Assignment l The Hospitality and Tourism Market.

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The Hospitality and Tourism Market
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The Hospitality and Tourism Market 1
Contents
Introduction......................................................................................................................................1
Current Business Operations...........................................................................................................1
Product.........................................................................................................................................1
Location and Distribution............................................................................................................1
Pricing Models.............................................................................................................................1
Customer Segments.....................................................................................................................2
Branding and Positioning............................................................................................................2
Current Promotion and Marketing Material....................................................................................3
Product Images............................................................................................................................3
Location and Distribution Images...............................................................................................4
Pricing Models Images................................................................................................................4
Customer Segment Images..........................................................................................................4
Branding and Positioning Images................................................................................................5
Current Promotional Material Images.........................................................................................6
Future Integrated Marketing Plan....................................................................................................8
Target Market..............................................................................................................................8
Promotional Mix..........................................................................................................................8
Personal Selling.......................................................................................................................8
Public Relations.......................................................................................................................8
Advertising..............................................................................................................................8
Sales Promotion.......................................................................................................................9
Direct and Digital Marketing...................................................................................................9
Recommended New Innovative Idea...............................................................................................9
Description...................................................................................................................................9

The Hospitality and Tourism Market 2
Application..................................................................................................................................9
References......................................................................................................................................10

The Hospitality and Tourism Market 3
Introduction
The organization chosen to analyse the integrated marketing communication activities is Hilton
Hotel. The integrated marketing communication activity helps the organization to increase the
brand reputation of the company and attract more customers to implement sales as well. The
IMC activity helps the hotels in effectively letting the customers know about the brand and
activities conducted by it and then implement actions accordingly. Further, the business process
of the Hilton Hotel is discussed below:
Current Business Operations
Product
The Hilton Hotel provides accommodation and food facility to the travellers present in the
worldwide environment at best available prices. The main services of the organization involve
providing high quality and luxurious room facility to the people along food and 24 by 7 reception
services. Further, the augmented products of the company involve providing complimentary
services to people along with stay. The company has well managed staff who is present all the
time for the customers.
Location and Distribution
Hilton is a global brand that provides fulltime hotel and resort services to the people in the
environment. Currently, the organization works with around 586 hotels and resort properties with
them. It works in 85 countries and 6 continents as well. The hotel was found 100 years ago in
Virginia, US. The headquarter of the organization is in McLean, US however now the
organization has expanded its scope of business in the worldwide market. All the hotels of the
company are located at the posh locations that brings the best crowd for the organization (Hilton,
2019).
Pricing Models
The company make use of differentiation pricing strategy in the external environment. As the
organization targets higher income level people, therefore they manage to premium services to
them in the market. The premium services demand premium pricing of the services as well.

The Hospitality and Tourism Market 4
Customer Segments
The Hilton hotel targets upper middle class people who prefers going on high class locations just
to spend their quality time private and with peace. The organization targets premium and
skimmed customers segment present in the market who travel for enjoyment or to attend the
business meetings.
Branding and Positioning
In the tourism and hospitality industry, the organization is placed at the premium segment
because they offer differential services in the market. Therefore, it should be noted that the
branding strategy of the company involves positioning the brand at a place where the customers
believe that the organization is a high-class brand that provide high-class services to the
customers as well (Hilton Honors, 2019). Further, below mentioned is the positioning map of
Hilton hotel:

The Hospitality and Tourism Market 5
Current Promotion and Marketing Material
Product Images

The Hospitality and Tourism Market 6
Location and Distribution Images
(Source: Walsh, 2016)
Pricing Models Images
Customer Segment Images

The Hospitality and Tourism Market 7
(Source: By Author)
Branding and Positioning Images
(Source: Newsroom Hilton, 2019)
Demographics Income Level

The Hospitality and Tourism Market 8
https://www.slideshare.net/Permyot/hilton-service-industry
Current Promotional Material Images

The Hospitality and Tourism Market 9

The Hospitality and Tourism Market 10
Future Integrated Marketing Plan
Target Market
The organization should aim to target people on the basis of their demographic and
psychographic segmentation. On the basis of demographic segmentation, the company should
target people on the basis of their age group, they should target 25-50 years age group people.
These are the major people who would prefer the services of the company either for their
business event or vacation. Further, on the basis of income level, the company should target
people who belong to high income level in the target market. The company should target families
and entrepreneurs as well (Niemelä, 2019).
Promotional Mix
Personal Selling
The company should make use of personal selling techniques to increase the satisfaction of
customers in the market. This will create a direct relationship of the organization with the
customers who would initiate word of mouth marketing strategy for the organization.
Public Relations
The company should make use of public relations so as to let people know about the new
services offered by the organization. The PR team of Hilton aims to capture the interest of
prospective people in the business environment. The company should develop the PR manager
who manages the PR activities of the company in the worldwide market. They should implement
press release etc. activities to attract the customer and let people know about the brand (Gursoy,
2017).
Advertising
The company should make use of both offline and online advertising strategies in environment.
They should develop campaigns to attract the local crowd for the hotel and they should attract
the international customers using social media marketing techniques in the environment. The
business should also sponsor events to promote the brand.

The Hospitality and Tourism Market 11
Sales Promotion
Hilton should provide several discounts and offers in different seasons so as to make to people
pay a little less and enjoy a little more. Further, they should also provide vouchers for second
time sales.
Direct and Digital Marketing
The company should make use of several tools like Google, Twitter, Instagram, Facebook etc. so
as to let them know about the brand in the environment. The company should make use of
differential digital marketing strategy so as to let customers identify the brand in the external
environment. They should make use of media influencers to create brand awareness in the
market (Bowie, Buttle, Brookes, & Mariussen, 2016).
Recommended New Innovative Idea
Description
The tourism and hotel industry works on the basis of satisfaction of the customers in the business
environment. So, the Hilton Hotel should use augmented reality and artificial intelligence to
increase the satisfaction level of travellers. Hilton should let the customers view the room on
their mobile phone and see the 360-degree view of the hotel as well. Further, they should use the
artificial intelligence to attract the customer. Robot serving to customers will make people
curious about the services of the company that will drive more traffic for the hotel.
Application
The hotel should apply the above mentioned innovation in the business by introducing hi-tech
technology and IT segment in the organization. This segment will help the organization to
analyse new trends present in the industry, identify them, optimize them and use them to attract
customers in the environment. Augmented reality should be conducted by modifying the website
of hotel and AI should be implemented by procuring robot facility for business (Brackett, &
Carr, 2015).

The Hospitality and Tourism Market 12
References
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. UK:
Routledge.
Brackett, L., & Carr II, B. N. (2015). Sustainability marketing: US hotels vs. international hotel
chains. World Journal of Entrepreneurship, Management and Sustainable
Development, 11(1), 32-36.
Gursoy, D. (Ed.). (2017). Routledge handbook of hospitality marketing. UK: Routledge.
Hilton Honors, (2019). OUR BRANDS. Retrieved from <
https://hiltonhonors3.hilton.com/en/explore/brands/index.html >
Hilton, (2019). Welcome to Hilton. Retrieved from https://www.hilton.com/en/corporate/
Newsroom Hilton., (2019). Hilton. Retrieved from <
https://newsroom.hilton.com/index.cfm/page/7005/n/705>
Niemelä, M. (2019). Brand management strategies of hotel chain sub-brands Sheraton Marriott
and DoubleTree by Hilton.
Walsh., P.. (2016). 22 facts about Hilton Worldwide in figures. Retrieved from <
https://www.hoteliermiddleeast.com/25934-22-facts-about-hilton-worldwide-in-figures >