Marketing Strategy and Communications

This report discusses the role of segmentation in marketing in the hospitality and tourism industry, along with its competitive advantages and examples. It also includes a seasonal promotional plan to expand the hospitality sector, using Hilton Hotel as an example.

Strategy and
Communication

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Analyse the role of segmentation in marketing in the tourism and hospitality OR event sector
and how marketers use this understanding to achieve competitive advantage. Illustrate with
examples.................................................................................................................................3
TASK 2............................................................................................................................................7
Illustrating and developing a seasonal promotional plan which helps to expand either a
hospitality sector.....................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
Marketing strategy refers to the process of approaching to different customers for the sale of
goods and products. Marketing strategy includes organization’s value proposition, demographic
data of targeted customers and key brand messaging. Marketing strategy communicate various
competitive advantages over their competitors which help them in analysation of preferences of
customers. This report is based on Hilton hotel and resorts. It is established by Conrad Hilton in
1919 and headquartered in Virginia, US ( Il'ia and et.al., 2018). It is the largest brand of hotel all
over the world which provides high quality service to their customers. This report will include
role of segmentation in marketing in hospitality or tourism industry. It also includes the
competitive advantages of segmentation along with the examples. Illustration of development of
seasonal promotional plan to expand their hospitality or tourism industry is also included in this
report.
MAIN BODY
TASK 1
Analyse the role of segmentation in marketing in the tourism and hospitality OR event sector and
how marketers use this understanding to achieve competitive advantage. Illustrate with
examples
Segmentation in marketing refer to the division of various different targeted markets
according to the needs, common interest, demographics, priorities and behavioural criteria.
Hospitality industry like Hilton uses market segmentation to cater the large market share
according to their needs. They offer products and services on the basis of gender like women and
men and income basis like low and high. Segmentation in marketing in tourism plays important
role in attracting customers which help in more profit generation. Market segmentation is
majorly divided into four segments which can be classified as follows:
 Geographic segmentation: It refers to the consumer groups according to their
location. The geographical location may include international platform or national
(Mao and et.al.,2019). Hilton majorly focuses on the location which is near large
amenities, airports or centre of the city. They select popular locations which are
easily accessible by the large number of people. For example, Hilton located their

hotels near travel locations and near popular business hubs like Canary Wharf,
Trafalgar square, Bankside, Aldwych and Tower bridge. These geographic locations
attract more people easily and generate higher revenues.
 Demographic segmentation: This includes various factors like life cycle stage,
income of people, age, gender, lifestyle and social class. Hilton majorly targets upper
class people with high income stream and professional people who are senior aged.
They offer luxury services and charge premium cost for the facilities and services
which attract high class people. They maintain quality of their products so that
people attract towards it.
 Psychographic segmentation: It is different from the demographic segmentation as
it focuses on the feeling of individuals, their personalities, behaviours, values and
lifestyles (Tan, S.Z.K. and Perucho, J.A.U., 2018). Hilton targets those people who
maintain their class and standard in society and want to enjoy services of five start
hotels. Upper class professionals expand more money on their living standard and
Hilton target those people in this market segmentation.
 Benefit segmentation: This type of segmentation involves people who believe in the
services and products of the company. Hilton offers high quality services and
products to their customers which help them in maintaining brand image in
hospitality industry. Customers who want to avail luxury services and utilise quality
products get attracted towards Hilton hotel.
Competitive advantages can be gained with the help of marketing segmentation against their
competitors. Segmentation helps in identification of the current status and needs of their targeted
customers. Hilton tries to achieve their competitive advantages by increasing the personal touch
with their customers (Maiorescu-Murphy, R.D., 2020). They provide customized services so that
they feel more comfortable during utilisation of services. Products are designed by Hilton
according to the age, gender and class of people. They upgrade their infrastructure and include
various facilities like wi-fi, keyless entries, digital check-in and develop mobile app for selection
of desired rooms according their own requirements. Managers of Hilton continuously up grade
their services and create innovative ideas to acquire the large market share. Different group of
customers possess different needs according to their taste and preferences which need to be
satisfied in effective and efficient manner. Various strategies are implemented in order to gain

competitive advantages like differentiation, cost leadership and focus which will include two
factors, differentiation focus and cost focus. Segmentation cut down the excessive cost and
reduce time of the operations. Hilton allocates their resource in equal proportion and utilize them
in effective manner with the help of segmentation. Division of market into different targeted
groups help hospitality industry in analysing the behaviour of targeted customers. Hilton uses
segmentation to achieve competitive advantages which are discussed below:
 Determine the opportunities of market: It helps in identification of various market
opportunities like acquiring new customers and locating hotels and resort in different
locations (Chen and et.al., 2021). Hilton studies the behaviour of their customers and up
grade their services with the help of advanced technologies and tools. Current market
situation and analysation of hospitality industry is carried out with the help of
segmentation.
 Development of marketing programs: Some market standards are developed with the
help of marketing segmentation in cost effective methods. Market standards are
developed with the help of different marketing programs according to the needs of
customers. Hilton carries out surveys through their online websites and note feedbacks
and reviews of their customers which help them in developing favourable services.
 Designing product: Market segmentation helps in manufacturing of products which are
preferred by targeted customers and audience in the market. Hilton uses segmentation to
identify the choices of their customers are manufacture goods and products according to
them. Their products and services are high quality which is used by upper class people
who follow high living standard.
 Media selection: Promotion plays important role in sales and marketing of the hospitality
sector. Selection of advertisement method should be conducted effectively so that it
promotes the positive aspect of hotel in front of customers. Hilton uses various marketing
techniques including 4 P’s which are product, promotion, place and price. Advertisement
increases the sales of the hotel in effective and efficient manner by covering large market
area.
 Potential utilization of resources: Marketing segmentation helps in understanding the
best area where hospitality industry should utilize resources (Lüdi, G., 2020). Various
departments need resources according to their utility and needs. Hilton uses resources

like cash, labour, technology and infrastructure according to the services they are
providing to their customers.
 Customer satisfaction: Loyalty of customers and their satisfaction is identified with the
help of marketing segmentation. Various divisions of targeted customers include different
mindset people who prefer variety of goods and services which satisfy their needs. Hilton
prefers marketing in that particular area where people are less aware with the services and
products of their hotel.
 Cost effective: Tools and techniques which are low maintenance and highly effective are
used by hospitality industries. Market segmentation identifies the need of tools which are
used by marketers to influence the behaviour of their customers. Hilton performs
operations in such a way which serves the need of customers in best possible way. Up
graded technologies help in cost reduction operations and maintain good quality of
products and services.
 Understand the customers: Market place is a wide area which consist of large number
of diversified people (Yuan and et.al., 2018). People are differentiated according to their
needs and wants because of their different mindset, behaviour and backgrounds. Hilton is
located on various locations around the world with large infrastructure and resources.
They offer products and services according to the cultural, environmental and social
needs of customers. Behaviours and needs of customers should be evaluated on regular
basis because of the changing tends and requirements.
Buyers are the most important factor in the success of any business. Customer satisfaction
should be focused so that hospitality industry manufacture products and offer services according
to their needs. Competitive advantages are analysed with the help of market segmentation as it
improves efficiency and serve customers in effective manner. It helps in appropriate
advertisement in targeted groups and segments. Lot of money can be saved with the help of
marketing segmentation because of the equal distribution of resources in different departments. It
is necessary to understand the current needs and demands of the market so that hospitality
industry offer products according to that. Nowadays people focus towards their health and
maintain healthy living standard. Hilton tries to fulfil these criteria and add on various services
which promotes better health of customers. They add various healthy food item options including
vegan, gluten free and keto diet food in their menu which satisfy the needs of diet conscious

people. They also included gym area in their hotels and resorts so that their customers utilize
their leisure time in workout. All these facilities attract more people from all over the world
which increase their overall sales. Managers of Hilton added various features in their websites
and app which allow their customers to review their services, add complaints and queries. All
these feedbacks are analysed and help in making relevant changes in products and services.
Marketing segmentation helps in understanding the current market position which results in
higher profitability of hospitality industry (Xu, L., Zhuang, W., Yin, G. and Bian, C., 2019).
Hilton invests capital in their branches according to the engagement of customers. Various
locations which are very famous attract large number of people which results in higher sales.
Various behavioural and environmental risks can be evaluated with the help of marketing
segmentation as it analyses the behaviour of people and try to formulate strategies which can
control those risk and threats. Changes in products and services can be takes place with the help
of behaviour identification of customers. Hilton is amongst largest hospitality chain because they
focus on the needs of their customers and modifies their products and services according to their
demands. It helps in better coordination with customers which results in good understanding
among them.
TASK 2
Illustrating and developing a seasonal promotional plan which helps to expand either a
hospitality sector.
A seasonal plan is a marketing strategy which is focused to generate more revenues in the
specific time or season of a year. The organisation offers different promotional codes and
schemes during a limited time of festive seasons. It is used to boost sales by attracting
more amount of customers in the market (Pan, Torres, and Zúñiga, 2019). In hospitality
sector the hotels provide different values services at a discounted rate to the customers.
In the Christmas season different individuals enjoy with their families. This is the best
time for the hospitality industry to make profits in the market. Different promotional schemes
and offers helps the hotel groups to attract a wide majority of audience in the market.
Hilton hotel and resort groups provide valuable services to the customers. It is on of the
largest hotel brand in the market. The main purpose of Hilton hotel groups is to maximize the
sales and generate more revenues in the market. Their segmentation of market is different. On

the other hand, their main target audience is higher income people. they only provide luxury
services to their customers. On the other hand, they charge a huge amount of their services.
Preparing a Seasonal Promotional Plan to expand the business of Hilton Hotel groups in
the Christmas season:
 Putting a creative offering and Discounts on the services – A better seasonal
promotional plan includes different offers and schemes which attracts the customer. For
example, Hilton hotel groups attracts more customers due to their brand value and
reputation. The hotel groups decorates their outdoors and indoors on the occasion of
Christmas (Son, and Kim, 2022). This will help the hotel groups to target new audience.
In the Christmas season the customers wants to relax and enjoy with their family. The
hotel groups could simply take advantage to generate more profits from the market. By
providing valuable services to the customers. Hilton hotel groups provide luxury services
to their customers. They are established from a very long time and holds a huge number
of share in the market. Nowadays, the hotel groups introduce a package which includes
meals and the hospitality services. These types of offers are creating a better engagement
of different individuals in the market. Hilton Hotel groups introduce a superior way to
promote their services. They send offers invitations to those customers which use their
luxury services in the past. This helps them to retain their customer base in the market.
 Using different advertising campaigns through social media – In today's world there
is an excessive use of social media. Every individual is using social media nowadays.
Hilton hotel groups could simply promotes their hotel services on the social media. It
helps them to attract new and young audience in the market. Social media promotion has
different benefits the organisation could plan their different strategies and approaches to
promote their campaign on social media sites. The organisation is experienced in terms of
promoting themselves. Advertising through social media simply reach to more number of
audience. Social media platforms has the ultimate power to attract different individuals.
 Promotion through newspapers and print media – In today world promotion though
print media is becoming more significant in the market. Hilton hotel groups are
reputation and exposure helps them to generate more revenues in the Hospitality industry.
The Hotel groups could promote their offers in the newspapers by print media. On the
other hand the organisation has and advantage over its competitors. Due to their

experience and stability in the market. Newspapers an print media help the organisation
to reach a wide number of audience. By, seeing the advertisements the customers could
attract more to the hotel groups (Bernyte, 2018). Nowadays this is the most common and
more convenient way of advertising the product and services in the market. The hotel
groups are also facing competition with different hotel groups. The management had to
promote their hotel groups by using different innovative ideas. Right promotion creates a
positive impact on the behaviour of customer. Dye to changing preferences of the
customers. The hotel groups have to think innovative to reach one step ahead from their
competitors in the market.
 Bringing back successful seasonal promotional Plan – Previous year promotion plans
could benefit the hotel groups. The organisation does not apply any more strategies and
approaches in the market. Their previous plans are already successful. On the other hand,
a new promotional plan needs proper research and knowledge seeing every aspect. Hilton
hotel groups could use the previous promotion techniques on the occasion of Christmas.
Their management could also innovate new promotion strategies and techniques on the
festive season. They are more experienced form different hotel groups. The competition
is very high in the market. Due to different customer demands the Hotel groups had to
innovate ideas. In order to survive in the market.
 Promotion on YouTube and Facebook – In this modern world the organisation are
promoting themselves on these digital platforms to reach a wide number of audience. The
company can promote themselves by creating ads (Schultz, 2020). This is the main tool
to promote their services. Hilton hotel groups could promote themselves on this digital
platforms. The organisation could convey a special message to the customers in the
market. These digital Platforms are used by every individual in today's world. The
organisation has the benefit to target the new audience in the market. This promotion
technique is effective in every manner.
 Promotion through websites – The organisation websites play a huge role in promoting
their products and services in the market. The hospitality industry is very competitive
nowadays. On the other hand, the organisation websites needs to be attractive in the
festive season. Hilton groups websites are build with the right motive. It provides a
creative user experience to the customers. Hilton groups update their websites every

month. They are offering new promotional schemes and methods in the market. The hotel
groups could innovate new ideas and methods to digitalise their website and make them
more interactive and user friendly (Kitchen, 2020). The hotel groups could include the
feedback system which helps them improve the websites and customer experience. The
organisation could optimize the search engine options. Due to this the hotel group name
appears at the top in the web search.
 Promotion through Giveaways – The organisation could promote through different
giveaways in the market. Different promotional schemes and methods are used to indulge
different customers in the industry. Hilton hotel groups could excite their customers
through different giveaways. For example like heavy discount on their services like
massage and room service offers. On the other hand, Hilton hotel groups are superior in
terms of providing services to the customers in the market. Giveaways engage different
customers and help the organisation could target new audience in the market. Hilton
groups could organise a contest in which to utilize the festive season.
 Promotion through various third party applications – In this technological world
different companies are promoting themselves through different applications. Hilton hotel
groups promotes their services on different third party campaigns. Their service
campaigns reflects on different social media sites and websites. This will help them to
target new audience (Liu, and Zhao, 2019). Their customers reach could be increased in
the market.
 Hosting Holiday Events at the Venue – Hotels truly shine themselves in the holiday
season. Decoration of the hotel is the top most priority. This makes the place looks
authentic and gives a never imaginable experience to the customers. On the other hand,
Hilton groups of hotel decorates their property in a classy way. This idea attracts more
number of customers from the market. This is another way of promoting their hotel
groups and resorts in the market. Hosting a party could also increase the chances to
attract young generation in today’s world. Promotion through YouTube gives a benefit to
the organisation. It helps to maximize the customers reach and the hotel groups also
explore new ways to promote their services. For successful promotion the Hotel groups
has to create engaging videos and optimize their video titles to get the better search
results. In front of the customers in the market.

 Cosplaying the characters by their Staff and employees – This is another way of
promoting the festival and the hotel groups. The manager and staff dress themselves as
Santa’s on the festive season. This technique of promotion is called cosplaying the
character (Zhang, and Wang, 2019). Hilton groups could promote their hotel groups by
using this method. This is quite popular among the children. The hotel groups creates a
fun enviroment in their resorts and hotels. This will help the organistion to create a
positive publicity among different individuals in the market.
CONCLUSION
From the above report, it has concluded that the role of segmentation is important in the
tourism and hospitality industry. It helps the marketers to understand the market in an
appropriate way and generates more revenues in this sector. On the other hand, there is also a
brief discussion about Hilton hotel groups. Along with that, there is brief analysation of to
develop a seasonal promotional plan in the Christmas season. It helps the Hotel groups to gain a
competitive advantage in the market over its competitors

REFERENCES
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