Marketing Plan for Hilton Hotel: Targeting New Tourism and Maximizing Customer Engagement

This marketing plan covers the vision, mission, marketing objectives, and marketing budget of Hilton Hotel UK. It also includes STP analysis and marketing mix to target new tourism and maximize customer engagement.

Marketing Plan

INTRODUCT
ION..............2
MAIN BODY..................................................................................................................................2
Marketing Plan.................................................................................................................................2
Company Overview.....................................................................................................................2
Mission........................................................................................................................................2
Vision...........................................................................................................................................3
Products & services.....................................................................................................................3
Marketing Objective....................................................................................................................3
Marketing Budget........................................................................................................................4
STP Analysis...............................................................................................................................5
Marketing Mix.............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
A marketing plan is a detailed document that details the overall marketing initiative of an
organisation (Benyebdri, Bernossi and Karaivanova, 2018). It is a roadmap that details how an
organisation can execute its marketing plan and use a variety of tools to achieve the business
objectives, including revenue targets or the acquisition of customers. This report based on the
Hilton Hotel UK where they prepare new marketing plan to attract new tourism with their
hospitality services and amenities to maximise their customer engagement and sales revenue.
This marketing plan covers several aspects which helps the organizations to achieve their
marketing objective or target new tourism. It includes the vision, mission, marketing objectives,
and marketing budget. In addition, it also covers the STP analysis and marketing mix to target
right people and formulate their strategy for them to successfully accomplish their marketing
plan.
MAIN BODY
Marketing Plan
Company Overview
Hilton Hotels & Resorts is the registered trademark of Hilton and it is one of the biggest
hotel brands chain in the world. The brand is aimed at both business and leisure travellers with
located in major city centres, near airports, conference centres and popular holiday attractions
around the world. Hilton Hotels & Resorts engages in the Hilton Honours Guest rewards
program. Members who book online via Hilton-owned networks enjoy special discounts and
services such as free Wi-Fi, electronic check-in, automatic door access and the option to use a
phone device to select individual rooms. Hilton Hotel periodically introduces some new features
in their services and amenities with special discounts and offers to increase customer
engagement.
Mission
Our mission is to become the first choice of visitors, members of the team and property
owners. In addition, Hilton hotel ensure that their every customer should be satisfied with the
hotel services and hotel staff also ensure that, they are able to meet customer’s needs and
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expectations (Chernev, 2020). It is very essential for the organization to make their guest satisfy
because it further helps in increasing customer engagement and overall sales.
Vision
Our vision is always to fill the world with the warmth and light with their hospitality
services. Hotel wants to make their brand name more popular and try to make it market leader in
the hospitality sector. Hotel management ensure that their existing customers always prefer their
hotel whenever they plan for something to go out and also recommend others through word of
mouth marketing.
Products & services
Hilton Hotel provides a variety of goods or services and high end luxury restaurant chains
with a wide variety of different brands. Hilton Hotel provides a variety of drinks and snacks that
is an integral part of every stay. Customers can lounge and have evening meal inside one of the
Hilton Hotel's dining and have a range of lunch options to please them. The hotel has a serviced
accommodation and facilitates all sorts of people. They deliver a variety of facilities to suit the
needs of clients, such as a gym and a soothing spa.
The Hilton Hotel also offers their luxury services to leisure travellers and corporate clients
with goods and services. They boost revenue by providing additional amenities such as
guesthouse, family entertainment packages and meeting spaces. The Hilton also has a Guest
Loyalty programme in which regular travellers can receive airline miles and rewards by residing
with different Hilton Hotel brands. The Hotel also has loyalty abilities, which ensures that if
customers stay in their hotel for a long period of time, they will get one night free of cost and
some special discount as well.
Marketing Objective
Marketing objectives are set of a company's goals which they wanted to fulfil as soon as it
will be possible (De Pelsmacker, Van Tilburg and Holthof, 2018). They clarify the intentions
to the management or marketing team, offer clear guidance to team members to pursue, and
provide managers with information for analysis and support. Marketing objectives are a vital
component of a marketing campaign. With the help of marketing objectives, organization is able
to formulate their further strategies to achieve their business goals. There are some marketing
objectives of Hilton Hotels which mentioned in their marketing plan and these are as follow:
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 Target new tourism or customers
 Increase customer engagement as well as overall sales
 Maximise customer satisfaction
 Reduces the consumer complains
 Increase overall profit by 10%
 Increase the numbers of corporate clients
Marketing Budget
The marketing budget sets out almost all the funds that a company intends to invest on
advertising important activities over a quarterly or a yearly (Gupta, 2019). Marketing budgets
may include expenditures such as paid ads, endorsed internet content, new marketing
communication staff, a certified blog domain, and digital marketing software. These include such
things as marketing team, customer engagement, investment opportunities paid to organisations
or other outside distributors, marketing expenses, media spending, etc.
Below mention marketing budget is prepared for Hilton Hotel to promote their products &
services along with other facilities which helps in attracting more tourists. Quarterly spending on
several marketing activities which is required spending to increase customer engagement and
their sales by using effective marketing and promotional strategy.
Marketing budget
Particulars 1st quarter 2nd quarter 3rd quarter 4th quarter Annually
Initial spending £ 8000 £ 8500 £ 12000 £ 14500 £ 43000
Additional Fund £ 11000 £ 14000 £ 25500 £ 32000 £ 82500
Total £ 19000 £ 22500 £ 37500 £ 46500 £ 125500
Marketing outlay
Promotion £ 6500 £ 3200 £ 4300 £ 3300 £ 17300
Campaign £ 2200 £ 2100 £ 3300 £ 2200 £ 9800
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Digital marketing £ 4200 £ 2500 £ 6000 £ 3000 £ 15700
Total £ 12900 £ 7800 £ 13600 £ 8500 £ 42800
STP Analysis
The marketing tool of STP stands for segmentation, targeting and positioning. It is a three-
step analysis procedure that enables a concrete and enforceable marketing plan to be created
(Koney, 2019). The key concept behind this STP process is to segment the audiences, target and
differentiated group as per their tastes and behaviours, and change the position of the marketing
strategy to meet their interests and desires. The explanation why the STP analysis is so
successful would be that it starts to break down larger markets into smaller bits, in order to make
it easier to create unique methods for acquiring and retaining potential consumers rather than
trying to use a standard marketing strategy that may not be as compelling or as successful. In
relation to marketing plan of Hilton Hotel, STP analysis is essential to increase customer
engagement and target new tourist to maximise overall sales. This analysis is as follow:
Segmentation: The segmentation stage is all about defining unique and common
characteristics amongst people in the hospitality market, it allowing hotels to create far more
appropriate and interactive marketing strategies. If organization can use customer insights to
recognise a particular interest or need from a group of individuals on the market, they will be
able to target the messaging and implement it in a manner which has a far stronger effect than
wider marketing strategies. In reality, in competitive and mature markets, they may also discover
great possibilities, showcasing the unique advantages of a segment not given access to by
anybody else.
There are various types of segmentation such as demographic which includes age, gender,
marital status etc. Geographic segment include the different location, Psychographic segment
covers the personal attributes of individual, their lifestyle or behaviours (Maravilhas, 2019). In
context of Hilton Hotel, organization select the geographic segment where they target the place
nearby airport, tourist attraction etc. In addition, they also target demographic segment to offer
their services and amenities. Hilton hotels found the location in London such as Aldwych,
Canary Wharf, Bankside, Tower Bridge and Trafalgar Square etc.
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Targeting: The next process is to look at the selected segments that provide the best
opportunities for the Hilton Hotel. Firstly organization needs to measure the size of the
selected segment, which will tell guests if it's worth considering. After all, the promotional
incentive must be big enough to justify campaigning. Otherwise, the effort just probably isn't
worth it. The very next step is evaluating if there are important markers that distinguish the
segments, which could become the foundation of a STP marketing strategy. Be sure to evaluate
the opportunity from a financial point of view, the profits they should expect could outweigh the
extra marketing expenditure that will be needed to produce.
Hilton Hotel primarily focuses on establishing hotels in places that are popular with both the
target segment. The brand is targeted at consumers who are middle to senior professional
between the ages of 26 to 60 years of age with high levels of disposable income from the higher
social classes (McGowan and Branche, 2020). Furthermore, the brand often targets individual
customers who enjoy a luxurious lifestyle, and thus the business charges high rates for its
services and goods which are considered to be that of the appropriate quality. The essence of the
psychographic segmentation used by Hilton includes targeting competitive individuals who want
to demonstrate their expected high status and accomplishment by residing in five star hotel
bedrooms at premium rates.
Positioning: Final step of STP analysis is positioning which helps the organisation to
identify the opportunities that further allow Hotels to respond to an unfulfilled need or desire in
the market that certain product can satisfy. Even though tangible data on targeted segments of
potential audience would want, they can use these insights to position of product and create a
specific sales proposal, delivering the right information at the right moment in terms of
marketing and promotions. Using consumer segmentation models, they can fully overhaul the
product positioning and concentrate the campaign on its most important concern facing the
audience (Papazapraidis, 2020). With such a segmented and clearly targeted audience, the
product placement would have a much greater effect, allowing advertising message to reach out
in a competitive marketplace. Hilton Hotel adopts several positing strategy such as digital or
social media marketing because it is the best platform to maximise their customer engagement
and sales as well.
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Marketing Mix
The marketing mix is often used to describe a variety of marketing variables being used by
sales department to attract particular guests or attract consumer segments. The Marketing Mix is
generally formed by the Sales and Marketing Director / Sales Manager. The hotel must have the
correct facilities / services, identify good marketing strategy (online and offline) and eventually
set the right price for their services which can fulfil the customer's expectation. In the marketing
plan of Hilton Hotel, this strategy plays essential role to target new tourist and fulfil their
marketing objectives. Further, marketing mix strategy defined below:
 Products & services: Hilton Hotel has a chain of luxurious hotel rooms, restaurants and
shops. Not just a traveller's delight and it also acts as a one-stop solution for corporate
meetings and activities. They're looking for both tourists and company visitors in the
property. Hilton hotels and resorts across the world are the ideal stop for business
meetings and activities (Perreault, 2018). The bedrooms are built with advanced diligence
and innovative capability. Exotic foods and beverages at the Menus Hotel are among the
best hospitality delights for its guests. Hilton also offers its client exclusive loyalty
discounts and other services such as free Wi-Fi, room choice, etc. In addition, Hilton
Hotel also introduce special offer for their existing and new clients who stays in their
premises more than 1 week. Hotel provide them 1 night free stay with free of cost luxury
dinner right facility.
 Price: As the Hilton hotel continues to retain its reputation or brand image with first
notch and high-quality facilities, it pursues with premium pricing strategies for its luxury
services. The team of professionals and analysts agrees on pricing through a well-
researched methodology. Hilton only offers four stars and five-star customer experience
not only with a feeling of stay and dining, but also with a feeling of prestige and luxury.
 Place: Hilton Hotels and Resorts have a luxurious history offering luxurious facilities
around the globe in 84 countries. The global reach of the hotels is both a treat for the
tourist and a corporate destination. In addition, the facility in the key holiday resorts of
Hilton Hotel and Resorts is situated in the vicinity of airports, etc., making it
conveniently available to business and leisure guest’s people. Given the foreign
indulgence of the Hilton Hotel and the restaurants, showers meet the needs of the people.
Hilton Hotels and Resorts pick their surroundings in a well-chosen way that provides to
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the customer service. Seaside-sides, quiet, sense of calm all around make it an attractive
landing option for customers around.
 Promotion: Hilton is a well-known brand in the hospitality business that tends to select
effective marketing strategy to help them stand out from the competition. Hilton provides
the citizens with an exclusive access (Pratiwi and et.al., 2019). Excellently-dedicated
team and staff work on marketing campaigns to offer fresh and exclusive marketing
indulgence. The best that is pursued in Hilton's marketing campaigns is to keep track of
the effects of every campaign that has generated positive input on Hilton's marketing
campaigns. The head of sales & Marketing could figure out some of the most productive
advertising and communication mix for hotel. Promotion is the method that helps hotels
to connect with their target customers. There are some popular promotional strategies
which adopted by the sales & marketing team of Hilton hotels such as Television
commercials, hotel website, brochures, social media platform such as Facebook,
Google+, Twitter, banners, etc.
Above discussed marketing mix strategy helps the Hilton Hotel to target new tourist as well
as increase customer engagement because it is very essential to maximise their sales. In order to
increase their sales, organization to fulfil customer’s expectations and provide them best
experience during their time which they spend here. Hotel management can impress their
customers or guest through offering exotic services where they already specialised. Hilton Hotel
introduce new marketing plan to attract more or new tourist and this will be possible with the
help of effective marketing strategy.
CONCLUSION
From the above discussion it has been analysed that marketing plan is very essential for the
organization when they are going to introduce something new or make any strategy to target new
customers as well as done something to retain their existing clients as well. Marketing plan
include the several aspect such as marketing budget, marketing mix, STP analysis etc. which
helps in making tourist aware about the offer products & services and also help the organization
to understand entire procedure of implementation and further guide their team members to
follow every direction effectively to achieve their market objectives.
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REFERENCES
Books & Journals
Benyebdri, H., Bernossi, A. and Karaivanova, S., 2018. Online Marketing for Hotels: The
Hotel's guide to generating more direct bookings. Independently published.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information systems
design and intelligent applications (pp. 411-419). Springer, Singapore.
Koney, J. M. N., 2019. Marketing plan for Suu’s Rahma Guest House.
Maravilhas, S., 2019. Marketing and Marketing Plan for Information Services. In Advanced
Methodologies and Technologies in Digital Marketing and Entrepreneurship (pp. 620-
632). IGI Global.
McGowan, M. M. and Branche, D. D., 2020. Developing a Social Marketing Plan to Address
Wicked Problems: A Tool for Transforming Learning. The Journal of Health
Administration Education, 36(4), p.373.
Papazapraidis, F., 2020. Marketing Plan for Kleemann Lifts UK.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pratiwi, R. and et.al., 2019. Marketing Plan for SILC Lasic Center. Journal of Multidisciplinary
Academic, 3(5), pp.130-134.
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