Hospitality Sales and Merchandising: A Detailed Report on Hilton UK

This report evaluates the sales development and merchandising strategies employed by Hilton Hotel UK. It begins by assessing various promotional activities like coupons, rebates, and contests, recommending improvements for attracting more customers. The report then delves into personal selling techniques, emphasizing verbal and non-verbal communication, upselling, understanding customer needs, product knowledge, linking selling and service, and encouraging repeat business, providing suggestions for enhancing these techniques. The influence of operational design on sales revenue is discussed, highlighting the importance of coordination and technology. Finally, the report justifies key principles in a sales training program, including positive sales attitude, specific promotional training, incentives, rewards, and importance preparations, all crucial for improving sales performance. The report concludes that effective sales strategies and training are essential for Hilton Hotel UK to maintain its competitive edge and increase revenue.

Running head: Hilton Hotel 1
Hospitality
Sales Marketing and Merchandising

Hilton Hotel 2
Contents
Introduction.................................................................................................................................................3
3.3 Promotional activities and recommendations for improvement.............................................................4
4.1 Personal selling techniques and recommendations................................................................................6
4.2 influence of operational design on sales revenue...................................................................................8
4.3 Justify key principles in a sales training programme.............................................................................9
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12

Hilton Hotel 3
Introduction
Hilton Hotel is one of the famous hotels in the hotel industry that offers a high level of services
to the customers for maintaining its reputation in the competitive environment. The objective of
this paper is to elaborate the promotional activities using by Hilton UK hotel to attract customers.
Personal selling technique increases the attention of the persons towards consuming the services.
The influence of operational design on sales revenue for the Hilton UK will be demonstrated
under this paper. At last, the essential major principles in a sales training of the hotel will be
elaborated for bringing better understanding towards increasing revenue structure.

Hilton Hotel 4
3.3 Promotional activities and recommendations for improvement
Promotional Activities
Sales promotional is considered as the elements of the promotional mix. It is the approach that
uses both media marketing and non-media marketing communications for a pre-decided, limited
time to amplify customer demands. Along with that sale, promotion is considered as the pull
marketing technique which helps to gain the attention of the customer towards the services. In
the context of Hilton UK hotel, the promotional activities are Coupons, Rebates, Games,
Contests, and Sweepstakes which should be provided by hotel in different scenario.
Coupons
Coupons are the component of sales promotion that assists in attracting the attention of the
customers towards the services (Nath, Acharjee, Tuhin and Forhad, 2016). It is vital for the
Hilton Hotel to consider these promotion activities in festival season for increasing the sales of
the hotel. This should be implemented by focusing on the price rather than brand loyalty. The
hotel should generate coupon at a discounted price for the accommodations by which the
company would be able to attract the customers.
Rebates
This sales promotional activity should be given by the Hilton Hotel to the customers for whom
the hotel can discount the prices of rooms and food services. This activity can be done by the
company in holiday season. The rebate amount should be certain on each type of rooms and
facilities (Zhurkina, Ukhanova, and Nikishin, 2015).

Hilton Hotel 5
Games, Contest and Sweepstakes
It is an effective approach of sales promotional activities as the games, contests, and sweepstakes
help in increasing the attention of the customers towards the places. This strategy should be
implemented by the company in holiday season when visitors visit London for holiday purpose.
Once they join any contest and games, they connect with the hotel for a long time due to get
high-quality services and respect from the staff.
Recommendations for Hilton UK
It has been recommended to the Hilton Hotel to consider sales promotional activities for the
purpose of increasing the attention of the customers towards the services and make them realize
that this hotel is having excellent services for accommodations with lots of features. It could be
done by providing discounted booking price on the rooms. Along with that, the hotel should
provide the package of living in which the hotel can design this combo for 2 days or 3 days in
which facilities of food and travel will be included. It would increase the comfort of the customer
and when they get all facilities in one place, they will prefer this hotel for staying. The word for
the mouth is another promotional strategy that can enhance the unexpected sales of the hotel
(Noone, McGuire and Rohlfs, 2011).

Hilton Hotel 6
4.1 Personal selling techniques and recommendations
Personal selling techniques
Personal selling is a technique that salespeople utilize it to convince customers to buy a product.
The salesperson is taken the personalized approach for the purpose of meeting the requirements
of the customers and to elaborate the process that the product will benefit him. There is some
personal selling technique that will help in increasing the sales and bringing the improvement
within the operation of the company. These personal selling techniques are defined below:
1. Verbal and nonverbal communication
It is the effective approach of selling techniques by which one can connect with customer in a
sophisticated manner. Verbal communication can be done by the employee of the hotel by
explaining the services and offers of the company to the customers. Non-verbal communication
can be done by sending messages, mails, and letters to the customer about the updated services in
the hotel (Adrian, Phelps and Totten, 2017).
2. up selling efforts
It is one of the personal selling techniques where the seller encourages the customers to buy
more expensive items or add-ons in an attempt to make a more advantageous sale.
3. Understanding customer needs and wants
Personal selling techniques help in understanding the needs of the customers which increase the
revenues and sales of the company in a more significant manner (Paesbrugghe, Sharma,
Rangarajan and Syam, 2018).

Hilton Hotel 7
4. Product knowledge
It is necessary for the personal selling technique to have the better understanding about the
product because if one who has the responsibility of personal selling and has not sufficient
knowledge regarding products or services, would be unable to attract the customer.
5. Linking selling and service
It is the capability of personal selling technique to connect selling and service. The connection
between both would increase the revenue of the company.
6. Encourage repeat business.
The main motto of the personal selling technique is increasing the repeat business that is why the
way of presentation of the services should be attractive so that the customer can bound to
experience again the same services (Molina-Azorín, et. al., 2015).
Recommendation to Hilton UK hotel to make improvement
It has been suggested to the Hilton hotel to make effective personal selling technique for
promoting the business activities in more efficient manner. For this, the hotel should give the
training and development program and there should be proper structure of demo class in which
one who is selected to personal selling technique give demo so that the error can be caught
within the organization. Along with that the Hotel should provide the training to the employee
for encouraging the customers for buying expensive products and it can be done by explaining
them about the high level of services of the particular package which can be referred as up-
selling efforts.

Hilton Hotel 8
4.2 influence of operational design on sales revenue
The role of the operational design is significant to attract the new visitors and targeted customers
to use the service of the Hilton Hotel UK. It is essential for the hotel to make better coordination
and cooperation among employees in order to increase the effectiveness of operation design and
increasing the sales revenue. However, the management of the hotel is able to maintain the good
standards of the hotel but it is required for the operation of the hotel to perform well and timely
for meeting the satisfaction level of the customers. The goods services strike in the mind of the
customer that enforces them to visit hotel again for consuming the services (Miguel and Brito,
2011). To handle the records of the employee and maintain the operation of the hotel, the Hilton
hotel uses latest technology and maintains the records by using software. The effective
operational process shows in the outcome of hotel by which people spread the word of mouth
regarding the services of the hotel that influence other to avail the services of the hotel (Valette-
Florence, Guizani, and Merunka, 2011). Criticism situation regarding the services should be
managed by the management of the Hilton as these sorts of operational activities would be
helpful in increasing the sales and earn more profits.

Hilton Hotel 9
4.3 Justify key principles in a sales training programme
Sales training programme has a significant role to make hotel successful and leader in the hotel
industry. It is necessary for the employees to have the effective knowledge regarding the
products and services which can be increased with the help of sales training (Franko and Tirrell,
2012). The skillful employee will facilitate Hilton to develop their brand image and sales. The
key principles of positive sales attitude, specific promotional training, incentives and rewards
and importance preparations should be involved in the sales training procedure.
Positive sales attitude
The attitude of the employees must be positive towards selling the goods as it increases the
number of customers significantly (Horng and Lin, 2013). It is necessary for then hotel because
the behavior and the positive attitude matters high for the growth of the organization.
Specific promotional training
There should be specific promotional training in a proper environment so that everyone can give
proper attention to the training programs. In the promotional training, employees should be given
effective knowledge regarding the selling of promotional activities and how to deal with
customers with good nature.
Incentives and rewards
There should be proper structure of rewards and incentives within the hotel which would be
helpful to encourage employee for bringing in new customers by using selling promotional
techniques.

Hilton Hotel 10
Importance preparations
The preparation of the training method should be effective as it should entail all necessary
aspects regarding increasing the sales of the hotel. Time utilization should be done in the proper
manner for which the organization needs to make an action plan in which each activity should be
written down with timing.
The above mentioned key principles are essential as they would be helpful in increasing the sales
of the Hilton Hotel in the UK. Utilization of the effective technology should be ensured so that it
might be suitable to provide training in a sophisticated manner. It is required for the Hilton Hotel
to have skilled and professional employees and to make them well informed and capable for the
task which attracts the consumer is developing by the training. Hence, all this point should be
entailed at the time of preparing training program for the purpose of increasing the sales because
there should be better use of resources.

Hilton Hotel 11
Conclusion
It has been concluded that the promotion activities are considered as the pull marketing
technique which helps to gain the attention of the customer towards the services. Hilton hotel of
UK has been taken for this assignment to elaborate the personnel selling techniques and
influence of operational designs on sales revenue of the hotel. The discussion has been made on
the sales training which show that it is essential for the employees to have the effectual
information regarding the products and services which can be improved with the help of sales
training.

Hilton Hotel 12
References
Adrian, C.M., Phelps, L.D. and Totten, J.W., 2017. Using personal selling techniques to
influence student evaluation of faculty instruction. Journal of Learning in Higher
Education, 13(2).
de Souza Miguel, P.L. and Brito, L.A.L., 2011. Supply Chain Management measurement and its
influence on Operational Performance. Journal of Operations and Supply Chain
Management, 4(2), pp.56-70.
Franko, O.I. and Tirrell, T.F., 2012. Smartphone app use among medical providers in ACGME
training programs. Journal of medical systems, 36(5), pp.3135-3139.
Horng, J.S. and Lin, L., 2013. Training needs assessment in a hotel using 360-degree feedback to
develop competency-based training programs. Journal of Hospitality and Tourism
Management, 20, pp.61-67.
Molina-Azorín, J.F., Tarí, J.J., Pereira-Moliner, J., López-Gamero, M.D. and Pertusa-Ortega,
E.M., 2015. The effects of quality and environmental management on competitive advantage: A
mixed methods study in the hotel industry. Tourism Management, 50, pp.41-54.
Nath, S.D., Acharjee, M.K., Tuhin, M.K.W. and Forhad, M.N., 2016. Promotional Activities for
Vaccine’s Market Development in Bangladesh: Advances So Far and Prospects
Ahead. International Journal of Business and Management, 11(3), p.223.

Hilton Hotel 13
Noone, B.M., McGuire, K.A. and Rohlfs, K.V., 2011. Social media meets hotel revenue
management: Opportunities, issues and unanswered questions. Journal of Revenue and Pricing
Management, 10(4), pp.293-305.
Paesbrugghe, B., Sharma, A., Rangarajan, D. and Syam, N., 2018. Personal selling and the
purchasing function: where do we go from here?. Journal of Personal Selling & Sales
Management, 38(1), pp.123-143.
Valette-Florence, P., Guizani, H. and Merunka, D., 2011. The impact of brand personality and
sales promotions on brand equity. Journal of Business Research, 64(1), pp.24-28.
Zhurkina, L.S., Ukhanova, J.A. and Nikishin, A.F., 2015. Promotional activities in trade and
different ways to improve them. Austrian Journal of Humanities and Social Sciences, (5-6),
pp.157-158.