Hilton Hotel Analysis: PESTLE, Recruitment, Equality, Performance

This report provides a detailed analysis of the Hilton Hotel, focusing on various aspects of its business operations. It begins with a PESTLE analysis of the chosen location (England), examining political, economic, social, technological, environmental, and legal factors influencing the hotel's operations. The report then evaluates the importance of an effective recruitment and selection process, highlighting its role in sustaining a competitive advantage through examples. It further analyzes the principal factors affecting equality, culture, and diversity within an organization. The report also explores the methods of performance management that can be utilized to achieve organizational targets. Finally, it concludes with an outline plan offering recommendations on the issues raised, providing a comprehensive overview of strategies for the Hilton Hotel to maintain and improve its market position.

TASKS

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Pestle Analysis of chosen location in regards to chosen hotel brand.......................................................3
TASK 2..........................................................................................................................................................5
Evaluate the importance of an effective recruitment and selection process with examples, in order to
sustain competitive advantage.................................................................................................................5
TASK 3..........................................................................................................................................................6
Evaluate and analyze the principle factors that affect equality, culture and diversity of an organization.6
TASK 4..........................................................................................................................................................8
Methods of performance management which can be utilized by organization to achieve its targets.......8
TASK 5..........................................................................................................................................................9
Discuss and explain an outline plan which offers recommendations on issues raised in the presentation.
.................................................................................................................................................................9
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Hospitality is referring as taking care of the clients and guests by anticipating their needs
and wants and also maintaining the relationship with the guest for attaining them on long term
basis (Litvin, Goldsmith and Pan, 2018). Hospitality industry includes hotels, resorts, bars and
restaurants. The study will provide a brief overlook of hotel industry and related context. The
chosen country is England in United Kingdom. The country shares land borders with Scotland to
its north and Wales to its west. The capital of England is London. The report is based on Hilton
Hotels Corporation. The firm is founded on May 31 in the year 1919. The headquarters of the
company are situated in Tysons Corner, Virginia in United States. The founder of the company is
Conrad Hilton. The firm is engaged in the business of hotels and resorts.
The report will cover a pestle analysis of chosen location. It will explain the importance
of effective selection and recruitment process for gaining competitive advantage. Furthermore, it
will evaluate and analysis principal factors that affect equality, diversity and culture of an
organization. Moreover, it will describe and identify main methods of performance management
that is used by organization for ensuring targets should achieve and competitive advantage in the
firm should also be maintained. Lastly, the report will discuss and submit an outline plan that
offers recommendations about the issues which have been raised in presentation.
TASK 1
Pestle Analysis of chosen location in regards to chosen hotel brand.
Political - England is one of the powerful countries in the World. The country has parliamentary
and constitutional monarchy. The Monarch role is legislative process in the country. There is
political stability in the country which is beneficial for Hilton Hotels Corporation. The Brexit
created political debate and uncertainties (Scanning the Environment: PESTEL Analysis, 2016).
But because of Brexit many more opportunities have also opened in the country. Crime and
Violence have also caused major concerns. Thus, the Hilton hotel needs to consider about the
political affairs of the country.

Economic - The inflation rate of the England keeps on changing. Thus, Hilton hotel can find into
pressure for increasing the salaries of the employees and workers more than rate of inflation. The
wages also exert the upward pressure for the inflation. Thus, while doing business Hilton hotel
should consider the employee’s salary and wages. Government spending is also get low there is
no assumption about the big expansion. The pound which gets low earlier is now getting
recovered from the New Year beginning of 2019. It is now rising significantly. The value of
sterling will also jumped up in near future. Hilton is trading at international level. Thus, they
need to look at their hedging strategy.
Social - In England there is huge tourist market to cover. Tourist industry is at it boom, even in
London many travelers and tourists comes from outside. Thus, it is great opportunity for Hilton
to do expansion of their business. The population of England is multicultural it is influenced by
the social class concept (Perera, 2017). The people also came there to celebrate their holdings
and weekends. There is huge demand of hotel rooms and resorts in the country. Thus, Hilton
hotel is able to increase its sales easily. The cost of living is also high in England. Hence, Hilton
should manage its business operations in cost efficient manner.
Technological - England is technological country. London is considered as a great hub for
technological and financial institutions. The businesses are also developing their technologies.
Thus, the Hilton should also focus on introducing new technological tools, equipments and
software in their hotels and resorts. Through this they are able to take competitive advantage.
The advance technological infrastructure also allows Hilton to create unlimited business
opportunities in England. The technology devoted major contribution in England economy. UK
in total attracts 28 billion pound investment in technology. Thus, Hilton should try to bring new
software’s in their hotels by which the work becomes easier and it also facilitates the guests and
clients who stay there.
Environmental - England is aware about the environmental impacts. They are working hard to
reduce the negative consequences and impacts on environment (Rastogi and Trivedi, 2016). The
government, charities, local government and other parties are taking initiatives to reduce the
negative impacts of environment in England. Hence, Hilton hotel also need to consider that they
didn’t not get any harm to environment. The weather play important role in tourism. There are

lots of tourist which comes from outside to visit England mainly in summer. Thus, the tourist
industry gets boom during summers which is a great opportunity for Hilton to increase its sales.
Legal - The legal factors of England are also influencing the business of Hilton. The factors such
as Employment laws, health and safety laws, equality etc are impacting the work culture of the
business (Policy, 2016). Hilton should consider about these laws while doing business. These
laws are protecting the rights of the employees who are working in Hilton hotel. It includes
minimum wages, leaves like paternity and maternity and holiday packages. Hilton hotels and
resorts should also follow ethics, regulations and code of conduct in England.
TASK 2
Evaluate the importance of an effective recruitment and selection process with examples, in
order to sustain competitive advantage.
Recruitment and selection process in an organization is important in order to attract an
effective workforce (Pizam, Shapoval and Ellis, 2016). This process is important because it
determines the business success and can be responsible for affecting the whole organization
operations. One of the most valuable assets in an organization is its skilled personnel. Importance
of effective recruitment and selection process is as follows -
 Save time and cost - For example, when the Hilton organization does the preliminary
interview, it helps in reducing time money and efforts. This method eliminates weak
candidates and approves the high quality applicants for the second interview. It is also a
way to test the verbal skills by having tele-conversation which helps in hiring the best
personnel for good communication. If the applicants cannot perform well in tele-
conversation, they will also not perform well during face-to-face interview which require
high verbal skills including body language, eye contact and movement.
 Strategic Alignment - Strategic human resources is a proactive approach to talent
management when compared to traditional approach or transactional HR systems (Tung
and Au, 2018). For example thorough recruitment and selection processes the Hilton
organization align with strategic HR. Companies map out the types of workers and skills
needed to fill vacancies in Hilton. Open positions are established based on organization
goals and hiring plans to achieve them going forward. Planning out HR needs in advance

enables more focused job screenings. Companies can establish training and development
programs in Hilton when they recognize the need to grow personnel into more elaborate
roles after initial hiring decisions. It also increases turnover and morale of existing
employees.
 Efficiency - For example, in Hilton organization applicants will be given a selection tests.
All the results that are obtained from selection test will be standardize and uniform (Li,
Maand Qu, 2017). Hence, it makes comparison between applicants, and it directly
increases the efficiency of selection process. On the other hand, structure interview will
also increase the efficiency of selection process because the question is similar for every
applicant such as introduce yourself. By this, interviewer will have a best formal answer
and can easily determine which applicant is giving the most relevant answer.
 Increase reliability and accuracy - For example Hilton organization will have a
background and references checks after face-to-face interview with the applicants. The
wants to make sure that information given by the applicants is not fraud and the
certificates and documents that are submitted must be recognized by the issuing units.
Once the issuing units confirmed the certificates and documents then the checking of
applicants having the fair qualification with proper education background is done. If the
records are not found as mentioned by the issuing units, then the candidate is eliminated
the application is rejected to prevent the organization from hiring any unqualified worker.
This increases reliability and accuracy.
 Screenings - The selection process focuses on applicants, interviews, tests and other
mechanisms used to evaluate the qualifications and traits of the candidates (Chanand
Hsu, 2016). While job interviews are a common and important means of evaluating
applicants. For a graphic design job, candidates typically present portfolios of projects
completed in school, internships or previous work experiences. All these samples provide
evidence of task completion but may not be helpful if there will be no effective system of
recruitment.
TASK 3

Evaluate and analyze the principle factors that affect equality, culture and diversity of an
organization.
 Acceptance and Respect - A fundamental value that contributes to a successfully
diversified workplace is respect among workers and employees (Kuo, Chen and Tseng,
2017). When in Hilton there is lack of acceptance of the diverse culture and trust among
employees, conflicts may arise. Sometimes, this conflict turns into high level and may
cause situations of violence. When employees accept the differences between each other,
it results in a sharing of ideas and effective collaboration. Acceptance increases mutual
respect and prevents conflicts from arising. Diversity training will help the employees to
understand, accept, and respect each other’s differences.
 Accommodation of Beliefs - Diversity in cultural, spiritual, and political beliefs can
sometimes create a challenge in a diverse workplace. Employees are in need to be
reminded that they must not clash their beliefs on others to prevent conflicts and disputes.
They also need to make sure to keep their personal beliefs must be independent of their
work responsibilities and duties in Hilton.
 Ethnic and Cultural Differences - In Hilton organization there are still some individuals
who hold prejudice against people who have different ethnic, cultural, and religious
backgrounds as their own (Kaminakis, Karantinou and Gounaris, 2019). These prejudice
and discrimination should never be tolerated in the workplace. The Internal organization
policies with clear and objective regulations should be put in action on the place to
prevent employees from disputes. Cultural sensitivities training and diversity awareness
programs in the workplace can help to solve these issues.
 Gender Equality - In Hilton there has been very less of women in the workplace.
Employers need to prevent gender discrimination and maintain equality regarding hiring,
salary, opportunities, and promotions (Beeton and Morrison, 2019). Each employee must
be treated in same manner irrespective of caste, color, gender or diversity. Also the
principles of management denies in the case of inequalities. Each worker must be treated
in same manner as others are treated.
 Physical and Mental Disabilities - The disabled employees of Hilton organization have a
difficult time navigating through their workplace because facilities as there are no
wheelchair ramps available (Lordkipanidze, 2018). Some special employees also have

service dogs, but some areas of office buildings don’t allow them inside. Making
arrangements for service dogs to be permitted in your place of work can also make
conflicts in the organization. The procedures in work place for people with physical or
mental disabilities are different. Some companies have a “quiet room” so that when
employees start to feel anxious, they can use that room to take rest. Be supportive to your
disabled employees and avoid discriminatory helps in ensuring a fair and comfortable
work environment for employees with physical and mental disabilities which helps in
successfully and diverse workforce.
 Generation Gaps - Employees from other generations may have difficulties in adapting to
changes in the workplace and the work culture that the younger generation is bringing out
GolubovskayaRobinson and Solnet, 2017). In larger corporations like Hilton, there are
more diversified age groups, from teenagers to senior citizens. As a result, cliques and
social circles may be formed, and some workers may be isolated from the team. There
may also be times that workers from different generations may disagree with how things
should be done. To maintain teamwork and collaboration, the organization must create an
open communication culture within the organization which helps in filling the gap
between generations.
TASK 4
Methods of performance management which can be utilized by organization to achieve its
targets.
Various performance management methods which is used by Hilton to achieve is targets
and competitive advantage are as follows -
Key performance indicators - The KPS metrics helps to provide a measure of how companies,
individual and business units are performing. It measures the performance on the basis of the
strategic objectives and goals of Hilton hotel. KPIs help to measure rich data drive performance.
It helps to provide better decisions making in Hotel Hilton. It helps to measure the performance
of employees and workers in the hotel. KPIs drive the current performance level of the
employees in a business (Practical Performance Appraisal Methods for the Modern Workforce,
2019). It helps to improve processes in the organization and also to improve the problems.

Performance appraisals - It is the common performance management tool. It is used for
managing performance of Hilton. The company should insure that the performance appraisal
should be fair, honest, regular and constructive (Boellaan d Goss-Turner, 2019). If the employees
don’t get appreciated for the work they have done they get de-motivated. To increase the
motivation level of the employees in hotel performance appraisals is necessary.
360 degree feedback - It provide wide view to the individuals about their performance level. It
provides various dimensions through which performance of the employees in Hilton get
evaluated (Ionel, 2016). The feedback of the employees and workers working in hotel are
collected from their peer group, subordinates managers, direct reports and customers. This
method also helps to remove the bias from the performance. It gives a clear understanding of the
competency of individual.
Management by objectives - It defines the specific common objectives for achieving the
individual objectives (Kandampully, Zhang and Jaakkola, 2018). It creates the culture in Hilton
to achieve a common objective and goal. When the specific objective gets achieved it also helps
to increase the employee morale. It is helpful for achieving one time task in an organization. The
work gets done by establishing management by objectives in Hilton.
Recognition and reward programs - Motivation level gets increased when the employees and
workers get appreciated in Hilton. It is important part of performance management. It is a
method to celebrate the high performer’s victory. This includes financial rewards and bonuses. It
helps to recognize and praise the employees’ work, the contribution they have made for the
organization.
TASK 5
Discuss and explain an outline plan which offers recommendations on issues raised in the
presentation.
Total quality management - The total quality management will help in increasing customer
satisfaction and will help the community to reach customer expectations (Gibson and Parkman,
2018). The total quality management will focus on how the quality of the product will be as per
the customer expectations and wants. The customer value is one of the most important factor on

which the growth of the organization depends. The Total quality management technique must be
applicable all over the organization and not only for specific consumer but all of the consumers.
Customer orientation - The businessman will be more producers orientated and can be cause
for a loss. As per increasing customer demand and value a businessman must shift from producer
orientation to market orientation. In this the marker will first go in the market and must analyze
customer wants and then starts his production process. By changing the focus, the organization
will be able to grab a big share in the market with least cost as all the products produced will be
based on the proper analysis and identification of the needs of the customers.
Customer relationship management - The consumers must be converted into regular
customers for a lifetime survival and growth of the organization. The producer by using this
technique can maintain a good relationship with consumers and can make them regular
customers (Okumus, Altinay and Koseoglu, 2019). The customer value is essential for long time
growth and survival of the organization. The well established customer value and trust will help
the organization to compete with its competitors easily. As the customers will only trust on the
existing organization not on the newly admitted one. Hilton will give training to the employees
in order to improve customer service in the organization.
Loyalty programmed - The loyalty programmed pulls several of these elements to help a
business identify, maintain contact with, and reward frequent customers (Bretherton, 2017). The
loyalty programmed will help the businessman to maintain their trust with the customers and also
the goodwill of the organization will be maintained well. The loyalty and fair trade practices with
customers maintain a beneficial goodwill and the customers will always be happy with the firm’s
product.
Recommendations -
 Hilton must shift his interest from producer orientated marketing to consumer orientated
marketing.
 The Hilton must establish trust and loyalty between the organization and the customers.
 The techniques to maintain a good customer value must be well planned and must be
checked before implementation.

 The Hilton must provide better after sale services to the customer for establishing loyalty
and trust between the organization and customer.
CONCLUSION
It has been concluded from the above report that Hospitality industry provides effective
customer services to its clients. It has been determined that economical and legal factors are
influencing the business of Hotel Hilton. The recruitment and selection process if done in an
effective way will be beneficial for the Hilton organization as the organization will be able to
gets several benefits some of them are: saves time and cost, strategic alignment, efficiency,
increase reliability and accuracy in business. It has been summarized that major factors that
affect culture, equality and diversity of an organization are accommodation of beliefs, acceptance
and respect, gender equality, ethic and cultural differences. Performance management is helpful
in increasing the morale of employees. It has been evaluated that customer relationship
management helps to improve customer loyalty in Hilton.

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