Marketing Planning and Strategy for Hilton Hotel

Marketing planning and
strategy

Executive summary
To sustain the brand image at international level, it is essential for the company to use
effective marketing strategies in order to stay ahead in competition. Also, the present study is
based upon Hilton hotel and with the help of market analysis, it is examined that hotel has a
brand image because it operates at 113 countries and by using Pestle analysis, company identify
the macro environment factor. Hilton has a brand image and by offering high quality of product
it sustains the brand image. Moreover, study also examined that it uses premium pricing strategy
that attract customers and with the help of SWOT analysis, it is analysed that there are different
customer retention strategies are used by the company to sustain the relationship with customers.
Lastly, report shows that through digital marketing tools, it encourage people to use the services
offered by Hilton.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
THE MARKET SECTOR................................................................................................................1
Current market analysis...............................................................................................................1
Key external influences...............................................................................................................2
Marketing trend...........................................................................................................................3
THE BRAND WITHIN SECTOR...................................................................................................3
Introducing the brand..................................................................................................................3
USP.............................................................................................................................................4
Current financial performance....................................................................................................4
Customer profile..........................................................................................................................5
Key competitor............................................................................................................................5
Products/Services........................................................................................................................5
Place............................................................................................................................................6
Search Engine Results Page........................................................................................................6
SWOT Analysis..........................................................................................................................7
PROPOSED INTEGRATED MARKETING CAMPAIGN...........................................................8
Content marketing.......................................................................................................................8
Digital Marketing........................................................................................................................9
Direct Marketing.......................................................................................................................10
Affiliate Marketing....................................................................................................................11
PR Activities.............................................................................................................................12
Marketing Plan..........................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing planning is the process that helps to examine current situation and information
with regards to marketing opportunities, forecasting and determine the marketing objectives. In
the same way the present report main purpose is to examine the importance of developing
marketing planning and strategy by considering the principles, also the rationale for conducting
the study is to create awareness among readers pertaining to changes in market within hospitality
industry. The chosen organization for this study is Hilton which is currently operating at
different countries by offering good accommodation facilities to their guest. The study is based
only on secondary research in which reliable and authentic sources will be chosen related to
topic such that scholarly articles, journals and books. The main limitation of the study is time
and money and that is why, primary research has not been used because it is more time
consuming method over other.
The present study will present the market sector in which external influences will be
analyzed and identify the key performance of a chosen brand. Along with this, key competitors
will be identified and comparing the same with Hilton and lastly, key points related to new
integrated marketing campaign will be described.
THE MARKET SECTOR
Current market analysis
Hospitality industry is keep growing from last many years and it comprises different
sector such that travel and tourism, hotel, restaurants, clubs etc. Also the demand of hotel
industry is also increases in forecast period especially in London due to increase number
travelers. The average room rate within UK is around 87 GBP, whereas in London it varies by
150 GBP. On the other side, the revenue per available room is around 67.5 (UK) and 124
(London). The total number of tourist arrival in UK is fluctuating such that 29 million visitors
were recorded in 2009 whereas 37.9 million in 2018 (Hospitality industry in UK growth, trend,
Covid-19 impact and forecast (2021-2026), 2020). This shows that tourism is increases from last
many years and that is why, the demand of hotels also increases.
Therefore, it is analyzed that by 2025, there will be high number of hotels established
because of continuously increase in the number of visitors. Apart from this, by 2020 as the
pandemic affect the entire world in negative manner especially to hotel industry because people
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