Detailed Marketing Strategy and Analysis: Hilton Hotels and Resorts

This report provides a comprehensive analysis of the marketing plan for Hilton Hotels and Resorts. It begins with an introduction to hospitality marketing and the Hilton brand, highlighting its global presence and target markets. The report then delves into the business and marketing objectives of Hilton, emphasizing profit maximization, cost minimization, and customized service. It outlines the SMART marketing objectives and examines the 7Ps of the marketing mix, including product, price, place, promotion, process, people, and physical evidence, comparing Hilton's strategies with those of Marriott. The report further explores the STP process, including segmentation, targeting, and positioning. A SWOT analysis is presented, identifying Hilton's strengths, weaknesses, opportunities, and threats. Finally, the report emphasizes the importance of evaluation and monitoring of the marketing plan and concludes by summarizing the key findings and referencing relevant sources.

MARKETING ESSENTIAL
OF HOSPITALITY

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................2
ACTIVITY 1.........................................................................................................................................2
ACTIVITY 2.........................................................................................................................................2
Marketing plan of Hilton hotel and resorts......................................................................................2
CONCLUSION.....................................................................................................................................7
REFERENCES.....................................................................................................................................8
1

INTRODUCTION
Hospitality marketing promotion and advertising of services and products out to consumers
and it also targets the segment and utilise marketing techniques in order to promote the business.
Hilton hotel and resorts is the largest hotel brand in world and is targeted to both that is business
and to leisure travellers having the location in metro cities around the world and present in 586
locations in 85 countries and six continents. This report explains the marketing plan for the Hilton
hotel and resorts as it contains the business as well as marketing objectives and did the comparison
of marketing mix from Marriott.
ACTIVITY 1
It is covered in PPT.
ACTIVITY 2
Marketing plan of Hilton hotel and resorts
Business objectives of Hilton Hotel and Resorts is to about both cozy bed and breakfast in
high rising brand hotels also give the warm welcome, comfortable accommodation with friendly
service. In order to retain customers and gain competitive advantage in the market it is required to
develop objectives which is as follows:-
Achieve maximum profit
Minimising the cost of housekeeping by training the workers in less time and effective
manner. Also, by utilising energy resources in efficient way is also way to attain maximum profit.
The hotel can use LED bulbs, etc. in rooms. Moreover, by changing linens and then it will be done
on the request of guests on subsequent days, as over staffing might negatively affects customer
satisfaction (Buhalis and Amaranggana, 2015).
Customised Service
Hotel provide after sales services through various Apps to take customer feedbacks. By this
it will be easy to retain customers and gain their satisfaction. Delivering the customised service
before making the guests requests shows them extra-ordinary attention (Kandampully, Zhang and
Bilgihan, 2015).
Marketing objective are those goals that is being set while promoting products and services
to potential customers and has to be attained in deadline. The objective of specific product benefit in
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generating awareness among customers. It helps in gathering info about features of product and
services (Langvinienė and Daunoravičiūtė, 2015).
SMART marketing objectives are
Specific
This goals are being clearly defined so that team can understand the objectives and the
objectives stated must be in the precise way (Baker and Magnini, 2016).
Measurable
All the objectives that is being made by the marketing manager of Hilton can be quantified
that is one can use this as unit of measure such as percentage in market share and dollars and it
provides the way to check the level of success.
Achievable
As the goals are within ability of company. If the company wants to achieve high bar at that
time they also need to remember to set goals within the names so it is important to set the team that
they can set the objectives that must be achievable (Buhalis and Amaranggana, 2015).
Relevant
The goals that is being set as the objectives by Hilton must be relevant for the business and
to brand mission or for direction of company. There must be having the good reasons for each
marketing objectives (Kandampully, Zhang and Bilgihan, 2015).
Time-Bound
The goals need to have the timeline that will indicate about when it is started and end of the
objectives.
7P's of marketing mix
Product
Hilton hotel and resorts is full service hotel having extensive range of service that includes
meeting, wedding, services for special events, restaurant, swimming pools and other services.
Products are categorised at three levels that is core, facilitating and other supporting products. For
Hilton core product is room of their hotels where the customers stay for the specific period. While
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the Marriott is having their core product is the hotel is all depends on the way they satisfy the
customer needs (Lee and Chhabra, 2015).
Price
Pricing category is being defined into four categories that are economy, penetration,
skimming and premium pricing strategy. Hilton uses the premium pricing strategy as they charge
high prices and deliver high quality product and services. Also, hotel is been considered as five star
where all services are offered at premium level as compared to other hotels. As compare to this
Marriott follows the competitive strategy. They charge prices as per market situation (Li, Wang, and
Yu, 2015).
Place
Ultimate aim of the distribution strategy for the hotel firm is being specified by making
available of products and services to the consumers and how they prefer them. Distribution of hotel
and resorts product and services is also facilitated from the convenient mobile applications is being
made available form for iPhone and android users. Social media is also being adapted as the another
strong effective instrument of Hilton hotel and resorts while Marriott has adopted a mix channel
strategy that consist of both direct and third party channel (Li, Wang, and Yu, 2015). It enhances the
speed in maintaining the inventory from different infrastructure and it reduces the overall costs.
Promotion
The promotion strategy is being done through various modes that is social media marketing,
advertisements and from the activities like branding, public relation, special offers etc. their
objective is to meet and include appealing, high lighting to the customers or the reasons they should
choose their products rather than its competitors. In contrary to this Marriott focuses on promoting it
through social media of their products and service as famous brand they have designed the website
that shows their products in the clearly manner.
Process
This is very important part of marketing process which includes process of delivering
services to their customers that must be best. There is specified process of service delivery within
organisation like Marriott hotel would be attracting their customers with best way out. After this
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company would be supplying best quality of service to customers which is consistent and reliable.
They must be ensuring that quality of service must be maintained with gaining highest customer
satisfaction and having transparent process as well.
People
Target market and people is having the direct relation to the business and this business
depends on the loyal customers. People will include staff members and employees of organisation
who are all highly qualified and educated. The company need to train them all in best possible way
with laying on strategies in way of delivering better service for gaining satisfaction of customers.
Physical Evidence
Hilton group of hotel and resorts is having presence in across world which makes them
leaders in hospitality industry where there is intense competition and carry lot of weight in the
market. While Marriott is having many intangible services and gives them the quality and unique
ambience with the lasting physical experience that benefit in retaining customers (Rivera and
Pizam, 2015).
STP
Segmentation
It is a process of segregating the market into the particular segment and groups that is based
on the characteristics and features. In this way it is a proper way and agreement that is being based
on the services and product and can be targeted (Kandampully, Zhang and Bilgihan, 2015).
Company has done the segmentation according to the demographic segment as it is the basic aspect
of segmentation. Here, categories are based on basis of age, education, race etc.
Targeting
As the service providers can successfully determines the needs and wants of the target
market as it involves an effective way from the above stage and usually it is one of the most
preferred for the business. They target the leisure travellers, corporate, families and honeymooners.
Positioning
This is the final stage which includes that company should be trying to position its brand and
product into market in better way as compared to other competitors in market. With help of
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positioning company can provide better service to its customers as compared to existing competitors
(Rivera and Pizam, 2015).
SWOT Analysis
Strength
 Extensive experience as well as having
the vast scope of business as it is having
13 well-known brands and served more
than 140 million guests in more than 100
countries.
 Effective schemes for customer
retention.
 Strong portfolio of their property.
Weakness
 Company is over independence from the
US market as their 80% of revenue is
being generated from US.
 Having high level of debts.
 Having lack of facility as they are very
large.
 Lack in flexibility as it is very large.
Opportunities
 Can expand further in the international
market.
 Formation of strategic alliance.
 It can focus more on R&D.
Threats
 Rise in terrorism and political instability.
 Adverse changes in the macro-economic
climate.
 May have the issues that are related to
the ethics.
Evaluation and Monitoring
As the marketing Plan is being prepared in order to help the hotel to develop the product and
services in the business as it encounter wants of target marketplace and it also assistances clients in
sympathetic why the service and product is improved than other competitors. But at the same it very
important to evaluate the strategies on time and monitor the progress so that the company can reach
towards its goals in an efficient manner (Baker and Magnini, 2016).
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CONCLUSION
After the overhead report it is being summarised that this report is having the business
objective as well as the marketing objective of Hilton hotel and resorts, this report also elaborate the
SWOT examination of hotel and did Segmentation, targeting and positioning of the hotel in order to
increase its revenue. In the end of the report it also contains the necessity of evaluation and
monitoring of marketing plan.
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REFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing
and building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Buhalis, D. and Amaranggana, A., 2015. Smart tourism destinations enhancing tourism experience
through personalisation of services. In Information and communication technologies in
tourism 2015 (pp. 377-389). Springer, Cham.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Langvinienė, N. and Daunoravičiūtė, I., 2015. Factors influencing the success of business model in
the hospitality service industry. Procedia-Social and Behavioral Sciences. 21.pp.902-910.
Lee, W. and Chhabra, D., 2015. Heritage hotels and historic lodging: Perspectives on experiential
marketing and sustainable culture.
Li, X., Wang, Y. and Yu, Y., 2015. Present and future hotel website marketing activities: Change
propensity analysis. International Journal of Hospitality Management. 47. pp.131-139.
Martínez, P., 2015. Customer loyalty: exploring its antecedents from a green marketing
perspective. International Journal of Contemporary Hospitality Management.27(5). pp.896-
917.
Rivera, M.A. and Pizam, A., 2015. Advances in hospitality research:“from Rodney Dangerfield to
Aretha Franklin”. International Journal of Contemporary Hospitality Management. 27(3).
pp.362-378.
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