HOTELS
Executive Summary
Hilton Hotels Corporation (HHC) is one of the most prominent global hospitality corporation
that has more than 3500 hotels world-wide in 91 different nations. This paper has elaborated
on the business operation of Hiltons, providing a brief background of its business procedures.
It has also assessed its strengths and weaknesses and the opportunities and threats present for
it in the current business scenario. The paper has also carried a PESTEL analysis in order to
assess its macro environment which influence its business. With the same, it has also
conducted a SWOT analysis in order to assess its internal and micro environment factors. It
has also shed light on its competitive edge along with the market research strategies that the
enterprise uses. In order to do so, it has carried a competitor’s analysis taking Marriott, Ritz
Carlton and Accor into consideration. There are also some market strategies and objective
recommendations made for the part of the company and with the same, it has also made a
market segmentation by dividing a large segment of the market into smaller segments.
Furthermore, it has also presented a brief overview of the decision making process in the
hotel and have presented a marketing mix, assessing the 4 Ps of marketing.

2HILTON HOTELS
Marketing Mix
Defining a proper marketing mix for hotel industry is crucial for the success of hotels
marketing efforts. A marketing mix is used to indicate the several marketing variables used
by the sales team to target specific guests or target market segments (E.g.: Corporate,
Transient, Groups, Conference, Leisure etc.).
Product
A product is divided into three different levels and they are Core, Facilitating and Supporting
products. Hilton Hotels can be identified as a up market fully serviced hotel, which offers
services such as hotel rooms, meeting/ conference facilities, hosting weddings receptions,
banquets Restaurant, lounges Bars, food & beverage services, room service swimming pools,
gift shops, retail facilities and other services such as but not limited to airport transfers. The
core products of Hilton Hotels are the hotel rooms that Guest stay in for a precise period of
time (Hotel 2017). With the same, Hilton offers a group of common facilitating product like
client services, bars and restaurants, meetings/events and on-line reservation facilities.
Moreover, Hilton Hotels provides 24/7 room service, free newspapers and magazines for
enterprise travellers, concierge offerings etc. Furthermore, the augmented products supplied
by Hilton Hotels consist of membership discounts, luxurious room and exterior designs, high
end restaurant with relaxed ambiances. It also provide augmented products. It is to note that
the Augmented product is advantage provide made by way of companies that consist of core
product and peripheral services. Augmented products supplied by Hilton Hotels consist of
membership discounts, luxurious room and exterior designs, high end restaurant with relaxed
ambiances.
Questions to asked when marketing a hotel
 What's the name of the presented product? (brand)