Unit 15: Hospitality Marketing Essentials - Hilton Case Study Report

This report provides a comprehensive analysis of hospitality marketing, using Hilton as a case study. It begins by examining the key roles and responsibilities of marketing functions within the hospitality industry, specifically focusing on Hilton's practices. The report explores the relationships between the marketing department and other organizational departments such as operations, finance, HRM, and sales, highlighting their interdependencies. Furthermore, it delves into a comparative analysis of marketing mix planning (price, product, promotion) between Hilton and Marriott, evaluating their strengths and weaknesses. The report concludes with a discussion of a marketing plan for Hilton, aimed at enhancing its competitive positioning and achieving its objectives. The report incorporates references to support the analysis.

Unit 15 - Hospitality Marketing
Essentials

Table of Content
INTRODUCTION................................................................................................................................3
LO1.......................................................................................................................................................3
P1 Examining key roles and responsibilities of marketing function...........................................3
P2 Relation of roles and responsibilities of marketing with wider organisational context.........6
LO2.......................................................................................................................................................7
P3 Comparison of marketing mix planning among hospitality organisation to meet company
objectives....................................................................................................................................7
LO3.......................................................................................................................................................9
Marketing plan- COVERED IN PPT..........................................................................................9
CONCLUSION....................................................................................................................................9
REFRENCES.....................................................................................................................................10

INTRODUCTION
Hospitality industry is one of the widely dynamic transformative evolving industry where
varied new diverse trends such as artificial intelligence, best hygiene facilities,commercial
innovation are in demand. Marketing plays crucial role in hospitality industry for shaping
innovation actively, evolve towards vision oriented domains and to rise on best revenue
benchmarks. Hilton has been taken for report as case scenario, which is one of the most premium
hospitality brand having wide range of services in accommodations to evolve towards varied work
horizons. The report will be explaining key roles, responsibilities of marketing and
interrelationships with various organisation departments to attain higher revenue targets. Study
further will evolve focus on marketing mix comparison factors among organisations in hospitality
industry. The study further will presentmarketing business plan for Hilton to evolve on varied new
parameters ,for keeping up competitive diversity among productive horizons raise on strengthened
business positioning.
LO1
P1 Examining key roles and responsibilities of marketing function
Hilton as one of the premium hospitality brand aims to keep active focus on best marketing
of all services, where operations are marketed as per global competitive domains imperatively.
Hospitality marketing has been productively raising on varied work aspects to bring new scale
growth among competitive horizons, informative marketing towards business positioning.
Marketing drives product awareness, cultivates brand credibility and builds trust among your target

buyers, where Hilton aims to provide value amongglobal audience in the form of digital marketing
scenarios.
Role of marketing can be analysed on following scenarios:
 Defining and managing brand: Hilton marketing managers have role to define brand, by
bringing on competent scale operative goals, harnessing innovation actively
fordeliveringcreative efficacy. Marketing enhances brand promotional aspects among varied
target customers effectively,raise on best performance goals imperatively towards new
vision oriented domains (THE IMPORTANCE OF MARKETING IN THE HOSPITALITY
INDUSTRY, 2016).
 Conducting campaign marketing: Marketing department at Hilton has role to conduct best
marketing campaign with innovative creative resources functionally, also for strategic
planning to deliver promotion among target customers. For best marketing department
functions there should be focus pertained towards varied new skill sets in businesses. New
ompetent performance arenas where professionals generate brand value is also widely
crucial.
 Producing marketing promotional materials: The varied range ofmarketing promotion
materials, also come in as role of marketing function by heading towards innovative vision
oriented aspects, for strategic growth domains towards revenue growth.
 Managing social media promotions: Marketing department has also role for managing
innovative social media promotions effectively, strategically plan best resources to diversely
grow . . This can be understood to be most essential role for delivering social media
operational efficiency, bring on dynamic working parameters for s trategic diversity (The
Role of a Marketing Department, 2021).
Functions of marketing function
 Managing marketing relationships with agencies and partners: The function of marketing
department is to form best strategic relationships with agencies, varied partners among
corporate scenarios. By forming marketing relationships with external agencies and
commercial competitive business partners, Hilton aims to evolve on dynamic business goals
towards revenue targets effectively. Relationships with external agencies, partners define
strong vision oriented marketing, to enhance customers targets market reach and for
pertaining new enhance competencies further. In order to attain towards goodwill among
external stakeholders and marketers, Hilton aims to hire best expertise among marketing
departments competitively. This factor can also be understood as major aspect among

keeping relationships developed among agencies, commercial business partners on long
term goodwill targets (10 Hospitality Marketing Trends To Be Prepared For In 2021, 2021).
 Analysing budgets for advertising, marketing and promotions: Marketing department has
function of analysing badgers for advertising, marketing and promotions which enables
effective competent functional progress. This also can be analysed as crucial aspect which
enables marketing headto analyse budget for competent adverting, effective marketing and
promotional scenarios in long term Marketing professionals have role to analyse budget for
advertising, new advanced innovative marketing aspects, connecting among wider audiences
imperatively. Finances for budgets in best marketing and promotions plays varied crucial
role to keep up with best competitive domains, effective resource structure planning and also
evolve on new potentialities (Marconi, 2021).
 Supervising marketing and sales department operations: Marketing department at Hilton
also has role to supervise marketing, sales department operations effectivel to keep up with
benchmarks of performance. It can be analysed that supervising marketing also creates best
department operational scenarios, where Hilton has been competitively progressing. There is
also fundamental productive demand raising among marketing and sales department
operational department, on which Hilton aims to evolve on best fundamental horizons.
 Producing internal communications: Marketing department has also function where
employees need to understand company values, goals and effective major priorities among
corporate fundamentals. This creates performance accountability for employee’s
communication scenarios, to evolve on new domains expertise and also develop stringent
innovation. Hilton as one of the best hospitality brand aims to keep, its internal goals
competitive for keeping up with diverse benchmark andevolve on dynamic horizons by
serving best hospitality services. Also best marketing functions enable to create informative
brand value commercially, attract new target customers and interactively expand on varied
new domains (MAMBETOVA and et.al, 2021).
 Serving as media liaison: Marketing department professionals have function to act as
spokesperson often for brand, to guide executives for effective resonance within media
queries. Also media liaison comes in as one of the most important aspect for keeping up
with new scale advanced benchmarks, goodwill among target customers. Hilton as one of
the best premium brand in hospitality industry will be able to develop strong place among
competitive global industry, best smart promotional marketing.

P2 Relation of roles and responsibilities of marketing with wider organisational context
Roles and responsibilities of marketing has high range of correlation with wider
organisational roles, to evolve towards higher range of revenue goals actively and generate best
brand goodwill. Marketing as one of the most integral aspect within hospitality industry impacts
fundamental decisions, to be taken by wider departments in company for evolving on new targets
(Guiney, Baroda and Anjou, 2021).
 Marketing and operation/ production department: Hilton marketing department has high
aspect of interrelationship with operations department where adequate research and
development is done to reach on future performance goals. Marketing department will aim
to ensure competitive advantage by specifically raising quality aspects, designs among
operations. Best operations are performed among production department in wide correlation
with best marketing services,pertaining towards customer oriented hospitality standards.
 Marketing and finance departments: The interrelationship within marketing and finance
department plays crucial role in ensuring adequate budget for research, promotion and best
potentialities (Snipe, 2021). The finance department has whole role to ensure business
operates with best financial resources, revenues goals are primitively developed as per the
latest work goals. Marketing department has to keep up with profitable marketing scenarios,
concentrate on sales volumes and building market share as per the latest benchmarks. This
aspect can be understood to be crucial for productive horizons framed on, for effective
diverse scale long term goals.
 Marketing and HRM department: The interrelationships between marketing and HRM
department plays crucial role, in hiring best trained teams of marketing (Pascual-Fernández,
Santos-Vijande and Molina, 2021). The training demands are ensured to keep up with close
work details, leveraging smart competitive fundamental progression towards new vision
oriented scenarios. HRM also aims to meet production targets, create ambitious working
goals as demanded in marketing department, also raise on best working operational scale
goals. This can be also analysed as competitively crucial factor where Hilton aims to
profoundly raise on best skilled human resources, based on brand demandsnew domains for
functional growth actively. Hilton keeps up with best HRM marketing scenarios, where new
advanced scale operative working goals can be developed. HRM correlation with marketing
also enhances new performance criteria’s of effective diversity to be developed, new work
goal benchmarks raised on towards new hospitality standards.
 Marketing and sales department: The interrelationship with marketing and sales
department is another parameter which enables us to analyse that there is crucial profound

range of effective diversity developed among brand hospitality services. The interreation
ship between both departments enbales in arget marketing and sales working operational
scenario competitively. Also to evolve towards new least trends both departments’ functions
and role should be correlated with each other, where Hilton aims to yield towards latest
work diversity benchmarks. High standards of consistency in customer services are
maintained, as per latest diverse preferences which gives competent push to varied
platforms. Sales department also enables in keeping varied scale on consistent functional
paradigms, for raising revenue standards informatively and to be optimum on marketing
horizons effectively (Su, 2021).
The above factors of interrelationships with marketing and various other departments have analysed
in detail varied working horizons, where Hilton will be able to evolve on new hospitality standards.
There has been effective consistent push analysed in recent work horizons, by keeping up with
digital marketing standards and harnessing creative diveresity.
LO2
P3 Comparison of marketing mix planning among hospitality organisation to meet company
objectives
Marketing mix refers to set of actions, tactics and promotional strategies for promoting
brand name, services among diverse industry competitively for keeping up with best marketing
horizons. The 4ps of marketingplays crucial role in Hilton hospitality standards where best
marketing tactics and resources, are used for functional scale diversity, programmed ethics and vital
goodwill. Marketing mix ingredients are combined to capture and promote best services at unique
selling points, as compared with their competitors productively for diverse paradigms. Marriot
marketing mix strategies are also competitively strong, giving strong push to Hilton for commercial
diversity ( Tweneboah-Koduah, Anning-Dorson and Nyamekye, 2020).
BASIS OF
COMPARISON
HILTON MARRIOT
1 Price mix: Hilton price mix are not much
attractive, as compared with
Marriot as there is lack of price mix
factor. Price mix brings on varied
range of efficacy among corporate
working scenarios within
hospitality marketing, where it
Marriot price mix is stronger as
compared titian as premium price
strategy is followed, keeping up with
best work goal diversity as analysed
among customer oriented markets.
The premium price mix plays crucial
role to evolve towards new domains

demands company to evolve on
best pricing policies. The price mix
has to be also finalised by keeping
up with benchmarks among
performance horizon, to evolve
towards new price competitive
structure.
expertise commercially and also
pertain towards diverse customer
oriented competitive attractive
pricing strategies.
2 Product mix: Hilton product mix at present lacks
innovative business standards
among quality services, as
compared with Marriot which is top
leading hospitality brand. There has
been innovation lacking to keep up
with latest demands among
branding services, which has
hindered value development.
Product mix has to be diversified
commercially, for optimum new
scale goals functionally (Sharma,
Chen and Liu, 2020).
Marriot product mix is more active
towards serving customers with best
advanced hospitality quality services,
attain best optimum brand value
within competent domains. Marriot
products are being served with latest
customers’ requirements, brand
packaging has been growing
informatively and also there is use of
best technologies in
accommodations.
3 Promotion mix: Hilton promotion mix lacks
competitive diversity among
promotional scenarios where
advertisements, endorsements etc.
are lacking competent efficiency.
The promotion mix has been found
to be imperatively weaker as
compared to Marriot, which has
lacked customer target market
diversity. There is lack of digital
medias social promotion, which
makes less attractive customers
oriented services within longer time
period.
Marriot hotel promotion mix
strategies have been analysed to be
competitively advanced, as
compared with Hilton. There are
wide range of digital promotion tools
used such as social media platforms,
YouTube, Facebook for reaching out
to larger sections of people. Also
digital marketing has opened varied
range of innovation, to yield on best
competencies for customer oriented
services to be delivered. Advertising,
brand promotion and corporate
image are some of the crucial factors

within digital marketing for effective
diverse promotion.
4 Place mix Hilton place mix is lacking
diversity and expansion among
customer market, where there are
no multi-channel operational
platforms for brand.. Place mix
also plays crucial role to deliver
best work growth horizons, for
strengthening business market place
among customers target market.
Place mix also plays crucial role for
serving customers with best
hospitality convenience among
accommodations, where there is
also wide demand to evolve on
wider work horizons.
Marriot hotel place mix is more
profound and strong for attaining
stronger market presence, due to best
internet usage and direct sales
promotion within multi-channel
domains. Place mix also explains
varied accommodations with smart
technologies, best functional scope
goals and to be optimistically
expanding on varied domains (
Hussain, Mohiuddin and Sair, 2020).
LO3
Marketing plan- COVERED IN PPT
CONCLUSION
From above analysed report it can be concluded hospitality marketing essentials has vivid
impact on company’s operational efficiency, where Hilton aims to serve customers with wide range
of advanced innovative accommodations. Marketing has role, function to enhance brand name
among customer target market actively, promote innovation on social media and also to channelize
creative efficacy. The study further concluded marketing interrelationship with HRM, finance and
sales department, crucial for strengthening vision actively towards higher profits. Comparison of
marketing mix has concluded Marriot hospitality services are more advanced as compared to
Hilton, where this factor has also explained importance of marketing mix. Further study concluded
formation of digital marketing plan, where Hilton aims to reach on varied working horizons for
competitive diversity.

REFRENCES
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capability in hotels: implications on performance. International Journal of Hospitality
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Tweneboah-Koduah, E. Y., Anning-Dorson, T. and Nyamekye, M. B., 2020. Impact of
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