Hospitality Marketing Essentials: Hilton Hotel Case Study

This report provides a detailed analysis of the marketing strategies employed by Hilton Hotels. It begins with an introduction to the company and its global presence, followed by an examination of the roles and responsibilities of the marketing function within the organization. The report then delves into the marketing mix, analyzing Hilton's product offerings, pricing strategies, distribution channels (place), and promotional activities, comparing them with those of a competitor, J.W. Marriott. A key section focuses on Hilton's market plan, including an executive summary, mission and vision statements, objectives, situational analysis (SWOT), and proposed marketing strategies, including a new product feature. The report concludes with a financial planning section, outlining estimated expenses, and a discussion of segmentation, targeting, and positioning (STP) strategies. Overall, the report provides a comprehensive overview of Hilton's marketing approach and its application in the hospitality industry.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P 1: Roles and Responsibilities of marketing function with Hilton Hotel..................................3
P 2 Roles and Responsibilities of Marketing..............................................................................3
LO 2.................................................................................................................................................3
P 3 market mix............................................................................................................................3
LO3..................................................................................................................................................6
P4 market plan.............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the promotions of enterprise products and services to a reference point customers. It
is a business process works upon satisfy the need and demands of customers in market.
Hotel Hilton is a huge brand of full service's hotel and restaurants. It is multinational
hospitality company. It was established by the Cornard Hilton on may 31, 1919, hundreds years
ago. This study includes roles and functions of marketing, it also represents the roles and
responsibilities in wider organization's context. This study also considers the concept of
marketing mix and its 7 P's. Also, its shows the procedure of market plan in hotel.
MAIN BODY
LO 1
P 1: Roles and Responsibilities of marketing function with Hilton Hotel
P 2 Roles and Responsibilities of Marketing
(covered in ppt)
LO 2
P 3 market mix
HOTEL HILTON J. W. Marriott
Product Hotel Hilton provides a wide
range of service to its
customers which includes
online bookings, bars,
restaurant facility, gym, pool
facilities which are some of
core services provided by
Hilton to its customers. This
services provides a strong base
of customers. They also
provides secondary services
The product service offered by
Marriott are in wide variety
therefore customer needs to
choose it which becomes a
tough for its customer.
Products quality is higher
which means higher price
(Guaracino and Salvato,
2017).

like 24 hours room service,
laundry facility which
differentiates Hilton from
others.
price Pricing strategies of hotel
Hilton is based on the facilities
they provide to the customer it
consist of economy class
premium class suites and
presidential suites which have
different pricing ranges.
Special offers are given to the
permanent customers (Dixit,
Lee and Loo, 2019).
Pricing strategy of the Marriott
are different based on the
competitor of the industry
pricing is adjusted according
to the market demands like in
off seasons pricing is made
minimal whereas at the peak
time of year pricing are high.
Prices of Marriott are usually
high as compared to others.
place Hilton Hotels have a strong
hold of customers in UK and
elsewhere. They have 745000
rooms in more than 100
countries. Which give them a
vast customer base. They have
a wide range of hotels and
resorts worldwide. Social
media has also boosted the
widespread of Hotel Hilton.
Marriott is situated in many
countries therefore to manage
Marriott gives franchise to
whole seller who work for
Marriott and gives them
profitability. Marriott directly
sales its services to clients
online. Marriott has a wide
range of hotels and resorts
across the globe. Which gives
them a huge customer base
(Pike, 2015).
People People working with Hilton
Hotels are quiet satisfied with
the management and salary
procedure. They play a vital
People working with Marriott
are skilled but are not paid as
they must get. They play a
vital role in making efforts to

role in making profit to the
industry. People working gets
ample wages according to the
work.
make company profitable.
They are always depth to work
for long working hours will
less of incentives.
promotions Promotion strategies of Hilton
is very clear with the strong
customer base the the
promotions are easy they also
promote through online
marketing which provide them
a wide support to the hotel
(Pappas, 2015.).
Promotions done by Marriott
are by advertisements done by
the industry online as well as
offline. Promotions are always
done on the basis of discounts
provided by the firm to gain
customer base.
Physical environment Physical environment provided
to the customer must be good
like clean rooms, nice and
healthy atmosphere and
surroundings which gives a
customer a sense of touch
towards nature
Marriott provides a wide range
of physical environment
according to the need of
customer. Physical
environment provided is quiet
sustainable and healthy. With
neat and clean floors well
decorated and furnished floor
area attractive entrance which
give a mind pleasing frame to
the customers.
process Process is generally carried out
by using customers by
providing them with services
and using promotional
strategies to uphold the
service. Process is carried out
to satisfy customers (Melissen
Process is generally carried out
by the use of elite members.
Which can make service
expand this includes company
which have a permanent stay
in their hotels. The distribution
of goods and service helps the

and Sauer, 2018). process to increase if the client
gets satisfied they get profits.
LO3
P4 market plan
Executive Summary:
Hilton Hotels was founded by Conrad Hilton. Hilton Hotels are established in more than 100
countries with a vast customer base. Around 66 properties are purchased or leased and around
244 are franchised. They usually targets business travelers or leisure travelers in many major
cities in the world.
New facility introduced is with the advancement in technology we have provided with tablets
which have all the features like light control, television control, air conditioning control you can
even call home service with this tablet (Eletxigerra, Barrutia and Echebarria, 2018).
Mission & vision : Vision of HILTON Hotel is to fill earth with light and warmth of hospitality.
Mission is to be the first and only choice for customers in the field of Hospitality.
Objectives- To increase sales of the new product by 10% till the end of year 2020.
To increase the market share by 30% till the end of year 2022.
To enhance customers experience by 10% in upcoming 6 months (Pantelidis, 2016.).
To increase the profitability by 20% till the end of year 2020.
Situational analysis:
situational analysis includes SWOT analysis of the firm.
Strength:
 Hotel Hilton have a strong customer base.
 They have a very unique customer retention scheme.
Weakness:
 they have a high depth to pay as in loans.
 The flexibility and less versatile because of larger size of the organization (Malik and
Sharma, 2019).
Opportunities:
 formation of a strategies to obtain a higher market value.
 Focusing on the research to obtain a different image in market.
Threats:
 threat of political influence in different countries.
 Adverse change in climate in different countries affects performance of firm.

Marketing Strategy:4 p's
Product: product service provided by Hotel Hilton is the advancement in technology by
providing a tablets which control the overall feature of the room like lights, fans, televisions, air
conditioning system etc. this new features attracts more of customers to the firm. This product is
unique in its own way which gives customer a special feature.
Pricing: pricing of this feature will be a one time investment as the initial cost will be higher but
this will attract more of customers and will allow you to stand out of chaos (Lee and et.al.,
2016).
Place: this feature can be introduced in the high end firms which are USP of the hotel chain.
Where more of business travelers are accommodated.
Promotions: this feature can be advertised on the front desk of every hotel of this hotel chain
this must be introduced to customers while check-in. It can be promoted online on official site of
the Hotel (Chandiok and Sharma, 2017).
Financial Planning:
Expenses Amount
Salary £55.00
Rent £60.00
Other variable expenses £50.00
Total £165.00
STP:
SEGMENTATION: This can be applied on the Hotels where the geographical scenario is quiet
stable throughout the year where there is less of network problems around which can generate a
good local area network (Kooli and et.al., 2016).
TARGETING: This features mainly target officials and persons of mid teenage like 23-32
years.
POSITIONING: This will help the firm to decrease the cost by increasing the customer base.
Which will help the company to flourish better.
Monitoring and Controlling:
This includes the monitoring of the success of the program which we are under activity.
Monitoring can be done by seeing the success rate of the program taking place.

Its controlling can be done by taking preventive measured that it can not spoiled or misused, this
activity need to be tracked and controlled by giving a strict access (Pike, 2015.).
CONCLUSION
The above study includes the roles and responsibilities of market functions. The
marketing functions involves in various roles and responsibilities of organizations, they are
responsible for growth of the business. The major roles and responsibilities of marketing is
product, development, finance, planning, promoting etc. These study also includes basic
marketing plan, which is responsible for achieving goal and objects of business. It includes,
market research, market strategy, competitive analysis etc.

REFERENCES
Books and Journals
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.
Cheng, J.C. and Chen, C.Y., 2017. Job resourcefulness, work engagement and prosocial service
behaviors in the hospitality industry. International Journal of Contemporary Hospitality
Management. 29(10). pp.2668-2687.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of destination Marketing &
Management. 9. pp.72-84.
Guaracino, J. and Salvato, E., 2017. Handbook of LGBT tourism and hospitality: a guide for
business practice. Columbia University Press.
Kooli, K and et.al., 2016. Better together? A hospitality case for umbrella branding. Journal of
Business & Industrial Marketing. 31(8). pp.1004-1016.
Lee, S.M and et.al., 2016. Journal of Tourism & Hospitality.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Pantelidis, I., 2016. Hospitality management: a brief introduction. Tourism Management, 57.
pp.311-311.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
Pike, S., 2015. Destination marketing: essentials. Routledge.

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