Hilton Birmingham: Marketing Strategies for Tourist Attraction

This report provides a comprehensive analysis of Hilton Birmingham's marketing strategies as a major tourist attraction. It begins with an organizational overview, emphasizing the hotel's services and its position in the UK. The report delves into market segmentation, examining geographic, demographic, and psychographic segmentation strategies. It then explores branding and positioning, highlighting Hilton's brand value, competitive advantages, and brand positioning in the market. The report also investigates how Hilton meets customer needs, focusing on the marketing mix, including product, price, place, and promotion. The analysis concludes with a discussion of customer satisfaction techniques and the overall effectiveness of Hilton's marketing approaches in attracting and retaining tourists. The report draws on various academic sources to support its claims and provide a well-rounded understanding of Hilton Birmingham's marketing practices.

Tourist attraction

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................4
Task 3...............................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Tourism and hospitality industry is interconnected which each other due to the common
requirements of the tourist and services of the hospitality industry. Such as the tourist requires
the home like facilities in truism place which can be possible by the presence of hospitality
services, such as the hotels, restaurants, transportation etc. so in context to the tourist attraction
hotels and other hospitality organization have to make effective customers selection, interaction
and satisfaction approaches and strategies (Kang, S., Lee, G., Kim, J. and Park, D., 2018) . Hilton
Birmingham is hotel located in the UK, providing the best holistic services such as the spa,
health club, dining, bars, meeting rooms, indoor swimming pool. In this report organization
market segmentation, branding, positioning strategies are going to be analyse along with the
evaluation of their customers satisfaction technique’s by analysing their marketing mix
approaches. This will help to understand the needs of improvement in context to tourist attraction
and efficiency of the organization in customers attraction.
Task 1
Organization overview and analysis market segmentation
Organisation overview
Hilton Birmingham is one of the best and largest hotel located in the England, that is
providing the best quality multiple hospitality services, suggest the spa, pool, bar, restaurant
dining and so on. Organisation is having almost 790 rooms along with 6,000 m2 Conference
halls, which is the second largest European convention centre, and first largest conference hall in
England. These services are the greatest points of the organisation which make it best meeting
tourism attraction place.
Target market
In the hospitality industry target market is about focusing on this specific group of audience
rather than trying to sale every type of customer. This influence the use of marketing techniques
towards the specific group of audience target market is can be effectively set by the help of
market segmentation tool. Which is involving the differentiation of customers according to the
four different groups of the segment. Such as geographic, demographic, psychotheraphic and
behavioural segmentation (Peng, X. and Huang, Z., 2017) .

Geographic segmentation- this type of the market segmentation is involving the targeting
of specific consumer group, according to the customers location, hotel Hilton is using the
segmentation strategy and focus on the hotel services at the location which is popular for the
business and tourism.
Demographic segmentation- this type of the segmentation inverter different demographic
factors of customers such as the age, income, gender and lifestyle. So in context to this segment
area hotel Hilton is targeting the higher class, higher income, middle and senior aged
professionals. This hospitality organisation is mainly targeting the individual and professionals
who prefer luxury lifestyle. And approve it premium quality services by charging the premium
price relevant to that.
Psychotheraphic segmentation- this is another way of customers segmentation which focus
on the psychographic factors such as according to the customer thinking, feeling, and
personality, values. So, by the help of this customer segmentation tool hotel Hilton is targeting
highest value individuals who is posing higher ambition. Due to which they want to take service
of premium quality hotels and express their higher status (Chebli, A., Othmani, M.C. and Said, F.B.,
2020).
Task 2
Overview of organization brand value and how its positioned in relation the competitors
Branding and positioning-these are the interrelated factors of the business organisation,
switches branding is d value of organisation within the marketplace and among the customers.
Under process which is used for the branding is related to the marketing mix and other marketing
activities (Saenger, C., Jewell, R.D. andGrigsby, J.L., 2017). And positioning of the company brand
as the value of the organisation in the selective market segment. So the brand positioning is
organisation statement which defines its value objectives and achievements. That which group of
this customer segment, in the selective way, where, and how brand is identified and should be
identify. Hotel Hilton Birmingham brand value is worldwide known for its premium quality
services, who is having the higher value among the target customer and market. Organisation is
having world wide best brand value company, that is meeting all the sustainability and safety
standards. Hotel Hilton is known for its higher quality services and higher security (Guttentag, D.,
and et. al.,2018) . Which prevent the illegal activities, Hilton hotel is following the statement and

standards of higher class values and quality and expect to continuously having higher and
premium quality brand value in multinational market, which should be presented by their higher
quality services and customer loyalty. That is position in the market higher than its competitors.
They are at the highest brand value proposition at the market over the competitors due to their
sustainable business plan and innovative hospitality services. Hotel is having best design rooms,
with effective interior and facilities. Where different type of the product services on helping the
organisation to meet competitive edges and lead among the competitors. Organisation is having
world class tourism event facilities. Suggest the conference hall and centre along with the
various other food and beverage facilities, what is its advantage over the competitors (Kastenholz,
E., Eusebio, C. and Carneiro, M.J., 2018) .
Task 3
How the organization meet customers needs and demands of their customers
Meeting customer needs and satisfaction
For each and every business industry that is important to use defective marketing and service
development and serving strategy, which helps to meet the customers demand and satisfaction.
Where are the various important factors which how to be considered by the organisation in their
business plan and function. In order to provide the customer satisfactory services and make them
satisfy. One of the most important tool which helps in the analysis of customer needs and
satisfaction is marketing mix. Below is the brief description of four 4ps of marketing mix in
context to the Hilton (Ying, T., and.et.al., 2018) .
Marketing mix
4 P’s of marketing mix is involving four important factors of the marketing which helps
in the customers satisfaction and brand promotion. These important factors of marketing mix are
product, price, place and promotion. These factors are used by the business organization in order
to understanding customers demand, and how the company can meet customers demand by
competing in the market, and how the company can interact to the customers.
Product- According to the marketing mix strategy product as the key factor of business success
and marketing. Which should be design or develop according to the customers needs and
demands. With this can help in the further more effective marketing practices. In context to the
tourist attraction that is the most important factor which should be considered in the business

function. In hotel Hilton products are divided into three level (Loo, P.T. and Leung, R., 2018). Such
as the core, facilitating and supporting products. So, the hotel Hilton core product is their
premium quality rooms along with some other facilities which make the organization
competitive in the market. Facilitating products are the combine services off the core product
suggest restaurant, room services facilities, spa which is offered by the organization in premium
quality. Supportive products of hotel Hilton is the 24 hour room service and formation facilities
such as the newspaper magazines etc. All the effective product strategy is attracting the
professional tourist.
Place- this factor of the marketing mix is involving the strategy of making and managing
interactive service place. Search is in context to the hotel Hilton there room, restaurant and other
services places are the key factors of marketing mix. There interiors and nearby facilities
influence the higher class customers to take the services at the premium cost (Sag, I. and Zengul,
F.D., 2019) .
Price- price of the product and services should be relevant to the quality of that. Search is
in context to this factor of marketing mix hotel held in is using the premium pricing strategy.
Due to their premium quality services, and target mark market of the higher-class group.
Promotion- Hotel Hilton is already the famous brand in the market which is known for
its premium quality hospitality services and customer satisfaction. This organization is having
higher class business customers. And promote their services with the help of business firm’s
collaboration, that is having the collaboration between multinational company and various group
of institutes. Through which organization is interacting to the customers regarding their new
services and facilities (Hughes, T., Vafeas, M. and Hilton, T., 2018) .
CONCLUSION
From the above study it has been concluded there are some important business functions
from which one of the most important function related to the tourist and customers satisfaction
such as the marketing function. This function is involving the further more important task and
activities, such as the customers and market segmentation, under which specific group of the

customers and area of the market is targeted for the services selling. Then another task of the
function is product branding and positioning in the competitive market by meeting the
competitive advantages. Then in context to the target customers satisfaction organization have to
use marketing mix which helps in the development of customers desired products and effective
techniques of the product promotion which also contribute in brand development and
positioning.

REFERENCES
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