Hilton Hotels: Differentiating Factors and Competitive Analysis Report

This report provides an in-depth analysis of Hilton Hotels, focusing on the key factors that differentiate it from competitors within the hospitality industry. It begins with background information on Hilton's history, global presence, and diverse service offerings. The report then delves into the competitive advantages Hilton leverages, including high-quality service, superior customer experience, and strategic geographical locations. A significant portion of the report examines Hilton's segmentation, targeting, and positioning strategies, highlighting how the company tailors its services to specific customer groups. The marketing mix, encompassing product, price, place, and promotion, is also thoroughly analyzed to demonstrate how Hilton utilizes these elements to attract and retain customers. The report concludes by summarizing the key insights and emphasizing the importance of understanding market dynamics for success in the hospitality sector. The report is contributed by a student and is available on Desklib, a platform offering AI-based study tools and resources.

Individual Project /Report

Table of Contents
INTRODUCTION...........................................................................................................................3
Background information of the company and industry ( Hilton )..........................................3
What are the key factors which are differentiate from its competitors. ................................4
Competitive Advantages in the marketing Strategy of Hilton ..............................................7
CONCLUSION ............................................................................................................................10
REFERENCES .............................................................................................................................11
Appendices....................................................................................................................................12

INTRODUCTION
Hospitality industry is service industry which refers to providing various products and
services for guest in order to they are utilising various tools and techniques in order to increasing
customers services. It is industry which refers to wider and broader scope in order to used
various models in order to serves the best services for customers. The report is about Hilton
Hotel which refers to renowned brand across globe (Akkanen, 2017). It is providing various
products and services for customers which result as achieving organisation goal and objectives.
Here, chosen topic is key factors which differentiate Hilton hotels from its competitors. The
paper consists is Hotel Hilton background information which are related to its products and
services as well as Key factors which are differentiate from its competitors so including various
tools, techniques and framework in order to gaining competitive advantages.
Background information of the company and industry ( Hilton )
It is an American based multinational company which is headquartered in Tysons Corner,
Virginia, United States. Conrad Hilton signed it's incorporation in May 1919, which is now
working under guidance of it's current director Christopher Nassetta. Hilton Hotel Corporation
has it's established brand name and it is well know for it's quality services across 118 countries
with a distribution of 6,215 properties, including total of 983,465 rooms. The company offers
various classes to their customers which are follows from top to bottom; Luxury, Upper upscale,
Upscale, Upper Midscale, Midscale, Timeshare, Former, Franchising and Hilton Honours. In
early 20th century Conrad Nicholson Hilton was born in New Mexico. Under the age of 18,
Hilton has worked as clerk, bellboy, pianist and trader (Dinh, 2018). Hilton got a reputed job and
was appointed as a banker and also shared his experiences in politics by the age of 25 and in
1919 after unfortunate death of his father he left the army and went to Texas. With his innovate
thoughts he thought of taking advantage of oil boom by purchasing small bank, but was unable
to because of it's high prices and he was unable to find a place to sleep as well because of
overbooked hotels. When a customer wished to sell his property in order to take advantage of oil
boom, Hilton came up with an investment group and at that time Mobley, in Cisco, became
Hilton's first hotel. The company with it's innovative approaches created join ventures
arrangements, and then expanded it's workings in casino hotels that became the primes source
for revenue at that time for the hotel. In 1919, Hilton made his first ever purchase of hotel that
included 40 rooms in Texas. In year 1925, Hilton purchased Dallas Hilton which was first hotel

to use Hilton name and followed by year 1927 Hilton enlarged to Waco, Texas, where he
provided first hotel with AC rooms and cold water in public areas.
In the times of world war, company took off it's trading from international market and
directed it's operation separately as on Dec. 1, 1964 and renamed itself as Hilton International
Company. In July, 2007, the company signed a contract deal with Blackstone Group of worth 26
Billion dollars that will result in forming up of Blackstone group one of biggest dominator hotel
owner throughout the world (Griffin, 2020). This deal became a headline in corporate business
and was reason of daily discussion with Blackstone regarding the necessary operational
decisions. In Oct. 2007, Company got it's new CEO named as Christopher Nassetta and in 2009,
management of the company decided to shift it's head office in Fairfax country, Virginia. As per
the report of recent surveys conducted to analyse work culture inside the workforce scored 4.36
stars out of 5 of column of happiness index. The company was declared as having the most
happiest employees working in an organisation and was ranked on first position in list of
companies in happiness index overall America.
What are the key factors which are differentiate from its competitors.
According to the Hitesh Bhasin (2018), It considered that Hilton Hotel is big brand name
which are situated in London, United Kingdom. It involves they are operates their business in 85
different countries as well as their properties are franchise which are taken in another countries.
It is flagship brand which refers to attracting large numbers of guest across the globe. It is
different way segmentation, targeting and positioning from its competitors in order to achieving
organisation goal and objectives. It is utilising various tool and techniques which refers to
gaining competitive advantages in order to enhancing profitability and productivity of company.
High quality service- Hilton is able to provide high quality service to their customer
which is able to give better experience to their customer. In this, they are providing various
facility for guest such as convention centres, transportation and travelling (Leung, 2019). They
utilising the different way segmentation, targeting and positioning in order to differentiate from
its competitors as well as they are using various marketing strategy in order to capturing market
share.
Better service experience- this one of the main factor which is able to attract high
costumer base which is due to fulfilling the customer expectation and provide them high level of
satisfaction which gives better service experience and influence them to visit again.

Geographical location- This refers to the place there this service provider is there
providing their service to their customer. In this, there is needed to chose highly attractive
location which can be there cause to visit and avail their services.
Segmentation, targeting and positioning is able to provide the analysis of market and
in relation to find out the target customer for business and then how to target and position of
brand in mind of customer which can give better benefit for Business.
Segmentation-: It is process which refers to organisation group of those customers which
are similar needs and accordingly developing products and services in order to developing brand
image at market place. In relevance of Hilton Hotel, it involves they are segmentation on the
basis of geographical, demographic, psycho graphic and behavioural so they are analysed the
needs and wants of customers on that basis providing products and services. Hotel is able to find
their target customer base according to it.
Targeting-: It is process which refers to targeting audience on the basis of income group
and social class which refers to fulfil the customers desire and wants. Hilton hotel is big brand
name which are targeting corporate employees and travellers in order to mostly prefer & visit
new places so they are major properties across the world.
Positioning-: It includes brands are positioning in the mind of customers as well as
developing brand image at marketplace (Min, 2018). It involves they are positioning their brand
in order to various aspect such as luxury, lifestyle and focused services provided for customers.
It involves they are treated customers very well mannered and providing focus services so
developing brand image in the mind of customers. This gives the information regarding the value
and position of hotel which is there in market.
Hence, it is process which refers to organisation utilising this approach effectively in
order to beat competitor in order to gaining competitive advantages which result as serves the
best services for customers. It is differentiate from its competitors such as ample numbers of
competitors are present at market place which are used this strategies so they are major factor
which are helps to capturing huge market and developing good image in the mind of customers.
It includes they are considered various tools, techniques and model in order to increasing
profitability and productivity which result as achieving organisation goal and objectives. It
utilising marketing-mix in order to gaining competitive advantages because they are effectively
and serves the best products and services (Mwiti, 2020).

To make the business success which is there in hospitality sector, there is high
requirement of understanding the market which is there able to give idea in relation to provide
better benefits to business. There is explanation of marketing mix,
Marketing-mix is techniques which are including various component such as product,
price, place and promotion in order to attracting large numbers of guest. This one is able to
provide the information that how hotel could apply their strategy to get better in market.
Product-: It includes Hilton Hotel is provided luxury services for customers in order to
they are attracting large numbers of customers. It includes they are analysed the need and wants
of customer which result as accordingly serves the best products and services. It includes they
are providing deluxe room, restaurant, spa and bar facility for customers. It is not only serves
those customer which are organised functions as well as attracting guest which are coming from
different cities and organised business meeting and events. It includes they are providing
customized services from customers in order to various modern diligence and advanced
amenities. They are providing all kind of facility such as different kinds of drinks and food. It
serves the best menus regarding that in order to delight the customers as well as serve the various
discounts and offers on festive season. It includes they are utilising different strategy from its
competitors such as exclusive membership discounts and other services like free wi-fi, room
options and many others. It includes they are providing customized services such as they are
unique room facilities and décor in order to very well attractive welcome desk and accordingly
serves the best services.
Place-: Hilton Hotel and resort refers to providing various services in order to targeting
large numbers of customers which result as conveniently reach products and services for
customers. It includes they are operating their business in 85 countries as well as serves deluxe
and luxurious services for customers (ONOPREYCHUK, 2018). It involves which result as 570
properties as well as most of them are franchised business which are run by individual
entrepreneurs. It is serves across the globe such as traveller's delight and organised business
events and meetings. It providing various kinds of transportation facility for customer such as
near airports so each and every individual easily accessible.
Price-: It is third element of marketing-mix in order to providing various high class
services for customers which result as various amenities in order to they are setting premium
pricing. It is serves the products and services on the basis of premium pricing in order to

conducting market research and accordingly deciding best pricing for services which are offered
for customers. It is considering as five star hotel which serves as best customers services. It
majorly targeting upper class customers which refers to maintain the status and luxury.
Promotion-: It is tools and techniques which refers to organisation utilising in order to
attracting large numbers of customers as well as helps to increasing profitability and productivity
which result as fulfil organisation goal and objectives. It is process which result as Hilton is big
brand name which result as they are used very innovative way to promotes their products and
services such as providing exclusive membership for customers. It involves they are utilising
social media in order to conducting promotional activities such as what's app, twitter, Instagram,
you tube and many others. It is using very attractive strategy in order to targeting new customers
and increasing customers base (Pilots, 2018). It includes they are providing training to their staff
in order to well dedicated staff members which are formulated new marketing strategies. It
involves establishing customer service department such as as providing best services which
result as solving customers problems and also take feedback of customers and improving in
products and services.
Therefore, it includes various marketing-mix tools and techniques which are different
from its competitors in order to achieving organisation goal and objectives as well as enhancing
profitability and productivity if company. It is process which refers to increasing customers as
well as providing luxurious services for customers. On the other hand they are differentiate from
its competitors such as Marriott, Hyatt, Peninsula, Four Seasons, Mandarin Oriental and so on.
So, it is utilised the different market-mix tool which are developing strong image at
market place. It involves they are utilising various market strategy which are helps to gaining
competitive advantages and developing strong brand image as compare from its competitors
such as Marriott, Hyatt, Four Season and many others brands so they using various strategies
which are discussed below.
Competitive Advantages in the marketing Strategy of Hilton
Strong financial company from its competitors-: Hilton is global brand and presence
across the world which are considering strong image from its competitors such as Marriott,
Hyatt, Peninsula, Four Seasons, Mandarin Oriental and so on. It includes they are generated
huge revenue as well as good in financial position from its competitors because they are
implementing various tools and techniques such as net income of $841 million in the fourth

quarter and $1,264 million in the year (Reidhead, 2020). They are generating higher revenue
from its competitor in order to this factors they are differentiate from competitors and
developing brand image at marketplace.
Example- when any company is financially strong then they are able to invest high
amount in their promotion. This can give high competitive advantage to Hilton Hotel.
Renowned brands-: It is big brand name and image which refers to brand trust is
essential element in the hospitality industry. It is providing various luxurious services for
customers as well as fulfil the needs and wants so brings the trust of customers. It includes they
are loyal towards the brands as well as retain longer period of time as compare to its competitors
so make creating differentiate image in the market (Rotimi, 2018). It used various strategy such
as which refers to. By developing technical innovations in order to improving customer
experience and using new advanced method. It includes providing good working environment
for staff so build up job satisfaction and retain longer period of time. It developing strong brand
image from its competitors because they are present in 540 hotels across the countries. The
major factors they are utilising advanced technology so this factor majorly differentiate from its
competitors in order to ample numbers of brands such as Marriott, Hyatt, Peninsula and many
others. They are using various innovative techniques such as digital check-in and check-out as
well as digital way key innovation so guest used as mobile phone as room key at lodging and
many more. It involves ample numbers of advanced function which are used in order to creating
strong image from its competitors.
BCG Matrix in the marketing strategy-: It includes they are big brand which refers to
using various tools in order to smoothly run the business operations such as luxury, lifestyle, full
service and focused services (TAMERAT, 2016). Hilton used as BCG matrix as compare to
competitors because other brands such as Astoria Hotels & Resort and Conrad Hotels & Resort
used only cash cow in order to smoothly run the business operations. It is used as different
strategy from its competitor because they are gaining competitive advantages at market place.
Distribution strategy in the marketing strategy of Hilton-: It involves they are using
effective and efficient distribution strategy in order to easily accessible the services for
customers. It includes they are operating business in many countries as well as most of single
entrepreneurs take franchised which refers to operating business functions. It involves they are
couple of new properties which are establishing in many countries. It considered as creating

strong brand image at market place which refers to sustain and survive at marketplace. It
utilising different distribution strategy in order to beat competitors at marketplace. It includes
they are Hilton airport properties as well as flagship properties which refers to corporate
managing effectively and efficiently.
Example- when there is better and multiple distribution channel are there then there
having better advantage in comparison to competitors.
Brand equity-: It is different brand image from its competitors such as Marriott, Hyatt
and many others so they are placed 54th position on Forbes in top 100 brands as well as
developing strong image from its competitors (Tien, 2019). It utilising various tools and
techniques which result as most valuable brands from other brands. They are easily targeting
new customers base which result as achieving organisation goal and objectives in order to
developing strong relationship with customers.
Competitive analysis-: It is process which refers to analysing competitive advantages in
order to perform in better way which result as explore new opportunities at market place as well
as achieving organisation goal and objectives. It is one of leading brand in order to they are
ample numbers of competitors are present at marketplace which refers to using various strategies
in order to grape opportunities as well as enhancing profitability and productivity of company.
There are various competitors such as Marriott, Hyatt, Peninsula, Four Seasons and many others.
It providing best services for guest in order to quality services, accommodation and many others.
They are developing strong image and positioning as differentiate from its competitors such as
various factors like brand name, services, pricing, accommodation quality, cordial staff
behaviour and strategic location and many others.
Market analysis in the marketing strategy-: It is process which refers to organisation
targeting most of tourist in order to they are explore the new opportunities for business
operations in order to increasing productivity of company. It is also adding value in an economy
which refers to fantastic development in technology and innovations such as greater contribution
of top management and staff (Ventilation–Diesel, 2016). Hilton Hotel managers motivating and
encouraging employees towards work as well as developing team spirit among existing
employees as well as effectively achieving organisation goal and objectives. It includes they are
conducting market research in order to know about customer taste, preferences and market

trends accordingly making improvements in products and services so they satisfy the needs and
wants of customers. It is big brand name because they are conducting business world wide.
Customer analysis-: For Hilton there is high requirement of analysis of customer which
si regarding to get better customer for their business. Hilton Hotel majorly focusing towards the
customers segment in order to targeting large numbers of customers as well as they are focused
services towards the guest. On that basis they are conducting STP approach which effectively
categorised customers and make differentiate from its competitors. They are mostly targeting
those who are preferring visit new places and upper class segment or income group. They are
majorly senior aged person who age between the 26-60 years. It is targeting those individual
which refers to enjoy living luxury lifestyle and they are choosing premium pricing strategy for
products and services. It includes they are providing various discounts and offers for customers
in order to attracting large numbers of customers which result as differentiate from its
competitors at marketplace. There is need to find out need and desire of target customer which
can be full fill in relation to satisfy customer base.
Therefore, it includes various marketing strategy which are utilising by Hilton Hotel in
order to targeting large numbers of customers (Hantuli, 2016). It includes they are utilising
various tools and techniques in order to gaining competitive advantages as well as developing
strong brand image at market place. It includes various strategy which are used by company in
order to explore new opportunities as well as achieving organisation goal and objectives. It
considers various factors which are developing different brand image from its competitors so
they easily sustain and survive at marketplace.
CONCLUSION
From the above report it has been concluded that, it includes Hilton Hotel is one of
leading hotel chain in market which refers to operate business operations in many countries and
serves their services across the globe. It includes they are using various tools and techniques
which refers to providing best services for customers and they are developing advanced
technology as well as innovation which refers to making improving products and services. In
addition to this, it includes they used various strategy, model and framework which are making
differentiate from its competitors. It includes they are analysing market situation and condition
on that basis design the products and services and explore new opportunities.

REFERENCES
The Books and Journal
Akkanen, J., 2017. Key Factors for Entering the Hotel Design Market in the UK.
Dinh, T., 2018. Front Desk Development Hanoi Hilton Opera House.
Griffin, C.E., 2020. Prepared for Presentation at the Inaugural AML/CFT Empirical Research
Conference British Colonial Hilton Hotel, Nassau, Bahamas January 22-23, 2020.
Hantuli, L., 2016. An Analysis of Hotel Loyalty Programs: A Case Study of the Hilton HHonors
Loyalty Program.
Leung, R., 2019. Smart hospitality: Taiwan hotel stakeholder perspectives. Tourism Review.
Min, H., 2018. Measuring the service quality of luxury hotel chains in the USA. International
Journal of Services and Operations Management, 30(4), pp.465-479.
Mwiti, P.K., 2020. Influence of Social Media Advertising on Consumer Buying Behaviour: A
Case Study of Hilton Hotel Nairobi (Doctoral dissertation, United States
International University-Africa).
ONOPREYCHUK, D., 2018. The Use of Computer Technological Simulation for Designing a
Cisco Hierarchical Framework at the Hilton Hotel. International Journal of
Communication and Computer Technologies, 6(1), pp.19-22.
Pilots, S., 2018. 89th Ann ual Scientific Meeting Hilton Anatole Hotel May 6–10, 2018 Dallas,
TX. Aerospace Medicine and Human Performance, 89(3), p.159.
Reidhead, C., 2020. Impact of Organizational Culture on Employee Satisfaction: A Case of
Hilton Hotel, United Kingdom. Journal of Economics and Business, 3(1).
Rotimi, A., 2018. Impact of the uses of various technologies on the thermal performance and
energy efficiency of UK hotel buildings: application to Hilton hotels in the
UK (Doctoral dissertation, University of West London).
TAMERAT, A., 2016. CAUSES OF EMPLOYEE TURNOVER AT HILTON ADDIS ABABA
HOTEL (Doctoral dissertation, St. Mary's University).
Tien, L., 2019. Improve customer service within Asian culture at Hilton hotel.
Ventilation–Diesel, M., 2016. 22nd ANNUAL MDEC CONFERENCE Toronto Airport Hilton
Hotel, Canada October 4–6, 2016.

Appendices
Table 1 - Research Stages
Task 2
1
Clear explanation of what has been asked (in your own
words)
In this report, it incudes researcher choosing key factors
which are differentiate of Hilton Hotel from its
competitors so they used various tools and techniques
which result as serves different products and services
from customers as well as spend amount on promotional
activities so they attracting large numbers of customers.
On this report researcher will choose this topic and collect
the information and analysed in order to achieved
research objective and goals. It includes they are collected
primary and secondary data on that basis evaluating
information and then findings. It involves researcher
which refers to identify outcomes and results.
2
Research Topic
It includes researcher will choose key factors which are
differentiate Hilton hotels from its competitors.
Researcher choose this topic because they easily gathered
the data and information related to hospitality industry. It
is process which refers to organisation utilising various
tools and techniques as well as formulating strategy which
result as differentiate from its competitors.
3 Research Question(s) - what shall I be doing? Why is it