Marketing Plan for Hilton Hotel

This marketing plan covers the digital marketing campaign of Hilton Hotel, including objectives, situation analysis, marketing mix, and budget. It compares the marketing mix of Hilton Hotel and Marriott Hotel and provides a proper marketing plan for Hilton Hotel.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
LO2..................................................................................................................................................3
Comparison between two organization on the basis on marketing Mix ................................3
LO3..................................................................................................................................................5
Develop and Evaluate A basic marketing plan..........................................................................5
CONCLUSION ...............................................................................................................................6
REFERNECSS.................................................................................................................................8

INTRODUCTION
A marketing plan is a comprehensive document or blueprint that outlines the advertising
and marketing efforts for the coming year (Dias And et.al., 2019). It describes the business
activities involved in accomplishing specific marketing objectives within a set time frame.
This report will cover the case study of the Hilton London Olympia and compare the
marketing mix of the Hotel Hilton and Marriott Hotel. It will also make a proper marketing plan
for the Hilton hotel.
Hilton and Marriott – Marketing Mix
Hotel Hilton and Hotel Marriott are two top international that provide luxury Hospitality
industry and they have From a customer point of view, there is not much difference in terms of
products and services, both brands being perceived as luxury brands. However, the marketing
mix identifies differences between their products in terms of…….. as seen below.
Basis Hotel Hilton Hotel Marriott
Product Hotel Hilton provides luxury services
to its customers and this hotel has a
chain of hotels with the Deluxe
Rooms, bars, and restaurants. Rooms
in a Hotels are crafted with the
modern diligence and advance
amenities. Food in the hotel are one
of the best Hospitality Delight for the
guest
Identify unique selling points for both,
Hilton and Marriott, eventually for
each or some of their brands. Try to
identify differences in facilities,
customer service policy.
Marriott International is top leading
luxury Hotel in the Hospitality industry
(Ahmed., 2016). They provide luxury
services to their customers such as
Longing services, premium room
services Etc.
Price
In here you
This hotel provides offer varied
experiences from the mid-scale to the
The price of the rooms depends on the
guest. They can reduce the price by

may say for
both
companies that
they are using
yield revenue
management,
adapting the
price based on
demand
luxury. They are also using a
competitive pricing strategy to stay in
the competition and keep in the
number one position.
Be more specific. Enumerate the
brands and underline the price
strategy if different from each brand.
Conrad -…….
Double Tree - ……
LXR - ……
deducting their services and if they
add more luxury services then they
have to pay more.
Same here……
Promotion Hotel Hilton has strong marketing
team who promote their hotels b on
the varies markets and platforms. This
hotel is mostly targeting people by
using social media. Some of the
social media channels like Instagram
and Facebook where they used to run
their campaign to attract customers
Hotel Marriott is promoting its brand
through social media influences who
are active on Instagram. They are also
having their own Instagram account
where they post photos.
Place Hilton Hotels & Resorts has its head
office at McLeod, Virginia, United
States. The hotel chain has regional
offices in the UK, UAE, Japan,
China, and Singapore (Anwar., 2017).
They are having presence in more
than 113 countries in all over the
globe. This all is well-developed
countries and people live rich lifestyle
so people like to visit the luxury
hotels like Hilton.
Marriott is a global hotel chain whose
business spans 134 countries. The
company has 30 brands in its portfolio
and it has divided its business into three
main reportable segments including
North America full service, North
America limited service, and the Asia
Pacific.

Process Guest of this hotel can the website
to manage their stay and book
services they want in just one click.
They are selling their services through
Booking.Com and Lastminute etc.
Throughout its history, Marriott has
continued to focus on improving the
level of service quality and convenience
offered to Marriott visitors. Marriott
international also collaborating with
same websites Booking.Com and
Lastminute
People Hotel Hilton not only provide luxury
hotel services, but they are also
creating job opportunity for the many
people. More than 169000 employees
were working in this Hotel till the
end of year 2018. company also give
their effort toward the social corporate
responsibility
There are more than 176000 people
who are working as a staff in this
company, and they are having the best
employees because of the training
provided by superiors of Marriott
international.
Physical
evidence
Hotel Hilton is top Luxury hotel in
whole world, and they are having
good reputation in Hospitality market
which shows their presence.
They are having more than 6500
hotel location which shows that they are
physically present.
Hilton marketing plan
Executive Summery
This marketing plan has been cover digital marketing campaign of the Hotel Hilton
which will be run by marketing team of the company for 12 months of period.
Mission
“To become the most Hospitable company worldwide “
Vision
“To fill the world with the light and warmth of Hospitality – By delivering Exceptional
experience. “
Objectives

 TO expand business into 2 new new location till the end of 2021
 To enhance the companies sales by the 15 % till 2021.
 To enhance Profit of the company by 20 % till the end of 2021
Situation analysis
Swot Analysis
Strength
 Superb performance in the new market
 successful track record of developing the new product – product innovation
Weakness
 days Inventory is High compare to their competitors
 finical planing is not done properly
 old technology used by Hotel Hilton
opportunity
 innovation in the technology can create opportunity fro the Hotel Hilton
 Online market development can help them to take comparative advantages.
threat
 Competitors in the retail industry are becoming threat for the Hotel Hilton
 Increasing price of raw maternal
Pest Analysis of the Hotel Hilton
Political
Hotel Hilton is operating their business on the international level and very country has
different polices and tax structure which affect their profitability.
Economical
Decrease in the employments rate in the economy are beneficial for the Hotel Hilton
because people ready to work in lower salaries.
social
It is necessary for the Hotel Hilton to look for their social responsibility. They can
provide value to their customers by providing quality product in lower prices which can satisfy
their needs.
Technological

Technology provide competitive advantages so Hotel Hilton should replace their
technology with the new trending technology.
Segmentation: In this the hotel Hilton can also be engaged in segmenting customers on the basis
of demography. In this they can target young adults as they are the once who visits hotel more
Targeting: Target can be done on basis of age. They have been involved in targeting young
adults.
Positioning: Cost positioning strategy is been used by firm. In this quality of services can be
increased and cost can be decreased.
Marketing mix
Product
Hotel Hilton will research about the market where they can expand their business.
Marketing team of the company will search the potential market and run campaign to attract
customers they will introduce new products in the market like de (Gagnon., 2016).
Price
Company will use competitive pricing strategy to attract customers. They will provide
Luxury Hospitality services in Budget price range so people can enjoy services in less budget
and prices in their new discount budget stores which they will open to take competitive
advantages.
Place
Hotel Hilton will expand their business in the developing countries such as china and
India because this country's are still in development process which is an opportunity for the
hotel to expand their business more because they are already having business in this market.
Promotion
marketing team of the company will use social media to run their campaign because it is
the best way to promote their campaign on the target market. They will run their campaign
on the Facebook because most of the people now a days active on the Facebook and it is similar
with the Instagram so Hilton will promote their campaign on both platform.
People

management of the company will provide training to the employees to increase their
skills. They will provide some of the programs for the employees welfare.
Process
To make process smoother for the guest Hotel Hilton will develop their website so guest
can book their hotel without having any problem. The improvement will be in their customer
care section which need to be improve.
Physical Evidence
Expansion of the business will show their presence to the other countries as well.
Hilton Hotel has expanded their business in more than 133 countries which shows their
international presence
Budget
Estimated budget of this digital marketing campaign is 60000 and marketing team of the
company will use 100000 top promote their marketing message in different countries where
they want the expand their business (Khurana., 2017). 300000 will be used in the new equipment
to increase productivity and 100000 for implementation and training for the employees which
will include this leading to use those equipment. Other money 10000 will used for the market
research.
Monitoring and controlling
Feedback
Company will use feedback techniques to know how their marketing plan is performing.
They will take review from the employees who are working in the Hotel Hilton to measure the
performance of the campaign.
knowledge performance indicators
There are some knowledge performance indicators which allow companies in knowing
their actual position and effectiveness of performance (Rees and et.al., 2016). One of the main
aims of using this indicator is making improvements at initial stage and making digital marketing
plan successful and attracting customers to the great extent as well. By making different KPIs,
Marriott can identify customers lifetime value, satisfaction level of customers and contact
volume by each channel used by the hotel.

CONCLUSION
AS per the report has been briefly explained importance of marketing plan and this
report has been compared two Top hotels, Hilton and Marriott on the basis of their marketing
mix. In the end of this report has been developed marketing plan for the Hotel Hinton.

References
Ahmed, A. (2016). Marketing Plan for New Outlet of Aarong in Bashabo. Place: Publisher
Anwar, S. F., 2017. A Report on “Marketing Plan of Parachute Hair Oil Focusing on Consumer
Behavior”.
Dias, D. R. And et.al., 2019. Planning and marketing plan of the Center for Children Education
Sister Helena. Research, Society and Development.8(5). p.4085765.
Gagnon, E., 2016. The Marketer’s Action Plan (MAP): Six Steps to Developing Effective
Marketing Plans in B2B Marketing Programs. International Management Review.12(2).
p.56.
Khurana, R., 2017. A Marketing Plan for the Modern World. Business and Technology.1(1).