Hilton Hotel Marketing Plan: Communication Strategy Analysis

This report analyzes Hilton Hotel's marketing communication strategy, focusing on attracting business and leisure travelers using the AIDA model (attention, interest, desire, action). The strategy emphasizes brand awareness, customer engagement through various channels like email marketing and social media, and pull marketing to enhance customer loyalty. The unique selling proposition (USP) is the experienced management team, assuring high-quality amenities and services. The media plan includes print media, television, and social media to increase brand reach, with a schedule for the first year covering email marketing, social media campaigns, print marketing, and television marketing. This document is available on Desklib, a platform offering a wide array of study tools and solved assignments for students.

Section 8: Marketing Communications Strategy
Hilton Hotel may aim to achieve certain marketing communication objectives in order to
attract the desired target market. As mentioned earlier, the target market for the hotel group is
business and leisure travelers. The AIDA (attention, interest, desire and action) model shall be
followed. In the first stage- Attention- the primary objective shall be brand awareness where the
travelers must be made aware of the top notch services of the hotel. In the second stage- Interest-
the objective is to generate interest among the target consumers using customer ratings, videos of
hotel infrastructure and amenities and graphics on the website. The third stage-desire- shall help
in making the products and services desirable. Hilton Hotel may aim to create an emotional
connection by following strategies such as immediate response on social media sites. In the last
stage- action- Hilton Hotel may increase engagement by using marketing channels across emails
and inbound phone calls (Applegate, Piccoli, & Dev, 2008).
The marketing mix or promotional mix is the interaction with its prospective customers
using the various tools such as advertisements, personal selling, public relations, direct
marketing and sales promotion. Both traditional and integrated marketing communication tools
shall be used. The brochures shall be distributed by the travel agents so that the consumers who
book through them are aware of the hotel. Email marketing and blog marketing may be used to
generate interest among the target consumers. Further, social media sites such as Twitter and
Facebook shall help in creating an emotional connection (Eggleston, 2012).
Another promotion strategy is Push or Pull marketing where Push marketing means
promoting the product or services towards the target customers. Pull marketing works on
establishing a loyal following towards the brand and drawing the customers for the services or

products. Hilton Hotel may apply pull marketing where loyalty of the customers shall be
enhanced (Capozzi).
The Unique selling proposition (USP) needs to be the strength of the hotel industry.
Hilton shall manage to offer similar service as competitors with a keen focus on customer
satisfaction. The experienced management team is the USP where the customers shall be assured
of high quality amenities and services at the hotel.
The media plan needs to be directed towards the potential customers and generate new
ones at the same time. There are various choices such as print media, television, social media
pages and other websites. The goal of Hilton Hotel marketing is to increase the reach of brand.
Print media or brochure shall be distributed by the tour and travel agents thereby increasing
reach of the brand. The new customers may be increased using social media sites such as Twitter
and Facebook.
The following schedule shall be followed in the first year of marketing for Hilton Hotel:
Particulars Months 1-3 Months 4-6 Months 7-9 Months 10-12
Email Marketing
Social Media
Campaign
Print Media
Marketing
Television
Marketing

Resources
Applegate, L. M., Piccoli, G., & Dev, C., 2008. Hilton Hotels: Brand Differentiation through
Customer Relationship Management, Harvard Business School, Vol 9, pp. 1-18.
Retrieved from http://faculty.mu.edu.sa/public/uploads/1361962401.026customer
%20relationship95.pdf
Capozzi, C. (n.d.). Consumer segments in the hotel industry. Small Business Chron. Retrieved
from http://smallbusiness.chron.com/consumer-segments-hotel-industry-13764.html
Eggleston, M. 2012. Hilton Worldwide: Partnering for a Competitive Advantage. Training
Industry. Accessed 22 March 2018 from https://trainingindustry.com/articles/strategy-
alignment-and-planning/hilton-worldwide-partnering-for-a-competitive-advantage/