Marketing in the Hospitality Industry: A Project on Hilton Hotel

This project delves into the crucial role of marketing within the hospitality sector, using Hilton Hotel as a central case study. It commences by outlining fundamental marketing concepts and their practical application within a service-oriented industry, emphasizing the significance of product, selling, marketing, and societal concepts. The project then analyzes the influence of the marketing environment, both micro and macro, on the hotel's operations, highlighting factors such as competition, economic indicators, and societal trends. A key focus is placed on the consumer market, emphasizing the importance of understanding consumer behavior and market segmentation to tailor marketing strategies effectively. Furthermore, the project explores the importance of market research for product and service development, including the introduction of new fusion menus. It details the methods employed by Hilton Hotel in conducting market research, including primary and secondary research approaches, and discusses the selection of appropriate media channels for marketing products and services. Finally, the project assesses the implementation of the marketing plan, evaluating the outcomes of the research and providing insights into the success of the strategies employed by Hilton Hotel. The project concludes by underscoring the significance of marketing for the growth and development of the hospitality industry.

MARKETING IN HOSPITALITY PROJECT

CONTENTS
INTRODUCTION.....................................................................................................................................1
TASK – 1.................................................................................................................................................1
1.1 Discussing the concepts related to marketing.......................................................................1
1.2 Influence of marketing environment on Industry..................................................................2
1.3 Significance of consumer market in hospitality industry.......................................................2
1.4 Justification for development of various market segments...................................................3
TASK – 4.................................................................................................................................................3
4.1 Importance of marketing Research........................................................................................3
4.2 Undertaking market research for product or service.............................................................3
4.3 Suitable media for marketing the product or service.............................................................4
4.4 Assessment of implementation of the marketing plan..........................................................4
CONCLUSION.........................................................................................................................................5
REFERENCES..........................................................................................................................................6

INTRODUCTION
Marketing is indispensable for any business irrespective of the industry they belong
to. It also has a significant protagonist in driving the hospitality sector as well (Leadley and
Patrick, 2004). The present research study will also describe the concepts of marketing in a
service industry and the ways these concepts can be executed. For this purpose, Hilton Hotel
is being taken into consideration. It is a global brand of full service hotel and resorts is
present in more than 85 nations of the world. Business have targeted both business as well as
leisure travellers and has grabbed the leading position in UK (Hilton, 2018). The current
research paper will also throw light on role being played by marketing cycle in a service
industry environment and will analyse the suitability of different media for marketing the
products and services of the hotel.
TASK – 1
1.1 Discussing the concepts related to marketing
Focusing in relation with marketing, it is a procedure for developing relationships,
initiating communication and delivering of value to the customers in an effective manner.
Hospitality or service industry marketing is different as it is concerned with the tangible
goods like service, ambience, products etc. Hotel Hilton has attained such popularity and
recognition through application of varied concepts of marketing and the core concept is being
defined underneath: Product concept – The product concept entails that marketing efforts will be
minimized of the company has paid attention towards the quality and price of the
product. Hotel Hilton is also focusing towards this and offering high quality products
and services at reasonable price to their customers (Mooij, 2010).
 Selling concept – This notion believes that clients will not be attracted towards the
hotel of they are not being promoted aggressively.
 Marketing concept – Considering this concept, hotel Hilton first determines the needs
and wants of the customers and then develops the product accordingly so that they are
satisfied.
 Societal concept – For achieving the objectives of the organization, the needs of the
patrons should be satisfied in long run. It also focuses towards the welfare of the
society simultaneously (Pride, 2011).
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1.2 Influence of marketing environment on Industry
The success and failure of the marketing plan of the company is based on the
marketing environment. Hotel Hilton is also operating in such business environment which
changes constantly. Because of these modifications, either opportunities or threats is being
faced by the business holders. Thus, it is quite vital to evaluate the micro and macro
environmental factors prior taking decisions in regards with the marketing strategies. Hotel
Hilton significantly coordinates with their suppliers of the products, analyses rivalries,
arrange finance and attract clients for better functioning within the hotel (Keyes, 2010). They
also synchronize these factors for better implementation of operations of the firm.
There are many external factors such as density of population, age, size, structure,
occupation and gender ratio which helps in determining the price competition in the hotel
industry. Further, economic factors such as interest rate, gross domestic product, disposable
income as well as consumption pattern has direct influence on the operation of the hotel.
Additionally, current tax policies in various nations, regulations, stability of the government
needs to be considered for smooth flow of activities, which is sometimes emerge as a tough
task for the hotel. Other than this, lifestyle of people, changing taste and preferences of
people, size of the family and awareness between the societies significantly affects the
marketing strategy of Hotel Hilton (Kotler and Armstrong, 2004).
1.3 Significance of consumer market in hospitality industry
The main purpose of marketing for Hotel Hilton is anticipating, meeting as well as
satisfying the requirements of the clients. Thus, it is quite necessary for the marketers to
determine their target group and their purchasing nature. Those individuals who buy services
related to hospitality for their personal use are defined as end users and this group is known
as consumer market. Different factors affects the decision of purchase of the customers and
most of the time, hotel fails to identify such factors. For this purpose, it is important to review
the case studies of many hotel chains and other ventures related to hospitality industry. For
example, Starbucks has not understood the consumer market of China and decided to open
their outlet there. However, later they have faced problems, as they have not conducted taste
profile analysis of the consumers (Solomon, 2014). Thus, it is necessary for Hilton to
understand the present as well as future demands of the clients to avoid such conditions. If
they comprehend the consumer market than effective marketing planning is possible.
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1.4 Justification for development of various market segments
For different market segments, consumer market is very important. Focusing towards
market segmentation, it is being defined as a procedure where customers having similar needs
are assembled into different groups in the market. With these protocol, Hotel Hilton can focus
on each and every needs of their clients. There are numerous variables based on which the
segmentation of customers is being carried out by Hotel Hilton like geographic (region, area,
nation), behavioural (attitude, knowledge, response), demographic (age, income, size of
family) and psychographic (values, interest, traits) (Wedel and Kamakura, 2012). This
segmentation of the market will support the hotel in identifying groups that have an outlook
to buy their product and services so that the marketing strategies of the hotel is aligned
towards a specified category of the customers and can operate effectively. Further,
segmentation of the customer market provides a business with an opportunity to customise
their marketing messages and slogans.
TASK – 4
4.1 Importance of marketing Research
For the purpose of comprehending the products and services being offered by the
competitive firms in the industry, a planned market research holds a significant position.
Seeking help from the market research, Hotel Hilton can bring forth innovation in their
services and products and they can also accumulate information in regards with the prices and
other vital components. Other than this, market research also supports the hotel in analysing
the present demand within the market and forecast the demand in future too. Furthermore, it
also aids the Hotel Hilton is making important judgements in relation with their products as
well as services (Morrison, 2010). The hotel is quite aware about the relevance of market
research for their operations and thus, they are managing their activities meritoriously.
Moreover, they are able to make their customers satisfied through better understanding their
needs and condition of the external market.
4.2 Undertaking market research for product or service
Generally, market research is being undertaken for understating the response of the
customers about the new products and services being implemented by the hotel. Hotel Hilton
has decided to introduce new fusion menus so that they can attract the clients from all around
the world (Burns and Bush, 2003). For this purpose, the hotel has selected their outlets which
are located all across the UK. The primary research was being undertaken by the hotel by
including their valuable customers. They have carried out interview and other consulting
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sessions which significantly included both open and close ended questions. On the other side,
the secondary research was being carried out by making use of internal records like
publications of the government, journals, articles, newspaper, record and information about
the customers and many more. Furthermore, the accumulated information was being
evaluated by making use of pie charts and brad graphs being developed from the feedbacks
offered by the sample population. Seeking help from the data interpretation as well as
findings, Hotel Hilton will be able to determine whether the new fusion menus is successful
in fulfilling the taste ad preferences of the clients or not (DelVecchio, Henard and Freling,
2006).
4.3 Suitable media for marketing the product or service
It is quite essential to apply suitable media for marketing the products and services of
the hotel so that they can aware public about the new launch of the hotel i.e. “new fusion
menus”. The choice of media is helpful in boosting the sales level and awareness of the brand
in the hospitality sector. Further, it is important to note that the marketing media should be
reasonably budgeted so that maximum results can be attained. However, if the marketing
budget is quite higher than it can decrease the profit levels of the hotel (Davis, 2013). There
are different media available for Hotel Hilton in order to market their new product and
service such as TV and print media i.e. newspaper, banners, radio, pamphlets, Journals and
magazines. Further, the selection of all these media is being affected by the nature of the
market, product and services taken into account. For example, for the new fusion menu, Hotel
Hilton wants to attract global consumers. For this, the appropriate media will be web based
advertising since it can be used all throughout the globe. Moreover, for the purpose of
attracting local and national consumers, the hotel can used print media such as newspaper,
magazines and TV networks (Constantinides, 2006).
4.4 Assessment of implementation of the marketing plan
It is very vital for the firm to analyse market research for the purpose of facilitating
operative decision making. Seeking help from the marketing research, Hotel Hilton can
gather information in regards with the new fusion menus for the customers of United
Kingdom. The research being carried out by the hotel and feedback accumulated from the
respondent significantly reveals that the customers all around the country will accept the new
fusion menus being offered by the hotel (Claudio, 2011). Furthermore, the new fusion menus
being offered by the hotel is successful in accomplishing the new taste and preferences of the
clients as well as trends in the market. In addition to this, the research also reveals that prices
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of the products in the menu is being charged according to the quality of the products. The
menu is being framed in the manner that it’s considerably suits the requirements of each and
every market segment. The company has adopted right channel of communication and was
successful enough in attracting customers from all market segment. Crucial resources such as
efficient manpower, money and methods were made available effectively within a stipulated
time period and because of this Hotel Hilton was successful in producing a new fusion menus
as well as capturing the market. They have achieved a competitive edge over the other firms
in the market with effective marketing plan in place (Ayala, Staros and West, 2006).
CONCLUSION
Consequently, it can be said that marketing holds huge significance in the growth as
well as development of the service or hospitality industry in UK. The service industry in the
country is evolving continuously from past few decades. Further, it was found that the
concepts, approaches as well as philosophies of marketing has high amount of contribution in
the hospitality industry. The research report was also quite successful in presenting market
research for introduction of new product by Hotel Hilton.
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REFERENCES
Books and journals
Ayala, G., Staros, E. and West, J., 2006. Marketing quality in the hotel sector. Service quality
in hospitality organizations. New York: Cassell.
Burns, A. and Bush, R., 2003. Introduction to marketing research. In Marketing Research.
New Jersey: Prentice Hall.
Claudio, V., 2011. The Marketing Mix. British Food Journal, 103(2), pp.97-111.
Constantinides, E., 2006. The marketing mix revisited: towards the 21st century marketing.
Journal of marketing management, 22(3-4), pp.407-438.
Davis, K., 2013. A brief history of marketing. Entrepreneur.
DelVecchio, D., Henard, D.H. and Freling, T.H., 2006. The effect of sales promotion on post-
promotion brand preference: A meta-analysis. Journal of retailing, 82(3), pp.203-213.
Keyes, J., 2010. Marketing IT-Products & Services. New York: Sage Publication.
Kotler, P. and Armstrong, G., 2004. Principles of marketing. New Jersey: Pearson Education,
Inc.
Leadley, P. and Patrick, F., 2004. Marketing: Essential Principles, New Realities. Glasgow:
Kogan Page Publishers.
Mooij, M.D., 2010. Global Marketing and Advertising: Understanding Cultural Paradoxes.
California: SAGE.
Morrison, A.M., 2010. Hospitality & travel marketing. 4thed. Clifton Park, NY: Delmar
Cengage Learning.
Pride, W.M., 2011. Marketing. Texas: South-Western Cengage Learning.
Solomon, M.R., 2014. Consumer behaviour: Buying, having, and being. 10th ed. Englewood
Cliffs, NJ: Prentice Hall.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and
methodological foundations. 8thed. Springer Science & Business Media.
Online references
Hilton. 2018. [Online]. Available through: <https://www3.hilton.com/en/index.html>.
[Accessed on 5thOctober 2018].
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