Hospitality Marketing Essentials: Marketing Strategies for Hilton

This report provides a comprehensive analysis of hospitality marketing, using the Hilton Hotel as a case study. It begins with an introduction to marketing concepts and trends, focusing on the marketing concept and its application within the Hilton Hotel. The report then delves into the role of marketing within the hotel, highlighting its importance in building brand reputation, gaining a competitive advantage, and increasing revenue. It explores the interrelation of marketing with other departments, such as production/operations, finance, and HR, demonstrating how these departments collaborate to achieve organizational goals. The report further examines the importance of marketing, including its role in increasing sales, promoting services, and spreading awareness. It also discusses the marketing mix (7Ps) and how it is used to achieve specific marketing objectives. The report then covers the responsibilities of marketing in business, the marketing strategies that align with the organization's mission and goals, and concludes with a discussion of the interdepartmental relationships and their impact on the overall effectiveness of the hotel's marketing efforts. Finally, the report includes a list of references.

Hospitality marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Marketing concept and trends of marketing...........................................................................1
Marketing role in Hilton hotel:...............................................................................................3
Relation of marketing with other department:..................................................................3
Marketing importance............................................................................................................4
Marketing mix (7Ps) to achieve objective :............................................................................4
Conclusion based on effectiveness of department interrelationship......................................5
ACTIVITY 2....................................................................................................................................5
Responsibility of marketing in business.................................................................................5
Marketing strategy which capture the mission and goals of the organization.......................6
marketing plan........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing can be described as process which is applied by companies to raises market
share and enhance number of customers. Marketing efforts aid in raising demand of products and
gaining competitive advantage as well. The word marketing generally means the process of
advertising or promoting services or product of the organisation Under this report taken Hilton
hotel as a organisation. Its headquarters are in McLean, Virginia, US. It has branches all over
the world. Hilton hotel is the well known brand globally which is popular for its luxurious
services. As per this report we have briefly discussed about the hospitality marketing essential.
Report will explain marketing role and its process in business. This report provide a basic guild
line or knowledge related to hospitality marketing , concept , and different function used under
the hospitality industry.
ACTIVITY 1
Marketing concept and trends of marketing
Marketing is the knowledge, skills and management of the exchange relationship.
Marketing concept is the process of determining Hilton hotel customers needs and then
producing the services which will satisfy customers needs (Chandiok and Sharma., 2017) .
Marketing is the approach to satisfy customers needs Or it is the strategy to increase the revenue
of the Hilton hotel or any other organisation. The hotel Hilton use different method to develop
and maintain an efficient marketing plan. The Hilton hotel uses the marketing concept when it
identify the customer needs and then produce the services or ideas will satisfy customers of the
hotel. Marketing concept in Hilton hotel is oriented towards favourable customer by offering
value (Pantelidis, 2016). Marketing concept includes understanding customers needs and wants
can differentiate services and product from the different hotels offerings, Integrating all of the
Hilton hotel activities, Achieving the Hilton hotel long term goal by satisfying Hilton customer
needs and wants responsibly. Marketing concept is described as below:
 Production concept – It is fundamental aspect of marketing under the Hilton hotel, this
concept refers that customers of the Hilton hotel are interested in low prices service and
product availability, many mangers in the hospitality concentrate on the getiing high
production efficiency and low cost.
 Product concept – It pays more attention over the products ,as firm ensures that it serve
quality products to customers (Pantelidis, I., 2016).
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 Marketing concept – this Hilton hotel concept of marketing have four pillar such s
profitability, target market , integrated marketing and client need.
 Societal marketing concept and selling concept – the Hilton hotel identify interest of
potential buyers and deliver them products as per the needs of customers.
Overview of different marketing processes:
the Hilton hotel has to determine hidden customer needs and satisfying them by
following a process. The four marketing process of the Hilton hotel are described below:
 Situation analysis process - Situation analysis process of the Hilton marketing process
refers to a collection of the method that manager of the Hilton hotel use to analyse an
hotels external and internal working situation so that actual positon of firm can be
analysed (Okumus and Cetin., 2018). The situation analysis helps Hilton hotel quickly
comprehend a hotels current situation to determine how to move forward with that
property- customer services and quality evaluation, alerts to unknown issues etc.
 Marketing strategy - It describes tactics of business unit that ensures that firm raise its
profitability and meet the market demand (Al-Janabi and Mhaibes., 2019). Hilton hotel
marketing strategy includes many strategies some are mentioned in this point such as
follow the search engine optimization ,get recommended by real authority, promote
Hilton hotel with online travel agencies, keep eye on reviews or recommendation of the
Hilton hotel , personalisation marketing etc.
 Marketing mix decision – This marketing process in which company has to take support
of correct product, price, placing tactics so that business can gain benefit. Use of correct
products strategy will give benefit to the firm in term of raising demand and attracting
new buyers. Furthermore, correct pricing strategy is useful in making people loyal
towards the brand.
 Implementation tactics and control strategy- It is essential to implement the marketing
plan in proper manner so that no issues take place furthermore, company has to ensure
controlling over entire process so that firm can meet its organisational goal (Kooli and
et.al., 2016).
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Marketing role in Hilton hotel:
Marketing function is the important unit in business which contributes well in success of
business unit. All the aspects of the Hilton hotel depends upon marketing tactics apply by
business, role of it is described as below:
 Marketing function helps the Hilton hotel to build hotel reputation or goodwill and
placing hotels product and services in the heart of the prospective customer, the actual
progress of business will help the Hilton in raising good will and enhancing brand image.
 Marketing is beneficial in gaining competitive advantage and raising profit as well
(Eletxigerra., Barrutia and Echebarria., 2018).
 Marketing function helps to ensure a Hilton hotels income increase many people know
about the Hilton hotel services and the product the hotels share of the market increases
with increase in Hilton hotels sales revenue.
 If correct marketing tool is applied, then Hilton Hotel can raise occupancy rate of its
rooms and services.
Relation of marketing with other department:
Marketing department influence and interrelate with the other department of the Hilton hotel
like production or operation etc. departments. briefly described below related to the interlink of
marketing with the other functional units.
 The marketing department has link with production unit, marketing gives information
about consumer’s needs and production produces products accordingly whereas
production produces quality material which supports marketing in attracting new buyers
(Baker and Magnini., 2016).
 The marketing has link with finance, as finance unit allocate funds which is used by
marketing team for promoting the brand whereas marketing helps in gathering consumers
and increasing cash flow so that finance department manage the fund.
 The marketing has close connection with HR unit, as Hr hires people those who have
knowledge of marketing and give them training so that they develop understanding about
products, by this way they become able to perform well in marketing. Marketing team
forecast future demand which help HR to manage workforce accordingly (Chandiok and
Sharma., 2017).
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Marketing importance
Marketing is the one of the important part for the Hilton hotel importance of marketing are
described below
 Marketing helps the Hilton hotel to increase their sales or increase Hilton hotel
revenue.
 Marketing helps in maintaining locality or promotion of the Hilton hotel services.
 Marketing is the important for the Hilton hotel to spread awareness of the hotels
services (Mirehie and et.al., 2018).
 Marketing helps a Hilton in minimising resource wastage and eliminating
unnecessary cost..
 Online Marketing is also playing and important part in the Hilton hotels. Hilton hotel
can promote there services of the hotel with online marketing. Or provide 24x7
customer service.
 In the hospitality industry there is huge competition under them, competition is great
challenge for Hilton hotel to contend with marketing of the Hilton hotel is essential
because it is the way that Hilton hotel promotes their property (Kotoua and Ilkan.,
2017).
 Marketing engaged customers for the Hilton hotel which help the hotel to increase or
maximise the number of the booking.
Marketing mix (7Ps) to achieve objective :
 Product : Hilton hotel provides or offers lot of the services, Hilton hotel chain
concentrate on the services like executive services , Hilton garden IN etc are the
part of the marketing mix product (Chandiok and Sharma., 2017).
 Price : The price range of the single night for a single room of Hilton hotel is
around 5000to35000 in INR. The price range of the Hilton hotel is varies with other
value added services.
 Place : Hilton hotels are presence in all over the world, Hilton hotels has targeted
on the western countries, the services offers by the Hilton hotel are always
concentrated on the best services result in selecting the good location for set up.
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 Promotion : The Hilton hotels Is the popular brand in the hospitality industry from
a long time. Hilton hotels concentrate on high level of customer satisfaction, its is
collaborated with the payments bank.
 Physical evidence : The Hilton hotel have a great presence of there working
properties across the world, this is tied up with many booking chains or websites to
increase Hilton evidence in the market (Al-Janabi and Mhaibes., 2019).
 Process : The process of the Hilton is great as it works to provide immediate
services to buyers through online customer services which helps business in
managing the entire customer data base in effective manner.
 People : Hilton hotels business only depends on the loyal customers or staffs and
future market customer. The Hilton hotel need to maintain its services, goodwill
and staff image.
Conclusion based on effectiveness of department interrelationship
Advantage
Working in collaboration is helpful in building great image and managing the work efectively, its
is advantage for the finance department concentrate on cash flow ,covering costs of the hotel.
Finance department sees the market using a different lenses compared to marketing.
Working with the marketing department the human resources department can easily hire the
quality staffs for the Hilton hotels.
Working of production department of Hilton hotel with the marketing department aids in
meeting production need
ACTIVITY 2
Responsibility of marketing in business
 Marketing has different roles and responsibilities regarding organizational context of
Hilton. to gathering information of market and analyses of that information is a first roles
and responsibility of marketing. It helps to improve product design so it convenient for
customers. Marketing is supportive for increase brand value of the product which draw
positive identity in global market.
 Marketing department give positive impact on the production of the organization.
Marketer understand view of customers related to the product and provides information
to production regarding goods and services. Production department enhance quality with
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wide variety of goods in hotel. Research and development unit is supportive to provides
research information report to the marketing so marketer is enable to set strategies for
product development. Thus marketing and production department is interlink to each-
other.
 In hotel have various functions like production, R&D, finance and customer services etc.
these whole functions are interlinked with marketing functions. In case of finance
department, finance department prepares a report regarding profit, loss and other
expenses. This report helpful to set the objective and target of the Hilton. Thus finance
department keep away good roles for marketing.
 In case of human resource management department(HRM) plays a significant role for
marketing. HRM department is responsible for recruitment and staff training across
organization on the basis of demand. It ensures marketing department by hiring
appropriate skills and gives high professional training to employees so they become
eligible to generate new ideas regarding organization growth. Thus marketing department
maintains balance to other department.
Marketing strategy which capture the mission and goals of the organization.
 There are various marketing strategy which is supportive to capture a goal of
organization. online marketing strategy is supportive to cover a large number of
customer. Now time many software apps has uploaded for particular hotels where
potential customers can direct take information through website. Hilton provides self
service reservation where customer can easily reserve room according to their budget.
Occasionally, Hilton gives discount on online booking so that attracts customer for
selecting hotel. Thus Hilton achieve goals through more online booking.
 Hilton provides motel services to customers so that customers doesn't have to face
inconvenience regarding parking services. It gives discount and coupons on booking to
customers that's supportive to cover more customers. It provides travel services(rental
car) to outer customers. Thus Hilton offers unique and different services to potential
customers and draws a crease line to differentiate from rest hotel. This differentiation will
support to take competitive advantage.
 Global distribution system (GDS) is provides network between travel service
providers(rental car, airlines) and travel agencies through automatic transaction. it
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supports to access special travellers. If Hilton connect GDS then it can be booked by
hundred of travel agencies and can rise economic scale. Through this strategy Hilton can
be enabled to achieve goal.
 Hotel marketing strategy is good option in hotel industry. In this strategy marketers
enables to create diverse marketing so that will helpful to reach different type of
customers with their different preference regarding hotel hospitality. Marketer hires
celebrity for gaining trust of customers so that increases Hilton values in global market.
Marketer influences marketing to create video, social media posts, written content. It
assists to coverage large population. Through this strategy Hilton achieves goal.
 Hilton applies reward strategy to retain employees or worker in hotel. Through rewards it
boost up staff confidence regarding job and employees shows their loyalty regarding
company by giving best services in hotel. This strategy also assist to achieve goal's of
hotel.
marketing plan.
Executive summary
strategic marketing plan of the Hilton hotel has been included with PESTLE analysis,
SWOT analysis , marketing mix and the controlling evaluation technique of the Hilton hotel
this marketing plan of Hilton has been introduced new marketing campaign.
PESTLE Analysis
Political factors – This element influence travelling, as if government gets changed then visa
polices might get changed which may affect travel arrivals in the firm.
Economic factors – Changes in exchange rate affect the travelling prices as travellers will have
to pay more amount to visit any other country. Hence sales or booking of hotels can get affected.
Social factors – people like to spend time with family hence they make plan to go here and there
this gives benefit to the firm in raising demand of hotel hence Hilton will get benefit from it.
Technological factors – Use of advance technology helps in making effective coordination with
consumers and solving their problems quickly. This will give great result to the Hilton hotel and
will help in attracting new consumers.
Legal factor – Changes in visa law, health legislation affect the firm.
Environmental factors – Increasing crowd and pollution impact negative on travellers hence
they don’t like to go to such places where crowd is high hence it affect the business unit.
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Marketing Mix :
Marketing Mix Strategy
Marketing mix is supportive to make strategic plans and builds customers loyalty by developing
strategy. Through marketing mix strategy can influences hotel values and economic scale. Hilton
can apply 4 P's model strategy.
Product: Hilton should provides various hospitality services like motel services, car rental,
online platform services, rail travels. It will increase buying behavior of customers. If Hilton
provides membership like blue, silver, gold and diamond, through this membership customers
can able to consume Hilton's services at affordable price.
Price: if hotel provides different price strategy according to customer budget. In that phase
customer will attract to booking hotel. Hotel can varies price range with value added services
like extra WI-fi, parking and free food etc. Hilton should apply flexible price strategy it will
influences buying behavior of customer. It will keep first preference in customer mind.
Place: hotel place is most impotent because it helps to attract people as well. If they have
location of their hotel near any famous place then many tourist can come to stay in the hotel and
it directly affect on the hostel's profitability and they can increase the growth of the hotel.
Promotion: Hotel Hilton can promote their hotel through the advertisement and they can also
give A. D on T.V. It will be helpful for them to reach new customers and they can make hotel
application and give a customers.
Controlling evaluation technique
There are many techniques such as budgetary control technique, break even analysis,
budgetary control, return on investment and management audit.
CONCLUSION
This report provides the guidelines, knowledge and information related to the hospitality
marketing. Marketing allows business in attracting new buyers and raising the brand image. By
this way company can deal with customers well and can satisfy their requirements. Hilton hotel
being a well-known brand can get benefit in gaining competitive advantage and sustaining in
market for longer duration. Use of correct price tactics and promotion tactics business can gain
advantage and can sustain in the market for longer duration.
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