Unit 15 Hospitality Marketing Essentials Assignment

Unit 15:Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
LO 2.................................................................................................................................................3
P 3 Comparison of marketing mix in hospitality industry..........................................................3
LO 3 ................................................................................................................................................5
P 4 Marketing plans for hospitality industry to meet the objectives...........................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The aim of marketing in hospitality industry is to promote the services to the customer.
The services provided by the organisation are food and beverages, theme park, travel and
tourism, lodging, cruise line etc. to the customers. Hilton hotel and resort is a global brand which
provided the hotel rooms, lodging, food & beverage services with various additional facility to
their customer. The report highlights the roles and responsibilities of marketing and other
functional areas in the context of Hilton. Further, report will provide deeper insight about how
marketing plan contributes in the achievement of organizational goals, it helps organisation in
gathering information regarding market as well as customer taste and preferences. In addition to
this, it entails comparison between marketing mix undertaken by two different kinds of
organizations.
LO 1
Covered in PPT
LO 2
P 3 Comparison of marketing mix in hospitality industry
Basis Hilton Hotel Marriott Hotel
Product  The product and services offers
by the hotel are swimming
pools, food & beverages, hotel
rooms, accommodation, etc.
 The core product provided by
the Hilton are hotel rooms. To
differentiate their product from
the competitors they offer the
additional services like the
swimming pools, events etc.
 Hilton also provide bar &
restaurant, online reservation
and customer service to
improve the performance and
 They service offered by
Marriott hotel are hotels,
resorts and hospitality
management.
 The core product of Marriott
hotel generates maximum
profit for business by
accomplishing the needs and
demand of customer.

productivity (Abdallah and
Jaleel, 2015).
Price  Hilton hotel use premium
pricing strategy to charge the
high price and offer high
quality product and services.
 The motive of premium pricing
strategy is to encourage the
customer to willingly pay for
the trend and not afraid with
the cost of product and
services.
 They also use discrimination
pricing strategy in which they
charge different price for
different customer with the
same product.
 At the time of events and
festivals Hilton charge high
price from customer otherwise
they charge normal price for
accommodation.
 They use competitor pricing
strategy to offer their product
and services to the customer. In
competitor pricing strategy
they set the price by analysing
competitor price.
 They also use differentiate
pricing strategy to attract
customer towards the hotel
product and services.
 In differentiate pricing strategy
they charge different price
from the different customer for
same product and services.
Place  Hilton use online media or
internet to provide the services
to their worldwide customer.
 They offer 24*7 hours services
to the customer. It helps
customer to book the rooms via
internet and get the outer look
of rooms on official websites.
 The hotels of Marriott are
situated worldwide with
different layout and locality
trend.
 Mainly hotels of Marriott are
situated near the airports, main
road and centre of the cities to
attract customer and make

position in the mind of
customer.
Promotion  Hilton uses traditional and
modern methods to promote
the services to the customer.
 The usage of Facebook,
Twitter, Instagram help Hilton
to reducing the cost of
advertisement and quickly
reach to the customer.
 Hilton collaborated with the
different business firm and
payment banks to promote the
services and provide the easily
facility of booking hotels to the
customer (Fan, Lau and Zhao,
2015).
 The premium magazines and
customer review on websites
also help to promote the
functioning and facility of
Hilton hotel.
 Marriott only use modern
method of promoting the
product and services.
 In modern method Internet is
the best way to attract
customer by using the social
media like Facebook,
Whatsapp, Twitter, Instagram
etc.
Physical
evidence
 They intangible services with
the other physical object like
towels, pens, booklets etc.
 They provide services across
the world by tied up with the
booking chains and various
official and non-official
websites and use the feedback
 The services provided by
Marriott Hotel id intangible but
they work to give the best
experience to their customer to
retain in the hotel services.
 But Marriott did not use the
customer feedback to change
the pattern of services. They

form to analyse the needs and
demand of customer (Hilton
Hotels Marketing Mix – 7Ps of
Marketing, 2016).
predict that the number of
customer are increase because
of their qualified services.
Process  The aim of Hilton is to focus
on the needs and demands of
the customer and provide better
services to satisfy them.
 The research and development
department work to find the
trend in UK market and change
their services to get
competitive advantages.
 Marriott use transparent
service process to regulate the
check in, check out of the
customer.
 It helps them to keep the
records of the customer in easy
and efficient way.
People  Hilton uses the direct and
indirect channels to target the
customer and interpret the
demand to improvising the
services (Datta, Ailawadi and
Van Heerde, 2017).
 They train the hotel staff to
improve their skills and
attitude to address the customer
conflicts and issues.
 At the same time Hilton also
provide the motivational
program and events to
increasing the moral of staff.
 Marriott use direct channels to
target the customer market and
provide them useful and
customized services.
 They use off the job training
method to train their staff and
develop understanding dealing
with the customer issues.

LO 3
P 4 Marketing plans for hospitality industry to meet the objectives
Executive summary: The aim of hospitality industry is to provide the best services to
their customer. Hilton hotel have to use the robotic services to improvise or differentiate the
services from the competitors. The aim of the marketing plan is to achieve the business target
and increase the market share by 15% at the end of 2021. The marketing plan focuses describe
the impact of political, Social and legal factors on the business and the strength and weakness of
the business with different opportunities. It can be concluded from the marketing plan that hotel
Hilton can use the Robotic services and advance technology to improve market share and
increases the profit.
Aims and objectives: The aim of Hilton hotel is to provide the best services and become
leading hotel in UK market. They innovate and redesign the services to achieve the
organizational objective. The mission of the company is to provide quality of services within the
best price. They want to become first choice of customer in hospitality industry.
Objectives of Hilton
 To become leading hotel and retain position in market.
 To increase the market, share by 15% at the end of 2021.
 To gain the customer trust, belief and increase profit by 10% at the end of 2022.
PESTLE
Basis High/Low/
Moderate
Evaluation
Political factor High  The changes in the policies and rules
and regulation of Government highly
affect the business of Hilton hotel.
 The environmental law and tax policy
of UK market force the Hilton to follow
them and pay the tax on time.
 The political condition of UK help to

attract the customer to visit the Hilton
Hotel.
Economical factor High  Economic factor highly affects the
business of Hilton hotel.
 In Olympic time the number of visitors
are increased and the booking was also
full but on the other day the situation
was totally different.
 The increasing inflation rate in market
may reduce the customer because of the
reducing purchasing power.
Social factor Moderate  The social factor like lifestyle, attitude,
population growth etc. moderately
affects the Hilton business (Mak and
Chang, 2019).
 Hilton provide 5star hotel facility with
luxuries services which attract the
global customer.
 The changing lifestyle and increasing
population also increases the number of
visitors.
Technological factor Low  Hilton uses the latest or advance
technology so the impact of changing
technology is low.
 They innovate the product and services
using technology.
Legal factor Low  The legal factor such as consumer
protection law, employment law, health
and safety law etc. less affect the Hilton

hotel (Nandonde, 2019).
 Hilton is leading hotel in hospitality
industry which adapt all health and
safety act to protect the rights of the
customer and staff.
 They adapt data protection law to
protect the data of the customer from
the external users.
Environmental factor High  The change in weather and climate
highly affect the business of Hilton
hotel.
 A good climate help to increase the
number customer to visit the places,
travel and stay in hotel to enjoy
environment.
 Bad weather like natural disaster, heavy
snowfall or rainfall reduces the profit of
the hotel because customer less prefer
to visit the places.
SWOT
Strength
 The research and development
department provides the innovative
services to the customer in proper
interval.
 They operate their business in more
than 100 countries to gain the larger
market share.
 Differentiate feature like customized
Weakness
 Hilton hotel is highly depended ion the
US market. Sometimes which create the
problems in generating the profit.
 The debt of the company is increasing
day by day which become weakness of
the company.
 It operates its business in limited region
which affects its profitability (Kuo, and

services, 5 star room help Hilton to
attract customer.
et.al., 2016).
Opportunities
 The changing preferences of customer
to invest in travel and tourism sector
create a big opportunity for Hilton
hotel.
 Technology changes also create
opportunities for the hotel to use the
advance technology to promote Hotel
services (Singh, 2018).
Threat
 Increasing inflation and interest rate in
UK market become a big threat for the
Hilton hotel because it reduces the
profit.
 The competition in UK market also
increases which affect the business.
STP
Segmentation: Hilton segments the market on psychographic basis. In these they
segment market on the basis of age group and income.
Targeting: They have to target the highly income group to provide the expensive
services to the customer. They will also target the young age group which are highly interest in
travel and tourism and focus on to maintain their lifestyle.
Positioning: They have to use the advance technology and social media to promote the
product and services of the Hilton hotel. They will also use the additional facility to build strong
brand image in the mind of customer.
Financial budget:
Particulars Amount
Social media marketing $6000
Traditional marketing $4000
Total $10000
Competitor analysis :
Basis Hilton hotel Marriott Hotel

Marketing P's Hilton uses the 7 p's strategy to
promote the product and
services and gain the
competitive advantages
(Tobey and et.al., 2016).
Marriott hotel use 4p's of
marketing to promote the
services of the hotel. They use
product, price, place and
promotion to attract customer.
Training and development Hilton use on the job and off
the job training method to train
the employees and develop
new skills.
Marriott use off the job
training method to train the
employees and hotel staff to
improve their performance.
Distribution channels Hilton uses both traditional
and modern promotional
technique to promote the
services.
They use modern method for
promoting the product and
services of Marriott Hotel.
CONCLUSION
It can be concluded from the study that the 7 p's like product, price, place, promotion,
people etc. help the company to meet the business objective with greater efficiency and
effectiveness. The marketing plan of Hilton hotel help to analyse the strength and weaknesses of
the organisation and identify various opportunities to expand its business.

REFERENCES
Books and Journals
Abdallah, S. and Jaleel, B., 2015. Website appeal: development of an assessment tool and
evaluation framework of e-marketing. Journal of theoretical and applied electronic
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Cantù, C. and et.al., 2015. Innovative and networked business functions: customer-driven
procurement. Journal of Business & Industrial Marketing.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3). pp.1-20.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1). pp.28-32.
Kuo, C.M. and et.al., 2016. SMART SWOT Strategic Planning Analysis: For Service Robot
Utilization in the Hospitality Industry. Consortium Journal of Hospitality & Tourism,
20(2).
Mak, A.H. and Chang, R.C., 2019. The driving and restraining forces for environmental strategy
adoption in the hotel Industry: A force field analysis approach. Tourism
Management, 73. pp.48-60.
Nandonde, F.A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence, 38(4). pp.54-61.
Sanclemente-Téllez, J.C., 2017. Marketing and Corporate Social Responsibility (CSR). Moving
between broadening the concept of marketing and social factors as a marketing
strategy. Spanish Journal of Marketing-ESIC, 21. pp.4-25.
Singh, N., 2018. SWOT Analysis of a Boutique and Lifestyle Hotel-Uncle Ming Retreat.
Tobey, L. and et.al., 2016. Reaching low-income mothers to improve family fruit and vegetable
intake: Food Hero social marketing campaign—research steps, development and testing.
Nutrients, 8(9). p.562.
Online
Functions of Marketing. 2019. [Online]. Available through :
<https://www.gktoday.in/gk/functions-of-marketing/>

Hilton Hotels Marketing Mix – 7Ps of Marketing. 2016. [Online]. Available through :
<https://research-methodology.net/hilton-hotels-marketing-mix/>