Sustainability in Hospitality Industry: A Case Study on Hilton Hotel

This document discusses the concept of sustainability in the hospitality industry, focusing on a case study of Hilton Hotel. It explores the current trends, strategies, and challenges in achieving sustainability. The findings highlight the importance of sustainability in the industry, while the recommendations provide insights for Hilton Hotel to improve its sustainability practices.

UNIT 18: RESEARCH
PROJECT
1

TABLE OF CONTENT
MAIN BODY...................................................................................................................................3
ACTIVITY 3....................................................................................................................................3
Research and data........................................................................................................................3
Findings......................................................................................................................................11
Recommendations......................................................................................................................13
Conclusion.................................................................................................................................14
ACTIVITY 4..................................................................................................................................14
Performance review...................................................................................................................14
REFERENCES..............................................................................................................................16
APPENDIX....................................................................................................................................17
2

MAIN BODY
Aim:
“To analyse and discuss sustainability in hospitality industry: A case study on: Hilton
Hotel.”
Objectives:
 To understand sustainability in the hospitality industry in Hilton Hotel.
 To discuss sustainability in hospitality industry and trends coming in this industry.
 To analyse techniques and strategies for providing sustainability in Hilton Hotel.
 To recommend strategies and measures to be able to compete in the growing market.
ACTIVITY 3
Research and data
Theme 1: According to you, what is sustainability in hospitality industry?
According to you, what is sustainability in
hospitality industry?
Outcomes
Moral 11
Ethics 9
Cost for energy and water 5
Social actions 4
Political arguments 1
Total 30
3

Interpretation: From the above graph it can be concluded that there are 11 out of 30 employees
of Hilton hotel opted for moral, 9 for ethics, 5 for cost for water and energy, 4 for social actions
and 1 for political arguments. Employees of hospitality industry value moral values of all the
individuals being valued in the workplace so that there are going to be higher consequences.
Theme 2: What are current trends which have come in Hilton Hotel recently?
What are current trends which have come
in Hilton Hotel recently?
Outcomes
Self check in 12
Technology to run bookings and hotels 15
Digitalized room keys 1
Mobile maps for access 2
4
Moral
Ethics
Cost for energy and water
Social actions
Political arguments
0
2
4
6
8
10
12 11
9
5
4
1
Theme 1: According to you, what is sustainability in hospitality
industry?
Column B
Illustration 1: According to you, what is sustainability in hospitality industry?

Total 30
Interpretation: From the above picture it is concluded that technological changes have taken
place in Hilton increasing the satisfaction level of the customers and employees. There are 15
respondent opted for technology to run booking and hotels, 12 for self check in 1 for digitalized
room keys and 2 for mobile maps for access out of 30.
Theme 3: Is Hilton hotel operating in green ways?
Is Hilton hotel operating in green ways? Outcomes
Yes 14
No 7
Maybe 9
Total 30
5
Self check in
Technology to run bookings and hotels
Digitalized room keys
Mobile maps for access
0 2 4 6 8 10 12 14 16
12
15
1
2
Theme 2: What are current trends which have come in Hilton
Hotel recently?
Column B
Illustration 2: What are current trends which have come in Hilton Hotel recently?

Interpretation: From the above graph it can be concluded that there are green ways Hilton hotel
has found in the market so that they can operate effectively. 14 out of 30 people said yes, 9 out of
30 said maybe and 7 out of 30 respondent opted for no.
Theme 4: What are the effective marketing strategies for hospitality industry?
What are the effective marketing strategies
for hospitality industry?
Outcomes
Digital presence 9
Customer insight marketing 2
Email and content marketing 6
Social media 13
Total 30
6
14
7
9
Theme 3: Is Hilton hotel operating in green ways?
Yes
No
Maybe
Illustration 3: Is Hilton hotel operating in green ways?

Interpretation: From the table above it can be concluded that social media is having a great
impact. Out of 30 respondent there are 13 saying social media is marketing strategy which the
company is opted, 6 said email and content marketing, 9 said digital presence and 2 for customer
insight marketing.
Theme 5: Are employees aware about the changes which are being taken in Hilton for finding
sustainability in market?
Are employees aware about the changes
which are being taken in Hilton for finding
sustainability in market?
Outcomes
Yes 18
No 4
Maybe 8
Total 30
7
Digital presence
Customer insight marketing
Email and content marketing
Social media
0
2
4
6
8
10
12
14
9
2
6
13
Theme 4: What are the effective marketing strategies for
hospitality industry?
Column B
Illustration 4: What are the effective marketing strategies for hospitality industry?

Interpretation: From the above graph it is concluded that the employees of the organization
which are 18 out of 30 are updated about the changes which are taking place and 4 said no and 8
said maybe.
Theme 6: Has Hilton hotel taken risks in order to be able to gain higher reputation and brand
image?
Has Hilton hotel taken risks in order to be
able to gain higher reputation and brand
image?
Outcomes
Yes 18
No 5
Maybe 7
Total 30
8

Interpretation: Risks are involved with Hilton from the above picture which is there 18 saying
risks taken by company, 5 said no and 7 said maybe.
Theme 7: Is there financial leakage in Hilton Hotel?
Is there financial leakage in Hilton Hotel? Outcomes
Strongly Agree 10
Agree 13
Neutral 4
Disagree 2
Strongly disagree 1
Total 30
9
Yes
No
Maybe
0 2 4 6 8 10 12 14 16 18
18
5
7
Theme 6: Has Hilton hotel taken risks in order to be able to gain
higher reputation and brand image?
Column B
Illustration 6: Has Hilton hotel taken risks in order to be able to gain higher reputation and
brand image?

Interpretation: Financial leakage is important for sustainability which is 13 employees agreed,
10 strongly agreed, 4 were neutral, 2 were disagreeing and 1 was strongly disagreeing with this
factor.
Theme 8: What are the controlling and monitoring techniques used for the employees by Hilton
hotel?
What are the controlling and monitoring
techniques used for the employees by Hilton
hotel?
Outcomes
Rewards 16
Mental appraisal 6
Promotions 8
Total 30
10
Strongly Agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
10
13
4
2 1
Theme 7: Is there financial leakage in Hilton Hotel?
Column B
Illustration 7: Is there financial leakage in Hilton Hotel?

Interpretation: From the above report it can be concluded that there are 16 out of 30 respondent
who said rewards are the motivating factor provided to the employees, 8 said promotions and 6
said mental appraisal.
Theme 9: According to you what recommendation would be appropriate for Hilton Hotel.
Interpretation: Employees of Hilton hotel are looking for ward for more motivation factor since
there are less policies for family and other factors so that the employees would be able to give in
their personal best. Company has to get in changes according to the employees so that there is
effective growth that is present for the overall development.
Findings
Sustainability is required in hospitality industry which is the major finding which can be
obtained. There is a continuous growth which hotel industry is having world wide and therefore
11
16
6
8
Theme 8: What are the controlling and monitoring techniques
used for the employees by Hilton hotel?
Rewards
Mental appraisal
Promotions
Illustration 8: What are the controlling and monitoring techniques used for the employees by
Hilton hotel?

trends and operations of this industry needs to change with time which is going to make the
operations and performance of the company be higher. Transparency needs to be provided not
just to the clients but also employees of the organization so that there are going to be higher
consequences which are going to be there (Plewnia and Guenther, 2018). GDP of United
Kingdom has improved which impacted the lifestyle and expectations of the clients which the
hospitality industry has to consider in order to be able to get the right standards and working.
Attraction must be high of the customers which is going to make the tourism factor be higher.
Human behaviour is to make sure that there is effective working and environment which is
present so that there are limitation products and services which are going to be present.
Generation of sustainability has to be present so that the focus is going to be present and
hospitality industry is going to make sure that there are effective working which is present as
well (Pham, Tučková and Jabbour, 2019).
Campaigning is good for the brand image and value of the company since there is going
to be effective transparency which is going to be present with the customers of the company.
Ethical trade, social responsibilities and culture are being followed by organizations in the
market in order to be able to get the right working. There is a lot of reduction in approaches
which is going to be present and make the spending of hospitality industry on this factor be
present. Social and economic impact needs to be improved so that there is good consumption of
working which is going to be there so that the energy level can be higher. Reducing operations is
not going to be good for Hilton therefore changes must come in Hilton from time to time so that
there is going to be effective working and performance which is good for the overall working of
the organization (Ettinger and et.al., 2020). Wastage is going to make the raw materials of Hilton
not be utilized and make the organization have a lot of working pressure and make the company
not be able to have higher profitability. Planning is essential for Hilton so that they would be able
to make sure that there is a effective sustainability which is taking place in the company so that
the company would be able to gain higher profitability and brand image in the market (Lee, Ham
and Koh, 2019).
Information must be present in the working for information and sustainability so that the
company would be able to make the right working and performance which is present. Energy and
water saving measures have been taken by Hilton hotel so that the clients would follow them and
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make the company be able to make the right working and efficiency which is present for the
company to have (Jang, 2020). Environmental factors would impact the performance of the
company and there have to be actions which must be taken in order to be able to find
sustainability in the market which is good for the brand value and image. Guests experience is
going to change and make the company have higher stability which is good for the overall
development which is going to make the impression of the customers be present. There are a lot
of cooperate social responsibilities which Hilton hotel is doing in the market so that the
organization would be able to gain higher competitive advantage and make the organization be
able to gain loyalty and trust of clients (Nicolaides, 2018). From the research there is a lot of gain
on the sustainability factors which the company must have in order to be able to gain the right
customers and economic factor is going to be stable as well.
For sustainability there has to be reduced wastage which is going to be good for the
economic factor as well as brand value in the market. Efficiency of the organization must be
higher and make the company have the right products and services in order to be able to gain the
competitive advantage in the market. Carbon footprint of Hilton Hotel is worked upon so that the
company would be able to have the right forms which would be present. Impression of the
company is strong in the company and that is going to be good for the cultural and attraction of
the guests which are coming in (Julião and et.al., 2018). Sustainability has made the satisfaction
level of the customers be higher as well and loyalty and trust is also going to be improved.
Generations are working in the company so that the brand would be able to make the right profits
and higher translations can be done in order to be able to gain the right competitive advantage for
the company to have to be able to operate for a longer run. There is a standard and image which
Hilton Hotel is having in the market in order to be able to gain the right working and operations
for being able to develop and operate effectively (Kaurav, Baber and Rajput, 2020).
Recommendations
It can be recommended for Hilton Hotel that there must be god sustainability which has
to be present in order to be able to gain competitive advantage as well as other benefits. There
are a lot of benefits that an organization can gain which are economic benefits and higher
productivity and satisfaction of the customers which is good for a longer run of the organization
13

in the market. Outcomes of the company can be measured and make the overall working of the
organization be present so that there is going to be effective working which the organization can
have. Satisfaction and loyalty of the customers must be gained so that the organization will be
able to make the right improvement in the working. Good understanding of the market and
operations has to be present so that the organization would be able to gain competitive advantage
and make the right changes in the business as well.
Conclusion
From the above research it concludes that there are effective working and performance
that a business must have to be able to get in sustainability. It is essential to be able to do so
because there are going to be higher consequences and make the standards of the company be
higher. Practices of Hilton Hotel must be strong in order to be able to gain the right base and
functioning so that the organization would gain the right working and profitability. Satisfaction
of clients must be present for all of them so that the organization would be able to gain
competitive advantage and make the organization be able able to get higher working. Objectives
of the organization has to be gained and make the research be able to match the aim and targets
which are set so that there is going to be effective working and understanding that is present.
Data analysis has to be done effectively so that there are further planning and improvement
which the organization can have in the market making the company be able to gain the right
standards for themselves.
ACTIVITY 4
Performance review
In the future researches there would use of quantitative research which is going to make
the research more effective. More statistics must be used in a research so that there would be
more authenticity present and the audience would be able to understand with the help of graphs
and diagrams better. Time management and planning has to be strongly followed so that the
tasks can be completed on time which is going to get out the best outcomes as well and make the
working more effective. This research was satisfying to some extend which is a great factor but
there are a lot of developments which have to be done in the future as well so that there is going
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to be effective working and higher results. Objectives of the research are fulfilled but the
outcomes are not up to the mark because of ineffective planning and time management which is
included. Organization has been developed effectively which was included and good marketing
factor was also visible in the report which is good for a long run of the organization making the
company be able to understand themselves well. There are a lot of changes which have come in
the hospitality industry which have to be analysed and worked upon effectively so that there are
going to be higher outcomes. Improvement can be analysed and planning to be able to make
them effectively for the future can be decided which is good for an individual growth and in
future the outcomes are going to be more than required and that is going to be a great factor.
Quality of the research is effectively and a lot of learning is another factor which has
been gained after doing this result which is a great factor. Support of skills and knowledge was
present in meeting the objectives and making sure that there are effective working which is
present in the company. Performance of the workforce is present in Hilton which is good for the
organization to be able to match the needs, expectations and demands of the clients which is
changing with time. GDP and income level has made changes in the lifestyle and objectives have
to be matched throughout the survey. Tools and techniques have to be analysed and worked upon
so that there is going to be higher outcomes and make the right improvement in the organization
as well which is good for a long run and make the standards of the company also be higher.
Sustainability is a very important factor for the company to have in the market so that there are
going to be higher consequences that are present so that the company would be able to make the
right changes and improvement. Company would be able to gain right working and researches
have to be done so that there are effective tools and make the company be able to have higher
understanding as well so that the company will be able to get in better support as well.
15

REFERENCES
Books and Journals
Ettinger, A and et.al., 2020. The desirability of CSR communication versus greenhushing in the
hospitality industry: The customers’ perspective. Journal of Travel Research.
p.0047287520930087.
Jang, Y.J., 2020. The role of stakeholder engagement in environmental sustainability: A
moderation analysis of chain affiliation. Journal of Hospitality & Tourism Research,
p.1096348020936348.
Julião, J and et.al., 2018, June. Exploring circular economy in the hospitality industry.
In International Conference on Innovation, Engineering and Entrepreneurship (pp. 953-
960). Springer, Cham.
Kaurav, R.P.S., Baber, R. and Rajput, S., 2020. Technology-Driven Tourism and Hospitality
Industry as a Tool for Economic Development: A Bibliometric Analysis. In The
Emerald Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited.
Lee, S., Ham, S. and Koh, Y., 2019. Special issue on economic implications of corporate social
responsibility and sustainability in tourism and hospitality.
Nicolaides, A., 2018. Ethical hospitality marketing, brand-boosting and business sustainability.
Pham, N.T., Tučková, Z. and Jabbour, C.J.C., 2019. Greening the hospitality industry: How do
green human resource management practices influence organizational citizenship
behavior in hotels? A mixed-methods study. Tourism Management. 72. pp.386-399.
Plewnia, F. and Guenther, E., 2018. Mapping the sharing economy for sustainability
research. Management Decision.
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APPENDIX
Questionnaires
1. According to you, what is sustainability in hospitality industry?
 Moral
 Ethics
 Cost for energy and water
 Social actions
 Political arguments
2. What are current trends which have come in Hilton Hotel recently?
 Self check in
 Technology to run bookings and hotels
 Digitalized room keys
 Mobile maps for access
3. Is Hilton hotel operating in green ways?
 Yes
 No
 Maybe
4. What are the effective marketing strategies for hospitality industry?
 Digital presence
 Customer insight marketing
 Email and content marketing
 Social media
5. Are employees aware about the changes which are being taken in Hilton for finding
sustainability in market?
 Yes
 No
 Maybe
6. Has Hilton hotel taken risks in order to be able to gain higher reputation and brand
image?
 Yes
17

 No
 Maybe
7. Is there financial leakage in Hilton Hotel?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly disagree
8. What are the controlling and monitoring techniques used for the employees by Hilton
hotel?
 Rewards
 Mental appraisal
 Promotions
9. According to you what recommendation would be appropriate for Hilton Hotel.
18