The Effect of Globalisation on a Hotel's Marketing Strategy

THE EFFECT OF GLOBALISATION ON A
HOTEL’S MARKETING STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
COMPETITORS- THE COMPETITIVE BUSINESS ENVIRONMENT......................................3
MARKETING CHOICE AND THE DIRECTIONS TAKEN WITHIN MARKETING
CONTEXT.......................................................................................................................................4
IMPACT OF GLOBALISATION ON THE ORGANISATION....................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing as referred to the organisational context is an aspect of offering services which
are the promotional activities regarding company. Marketing is referred as the primary
component of industries and sectors that are operating in their respective field. Globalisation on
the other hand refers to the aspect of extending the company and its services on an international
basis (Alcobia, 2019). The entire report deals with marketing strategy as well as globalisation
aspects with regards to the chosen company. Company that is adopted in this regard is Hilton
Hotel. Hilton Hotel is one of the globally renowned multinational Hotel that works towards
providing hospitality. It was established by Conrad Hilton and there were about 584 Hilton
hotels and resorts all over. The report deals with the effect of globalisation on the multinational
hotels. According to the reports that are generated in 2019 regarding the prospects of hotel, it is
stated that the organisation extended in almost 94 countries.
COMPETITORS- THE COMPETITIVE BUSINESS ENVIRONMENT
The Hilton Hotel is considered to be one of the finest hotels in the international level which
AIMS at business and leisure travellers. The brand recognition of the Hilton Hotel is said to be
very high in the market because of its reputation all over the world. This lead to an establishment
of positive insight in the brand name. The competitors of the Hilton Hotel are as follows:
Marriott International:
This company is a multinational hospitality organisation which was established in the year
1927. It was headquartered in Washington DC. The company was able to expand into 127
countries all over the world with 65000 properties. Across all the countries the statistics of the
rooms that are present in this hotel are mentioned to be 1.2 million. The strategic management of
the Marriott International is like a balance sheet which includes a complete management with a
fabulous leadership (Viglia and Dolnicar, 2020). The company has received a fame of being the
leading performer with the factors that include the brand, business model, senior leaders and a
service that is of a good quality and culture. The company's operational philosophy is entirely
based on the innovation. Total value for money is ensured with the factors like innovation and
mix commitment that were processed in the company. Research at various centres of excellence
have conclusively proved that this company is regarded as one of the strong competitive in the
Hospitality Management with its competitive brands. The operational norms are said to be one of