The Impact of Globalisation on Hilton Hotel's Marketing Strategy

This report provides a comprehensive analysis of the impact of globalization on Hilton Hotel's marketing strategy. It begins with an introduction to marketing and globalization, followed by an examination of Hilton's main competitors, including Marriott International and Hyatt Hotel, and their competiti...Read More

THE EFFECT OF GLOBALISATION ON A
HOTEL’S MARKETING STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
COMPETITORS- THE COMPETITIVE BUSINESS ENVIRONMENT......................................3
MARKETING CHOICE AND THE DIRECTIONS TAKEN WITHIN MARKETING
CONTEXT.......................................................................................................................................4
IMPACT OF GLOBALISATION ON THE ORGANISATION....................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing as referred to the organisational context is an aspect of offering services which
are the promotional activities regarding company. Marketing is referred as the primary
component of industries and sectors that are operating in their respective field. Globalisation on
the other hand refers to the aspect of extending the company and its services on an international
basis (Alcobia, 2019). The entire report deals with marketing strategy as well as globalisation
aspects with regards to the chosen company. Company that is adopted in this regard is Hilton
Hotel. Hilton Hotel is one of the globally renowned multinational Hotel that works towards
providing hospitality. It was established by Conrad Hilton and there were about 584 Hilton
hotels and resorts all over. The report deals with the effect of globalisation on the multinational
hotels. According to the reports that are generated in 2019 regarding the prospects of hotel, it is
stated that the organisation extended in almost 94 countries.
COMPETITORS- THE COMPETITIVE BUSINESS ENVIRONMENT
The Hilton Hotel is considered to be one of the finest hotels in the international level which
AIMS at business and leisure travellers. The brand recognition of the Hilton Hotel is said to be
very high in the market because of its reputation all over the world. This lead to an establishment
of positive insight in the brand name. The competitors of the Hilton Hotel are as follows:
Marriott International:
This company is a multinational hospitality organisation which was established in the year
1927. It was headquartered in Washington DC. The company was able to expand into 127
countries all over the world with 65000 properties. Across all the countries the statistics of the
rooms that are present in this hotel are mentioned to be 1.2 million. The strategic management of
the Marriott International is like a balance sheet which includes a complete management with a
fabulous leadership (Viglia and Dolnicar, 2020). The company has received a fame of being the
leading performer with the factors that include the brand, business model, senior leaders and a
service that is of a good quality and culture. The company's operational philosophy is entirely
based on the innovation. Total value for money is ensured with the factors like innovation and
mix commitment that were processed in the company. Research at various centres of excellence
have conclusively proved that this company is regarded as one of the strong competitive in the
Hospitality Management with its competitive brands. The operational norms are said to be one of

the greatest assets for the company which made the company one of the best reputed and stood
as a greatest competitor for the Hilton Hotel.
Hyatt hotel:
This hotel is the greatest establishment in the year 1957 near to Los Angeles. This
company is set to hold a 14 premier brands globally. Workforce in this organisation is recorded
to be 36000 where the organisation operates globally maintaining its brand value. The company
is said to expand in 50 countries all over the world with about 700 properties (Cramer, 2017).
The different properties are vocational properties, hotels coma resorts, residences and ownership
properties. With respect to collaborations this hotel is set to be collaborated with various top
Corporates. The amenities of hotel include, various food, beverages and banquet facilities. The
company's major focus is the technological aspects and it always keeps itself updated with the
latest technologies. The company's major concern is the hygiene standards which during
pandemics will be a great vocational place for the tourists. With their excellent services in hotel
industries Hyatt Hotel stood as one of the strong competitors of Hilton Hotel
Business strategy that is adopted by Hilton Hotel is the extensive International expansion.
with this there are more than 100000 rooms added to its portfolio according to 2015 report and
altogether there are 14500 rooms converted from competitor brand and independent hotels
(Cramer, 2017). It is a challenging aspect for the Hilton hotel in the competitive advantages over
a short-term and long-term because the marketing player can copy strategies that threaten Hilton
market share.
MARKETING CHOICE AND THE DIRECTIONS TAKEN WITHIN
MARKETING CONTEXT
Marketing is defined as any tool that will take the company into the customers. Hilton
hotel is a well-known brand among multinational hotels with its exclusive services and esteemed
customer’s satisfaction. It has a target-customers all over the globe in which business class is of
more concern. The collaborated business with many forms and many multinational companies all
over the globe is said to be a booking priority among the multinational hotels (Chang and et.al,
2019).
As a part of the promotional techniques that Hilton group collaborated with payment bank
and many other restaurant and food provider and that has resulted in the hotel's promotional.

Other than this strategy there is a website which consists of all the nook and corner information
about the Hilton hotel and there are brochure and magazines available with all the necessary
information for the customer that approach the hotel (Michie, 2019).
Digital marketing campaign is immense for Hilton hotel. It is done by business or group
campaign and sports plastic campaign. Sports marketing campaign includes Hotel landing page
retail banner advertising dynamic landing page.
Product mix:
Hilton hotel doesn't need any introduction since it is one of the best renowned hotels. the
hotel consists of Deluxe rooms restaurants and bars (Otočan, 2017). The Travellers consider this
as a Paradise and for both travellers and business based they have their own premises arranged.
The hotel consists of elegant hospitality with food and drinks that are of best hospitality and will
be a delight for the customer's.
Place mix:
Hilton hotel has extended its approach over six continents and 570 properties. There is a
total leverage on the Hilton properties that are owned managed and franchised to the single
entrepreneurs. For a delightful ambiance, Hilton hotel choose places beach side where calmness
make it desirable place to opt for.
Price mix:
The hotel provides top class amenities and maintenance of high quality in its service. There
is an encroachment on the premium pricing policies which serves as an upscale service for the
hotel. The well-equipped agents and researchers decide upon the pricing strategy of the hotel.
The Hilton Hotel provides a service which is a range of 4 star and 5 star with the super luxury
ambiance (Peters and Vellas, 2019).
Promotion mix:
A website which consists of all the nook and corner information about the Hilton hotel and
there are brochure and magazines available with all the necessary information for the customer
that approach the hotel
Segmentation and targeting:
The segmentation with regards to Hilton Hotel is divided into three stages: Geographic
segmentation where the hotel focuses upon the locations national and international levels.
Demographic segmentation where the hotel consists of factors like gender life-cycle stage age

income social class and the lifestyle of the particular customer that is onboarding (Kaushal and
Srivastava, 2021). The physiographic segmentation where the hotel considers how the person
thinks feels and behaves and using his personality and lifestyle and the values that he gave the
hotel segments upon.
Segmentation helps the company to provide overall benefits to the people according to
their specification. The main aspect of Hilton Hotel with the targeting path is to focus on any one
of the segments and two elaborated for the proper development. The hotel mainly target the
Geographic segment and the psychographic segmentation (Querci, 2019). Based on the pricing
strategy it can be concluded that the company is targeting the Geographic segments. When there
is a need to target the market in that the hotel will have to choose the differentiated marketing
strategy with the usage of number of marketing mix.
IMPACT OF GLOBALISATION ON THE ORGANISATION
Globalisation refers to the act of extending the business or an organisation on an
international basis. The impact of globalisation upon the hotel industry is said to be immense.
However, there are a lot of challenges to suffer and brought about by Global Business
Environment on to the company. The different factors that support globalisation and which have
an effect upon the company include International cooperation, Technology, international trade
development of communication channels which are the major pillars of support for the
organisations. The management of the company will have to design particular strategies before
venturing into International markets. In recent days the diversity is such that the hotels are
earning 50 percentage of whatever they have invested upon the Global markets.
From globalisation there came higher quality materials and product into the hotel
management industry. For example, because of the globalisation and its impact on the
environmental aspects there came new methodologies that were inherited from the multinational
sectors like that of top-class facilities. Target market of the international hotels will be the ones
that can referred to have the service from the organisation. Geographic and demographic
segmentation is given more priority because the hotel is rated 4 star and 5 star and the premium
services are also available in order to differentiate the pricing policy. When it comes to the
Hilton Hotel there is a kind of Corporate culture that was developed by the Founder Conrad
Hilton.

Guideline that was proposed by the Founder were implemented which are consistent
customers delight investing in the team members Environment protection and many other. the
most important and authenticated aspect of the hotel is expansion of the family brands and
provision of healthy and safer environment for the customers that visit the hotel (Situmorang and
Japutra, 2019). The cultural aspects of the hotel are such that they strengthen the loyalty and
constitutes to the company's growth. Considering the aspect that are happening around the world
and where the pandemics approach people and because of these factors there came and immense
change in different sectors.
The recent times where covid-19 played Havoc where the hotel chains responded to it in a
very positive manner. Based on these aspects the hotels are very much equipped with the
services that can be provided under safety guidelines (Noonan and Rankin, 2017). The
sustainability measures followed by the Hilton Hotel are said to be such that they maintain a
consistency in the services they give to its customers. The safety and the concern they put in
offering the services of food and the hospitality is such that customers will approach and choose
the hotel over and over again.
CONCLUSION
The entire report concludes upon the explanation of globalisation and use of marketing
over the hotel industry. Various factor regarding the globalisation aspects and the marketing mix
are explained in the report which can be clearly concluded saying that the hotel's reputation is
because of the strategies that are adopted in order to serve the customers. The globalisation has
impacted the hotel industry in such a manner that it has never lost it glory rather than specifying
the products and immense finding them on a large basis according to the customer demand. The
competition in the hotel industry with regards to the Hilton Hotel are being explain where the
hotel plays a major role in maintaining the consistency is what is being concluded in the report.
The Hilton Hotel employed 4P marketing strategy which consists of product, place, price and
promotional strategies that will convey the hotels reputation.

REFERENCES
Books and journals
Alcobia, 2019. Tourism, Hotel Management and Socio-Economic Development in the
developing World: County of Inhambane, Mozambique. Revista Produção e
Desenvolvimento. 5(1). p.364.
Cramer, 2017. Corporate Social Responsibility and Globalisation: an action plan for business.
Routledge.
Otočan, 2017, September. The effect of globalisation on culture and cultural heritage. In
Congress (p. 55).
Peters and Vellas, 2019. Globalisation, innovation, and tourism. In Handbook of Globalisation
and Tourism. Edward Elgar Publishing.
Querci, 2019. The contribution to the sustainability of hotel chains: non-financial report analysis.
BORDERS WITHOUT BORDERS:: Systemic frameworks and their applications.
Situmorang and Japutra, 2019. Foreign versus local managers: Finding the perfect leaders for
multinational hotel subsidiaries. International Journal of Hospitality management. 77.
pp.68-77.
Michie, 2019. The handbook of globalisation. Edward Elgar Publishing.
Cramer, 2017. Corporate Social Responsibility and Globalisation: an action plan for business.
Routledge.
Viglia and Dolnicar, 2020. A review of experiments in tourism and hospitality. Annals of
Tourism Research. 80. p.102858.
Kaushal and Srivastava, 2021. Hospitality and tourism industry amid COVID-19 pandemic:
Perspectives on challenges and learnings from India. International Journal of Hospitality
Management. 92. p.102707.
Chang and et.al, 2019. Social media analytics: Extracting and visualizing Hilton hotel ratings and
reviews from TripAdvisor. International Journal of Information Management. 48. pp.263-
279.
Maxwell and et.al. Quality service in the international hotel sector. Journal of European
Industrial Training.
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Noonan and Rankin, 2017. Hilton Hotel Worldwide: A case study exploring corporate social
responsibility and stakeholder management. Journal of Hospitality & Tourism Cases. 5(4).
pp.15-27.
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