Tourist Attraction: Hilton Birmingham Market Segmentation, Branding, and Customer Satisfaction

Tourist attraction

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................4
Task 3...............................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Tourism and hospitality industry is interconnected which each other due to the common
requirements of the tourist and services of the hospitality industry. Such as the tourist requires
the home like facilities in truism place which can be possible by the presence of hospitality
services, such as the hotels, restaurants, transportation etc. so in context to the tourist attraction
hotels and other hospitality organization have to make effective customers selection, interaction
and satisfaction approaches and strategies (Kang, S., Lee, G., Kim, J. and Park, D., 2018) . Hilton
Birmingham is hotel located in the UK, providing the best holistic services such as the spa,
health club, dining, bars, meeting rooms, indoor swimming pool. In this report organization
market segmentation, branding, positioning strategies are going to be analyse along with the
evaluation of their customers satisfaction technique’s by analysing their marketing mix
approaches. This will help to understand the needs of improvement in context to tourist attraction
and efficiency of the organization in customers attraction.
Task 1
Organization overview and analysis market segmentation
Organisation overview
Hilton Birmingham is one of the best and largest hotel located in the England, that is
providing the best quality multiple hospitality services, suggest the spa, pool, bar, restaurant
dining and so on. Organisation is having almost 790 rooms along with 6,000 m2 Conference
halls, which is the second largest European convention centre, and first largest conference hall in
England. These services are the greatest points of the organisation which make it best meeting
tourism attraction place.
Target market
In the hospitality industry target market is about focusing on this specific group of audience
rather than trying to sale every type of customer. This influence the use of marketing techniques
towards the specific group of audience target market is can be effectively set by the help of
market segmentation tool. Which is involving the differentiation of customers according to the
four different groups of the segment. Such as geographic, demographic, psychotheraphic and
behavioural segmentation (Peng, X. and Huang, Z., 2017) .