Analyzing and Comparing Marketing Techniques of Two Hotel Chains

This essay provides a comprehensive comparison of the marketing strategies employed by two multinational hotel chains, Hilton and Best Western. It begins with an introduction to marketing's role in the hospitality sector and then delves into the historical backgrounds of both companies. The main body of the essay analyzes their respective marketing strategies, including target market identification, promotional and advertising techniques, and the use of sustainability and green messaging. It also examines how these hotels have addressed the impact of COVID-19 on their operations and the marketing messages they have conveyed to customers during the pandemic. The essay concludes by summarizing the key marketing methods and their effectiveness in the context of the hospitality industry, emphasizing the importance of adaptation and sustainability in the face of market challenges.

Comparison of the marketing
methods of two multinational
hotel chains
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLSUION................................................................................................................................6
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing is one of the most important tool which is been used in order to make an
organization or hotel attain position within market. In other words marketing is referring as tool
which is used for buying and selling of goods within market. Also it is considered as act that
makes buying and selling possible with advertisement within particular market. Marketing acts
as one of the most important part which makes various kinds of aspects covered related to
hospitality sector which makes a hotel develop itself within market through sustainability.
Marketing is one of the most effective technique which is been used for making services better
and more impactful. In this essay Hilton and Best Western hotel is covered with the marketing
technique used by them and impact of COVID upon them with marketing message given to its
customers.
MAIN BODY
Hilton and Best Western historical background Hilton Worldwide Holdings Inc and
is formally known as Hilton Hotels Corporation which is an American multinational hospitality
that manages wit franchises over broader portfolio over hotel and resorts. This was founded by
Conrad Hilton in May 1919 and is having 983465 rooms and has been operating within 118
countries. It includes managing of hotel services with franchise that is made hotel to attain
global name. Such kind of expansion has lead over making hotel interest developed within.
Hilton form very beginning has keel on developing itself within market. Best Western
International, Inc is been owned by Best Western Hotel & Resorts brand that has license over
4700 hotels globally. In this franchise has begun with the headquarters that is in Phoenix,
Arizona. The hotel has been founded by M.K. Guertin in 1946. Since may 2019 David Kong is
the president and CEO of Best Western and Dorothy Dowling within chief marketing officer
(Leung, Bai and Erdem, 2017).Marketing strategy used by Hilton and Best Western. Target
Market: This is the strategy that has been used by the hotel in order to increase its customer
percentage and attaining value within market. It makes reflection of services with hotel offers
and has makes various kind of preferences available. Hilton with the help of targeting market is
able to understand about the taste and preferences of client. This helps in targeting customers

with right preferences in order to make expansion possible in more effective manner. In this
various kinds of taste and preferences of client is been able to give idea about the business which
made hotel expand at global level. Further target market make clients understand about quality of
services been provided to them. Then target market is been applied with the help of STP model
which is made segmentation, targeting and positioning of Hilton hotel possible within market.
Further the mode has leaded over making over all development of Hilton hotel possible.
Promotional and advertising strategy is been used by Best Western which has helped in
increasing its place within market. Both promotion and advertising has helped in making Best
Western biggest brand in relation to hotel industry. They have used advertising in a way that it
has used lot of platforms like TV, newspaper and magazines which made customers formation
possible in more effective manner. Through this promotional strategy was been used which made
all its services get popular within market of hotel industry. These marketing strategies are done
in creative manner which has made consumers get attracted towards the hotel. Further another
strategy that is used is marketing mix within which existing products is been used for capturing
the market in more effective manner (Serra-Cantallops and et. al.., 2018).Consideration made
by them over sustainability and green massaging. Sustainability is the process by which an
hotel is able to attain stability within market. In relation to Hilton and Best Western following
points has been applied which has made their development possible. Further things have been
explained as identifying potential barriers to sustainability and strategies to address them.
Identifying potential opportunities to leverage and build upon existing priorities, strategies, and
interventions (Vives, Jacob and Payeras, 2018). Identifying and making pursuing of funding
opportunities makes earlier development possible in more effective manner. This makes
development phase in relation to decision making which has resulted in making various kinds of
changes taken place leading over making development possible. This makes emphasis over
keeping employees motivated which makes working performance increased. Through making
identification of cost saving methods and cost-effective idea lead over making services provided
at better cost making sustainability achieved. Development of sustainability within Best Western
has been done keeping in mind these points which are identify payment models that support and
reward improvements in population health. This has improved selling of services. Also it made
long term development achieved by its various programs over environment awareness. Exploring
opportunities for partnering with existing federal, state, county or community initiatives.

Considering how services integration and care coordination strategies can support health
promotion and disease prevention programs and population health improvements. Also this
hotel has made various kinds of development created in relation to environment safety that has
helped in making more environment friendly customers get attracted to it. Further it has been
achieved through following these points which are Prioritise Security in relation to
environment safety: This is one of the most important thing which is used in order keep hygiene
and cleanliness which has been helping in making environmental safety maintained. Further
things like Keeping toilets and bathrooms clean which has made goodwill increase within market
of these hotels. Keeping room clean and free from insects which makes healthy environment
maintained within hotel for its customers. Also they have used biodegradable material which has
reduced the usage of plastic in more effective manner. Further they have put up solar plants
which made energy saving and used renewable resources which makes more health food to be
provided to customers. They have kept in mind that all the products used within the hotel is not
of expiry date (Wang and et. al., 2020). Then they are required to makes sure that information
program is been done by them upon healthy eating habits, maintaining hygiene and about various
kinds of diseases curable at home. In the current pandemic situation both hotels with the help of
their staff members can educate individuals over precautions required to be taken by them. Also
these hotels being a global brand are able to create importance over staying home and staying
safe. Then they can promote vaccination program or can organize vaccination camps in order to
helps government in making vaccination reach to all individuals living in society.
How is there position regarding Covid 19 and what marketing message is given to
its customers both hotels has been drastically been impacted due to COVID 19 and there
services has been impacted in more negative manner. This pandemic has caused sales and
booking of the hotel to be reduced which made profit and revenue generation decreased for the
hotels. In this kind of pandemic and health safety policies of government has reduced the growth
of hospitality sector. Pandemic has further lead over making online services to be active of hotels
but booking are reduced which made collapse possible of hotel. Both the hotel and its
management has been trying hard to get out and recover but are not able to do so which has
made their customer percentage reduced and decreased. They have given message to their
customers stay home stay safe and has also told them that soon the hospitality services operate in
same manner with new and innovative ideas that is helpful in making these hotels attain their

market position back. Hotels are now required to operated as per guidelines given by government
which has made things very difficult for them(Wikhamn, Armbrecht and Wikhamn, 2018).
Hilton can organize programs in order to make exercise and yoga learned. Best Western can
organize camps to makes individual get vaccine. The above essay has made helped in
understanding about marketing techniques in relation to the Marriot and Hilton hotel. Also it has
explained about how these hotels can use their pandemic time to educate people about the health
and safety measured required to be followed in order to avoid the spread of COVID19.
CONCLSUION
From the above discussion it can be concluded that marketing methods are those methods
which has been used in order to makes growth of hotel possible which makes various kinds of
development taken place within hotel. Also marketing has helped in making and hotel achieves
goodwill within market. Further marketing has been making various elements of hospitality
industry enhanced in order to make hotel compete with each other. In the end of this file
sustainability and environmental awareness is been created. Also the file cover about various
aspect related to hotels.

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