Hilton Hotel Marketing: Roles, Responsibilities, and Business Plan

This report provides a detailed analysis of Hilton Hotel's marketing essentials, including the roles and responsibilities of the marketing function, its relationship with other business activities, and a comparison of the marketing mix with Marriott Hotel. It outlines the responsibilities of the marketing team, such as customer marketing research, maximizing customer awareness, promoting facilities, building customer relationships, and maintaining liaison with employees and managers. The report also explores the relationship between marketing and other business functions like operational management, finance, and human resources. A comparative analysis of Hilton and Marriott's marketing mix across product, price, place, promotion, people, physical distribution, and process is presented. Furthermore, the report includes a basic business plan for Hilton Hotel to meet its marketing objectives, covering aspects like executive summary, objectives, vision, mission, SWOT analysis, PESTLE analysis, and marketing mix strategies. The plan aims to increase customer satisfaction, revenue generation, and decrease employee turnover.

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1. Roles and responsibilities of marketing function of Hilton Hotel .....................................1
P2. Marketing and its relationship in context with other business activities.............................2
LO2 .................................................................................................................................................3
P3 Comparison between the marketing mix of two different hospitality organisations.............3
LO3..................................................................................................................................................6
P4 A basic business plan for Hilton Hotel to meet their marketing objectives...........................6
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality is a wide field which basically came under service industry (Pike, 2015).
Present report lay emphasis on the Hilton Hotel founded on May 31,1919. founded by the
Conrald Hilton. its headquarters is in Virginia ,United States. it has 586 hotels. Report focuses on
the roles as well as responsibilities of marketing function. it also explain how roles and
responsibilities of marketing with other business activity. it also highlights the marketing
mix(7Ps) to accomplish organisation to accomplish business objectives. it also develop a
marketing plan which meet the marketing objectives in terms of travel as well as tourism.
LO1
P1. Roles and responsibilities of marketing function of Hilton Hotel
Customer Marketing Research
Customer choose hotel on the basis of various factors for example its locations, access to
road,air travel. its price,it reputation for hospitality (Rahimi and Akgunduz,2017). Here the
managers of Hilton hotel must recognise the factors that cab shape the hotel's appeal for the
people
They can scrutinised the customers reviews on their websites or on the booking sites of Hilton. it
can identify and recognises the strength as well as weakness of the hotel. In Chilton hotel
managers speaks the guests personally or in follow-up calls. It review the travel industry research
to recognise the needs that could affect the Hilton hotel for example enhancing the demand for
low cost family accommodating ,also for fuels prices,also provide better facilities for business
travellers.
Maximise customer Awareness
As a marketing manager of Hilton hotel it is a crucial thing to make easy for customers
to find out about their hotel. This is not an easy task when there is other options in the market is
available. such as other reputed hotels ,motels ,peer to peer home shares. Websites of restaurant
should be more attractive,appealing as well as also maintained the information of up to date on
the facilities of Hilton hotel and also rates,location with detailed information for the organisation
of events (Chandiok .and Sharma, 2017). Hilton hotel managers post the hotel details on the
destination of websites and also online booking sites to enhance reach to the target audience .it
can also collaborating with other other meeting venues to give meeting space or an
accommodation to access their potential customers.
1

Promoting facilities of Hilton hotel
Promotion of a hotel is a crucial part marketing if hotel. Here Hilton needs to increase the
occupancy when the booking are very low during the session of the year. Hotel can running
special events such as offering incentives to the guests like extra night accommodation,free spas
within the hotel premises and also make the epicures weekends so that the guest attracts
more .Chilton hotels also need to fill the conference rooms when any events are not occurring
therefore happening there (Dileep . and Mathew, 2017).
Build customer Relationship
it is very crucial for hospitality industry to build the relationship in order to develop a
stable and strong business. HR professionals organise a customer loyalty program that can
rewards customers who book the hotel on the regular basis benefits the customers. They have to
keep it less complex so that the customers would definitely know that how to accumulate point
and also uses them for the benefits in future references. Hilton Hotel can target this type of
customers who needed regular meeting facilities on a large scale or also visiting customers.
Maintaining Liaison with the employees as well as managers
As a marketing manager of the Hilton Hotel review of future booking levels and also plan
dates for various promotions to enhance the occupancy rates (Rudden, 2016). Here they have to
work with the event management team to attract additional conferences as well as events. They
can also share the results of survey of customer satisfaction surveys.
P2. Marketing and its relationship in context with other business activities.
Marketing is a discipline which undergoes various business activities and it consider as
an essential ingredient of corporate strategy. Marketing department with various department are
as follow
Operational management or production
marketing department works closely as well as collaborate with the operational department it
ensures that there is an adequate research to meet the needs of customers. The items which are
designed manufactured in terms of quality as well as design are especially laid down in terms of
customers(Holloway and Brown, 2016).
Finance department
The marketing department needs to work with the finance department as there is an
adequate budget which can meet the requirements of research ,distribution as well as research.
2

Human Resource department
The marketing department need to work with this department as it is crucial to HR
professions to ensure that the suitable skills as to research and develop ideas of new product. it
also create ambitious sales team.
The department of HRM will have many recruitment as well as training demands from
Hilton across the organisation(Kotoua .and Ilkan, 2017Pappas, 2015).
LO2
P3 Comparison between the marketing mix of two different hospitality organisations
BASES HILTON HOTEL MARRIOTT HOTEL
Product
 Hilton hotel provides many
types of hospitality services
all around the world like
Luxury hotel, resorts, garden
and many more.
 Hilton hotel has also
collaborated with companies
which provide airline
services, cruises services, rail
travel and transports, tourism
companies and financial
institution
 Marriott hotel provide
services in like Luxury
hotels, Resorts, lodgings
and many other hospitality
services and products.
 Marriott hotel is sub-
categorized into various
brands like the Ritz-
Carlton, ST. Regis, JW
Marriott and many more
Price  The Hilton hotel have
different prices for their hotel,
the hotel situated near beaches
have higher prices than the
hotels near airports
(Neuninger, 2017).
 The hotel target the people
with high income group
because of their luxuries
 The Hotel has different
pricing strategies for their
different brands,
 The Marriott hotels target
people with every income
group, they have different
brand for high income
group and different for
people from average or
3

services. The customer of
Hilton hotel are generally
luxurious travels, corporate
clients and many more.
low income group
 The hotel follows
competitive pricing
strategies in all their
brands
Place  The branches of Hilton Hotel
are in more than 102 countries
with around 5100 different
properties.
 Hilton Hotel has their
branches near major airports
of the world, major tourist
places like beaches, lakes and
other, major city centers.
 Hilton hotel is still increasing
the number of their branches
 Marriott has branches in
more that 120 countries all
around world
 The hotel is located in
different places around the
world which covers all the
major tourism spots, near
all major hospitality,
highways, city centers
Promotion  Hilton hotel collaborated with
various businesses like, multi-
national companies, institutes
to promote their business.
 The organisations also gives
advertisement in premium
magazines (Slootweg .and
RowsonGeraghty and
Conway, 2016).
 The hotel also promote their
business by organizing events
and sponsoring shows.
 Marriott promotes these
business activities by
organisation various
events at tourism spots
 The hotel also promotion
their business by
advertising in Newspaper
 Social media Marketing
campaigns, video are also
the channels which are
used by Marriott to do
promotional activities.
People  The hotel maintains its  Marriott maintain their
4

services by maintaining the
quality of their staffs in the
workplace
 The hotel hires those
candidates who are having
extraordinary skills and talent.
 Hilton also organize various
training and developing
programs for their staff
according to their job roles
which helps the hotel to
provide better services to their
customers.
quality of services in each
and every brand.
 The company organisation
various training,
development and
motivation programs
which helps the employees
to deliver better services in
front of customers
 The company hire staff
based on their skills
Physical Distribution  The Hilton Hotel is having
very attractive and user-
friendly websites for convince
of their customers (Rahimi
and Akgunduz,2017).
 The organisation is having a
luxurious and unique
infrastructure in their
branches
 The branches of the hotel is
present all over the world
which covers all the major
airports, city centers, tourism
places.
 Marriott is having unique
style of building and
resorts.
 The Hotels provide the
customer a unique and
pleasant experience which
helps them to increase the
loyalty of the customers
Process  The organisation is having
very systematic process in
their work-fields
 The organisation follows
various business process
which helps them to
5

 Supply chain of the
organisation is very
effectively and helped them to
minimizing operational cost
 Distribution systematic of
Hilton is considered among
the best in the hotel chain, the
services can be booked
thorough various web
channels.
ensure the quality of
experience of the
customers,
 The process of the
Marriott is transparent
which is easily
understandable and
operated
 The process of Marriott
are considered as one of
the best management
process in the hotel
industry all around the
world.
LO3
P4 A basic business plan for Hilton Hotel to meet their marketing objectives.
Executive Summary
This report has been emphasized on the business plan of the Hilton Hotel. The reports include
Objectives, Vision and mission of the Hilton Hotel. Along with this Swot analysis, Pestle
analysis, the Marketing mix and the STP of the company. Further the report will include budget
and controlling strategies(Holloway and Brown, 2016).
Objective
 To increase the customer's satisfaction level up-to 10 percentage till the year 2020.
 To increase the revenue generation of United Kingdom region up-to 15 percentage.
 To decrease the employee turnover ratio of the organization up-to 5 percentage.
Vision
The vision of Hilton hotel is increase their quality of their service in hospitality sector.
Mission
6

The Mission of the Hilton Hotel is become the number one organization in hospitality sector all
over the world
SWOT Analysis
Strengths
 Global recognition of Hilton Hotels
 Presence in almost every major city and
place
Weaknesses
 The low retention rate of the employees
 High amount loan on the hotel chain
Opportunity
 High growth opportunity in Asian
countries like China and India
 Increase in types of services such as
Camping etc
Threats
 Cut-throat competition in hospitality
sector
 Regular new entries in the Hospitality
business industries
PESTLE Analysis
Politically Factor: The Political factor includes of factors like stability and instability of
government, corruption rate, trade tax and many more(Slootweg .and RowsonGeraghty and
Conway, 2016). The Hilton hotel is established in those countries which are mostly politically
stable like United Kingdom, United States of America so the political factor have and positive
impact on the business activities of the Hilton hotel
Economical Factor: Economical factor consider of economic condition of the countries, growth
rate, gross domestic rate and exchange rate. The major operation of Hilton hotel take place in
countries which economical condition is good and the countries are developed or with high
growth rate so the influence of the economical factor on the Hilton is positive.
Social Factor: Social factor includes the factor like income distribution, trends, lifestyle etc. the
Hilton hotel target people with high income group like luxurious travellers, corporate clients,
multi-national companies moreover the company also manages to follow the trends in the market
which have the good impact on the business operational of the company
Technological Factor: These factor include the level of technological innovation in the market,
Research and development. The Hospitality market is not new to the technological innovation.
The adaptation of regular innovation in the technology which decrease the profit margin of the
Hilton hotel which as a negative impact on the business
7

Legal Factor: The legal factor consider of factors like employment law, health and safety act,
labour law, the Hilton hotel is famous for paying their employees salary and wages about the
minimum standards set by the government (Slootweg .and RowsonGeraghty and Conway, 2016).
The company also follow every law of every country which helps them to practice their business
activities successful so the legal factor have and positive impact on Hilton hotel.
Environmental Factor: Environmental factors includes all the rules and regulation related to the
environmental, these factor has come to spot light in recent year because of lack of raw material.
The Hilton Hotel uses their raw material in proper way. Moreover, the company has a strict
policy of waste management. All these things have a positive impact of Hilton hotel
Market Mix
Product: The Hilton hotel can introduce new hotel range for the people from low and average
income group, this will helps the company to target people from every income group
Price: The company should use competitive pricing strategy as the competition on the market in
very high this will help the company to get competition advantages
Place: Hilton hotel should invest and focus more on the Asian market as the growth opportunity
are high in Asian market.
Promotion: Hilton hotel can should focus more on digital and online market through SEO, Social
media marketing, Email marketing because nowadays every one is connected through internet.
Process: Hilton hotel can use transparent process which will be easier for their staff to
understand and operation moreover it will also increase the retention rate of the employees.
Physical Evidence: The hotel company can focus more on providing a pleasant and unique
experience to their customer
People: The Hilton hotel should introduction motivation for the employees of the company these
will help the company to increase their retention rate of employees of the company
STP
Segmentation: Hilton uses demographic segmentation strategies to target the customers based on
their age group, gender and income group and many more.
Targeting: Hilton hotel uses differentiated targeting strategies, which helps the organisation to
target customer for their various products in hospitality industries
Positioning: The organisation do the positioning of their products by using product class
strategies as the provides luxurious services and products (Dileep . and Mathew, 2017).
8

Budget
Bases Budget
Operational budget 50000 Pounds
Promotional budget 12500 Pounds
Rent 22500 Pounds
Salary and wages 20000 Pounds
Total cost 105000 Pounds
Monitoring Strategy
For monitoring and controlling the Hilton hotel can uses cost and sales analysis. This is the best
suitable monitoring and controlling strategies for the company. This will help the company to
easily identify their outcome and profitsKotoua .and Ilkan, 2017).
CONCLUSION
Above study focused on the Marketing essential of the Hilton hotel such as customer
marketing research ,maximize customer awareness. it also highlights the marketing and its
relationship with other department such as finance department ,human resource department. it
also lay emphasized on the marketing mix of two different hotels such as Hilton Hotel and
Marriott hotel in terms of 7Ps. Report also focuses on the business plan to meet the requirements
of hotels such as vision,Mission ,swot analysis,pestle analysis
9

REFERENCES
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rahimi, R. and Akgunduz, Y., 2017. Driving force analysis of East European students to study
tourism and hospitality in the UK. Anatolia, 28(2), pp.224-238.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for Audiologists in
a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp. 325-339).
Thieme Medical Publishers.
Holloway, I. and Brown, L., 2016. Essentials of a qualitative doctorate. Routledge.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development, 12(3), pp.333-349.
Neuninger, R., 2017. Qualitative marketing methodology. In Routledge Handbook of Hospitality
Marketing (pp. 54-65). Routledge.
Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on
different age groups. Research in Hospitality Management, 8(2), pp.85-92.
Ng, E., Fang, W.T. and Lien, C.Y., 2016. An empirical investigation of the impact of
commitment and trust on internal marketing. Journal of Relationship Marketing, 15(1-2),
pp.35-53.
Geraghty, G. and Conway, A.T., 2016. The Study of Traditional and Non-traditional Marketing
Communications: Target Marketing in the Events Sector.
10