Comparative Analysis of Marketing Mix: Hilton Hotel and Marriott

This report provides a comprehensive analysis of the marketing mix strategies employed by Hilton Hotel, comparing them with those of Marriott. The report delves into the key elements of the marketing mix, including product, place, price, promotion, people, process, and physical evidence, examining how each hotel utilizes these components to achieve its business objectives. It explores the core, supporting, and facilitating products offered by Hilton and Marriott, their distribution strategies across various platforms, and their pricing models. Furthermore, the report highlights promotional tactics, customer service approaches, operational processes, and the role of physical evidence in shaping the customer experience for both hotel chains. The conclusion synthesizes the findings, emphasizing the importance of a well-integrated marketing mix in driving revenue, customer acquisition, and overall success in the competitive hospitality industry. References are included, supporting the analysis with academic and industry sources.

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Report on marketing mix of Hilton hotel
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Table of Contents
Introduction –.............................................................................................................................2
Comparison of marketing mix between Hilton hotel and Marriot –..........................................2
Conclusion –...............................................................................................................................5
References..................................................................................................................................6

Report on marketing mix of Hilton hotel
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Introduction –
Hilton hotel is a one of the largest organization in hospitality industry and founded in 1919 by
Conard Hilton and company has approx. 540 hotels in whole world. They are mostly located
in the centre of cities and near airports, so it helps to easy access for the customers (About
Hilton, 2019). Marketing is one of the important elements for every organization in
hospitality industry to increasing sales and profit and for success of the organization in long
run through understanding the needs and requirements of the customers and demands of the
organization. It helps the organization in various ways such as increasing sales and
profitability of the organization, increasing the number of customers by maximizing
awareness among customers about the products or services of the organization, promoting
their services, building effective relationship with customers as well as employees and
achieving the objectives of the organization. Marketing mix is a crucial part of the marketing;
it includes various elements as product, place, price, people, process, promotion and physical
evidence. It helps the organization to producing the products as per requirements of
customers, delivering best quality of product with reasonable price, providing products at
right place and promoting their products (Doyle, 2011). The report consists of comparison of
marketing mix between Hilton hotel and Marriot.
Comparison of marketing mix between Hilton hotel and Marriot –
1. Product – Product is the first and important element of marketing mix. Hilton hotel
can be described as a full service hotel and its services include wedding, meeting and
banquet facilities, restaurants, lounges, swimming pools, gift shops, special event
services, retail facilities and other services. Products of Hilton are mainly divided into
three categories as core product, supporting product and facilitating product. Core
products includes different hotel rooms which are provided by them to customers for
specific period of time and there are also includes some peripheral services.
Supporting products includes room services, newspapers and magazines which are
provide to customers. Facilitating products includes restaurants, bars and online
reservation for the customers. The company has chain of hotels (Brooks and Simkin,
2012).
Products of Marriot include the core, actual and the augmented product. They have
approx. 30 hotel brands and offer personalised and premium services to their guests.

Report on marketing mix of Hilton hotel
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2. Place – Hilton hotel has located in 84 countries in whole world and their presence
entails both as traveller and business destination. Place is an important elements for
increasing growth. They offers desired platform to the customers through their
websites and they distribute their products and services with the help of various social
media platforms, so distribution strategies of Hilton hotel relies on information
technology and various online websites. They also distribute their products by mobile
convenient applications. Main reason of selecting distribution through internet due to
wide range of customers associated with internet (Richter, 2012).
Marriott has located in 110 countries in whole world and they locate their hotels near
highway, airports and in centres of the cities. They also have capable and trained
staffs, which helps the organization in direct dealing with their customers.
3. Price – Hilton hotel has followed premium price strategies for its high level of
services. Premium pricing refer as charging high level prices for the products and
services which have high quality and additional features. Hilton hotel only offers five
star rooms to the customers, so they can charge premium price for their products or
services.
Marriot also followed premium pricing strategies for their products or services as they
also offers high value and quality of services to the customers.
4. Promotion – Promotional elements play a crucial role in enhancing sales and
performance of the organization. Different companies used different promotional
strategies. Hilton hotel provides membership to their guest and they mainly focused
on innovative services and customer satisfaction. They also collaboration with
Payment Banks and different restaurants and they also promote their products through
premium magazine.
Marriot offers innovative incentives to their guest in order to maintain loyalty of the
customers and they also offers free merchandise, attractive bonuses, gifts and loyalty
programs to their customers. They have launched advertisement campaigns for
increasing its brand awareness and also launched CANVAS which help them in
bringing chefs and entrepreneurs (Marriot International Report 2018)

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5. People – The hospitality industry also depends on the loyal customers and the future
market customers. Target customers of Hilton hotel are business executives and high
class people, so they provide various facilities to their guests as running support desk,
various customer services and conducting various programs and entertaining events
for their customers (Baker, 2014).
Marriot focus on the acquiring right people for increasing their growth and
development of the organization, they should know that how to manage business, so
company continuously motivating them and also provide training and development to
their people, so it will help in providing services which are expected by the customers.
6. Process – Flow of processes of Hilton hotel for their services which are offered by
them to its customers is consistent as their process described as a largest chain in the
world. Due to their reliable process and effective supply chain management, it helps
in minimizing the operation cost and maximising its revenue.
For Marriot, flow of processes while delivering of services to their customers is
effective, so it helps the organization in reducing their cost of operation, maximising
awareness about company among various people and also helps in maximising their
revenues and profits.
7. Physical Evidence – Physical evidence refer as tangible or intangible resources of the
company. Hilton hotel has located globally and covered large geographical area as
company has ties up with different booking websites, so it helps in reaching large
market.
For Marriot, its environment and services which are offered by them to its customers
gives seamless and lasting experience through its physical evidence, so it will helps
the company in increasing its revenue, increasing the number of customers and
building effective relationship with the customers (Hooley, Piercy and Nicoulaud,
2012).
So, the various strategies or tactics used in the marketing mix of Hilton hotel and their
marketing process helps in achieving the objectives of the organization as products or
services strategies help the organization in increasing the number of customers and
maximising the revenue and profits of the company, it also provides a suitable guide for the
allocation of resources, development of new products, increase portfolio of product and

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improving their business. It also helps to allocate responsibilities to their staffs, facilitating I
the process of communication, gaining competitive advantages, maximising awareness of
services among large number of people, minimizing the cost of operation and creating better
relationship with employees and customers, so it automatically helps in achieiving the goals
and objectives of the organization (New Campaign to reduce VAT on Tourism, 2014).
Conclusion –
Hence, marketing is an important tool for every organization for achieving their goals and
objectives, to increase their revenues and profit and to grow their business in long run.
Marketing mix is also an important part of the marketing concepts; it includes product, place,
price, people, process, promotion and physical evidence. Hilton hotel use marketing mix in a
better and effective manner as they use products strategies to made products as per the
requirements of their customers, use premium pricing strategies for its services, unique
promotional strategies, located at centre of cities, acquire effective people, follow effective
chain in the world and use its resources in effective manner, so it helps the company in
minimizing its cost, maximising its profits, revenues, increasing the number of customers and
achieving the goals and objectives of the organization.

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References
Baker, M. (2014) Marketing Strategy and Management. United Kingdom: Palgrave.
Brooks, N. and Simkin, L. (2012) Judging marketing mix effectiveness. Marketing
Intelligence & Planning, 30(5), pp.494-514.
Doyle, C. (2011) A Dictionary of marketing. United State of America: Oxford University
Press.
Hilton (2019) About Hilton [Online]. Available from:
https://www3.hilton.com/en/about/index.html?cid=OM,HH,defaultA4,BrandNav [Accessed
11/04/2019]
Hooley, G., Piercy, N. and Nicoulaud, B. (2012) Marketing strategy & competitive
positioning. Harlow: Pearson Financial Times.
Hotel Industry Magazine (2014) New Campaign to Reduce VAT on Tourism [Online].
Available from: http://www.hotel-industry.co.uk/2014/06/tourism-vat/ [Accessed
11/04/2019]
Marriot (2018) Marriot International Report 2018 [Online]. Available from:
https://news.marriott.com/2018/11/marriott-international-reports-third-quarter-2018-results/
[Accessed 11/04/2019]
Richter, T. (2012) International Marketing Mix Management: Theoretical Framework,
Contingency Factors and Empirical Findings from World- Markets. Berlin: Logos Verlag
Berlin GmbH.