Marketing Strategies for Hospitality: Hilton Hotel Analysis and Plan

This report provides a detailed analysis of marketing within the hospitality industry, focusing on the multinational company Hilton Hotel. The report begins by defining marketing and outlining its roles and responsibilities within an organization, including brand building and productivity improvement. It then explores the interrelationship of marketing with other key departments such as housekeeping, food & beverages, and human resources, highlighting their interconnectedness in achieving business goals. The core of the report involves a comparative analysis of the marketing mix of Hilton Hotel and Marriott International, examining their products, pricing strategies, placement, and promotional activities. Finally, the report concludes with the development of a comprehensive marketing plan, offering strategic recommendations tailored for the hospitality sector. The report emphasizes customer satisfaction, competitive advantage, and the importance of adapting to market trends.

Marketing Essential
for Hospitality

INTRODUCTION
Marketing is the procedure of researching, enlarging, selling, distributing the commodity
or services in order to render increased level of customer fulfilment which enable company to
obtain competitive benefit in a productive manner. In addition, it contains an integral part in
every sector which enables an organisation to earn profit margin by making use of available
resources. However, a productive marketing strategy is regarded as of the main component
which assist firm to add value for brand, capturing the attention of customer and maintain
loyalty. However, hospitality industry is a combination of various departments like
housekeeping, food & beverages, travel and tourism where customer loyalty is key factor for
company for acquiring best positioning within marketplace (Baines, Fill and Page, 2013). For
this document, Hilton Hotel is considered which is one of the multinational hospitality company
and it is commenced its operations in the year of 1919. Its headquarter at UK and serves its
services worldwide. This study involves function and obligation of marketing as well as
interrelation with other business function in company. Moreover, comparison of two companies
marketing mix and finally develop a marketing plan is also mentioned here.
TASK 1
P1 Roles and responsibilities of marketing
Marketing is the business process of creating relationships with satisfying customer needs
or demands by granting top-quality of product or services in nan affordable price. In this
competitive digital age, it is crucial to survive for longer period of time within challenging
industry without a productive marketing strategies. Thus, in hospitality industry marketing
business function plays a vital role as it enables an organisation to identify existing or upcoming
trends or demands of customers and according to that takes corrective course of action for
accomplishing their goal in an innovative or creative style. However, hospitality sector has been
significantly thriving around the globe which contribute best portion of GDP for an enhancement
of country's economy in an impressive and productive way. Along with this, marketing is an
effective way of engaging customers and also help company to build or maintain firm's
reputation in an efficient way (Baker and Magnini, 2016). Moreover, it encompasses different
roles and duties in an organisation which enable them to achieve their business aim or objective
in a productive way within the prescribed time limit.

Roles
Builds brand name: Marketing helps in creating company's reputation and placing
products or service in the heart of prospective customers. In hospitality industry, the core feature
of company is to capture the attention of all potential population in order to deliver intense level
of client contentment which enlarge their productivity. Additionally, marketing helps
organisation to maintain transparency in communication which create positive attitude among
consumers towards company and it adds value to firm brand image in an impressive manner.
Improves productivity: Effective marketing campaign gives organisation an edge over
its competitors as it enable them to manage its resource effectively in order to attain profit
maximisation (Brooks and Simkin, 2012). However, it assist establishment to ascertain actual or
emerging demand of market and based on the apply best decisions for rendering best products or
services which gives firm increased level of customer satisfaction and also enlarge its
productivity ratio in a better way.
Responsibilities
Generating brand awareness: This is one of the crucial responsibility of marketing
department of every firm as it help them to enlarge their marketplace size and share in a better
mode. Along with this, it assist company to deliver their information in an accurate form so that
all possible customer can easily acquire up to date data in order to fulfil their demand in an
affordable manner and it leads company to gain competitive advantage within the prescribed
time period.
Promoting the product: This is regarded as one of the essential obligation which
marketing provide to firm for acquiring best positioning within competitive marketplace.
However, it deals with advertising, public relation, direct marketing, personal selling and many
more which aid firm to increase their volume of sales, building brand equity as well as create
corporate image in an industry.
Henceforth, the above described roles and responsibilities enable organisation to
ameliorate their whole action as well as empower them to adopt innovative or creative tactics in
order to attain sustainable profitability (Cabrera and Williams, 2014).
P2 Interrelationship of marketing with other departments
Every organisation desires for acquiring increased level of profit margin within the given
time frame in a better manner and it is possible only through marketing function which assist

company to bring customer satisfaction and also add value towards brand. However, in simple
terms marketing refers to carry off profitable customer relationships. It contains dual goal i.e.
attracting new population by auspicious superior value as well as support and enhance existing
consumers by giving satisfaction. Along with this, in an organisation there are different division
which contain unique set of responsibilities and each of them are interlinked with each other that
help them to execute their business goal in an trenchant demeanour. In context of Hilton Hotel,
there are various departments and they are interconnected with each other which aid firm to
enlarge their market share.
Marketing department and Housekeeping departments: These two business
function plays an important role within company in order to accomplish their objective in an
impressive manner (Clow and James, 2013). However, housekeeping function is responsible for
cleaning, maintaining orderliness, esthetic maintenance of rooms, open sphere, back areas and
environment whereas marketing section communicates housekeeping of occupancy prediction
for an whole year, which is broken up month-wise. Which enables them to fund for needful
expenses. Hence, co-ordination between these departments is very important in Hilton Hotel as
it assist housekeeping staff to maintain a proper communication and ensure that repeat business
is acquire by providing the level of cleanliness and service that meets or transcend guest
expectation. Additionally, Hilton Hotel housekeeping send room status report three times a day
to marketing and they get the room ready after guests departure in order to generate positive
attitude among consumers that add value towards firm brand image.
Marketing department and Food & Beverages departments: Both these
functions encompasses a major role in company in which effective or transparent communication
is considered as an integral element for generating customer satisfaction. In regard of Hilton
Hotel, its marketing division get clients to use suites or rooms for seminars and meetings as well
as holds function using hotel facilities in banquets with the usage of various technologies or
mediums like advertising in newspaper, social media, template, television and online booking
facility which helps them in capturing the attention of wide range of population towards Hilton
Hotel services. Theretofore, based on that F&B personnel takes an initiative to make
arrangements fro the preparation and seek to guests needs or demands which enlarge the
profitability of company. (Dibb and Simkin, 2013).

Marketing and Human Resource department: The connection between these business
function has an integral role as it aid organisation to maintain discipline within their premises in
order to build a better working atmosphere fro employees. In regard of Hilton Hotel, its
marketing division identifies the requirements of personnel within business premises and based
on that they conduct different method like advertisement through social media, newspaper, job
fare, campus recruitment, approaching recruitment consultancy etc. in order to make to fill up
the vacant job position as well as enlarge the Hilton's proficiency and productivity ratio in an
impressive manner.
Henceforth, these interrelationships between various department enable Hilton Hotel to deliver
high quality of products or service for fulfilling customer requirements in a better way which
expands proficiency ratio in a productive way.
TASK 2
P3 Comparison of marketing mix of different companies
It is regarded as one of the primary and very crucial portion of marketing plan as it
encompasses all the aspects that are essential for an administration from creating from raw
materials to sale of the product (Fırat, 2013). However, marketing mix is thoughtful as the
primed of tools that blends together to create marketing response in the market as well as helps
firm to incur profit maximisation with an optimal usage of resources. However, the distinguish
between Marriott International and Hilton Hotel's marketing mix are explained below:
Particulars Marriott International Hilton Hotel
Product It is defined as anything that is
created and offered to market
in a best and high quality for
fulfilling the necessarily of
audience as well as enhance
company's productivity. In
regard of Marriott
International, it manages a
broad and diversified portfolio
of resorts and hotels.
This feature is refer as an item
that is built or produced to
satisfy the needs of a certain
group of people. In context of
Hilton Hotel, it contains a
chain of hotels with deluxe
rooms, restaurants and bars.
Along with this, their main
attention towards providing
best service to customer for

Moreover, they operates or
manages nearly 30 hotel
brands which is belonging to
Classic Luxury, Distinctive
Premium, Classic Premium
and many more. Additionally,
Marriott serves its product or
service in a better quality
which help them to capture the
attention of wide population in
a better way that improves
their profitability ratio (Ionita,
2012).
that it takes an initiative to
welcome guest very ethically
and it contain unique room
facilities and décor that help
them in obtaining increased
level of profit margin.
Price It is regarded as an amount
which consumers pays in
exchange of consuming firm's
products or service. However,
Marriott is a multinational
company and it target upper
class, corporate, families,
honeymooners and travellers
like premium, business, leisure
as its targeted customer.
Additionally, it uses premium
pricing strategy as it offers
value based prices and services
which assist them to enlarge
customer consuming
behaviour.
It is also a very important
component of marketing plan
as it determines firm's profit
and survival by imposing
affordable price for product
which gains the attention of
wide range of population. In
case of Hilton Hotel, it applies
premium pricing strategy as it
target mainly top class
customers who can afford high
amount for consuming
products and it enlarge its
profitability ratio (Marketing
Process. 2018).
Place This aspect is concern with Hilton Hotels and resorts are

placing of products in a most
convenient location so that
customer feel comfortable to
consume the product.
However, Marriott Hotel has
global presence which perform
its operation in around 110
countries with nearly 5700
properties. Additionally, its
hotels are located at prime
location to maintain their
distinctive quality and involve
strategic places like highways,
near airport and in central
which capture the attention of
every individuals and enhance
company profit margin.
engaged in deluxe experience
of rendering luxurious service
across the globe in around 84
countries. Moreover, it covers
six continents with 570
properties. Along with this, it
established their hotels in a
well selected manner like
beach side which gives peace
and calmness to audience as
well as enrich their brand
value.

Promotion It is the way by which business
communicates and attracts
wide range of population to
market products or services.
Moreover, with the revolution
of internet, Marriott tend to
use digital technology for
most of its sales promotion due
to large frequency of customer
which expands its market size
as well as help them to reach
large number of audience in a
better manner (Khan and Adil,
2013).
Hilton is a well known name
among hospitality industry
which uses unique set of
promotional activity such as
advertising through social
media, public relation, direct
marketing which enable it to
target huge number of
population that enlarge
company's profit margin
within prescribed time limit in
an innovative and creative
manner.
Process It refers to the procedures,
mechanisms and flow of
activities that occur when
customer and business interact
with each other. In regard of
Marriott International, its
internal process is highly
systematic and organised
which help it to enrich their
productivity and proficiency
ratio. Moreover, it provide the
privilege to their customer
regarding sharing their
experience of hotel rooms
through TED talks and based
on those opinion management
takes a corrective course of
Under this determinant of
marketing mix, it signifies the
system and processes which an
organisation implies for
delivering product and services
to customer in a better way.
However, Hilton Hotel
structure is hierarchical due to
massive size of business that
comprises 13 brands serving
140 million guest and more
than that throughout a year.
Moreover, Hilton's
organisational structure is also
divided into several division
like in ownership section
comprises 146 hotels with

action in order to bring high
level of customer satisfaction
as well as improve their
overall performance. Along
with this, they follows
hierarchy organisational
structure into their business
operation or function which
assist them to govern or
monitor each departments
smoothly as well as help it to
maintain a better coordination
among each section's
personnel that enhance
Marriott International
reputation among industry
(Lane, 2015).
59,463 rooms which is owned
by Hilton Worldwide. In
management division, it
encompasses 4419 hotels with
691,887 rooms and in
timeshare unit, it involves 45
properties and 7,152 units.
Along with this, each of their
business units are fully
coordinated and properly
organised which enable
organisation to reduce conflict
of interest among employees
and generate healthy
relationship that enhance
company's productivity in an
impressive manner.
People This element is considered as
an integral component for
company who are directly or
indirectly involve in the
delivery of service. In context
of Marriott International they
employ nearly 129000
workforce who are highly
dedicated towards an
attainment of organisational
goal or objective in an
innovative and creative style.
Furthermore, company ensures
that their employees are well
This element is a core feature
of every organisation as it is
regarded as the backbone of
company's success and growth
in a productive way that
generate impressive
profitability and reputation in
existing marketplace.
Moreover, Hilton Hotel
employed around 169000
number of workforce who put
their full contribution for
obtaining increased level of
sales growth as well as in

trained and motivated with
working environment in order
to give best service to their
guest that enrich enterprise
reputation.
acquiring best position within
competitive industry (Lipsman
and et. al., 2012).
Physical Evidence It is concerned with outer and
inner ambiance of company in
order to attract the attention of
wide range of population for
obtaining profit maximisation.
However, Marriott
International maintain its
internal décor effectively as it
properly furnished and air
conditioned rooms with
homely surroundings and
equipped several amenities
which assist company to
generate high level of
customer satisfaction in an
appropriate manner.
In regard of Hilton Hotel's
interior décor, it is considered
as one of the best and
attractive atmosphere which
helps them in capturing the
attention of large number of
population from across the
globe. Moreover, its room and
premises are clean and they
have swimming pool, fitness
centre, executive rooms,
lounge and suites which
enhance their brand value in an
effective way as well as help
them to gain competitive
advantage within ordained
time limit without any
obstacle.
Henceforth, the above mentioned marketing mix states that each and every organisation
adopts their own way of strategies, procedures, product and market location in order to get
maximisation of profit with an best use of resources. Thus, Hilton Hotel and Marriott
International are multinational companies and they implies premium pricing tactics, division al
organisational structure respectively to manage their entire business operation or function in an
efficient manner (Malhotra, 2015).