Hospitality Marketing Strategies and Analysis: Hilton Hotels Report

This report provides a detailed analysis of the marketing strategies employed by Hilton Hotels & Resorts. It begins with an introduction to the hospitality industry and the company's background, followed by an overview of marketing concepts, including current and future trends such as personalization and voice search. The report then delves into the marketing process, outlining strategic analysis, marketing mix planning, implementation, and control. A significant portion of the report is dedicated to the role and responsibilities of the marketing function, including market research, strategy development, communication material creation, product development, and pricing. The report also examines the interrelationship of the marketing function with other departments, such as research and development, production, finance, and human resources. Furthermore, it highlights the importance of marketing in the context of the company and explores how hospitality organizations, specifically Hilton and Marriott, apply the marketing mix (product, price, place, promotion, people, physical evidence, and process). The report concludes with a critical analysis of the relationship between functional departments and the overall impact of marketing strategies on a hospitality business.

Hospitality Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Introduction to concept of marketing...........................................................................................3
Overview of marketing processes................................................................................................3
Role and responsibilities of marketing function..........................................................................4
Interrelationship of marketing function with other functional departments................................5
Importance of marketing role in context of company..................................................................7
Ways in which hospitality organisations apply marketing mix...................................................7
Critical analysis of importance of relationship between functional departments........................9
ACTIVITY 2 (Covered in PPT)......................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality industry is one of the major area in service industry that involves food and
drink service, lodging, theme parks, cruise lines, transportation, travelling etc. It can also means
that, people motivating and welcoming other people into their homes or place at which they work
(Horton, 2019). The Report is based on Hilton Hotels & Resorts. It was founded in year 1919 by
Conrad Hilton. Headquarter of the hotel is located in Virginia, U.S. It belongs to hospitality
industry. The Report will outline role and responsibilities of marketing function, interrelationship
between marketing function and other functional departments. It will also describe importance of
marketing role in organisation, ways in which hotels uses marketing mix including tactics.
ACTIVITY 1
Introduction to concept of marketing.
Marketing :
It can be defined as the activities that are performed by an organisation to promote the
sale of the product or service. It includes activities such as research advertising, promoting,
offering and delivering products to the customers (Issakova, 2015).
Current and future trends : The current and future trends in hospitality marketing are as
follows -
Personalisation marketing -
It supports hospitality companies to provide individualised content to target segment of
customers with the help of data collection and automation technology. For tour operators and
hotels that are operating in hospitality industry it is important to offer personalised services with
the help of targeted e mails.
Voice search -
It is one of the major opportunity for hospitality industry to communicate with clients
through voice activation that works with smartphones, tablets etc. It helps guests to book their
rooms by speaking to the device. Further, they can also control the functions of room like
heating, music, lights through voice search (Kotler and et.al, 2017).
Overview of marketing processes.
The process of marketing includes four types of components that are strategic analysis of
marketing, planning for marketing mix, implementation of marketing and controlling the
activities of marketing. Strategic marketing analysis involves segmenting the whole market,

targeting a specific market segment and using positioning strategies. Further, it includes
marketing mix planning. Firm decides the tactics that will help to achieve strategy goals that
helps to satisfy demands of target customers. Planning for marketing mix involves product
development, packaging and branding etc. Marketing process helps to identify the opportunities
that are existing in the market, selecting a particular target market. Development of marketing
mix helps to improve sales and profitability of the organization.
Role and responsibilities of marketing function.
Marketing function involves different types of roles and responsibilities that helps to
improve growth and success of the company. Marketing department of Hilton Hotel has overall
responsibility to increase share of the organisation in market and contributing to profitability.
Role and responsibilities of marketing function are described below -
Marketing research :
One of the major role played by marketing department is by performing research of the
market. It helps the organisation to identify target market to which firm will offer product or
service. Marketing function helps to promote goods and services of the company. Marketing
department of Hilton Hotel conducts market research with the help of tools like surveys,
questionnaire etc. Further, marketing manager also perform competitive analysis to compare the
solutions of firm with competitors. Competitive analysis helps to develop and improve company
offerings (Litvin and Dowling, 2018).
Developing marketing strategy :
Senior member of marketing department is having major responsibility of developing
marketing strategy in accordance with objectives and strategy. The strategy of Hilton Hotel may
be related with increasing market share. For Example – To open a new channel of distribution
like internet etc. Marketing manager reaches on agreement for strategy with top management
before developing marketing campaigns.
Developing communication materials :
Another major responsibility of marketing department is to conduct planning for
developing communication material and campaigns for promoting goods or services to target
buyers. On the basis of available budget, marketing manager of Hilton Hotel plan advertising
campaigns, develop promotional content for website of the firm such as company brochures,
customer newsletter etc.

Product development :
Marketing department is also responsible for working with new product development
teams to assist in developing better products or services. Employees working in marketing
department of Hilton Hotel provides information regarding customer needs and preferences to
team members that helps to determine the improvements to be made in products or services. In
later stages of the process of product development, marketing manager fixes the price of product
or service and develop plans for launching the product.
Setting prices :
Pricing refers to the process of setting the price of the product or service at which an
organisation offers the product or service to ultimate buyers. Marketing department plays a major
role in developing pricing strategy for the product or service that are offered by Hilton Hotel to
guests. Further, it helps to fix the price of the goods or services, the rate of discount to be give to
clients during occasions or festivals. The decision of marketing department in respect of the price
affects the sale and profitability of the company (Martensen and Mouritsen, 2017).
Seminars, exhibitions and events :
Marketing department also helps to organize various types of events such as booking
exhibition booths, sales conference, plan for logistics of the event, provide event material to
attendees etc. Moreover, they also promote external events for clients and prospects to ensure
that they will attend the event.
Interrelationship of marketing function with other functional departments.
Although, the function of marketing is generally performed by a specialised department.
To develop an effective marketing plan requires close interrelationship with other functional
areas of the organisation. It is normal that, conflicts may arise between marketing and other
departments when delivering plan for the company. The interrelationship between marketing
function and other departments are as follows -
Relationship with research and development department :
Research and development department helps in developing new ideas, new products or
services and innovations etc. The department of research and development should be motivated
by marketing department. Marketer of Hilton Hotel works in collaboration with research and
development department to satisfy needs of target customers by offering innovative goods and
services. The research for manufacturing process is also conducted on the basis of some aspects

of marketing mix. Further, research for logistics can also be conducted for delivering products to
customers in effective and efficient manner (Pratiwi and Sudiarta, 2019).
Relationship with production department :
Production department of the organisation is responsible to perform a wide range of
functions that helps to offer products or services to the customers that helps to develop goods and
services. It is responsible for operating and implementing operating system to develop products.
It may include food and beverage that hotel offer to guests. Marketing department of Hilton
Hotel works in collaboration with operations department to ensure that adequate research and
development will help to meet out customer needs. The volume of orders generated by marketing
can be met out as per the time schedule required for delivery of products. It is normal that
marketing department set deadline that may stretch the abilities of production department.
Marketing manager will like to get the output as soon as possible to gain competitive advantage.
Relationship with finance department :
The finance department plays an important role in performing various functions such as
organizing, planning, accounting etc. It also helps to produce financial statement of the company.
Marketing department works in collaboration with finance department to ensure that there is
adequate funds available for satisfying the requirements of promotion, research and distribution.
Finance department wants that all the departments will work as per the allocated budget.
Relationship with human resource department :
The department of human resource performs various functions such as recruitment and
selection, looking different aspects of employment standards, resolving conflicts etc. Marketing
department helps human resource manager to recruit right number and right type of employees.
Marketing department may also use human resource to conduct induction programmes for
employees. Manager working in market department of Hilton Hotel need in connection with
human resource manager to ensure that skilled workforce is recruited for conducting research
activities for developing ideas for innovative product or services, to develop a competent and
ambitious team. Department of human resource helps to conduct training programmes to
improve the level of skills and abilities of employees that are working in marketing department.

Importance of marketing role in context of company.
The functions of marketing are very important because with the help of effective
promotion and marketing of goods and services the organisation generate income and profits.
Marketing function helps to develop new ideas for developing innovative products or services to
satisfy the needs of buyers. Role of marketing helps to develop relationship between organisation
and customers. It provides confidence to companies for launching the product in the market that
helps to improve sales and profitability of company (Rahman, 2015).
Ways in which hospitality organisations apply marketing mix.
Different ways in which hospitality organisations use marketing mix are as follows -
Heading Hilton Hotel Marriott Hotel
Product It offer product and services to
individuals as well as
companies. It provides
hospitality services worldwide.
Further, the brand owns nearly
586 hotels. The rooms are
crafted with advanced
amenities and modern
diligence. Food and beverage
offered by the hotel is best
hospitality delight for clients.
One of the unique service of
the hotel is request on arrival
room service. It also have
restaurants, wedding and
banquet facility, event
celebrations etc (Rich, 2016).
It is a diversified portfolio of
hotels and resorts. It owns
approximately 30 brands of
hotels that belongs to
distinctive luxury, distinctive
premium, classic premium,
classic luxury etc. Some of
them are Bulgari Hotels,
Meridien Westin etc.
Price Hilton Hotel has selected to
maintain its repo with high
quality and top class amenities.
It targets upper class,
travellers, honeymooners etc.
as its target customers.

It has adopted premium pricing
for its upscale services. The
dedicated researches and team
of experts has decided the
pricing policy for products and
services.
Marriott hotel has adopted
competitor based pricing
strategy. To offer products and
services it performs complete
assessment of the competitors.
It consider the rate used by
other businesses for every
room type, their non-
refundable and refundable
terms, different amenities etc.
Place The hotel is involved in
providing luxurious services to
the customers in nearly 84
countries. It covers six
continents. The global
presence of Hilton Hotel
entails both business
destination and traveller's
delight.
The hotel has global presence
in approximately 110 countries
with approximately 5700
properties. Such as Dubai,
India, Indonesia, Canada etc.
All the hotels of Marriott are
located at prime locations to
maintain the quality. Such as
highways, vital parts of cities
etc.
Promotion The hotel is a known name in
hospitality industry. It selects
unique promotional activities
to help organisation stand out
of the crowd. It uses social
media platforms for attracting
customers to buy products or
services of the organisation.
It offers free gifts,
merchandise, bonus and other
facilities as a part of loyalty
programmes. It also run
promotional campaigns for
advertising the goods or
services.
People It recruits skilled sales
assistants that are responsible
It runs various programmes to
retain loyal workers in the

for the success of all the
activities of the hotel.
organisation.
Physical evidence The hotel is very attractive and
the overall layout of the hotel
is very beautiful.
It grab the opportunities by
providing information and
photographs at the website of
hotel.
Process The hotel provides free
delivery of food and beverages
to the customers (Bull and
et.al, 2016).
It follows effective process for
maintaining better relationship
with clients even after
purchasing process.
Tactical methods used by Hilton Hotel :
It adopts various tactics for attracting customers. The hotel has an attractive website that
helps in effective online marketing of goods and services of the hotel. Further, it focuses on
reducing the cost of operations that helps to improve sales and profitability.
Tactical methods used by Marriott Hotel :
One of the major tactic of Marriott Hotel is its pricing strategy that helps to provide better goods
or services as compared with competitors.
Critical analysis of importance of relationship between functional departments.
The interrelationship between marketing function with other departments is that it helps
to achieve aim and objectives of the organisation. It helps to bring transparency in
communication. One of the disadvantage is that, there may result lack of coordination between
departments.
ACTIVITY 2 (Covered in PPT)
CONCLUSION
The above Report has outlined that there are various trends that are prevailing in
hospitality industry such as personalised marketing, voice search etc. The technology of voice
search provides various opportunities to hospitality firms to provide better customer experience.
Further, the Report has explained that marketing involves various components such as planning
for marketing mix, positioning strategies etc. Marketing helps to perform market research,
developing marketing strategy, communication materials, developing innovative products etc.

The function of marketing is interrelated with other departments such as human resource,
finance, information technology, production department etc. It helps to achieve aim and
objectives of the organisation. It has been concluded that, the role of marketing assist firm to
develop relationship between organisation and customers
REFERENCES
Books and Journals -
Bull, J.W., and et.al, 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis
of the ecosystem services framework. Ecosystem services. 17. pp.99-111.
Horton, D., 2019. Potatoes: Production, marketing, and programs for developing countries.
CRC Press.
Issakova, A., 2015. Marketing Mix of the Hotel (Doctoral dissertation, Vysoká škola hotelová v
Praze).
Kotler, P.,and et.al, 2017. Marketing for hospitality and tourism.
Litvin, S.W. and Dowling, K.M., 2018. Tripadvisor and hotel consumer brand loyalty. Current
Issues in Tourism. 21(8). pp.842-846.
Martensen, A. and Mouritsen, J., 2017. Prioritising marketing activities in different types of
marketing functions. Total Quality Management & Business Excellence. 28(11-12). pp.1264-
1284.
Matthyssens, P., and et.al, 2016. Aligning marketing and purchasing for new value creation.
Industrial Marketing Management. 52. pp.60-73.
Pratiwi, N.P.L. and Sudiarta, M., 2019. ALTERNATIVE MARKETING STRATEGIES FOR
LOW SEASON PERIOD AT COURTYARD BY MARRIOTT BALI SEMINYAK RESORT.
Journal of Applied Sciences in Travel and Hospitality. 2(2). pp.109-119.
Rahman, W., 2015. Interrelationship of employee development, Organizational commitment, Job
Satisfaction and their impact on turnover intentions. City University Research Journal. 5(2).
Rich, D.C., 2016. A review of solid-state lighting and its impact on the marketing and production
of decorative coatings. Journal of Coatings Technology and Research. 13(1). pp.1-9.
Online -
Role and responsibilities of marketing department. 2015. Online Available
Through:<https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>