Hospitality Marketing Research Trends

This assignment delves into current trends within hospitality marketing research. It examines topics such as the role of social media, user-generated content analysis, online reviews, and integrated marketing communications. The focus is on understanding how these advancements influence customer loyalty, brand equity, and service quality perceptions in the hospitality industry.

The Hospitality and Tourism Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
CURRENT BUSINESS OPERATION...........................................................................................1
RECOMMENDED FUTURE CAMPAIGN...................................................................................4
RECOMMENDATION OF NEW IDEA........................................................................................5
CONCLUSION................................................................................................................................6
RERFERENCES..............................................................................................................................7

INTRODUCTION
The concept of hospitality marketing is all about promoting the service range to the target
market with the motive to accomplish desired goals of the business. Further, in the modern era
with the rise in the level of competition in the market, it has become difficult for the businesses
to survive in the market as competition and another form of factors affects business operations.
Due to this basic reason, effective marketing strategies are significant (Šerić, Gil-Saura & Ruiz-
Molina 2014). While promoting the service range, the entire elements of the marketing mix are
undertaken that involves the product, price, place, and promotion. Further, effective management
of all these elements are must as they are linked with the growth of the enterprise.
The present study carried out is based on Hilton hotels which is an American hospitality
firm that manages and franchises a broad range of hotels along with the resorts. The company
renders its services worldwide and employs 169,000 staff members. The present report focuses
on the analysis of the marketing mix of the Hilton hotel and on the basis of the same future
marketing campaign has been recommended to the business.
CURRENT BUSINESS OPERATION
Hilton is regarded as one of the fastest hospitality firm in the world with more than 5000
properties and 825000 rooms. The company has the presence in more than 103 countries at the
global level, and the entire range of services offered are worldwide famous in the market.
Further, the premium brand of the business takes into consideration Waldorf Astoria Hotels &
Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, Tapestry
Collection by Hilton whose services are quite famous at the global level (Zaibaf, Taherikia &
Fakharian 2013). The customer loyalty program organized by the business is quite effective
where it holds the ability to attract a large number of customers in the market.
The vision of the company is to fill the earth with the light and warmth of the hospitality
by becoming the main choice for the guest. This represents the main goal of the organization on
the basis of which all the activities along with the operations are carried out by the business. For
enhancing overall performance in the market Hilton hotels have undertaken effective marketing
strategy and it allows business to gain the competitive edge over its rivalry. The service range of
the enterprise is wide, and due to this reason, the company focuses on undertaking proper
marketing mix elements for its overall survival in the market (Yoo & Bai 2013).
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Product: Hilton hotels have the strong network in the market of US, and the company mainly
focuses on the expansion of its operations in the other countries so as to gain more profits. The
company holds the chain of hotels with restaurants, bars, and deluxe rooms. Further, it also
provides end solution for the events and the business events. The company targets both business
guests and the travelers. Considering the room service of the Hilton hotels that undertakes
advanced amenities where high-quality food is served (Wearne & Morrison 2013). Along with
this additional benefits are rendered to the customers such as membership discount along with
another form of facilities such as room options, Wifi, etc. The core product of the company is
hotel room that allows in satisfying need of the customers at the global level. Apart from this,
other forms of supporting products are also offered by the company that takes into consideration
free magazine and newspapers, 24*7 hours room service, concierge service, etc. So, on the basis
of this, it can be stated that the product range of Hilton hotel is wide where every kind of
assistance is provided by the company in the field of hospitality, and it provides remarkable
experience to the tourists (Schuckert, Liu & Law 2015).
Location and distribution: The entire range of service is offered by Hilton hotels with the help
of its high-class amenities, and at present, its services are in 84 countries. Further, the company
covers six continents with 570 properties. All the main properties of the company are owned,
managed and operated by the single entrepreneurs under the brand name of Hilton. The overall
surroundings of the hotels are organized in the proper manner that supports in providing high
experience to the customers such as beach sides, peace, etc. For distribution purpose, the Hilton
hotel relies on information technology and internet in various formats. The official site of the
business provides proper assistance to the target market (Morosan, Bowen & Atwood 2014).
Along with this mobile application of the company are also present that supports in providing
high convenience to the customers.
Pricing model: Hilton hotels have adopted premium pricing strategy for its entire range of
services. Further, this contributes a lot in knowing the real quality of its service. The company
only provides four and five-star customer services that belong to the luxury class (Miao, Lehto &
Wei 2014).
Customer segment: The most effective criteria undertaken by Hilton hotels for its customers is
on the basis of their income and occupation. Further, people who belong to the high class and
prefer to purchase costly hospitality services are the main target market of the enterprise.
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Business and leisure class are also the main target market of the business that they can purchase
services of the company on the continuous basis.
Branding and positioning: Hilton as one of the brand is well developed in the market where it is
well known all around the globe for luxury that matches with the need of high-class individuals.
Positioning is done on the basis of the service attribute where the services offered by Hilton are
not offered by other businesses in the market (Lu & Stepchenkova 2015). Luxury is the main
term that can represent the entire range of service of the Hilton hotels in the market where it
operates.
Promotion: Hilton promotes its service range with the help of membership through which a large
number of customers are influenced to purchase the services of the business. Apart from this,
social media as one of the strategies along with advertisement on the website is undertaken that
supports a lot in satisfying needs of the target market in an efficient manner. Further, through
effective promotion level of brand awareness is quite high in the manner and this has become
one of the main reasons behind the success of the enterprise (Leung, Xue & Bai 2015).
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RECOMMENDED FUTURE CAMPAIGN
Considering the present marketing practices of the company it has been found that Hilton
hotel is operating efficiently in the market, but still there is the scope for improvement. Further,
the company can introduce digital plans for promotion of its services so that information
regarding services can be shared in the short period of time (Law, Buhalis & Cobanoglu 2014).
This will assist business in strengthening its customer base in every possible manner. Further,
posting content on the social media is also suggested to the business as through this the unique
attributes present in the service range can be highlighted easily in front of the customers.
Facebook as one of the platform is most effective for the business where Hilton hotels
can organize events on the continuous basis and in turn different individuals can be encouraged
to take part in the same. This will allow promoting the products in the better manner and in turn
business can easily gain the competitive edge with the help of this (Leung et al. 2013). The main
reason due to which digital platform is recommended to the business is that it influences
purchase behavior of the target market and assists in enhancing customer base of the firm. In
near future marketing communication of Hilton hotels can take place with the help of media
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channels such as facebook, Instagram, etc. This will allow in understanding the need and
requirement of the target market in the better manner and can bring favorable results for the
business in every possible manner.
Further, it is a well-known fact that social media as one of the channel is mainly accessed
by every individual and in case if Hilton will share promotional messages on the continuous
basis then it will allow in enhancing its customer base and can lead to the enhanced business
performance in the market (Horner 2016). Apart from this, another advantage to the business is
that it can easily take the suggestion from the customers in relation to the service offered and in
turn modification is possible if the service level is not up to the mark.
Apart from this email marketing as one of the platform can also be undertaken by the
Hilton hotels where the company can easily send promotional messages on the personal email of
the customers. This will assist them in knowing about the offers and other schemes introduced by
the Hilton hotels. It will surely act as one of the major sources of attraction and Hilton hotels can
attract a large number of tourists at the global level (Gregory & Parsa 2013). The company can
design message of email marketing in the unique manner through which customers can know
that organization is providing them monetary benefits in every possible manner. So, these are the
two main marketing mediums that are recommended to Hilton hotels so that company can easily
share promotional messages with its target market and quick response to the customers can be
easily obtained with the help of this in every possible manner.
RECOMMENDATION OF NEW IDEA
In order to operate efficiently in the market, it is necessary for the business to implement
some new idea in its business practice so as to perform efficiently in the market. It is
recommended to Hilton hotel to diversify its service range towards the business class where the
company can introduce the new type of mobile application for the business people. In this
advanced application business class, people will be offered service at the time when they have to
organize any meeting (Flôres Limberger et al. 2014). Further, it will be possible for them to
decide different things that involve the time of the meeting, selection of hotel, seating capacity,
type of food needed and another form of things. This will be a kind of extra convenience to the
business class customer where they can organize business events easily and in short period.
Through this, it will become possible for the Hilton hotels to attract a large number of customers
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who belong to the business class and this can assist in performance enhance of the organization
in every possible manner.
Apart from this, the new application will be convenient for the business customers, and
till now it has not been developed by any other hospitality brand operating in the market. So, this
will surely allow Hilton hotels to gain the competitive edge over its rivalry and can act as the
development tool for the business in every possible manner (Bowie et al. 2016). Moreover,
through this application, it will be possible for the company to know whether the business class
people prefer to access its services or not. Apart from this with this application Hilton hotels will
also be able to take feedback from its target market in relation to its services. Service
development is also possible with the help of this, and in turn, the internal strength of the
enterprise can be easily developed with the help of this (Atwal & Williams 2017). Therefore,
with the help of this, it can be clearly stated that introduction of the new recommended system
will surely improve the performance of the company in the market.
CONCLUSION
The entire study carried out has supported in knowing the marketing practices of Hilton
hotels in the market. Further, the pricing and promotional tools employed by the company are
effective where they have supported in attracting a large number of customers towards the
service range. Moreover, promotion takes place with the help of different membership schemes
that provide monetary benefits to the business. Apart from this, the distribution of the business
takes place with the help of its website and mobile application that is convenient for the
customers in every possible manner. Moreover, the new recommended social media platform
along with email marketing can be undertaken by the business for promoting its service range
and communicating with the target market. This will surely lead to favorable results to the
company in every possible manner and can act as a development tool for the entire business in
every possible manner.
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