Hotel Brand Proposal: Hilton Eco Targeting Eco-Tourism Market

This document presents a hotel brand proposal for 'Hilton Eco', a new brand under the Hilton Hotel chain, focusing on eco-tourism. The proposal details the brand's general information, location in Vancouver, target market consisting of young couples and middle-aged nature lovers, and key competitors like Ruby Lake Resort. It outlines the unique experiences offered, such as eco-friendly supplies, camping facilities with wilderness survival training, and opportunities for ecological conservation. The document further describes the check-in process, brand differentiation through seclusion and camping, and the organizational structure. It positions Hilton Eco as a unique offering that combines luxury hospitality with environmental responsibility, aiming to attract the growing eco-tourism market. Desklib provides access to this and other solved assignments.

Running head: HOTEL BRAND PROPOSAL
HOTEL BRAND PROPOSAL
Name of the Student
Name of the University
Author Note

1HOTEL BRAND PROPOSAL
Table of Contents
Introduction to the Chain.................................................................................................................2
General information.........................................................................................................................3
Location...........................................................................................................................................3
Target Market..................................................................................................................................4
Competitors......................................................................................................................................5
Inside the brand................................................................................................................................6
Check in...........................................................................................................................................6
Brand differentiation........................................................................................................................7
Organizational structure..................................................................................................................8
Logo and Slogan..............................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

2HOTEL BRAND PROPOSAL
To: The CEO Hilton Hotel Chains
From: Brand creation team
CC:
Date: 28/3/2019
Subject: Proposal for a new hotel brand
Introduction to the Chain
The Hilton hotel chain has been performing successfully in the hotel industry of Canada
and beyond for a long time. The Hilton hotel and resorts are located across 6 continents and 550
locations (hilton.com, 2019). The proposal is being made for a new brand that would be included
within the hotel chain. This new brand will be focused towards harnessing the huge growth
prospects of eco-tourism around the world. The name of the venture would be Hilton-Eco and it
will be a new brand that would promote and facilitate eco-tourism. Eco-tourism means low scale
tourist activities to places of untouched but fragile or threatened natural beauty. Eco-tourism is
eco-friendly tourist activity that is focused towards spreading awareness about the need for
conserving natural resources and endangered ecosystems. The new brand will have profitable
prospects for the Hotel Chain. More and more people are wanting to witness untouched natural
beauty by staying in the heart of nature. Especially, there has been significant growth of young
enthusiasts that can help the Hilton Hotel chain to increase its profitability and engage in nature
conservation at the same time.

3HOTEL BRAND PROPOSAL
General information
Hilton Eco would be a brand of Hilton hotel that would be focused towards providing
travelers with eco-friendly accommodation experiences. The brand would also focus towards
promoting eco-tourism across Canada and other destinations across the world. The hotels will
consist of smaller accommodation areas. This will be in order to maintain the small scale tourism
that eco-tourism is famous for. However, in a given spot of unique natural beauty there will be
many separate eco-friendly accommodation centers. Each accommodation center would be
designed to accommodate around 50 people. The accommodation centers would be designed to
be within nature. There would be accommodation centers concentrated in a given area with a
central spot that will be a natural clearing for people to meet and have bonfires or camping. At
the initial location there would be 8 accommodation centers which would be part of a single
hotel premise. Each accommodation center would have around 10 to 11 guest rooms. There
would be a larger eco-center which would house the cafeterias, restaurants and natural souvenir
collection centers. All the buildings would be made with high quality eco-friendly materials. The
resources like water, fuel and other essentials would be sourced sustainably from the surrounding
areas. Special care would be taken towards not harming any natural resource of the area.
Location
The first Hilton Eco brand hotels would be built on the outskirts of Vancouver. The Hotel
premises would be located in the vicinity of the lower mainland eco-region in British Columbia.
This would be the location as it is both close to the very developed and important city of
Vancouver despite being close to a significant ecologically diverse and unique region. The first
eco hotels would be built here to improve the prospects of eco-tourism in the region and attract
eco-tourists (Edgell Sr, 2016). Vancouver has been chosen as it is one of the most important eco-

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tourist destinations in Canada (Connell, Hall & Shultis, 2017). It has a large protected natural
area and a growing number of interested youngsters that are visiting the city and the surrounding
areas for eco-tourist activities. There is a greater scope for providing facilities such as kayaking
in the adjacent water bodies of the region. Being one of the major centers for eco-tourism, the
city has one of the highest number of eco-tourists. The number is growing rapidly. The warmer
climate also makes the weather a bit more enjoyable. In summer months there is great prospects
for eco-tourism in the area due to the beautiful transformation of the area (Canada - Eco Tourism
Initiatives, 2019). A large number of flora and fauna makes it a destination worth visiting for the
target market that the organization is considering. The proximity of the destination to the city of
Vancouver makes it an even better choice for the location of the first Hilton Eco.
Target Market
The target market is mostly consisting of young couples. It is seen that a large number of
couples are becoming more interested in eco-tourism. This is mainly due to the fact that eco-
tourism gives them a sense of adventure that other forms of tourist activities are not providing.
Young couples presently are focusing more on spending times at secluded natural spaces. This
goes in line with their greater concern for environmental sustainability and their want to bond ib
nature. Eco-tourism are more attractive to couples as they want to explore more in
unconventional ways (Regmi & Walter, 2017). Couples in this case can also be middle aged
nature lover couples. A large number of couples and middle aged people are inclined towards
more interactive tourist activities. The growing support of wildlife, nature and ecological
activities is a significant proof that people are more focused towards eco-friendly activities than
conventional tourism. Young couples are more focused towards spending time together in
wilderness. Travelers now focus more on seclusion and natural living. Around 48% of the

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Canadian ecotourists have been known to spend around 4 thousand dollars on tourist activities.
The eco-tourists couples have also been found to be of higher income than the conventional
tourists. Additionally, Vancouver has a healthy influx of foreign tourist all-round the year. This
could further improve the productivity of the hotel (Mowforth & Munt, 2015).
There are three things about the hotel that can be related directly to the clients that have
been discussed. The first thing is the secluded setting of the hotel. This will give a feeling that
the hotel is removed from the city and located within nature. The second thing is the proximity of
the hotel to Vancouver. This will make it easier for the travelers to come to the place. The third
factor is the low scale service provided by the hotel. There are no crowded places and there is
optimal availability of space. Clients in these forms of tourism prefer seclusion that they do not
get in conventional tourist activities.
Competitors
The prospects of green tourism is increasing in Canada and there are certain companies
that have made good head start in the eco-tourism business in the country. Tweedsmuir park
lodge in British Columbia is a very good eco-friendly lodge facility. One of the biggest
competitor of the hotel will be the Ruby Lake Resort, Madeira Park. The Ruby Lake Resort in
Madeira Park in the same locality is also an important competitor. The competition firms provide
essential eco-tourist services in the given area. Westin Grand is actually located at the heart of
the city. However, it is eco-friendly in its outlook. The restaurant uses ecofriendly methods to
run the operations and provides essential services to the customers where city life combines with
eco-life. Ruby Lake Resort provides somewhat identical services to the customers. The resort is
located at the Ruby Lake and Caren Range (Ruby Lake Resort, 2019). It provides safari tents,

6HOTEL BRAND PROPOSAL
lagoon and beach access and access to a nearby wildlife sanctuary. The resort also provides
organic food that is grown in the premises. The Ruby lake Resort normally targets the young
honeymoon couples. The target market is not new, hence the Hilton Eco would need to find ways
to provide customers with unique experiences.
Inside the brand
The brand promises the customers with an experience that is in the heart of nature. While
at the same time the resort will not be very far away from the city of Vancouver. The customers
would have to check in one of the eight accommodation houses within the premises of the hotel.
The customers would be handed equipment for camping. This equipment would be used by the
customers when they will be exploring the entire natural area where the hotel is located. The
target market is comprised of the young traveler couples, newly married couples and middle
aged couples. There will be three factors that would be provided by the hotel that competitors
would not provide. The first attribute will be the unique eco-friendly supplies that the customers
would get to use. The water for example would be fresh water from the adjacent water bodies.
Secondly, a major attribute will be providing the added benefit of camping. The hotel would
provide guides that will take the tourists on a safari tour of the entire area. This will include three
days of camping in the wilderness. The campers would be given wilderness survival training.
Thirdly, the tourist can actually participate in ecological conservation. They would be given the
opportunity to plant trees and clean up the wastes that have accumulated around the flora and
fauna of the area. At the same time they can interact with the natural beauty that the place offers.

7HOTEL BRAND PROPOSAL
Check in
The check in facility that would be provided will be essential to the success of the hotel.
The customers would have to check in one of the eight accommodation houses within the
premises of the hotel. The customers would be handed equipment for camping. This equipment
would be used by the customers when they will be exploring the entire natural area where the
hotel is located. In order to book rooms, the customers would get an online options. There would
be various services provided by the hotel. Especially, the customers can choose between the
camping services or the normal services of the brand. Remote check in facilities would be
provided to the travelers. The travels can use technology to check into the hotel without their
keys. A check in app would be provided that can help the customers to check in without any
hassles. The times would be made more flexible so that the customers can spend a little extra
time in nature. Guests would have an option to pay extra for either early or late check in. Special
check in kiosks would be available outside the premises from where the customers can easily
pick up their keys without any problems.
Brand differentiation
The brand would be different from the other brands as it will focus on providing a more
wholesome experience to the customers. The Hilton Eco will provide the customers with an
experience that is in the heart of nature. The hotel will promote eco-tourism along with providing
the customers with unique experiences. The first thing that the hotel will provide would be a
unique seclusion in an environment of wilderness. The hotel will give the customers a secluded
space away from the regular urban environment of the Vancouver city (Canada - Eco Tourism
Initiatives, 2019). The second important experience provided by the hotel would be the camping
facility that the hotel will focus on providing the customers. Three days of camping with special

8HOTEL BRAND PROPOSAL
wilderness training would be important for attracting the customers to the hotel. These things are
the ones that actually make the brand different. While eco-tourism is about connecting with
nature. Many hotels do not actually focus on a secluded environment. The competitor firms are
not providing camping services.
Organizational structure
(Source- As provided by the researcher)
The general manager would be the head of the organization in the given hotel. Under him
would be the Assistant manager. The next line of managers would be finance directors, front
manager, HR, food director, service director and resource manager. The next line would be the
respective executives. This is the initial organizational structure that would be used. Moving
forward the structure might be changed if required.
General Manager
Assistant Manager
Finance
Director
Front
Manager HR Food
director
Service
Director
Resource
Manager

9HOTEL BRAND PROPOSAL
Logo and Slogan
Figure 1: The logo- Hilton Eco
(Source- As provided by the Author)
The brand slogan:
In The Heart of Nature
Conclusion
In conclusion it can be said this new venture of Hilton Eco could be highly profitable for
the organization. The Hilton has been essentially one of the top performing hotel chains in the
world. The Hilton Eco venture opens a whole new business opportunity in front of the Hilton
hotel to take their business to newer horizons. It also needs to be said that this is just the right
path for the hotel given the prevalent situations as eco-tourism is the tourism of the future. With
conventional tourism market being affected greatly by stagnation, the Hilton Eco can provide
new life to the hotel industry in Canada and across the world. The hotel will take customers in
the heart of nature, where they truly belong.

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References
Canada - Eco Tourism Initiatives. (2019). Retrieved from
https://www.smithsonianmag.com/travel/canada-eco-tourism-initiatives-14830090/
Connell, D. J., Hall, J., & Shultis, J. (2017). Ecotourism and forestry: a study of tension in a
peripheral region of British Columbia, Canada. Journal of Ecotourism, 16(2), 169-189.
Edgell Sr, D. L. (2016). Managing sustainable tourism: A legacy for the future. Routledge.
hilton.com (2019). Retrieved from https://www3.hilton.com/en/about/locations/index.html
Mowforth, M., & Munt, I. (2015). Tourism and sustainability: Development, globalisation and
new tourism in the third world. Routledge.
Regmi, K. D., & Walter, P. (2017). Modernisation theory, ecotourism policy, and sustainable
development for poor countries of the global South: perspectives from
Nepal. International Journal of Sustainable Development & World Ecology, 24(1), 1-14.
Ruby Lake Resort, Sunshine Coast, BC; Nature-lodge, Wilderness Escape; Trattoria Italiana.
(2019). Retrieved from https://www.rubylakeresort.com/
Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating
the impact of Airbnb on the hotel industry. Journal of marketing research, 54(5), 687-
705.