The Hospitality and Tourism Customer Experience

The Hospitality and
Tourism Customer
Experience

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
1. Provide a brief overview of Hilton St. George Park and identify their main target audience...3
2. Provide an overview of its brand and identify how the brand is positioned in relation to its
competitors, using theory.................................................................................................................5
3. Identify how the organisation meets the needs and wants of its customers through the
marketing mix..................................................................................................................................6
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal:.............................................................................................................................9

INTRODUCTION
Tourism and hotel industry is changing with changing period of time. It has become
important to focus on customer attraction tourist places so that status of country and economy
increases. Hilton St. George Park, which is four star hotel headquartered in UK. As it is branch of
Hilton Chain hotels, it is easier for them to attracts potential customers for their business. This
report comprises of overview of hotel, identifying target audience, overview of brand &
identification of brand theory and concept of marketing mix. Customer experience in tourism plays
vital role because they are uses services. It is responsibility of manager to make ensure that positive
relationship is maintained & business generates profits.
MAIN BODY
1. Provide a brief overview of Hilton St. George Park and identify their main target audience
A) OVERVIEW
The chosen tourist attraction which is Hilton St. George Park is a four star hotel situated in
UK. It is located six miles away from west of Burton upon Trent & hotel is close to M1, M6 & M42
motorway links. It is also to be considered as home to all 24 England teams & an inspirational
centre for coach education. This hotel is equipped with modern art and equipments which are the
eye catching point for tourists as well as customers. Moreover, it has wide space for parking which
is covered with security and CCTV'S. They provide food of high quality and take care of guest and
customers demands as well as requirements. It also deliver ample number of amenities such as
pool, bar/ lounge, business centre with internet access, fitness centre, spa etc. (Smit, 2018).
Manager of hotel make ensures that customers get positive experience when use hotel services &
when they checkouts. Hilton St. George Park is expanding and introducing new services to deal
with increase of competition in market. For example- they provide additional discounts offers to
their old and regular guests, deliver ad ons facilities on foods and rooms depending upon users
requirements.
B) Identify target audience
In tourism industry, it is important to identify and examine the potential audience for
business so that decisions regrading the business functions, operations and functions are taken with
proper manner. In relevance with chosen hotel, they target their audience through using marketing
approach such STP(Adhikari, 2016). It is elaborated as Segmentation, Targeting, Positioning which
is method used by organisations to identify their potential audience in market. Through this
approach, it is easy to select and target appropriate market for business activities. This method is
further explained below-

 Segmentation- It is process of dividing of market on the basis of variable such as
demographic, psycho graphic, geographic etc. (Godovykh, 2020). In this, firm try to identify
customers at broader level. In reference with Hilton ST. George Park they divide their
market on basis of Demographic variables which comprises of several factors such as Age,
Gender, Occupation etc. d With help of this, manager of hotel is able to develop &
implement strategies for business.
 Targeting- Further comes the targeting in which main purpose is to target the identified
market segments. In this, targeting is done on several factors like selected hotel use
demographic segment which provides higher rate of interest and return. Also, other factors
which are being considered are measurable, accessible, profitable etc. on basis of which
targeting is done.
 Positioning- It is one of the crucial aspect of approach as in this value is provided and
decided by firm according to which prices are also set. Positioning is defined as creating a
value for a brand or product in minds of customers and in market. It is often seen that most
of end users uses services or products after comparing position of brand to other.
2. Provide an overview of its brand and identify how the brand is positioned in relation to its
competitors, using theory.
Hilton ST. George Park is four star hotel situated in UK close t6o Motorway links. It
provides and delivers ample number of services with aim to attract more & more customers for
tourism. With affordable prices of their rooms & other services it is easier for them to generate
profit for business as guests books rooms and use their hospitality at larger scale. They have
updated and advanced securities as well as updated management system through which they
managers every clients or customers details confidential so that it is not misused by any other third
party (Phan, 2020).