Assignment on Table of Contents | 1

Table of Contents
Introduction......................................................................................................................................3
Introduction to the company............................................................................................................3
The web business model of Hilton Hotel........................................................................................3
Target market of the web business..................................................................................................4
Site analysis.....................................................................................................................................4
Internet marketing strategy and its relation with business strategy.................................................6
Potential target markets and competitive analysis...........................................................................7
Analysis of communication mix of Hilton hotels............................................................................8
Impact of Internet on marketing mix...............................................................................................9

Introduction
The purpose of this report is to make an analysis of the web business model of Hilton Hotel. The
purpose and objectives of the website and how the target market is extracted through website
content would be discussed in the course of this report. Identifying the typical customer behavior
issues of the target market and aligning them with the marketing behavior of the website, an
evaluative analysis would be presented in this report. Followed by this, the researcher would
analyze the dynamic business factors like the current customer base, potential target markets
along with analysis of the competitors to the organization. In the latter part of the report, the
seven C’s of communication mix of the organization would be conducted in order to identify the
potential of the digital as well as direct marketing methods of the organization.
Introduction to the company
The Hilton hotels is a hotel chain established by Conrad Hilton in the year 1919 and currently the
owners of this hotel chain is the Hilton worldwide group. At present more than 570 resorts and
Hotel properties are owned by the company in around 85 countries.
The web business model of Hilton Hotel
The organization uses a b2c e-commerce model of web business. This is the deepest market in e-
commerce and measures it of the Global E-Commerce brands appear in this model of online
business. However, Hilton hotels are this traditional vehicle model which specific innovative
aspects and thereby ensure that their business sells to maximum customers (Abdullah, Jayaraman
& Kamal, 2016). The expansion opportunity in terms of web business appeared to the
organization since 2014 when majority of the customer traffic of the hospitality industry shifted
online, as opposed to Physical stores.

Target market of the web business
Dominant customer base of Hilton hotels are developed around Geographic segmentation. The
two factors which gains preference here are the popular business as well as premium travel
locations where Hilton hotels are located like Aldwych, Tower Bridge, Trafalgar square, and
Canary Wharf and so on. The customer attraction over the web business model works on the
basis of a both side strategy. Based on the recent commerce transactions data as well as the
travelling references based on online purchase of the customers, the hotel group sends
recommended suggestions to customers thereby enticing them to book their hotels at premium
travel locations (Lal, 2017). Considering the demographic segmentation, it is observed that the
targeting strategy includes life cycle stage age, social class, as well as Lifestyle into notice.
Considering all these prospects, Hilton Hotel targets the customer segment of middle and senior
aged professionals (Mazzarol, 2015). This is because, it has been noticed that affluent customer
base of professionals have maximum internet access and viability and they are mostly influenced
by suggestive outcomes from websites and online applications. Hilton hotels mainly target those
individuals who pursue luxury lifestyle, have maximized purchasing parity and thereby the
organization determines the best customer who would be suited for their premium priced range
of products and services.
Site analysis
The company creates new hashtags everyday. It is observable that most of the new hashtags
receives more than 1500 Twitter mentions each day. Most of the mentions are found over Twitter
which implies that the tourist bases belong to the group of premium customers. Along with
tourist groups, we find mention of such hashtags in advertisements, news, pictures shared by the
guests over the website of the company and so on (Chen, Wu & Yuan, 2016).