Research Report: Hilton's Brand, Trends, and Organizational Interplay

This report provides a comprehensive analysis of the Hilton Group, a multinational hospitality company, focusing on its brand history, its response to socio-cultural and technological trends, and its interplay with other organizations within the tourism sector. The report highlights Hilton's brand overview, its adaptation to millennial preferences, promotion strategies using social media, and its integration of mobile and seamless technologies. It also discusses Hilton's competitive environment and its relationships with tourism agencies, emphasizing the importance of understanding these dynamics for sustained growth and market leadership. The report concludes by underscoring the need for Hilton to continually adapt to emerging trends and market changes to maintain its position in the global hospitality industry.

Hospitality
Sector-Hilton Group

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Contents
Introduction................................................................................................................................2
Brand History and Overview.....................................................................................................2
Impact of Social-Cultural and technological trends and adapting these changes......................2
Interplay of Hilton with other Organisation...............................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................4

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Introduction
Formerly Hilton Worldwide Holding Inc. was known by name Hilton Hotel
Corporation. It is an America based multinational Hospitality Company having its head office
at Tysons. In 2017, profile of Hilton includes more than 5200 property with over 856,000
rooms in 105 territories and countries (Hilton, 2018). This report contains an overview and
history of Hilton, impact of Social-culture and technology trends and interplay of Hilton with
other organisation.
Brand History and Overview
Hilton Resorts and Hotels are world’s largest hotel brand. The main target for a brand
is holiday and business travellers. Before building the Hotels and Resorts brand gives priority
to locations which are near to convention centre, airports, major city centres and popular
vacation destination. Hilton Honours developed as a Hilton guest loyalty program and Hilton
Resorts and Hotels take part in this program. In this program the travellers or members who
book the rooms directly through owned channels of Hilton will receive exclusive amenities
and discount such as Free Wi-Fi, keyless entry, digital check-in and ability to select the room
of their choice by using Hilton App. Hilton was founded by Conrad Hilton in 1919 and
currently having its head office in Beverly Hills, California. Conrad Hilton Opened the first
hotel in 1925 at Texas. Hilton Hotels Corporation is formed in 1946 and in the same year the
brand got listed on New York Stock Exchange (Hilton group, 2018).
Impact of Social-Cultural and technological trends and adapting these
changes
Social-Cultural trends

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1. Catering to Millennial- Millennial are those individuals who are young and going to
be adults pretty soon. Millennial are expected to represent 50% of all travellers by
2025. The Millennial travellers are those individuals who don’t want the traditional
travel experience. With the social media worthy photos, they want to learn something
more thoughtful and meaningful from their travel and stay at a hotel (Guchait, Cho &
Meurs, 2015).
Hilton needs to be aware of this trend and need to design a strategy which is based on
the traits and habits. The young and enthusiastic people have substantial saving so
they tried to take advantage of cheap accommodation rates. The hotel needs to
provide them with a hassle free transaction and modernistic amenities at reasonable
prices.
2. Destination promotion: The social media has become more active and it is also
impacting the hotel industry. Many hotels have become more involved in self-
promotion and destination promotion. Many are featuring guest image and tweets on
their websites, social media account and some are using a material in their
advertisement campaigns (Zeng & Gerritsen, 2014).
Hilton has its account on various social media sites but they need to be more active,
by posting pictures of their guest mainly the VIP guests like celebrities, Businessmen
and Sports persons to promote their brand. In addition, Hilton can use specific
destination and its culture for promotion worldwide.
Technology trends
1. Continuing shift of focus on Mobile- This is not a new technology concept but it is
worth mentioning as it is increasing continuously, in today’s time majority of guests
are tech-savvy and self-sufficient travellers who are pretty comfortable in using
mobile apps and website.

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Hilton group need to make sure that their Mobile App will offer up to date data and it
should be user-friendly (Xiang, 2015).
2. Seamless technology- Seamless connectivity across devices and platforms is growing
in the hotel industry. Many groups of hotels are offering services like digital
doorkeeper service and mobile check-in service. At various hotels and resorts guests
are issuing high tech cards which will detect their presence and unlock the door before
even reach their (Schuckert, Liu & Law, 2015). Hilton needs to update their door
locking system and need to activate digital services which will make the work of
guest handier.
Interplay of Hilton with other Organisation
The hospitality sector provides accommodation and food facilities to a traveller that is
why the hospitality sector and tourism sector are irrespirable. The various tourism agencies
go into agreements with hotels stating when they bring tourist for a tour of the country they
will bring them to the hotel for accommodation. Hotel industry is highly competitive in
nature, major hospitality chains like Marriott and Hyatt are well-established and recognised
brands and continuously expanding globally. Due to this Hilton is facing competition. Hilton
is also facing competitions from new channels of travel industry. This competition provides
strength and desire to Hilton group to grow more to eliminate competition and to stand first in
the industry.
Conclusion
To conclude, Hilton is a well-established brand globally but there are few trends
social-culture and technology, which are affecting its business. The Hotel will find out the

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new way to address the impact of trends by designing strategies for adopting new market
changes.

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References
Guchait, P., Cho, S., & Meurs, J. A. (2015). Psychological contracts, perceived
organizational and supervisor support: Investigating the impact on intent to leave
among hospitality employees in India. Journal of Human Resources in Hospitality &
Tourism, 14(3), 290-315.
Hilton group. (2018). history and heritage. Retrieved from
https://www.hilton.com/en/corporate/#history.
Hilton. (2018). About us. Retrieved from https://www.hilton.com/en/corporate/.
Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent
trends and future directions. Journal of Travel & Tourism Marketing, 32(5), 608-621.
Xiang, Z., Wang, D., O’Leary, J. T., & Fesenmaier, D. R. (2015). Adapting to the internet:
trends in travelers’ use of the web for trip planning. Journal of Travel
Research, 54(4), 511-527.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A
review. Journal of Tourism Management Perspectives, 10, 27-36.