Analysis of Hilton Hotels Service Blueprint in Tourism & Hospitality

This report presents a service blueprint analysis of Hilton Hotels, focusing on the various aspects of its service framework. The analysis begins with an introduction to the concept of service blueprints and their importance in understanding customer needs and expectations within the hospitality industry. The report then delves into the specific elements of Hilton's service blueprint, including physical evidence, customer actions, front-stage and back-stage actions, and support processes. It examines how Hilton utilizes these elements to deliver its services and meet customer demands. The report highlights the key interactions between customers and the hotel staff, as well as the internal processes that support these interactions. Furthermore, the report identifies areas where Hilton can improve its service delivery, particularly in addressing points of failure and enhancing technical systems to better respond to customer requests. The conclusion summarizes the collaborative approach of Hilton Hotels in Australia, acknowledging the strengths of the service while recommending areas for improvement. The report is supported by references to relevant literature and industry sources.

Running head: TOURISM AND HOSPITALITY MANAGEMENT
TOURISM AND HOSPITALITY MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Service Blueprint of Hilton Hotels.............................................................................................2
Physical evidence:..................................................................................................................2
Customers Action:..................................................................................................................3
Front stage Action:.................................................................................................................3
Backstage Action:..................................................................................................................3
Support Processes:.................................................................................................................3
Recommendation........................................................................................................................4
Conclusion..................................................................................................................................4
Reference....................................................................................................................................5

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Introduction
The aim of the report is to depict the service framework of Hilton Hotels and describe
the essential steps actions taken by each of the involved members. The service blueprint chart
of Hilton Hotels is presented in the report with the actions and functions of involved
members in the service chain. Hilton Hotels is a chain of hospitality services and have a
specified service functions according to the sectors of the operational framework.
Service Blueprint of Hilton Hotels
Service blueprint is a presentation of service list and behaviour rendered to customers
of the company (Hossain, Enam & Farhana, 2017). There are basic complexities in
understanding the needs of customer and complying with their expectations. The analysis
depicts the gap of perfect services. Customer feedback is either collected during their time of
departing from hotels or at their convenient time.
The (F) are points subjected to failure
Figure: Hilton Hotels Service Blueprint
(Source: Hilton.com. 2019)

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Physical evidence:
Hilton refer the physical evidences as website, parking, uniforms of the service
providers, logo, fitness centres, spa, laundry, restaurant, bar, conference rooms, event halls
and billing systems (Hossain, Enam & Farhana, 2017). It is based on customer demand
concepts required when a person is on need of leisure and relaxation.
Customers Action:
Hilton customers coming up as tourists or business personnel does reservation and
check into rooms, gets their luggage carried by the bell service persons. Customer uses
appliances and amenities in the room, order for food, gets the food, have it and many more to
serve their demands (Hilton.com. 2019). The customer here tries to achieve satisfaction from
the service they avail and is based on customer satisfaction concept.
Front stage Action:
Hilton customer service associates primarily greets the guests, receive their luggage,
and initiated with the registration process. The front stage employees provide the luggage,
food and all other direct services accessed by the customers (Kazemzadeh, Milton &
Johnson, 2015). The actions are part of customer service management and customer
satisfaction theory.
Backstage Action:
Activities like confirming reservation of guests, allocating the room details, receiving
food order, planning and organising meetings, events and other activities are actions that
backstage employees perform to serve customers for their satisfaction.
Support Processes:
It creates three lines between the communicators’ like interaction, visibility and
internal interactions. The concept is based on the AIDA model of brand communication to

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foster brand promotion and creating sense of interest, desire and action of the customers. The
support to the process of reservations, registrations, food processing, laundry process and
billing process are the variants in Hilton Hotels (Hilton.com. 2019).
Recommendation
The Hilton Service blueprint follows service-mapping techniques to obtain their
performance analysis reflecting a need of keen attention to customer needs. According to the
analysis done on the services rendered by the Hilton officials, the points of failure marked as
F in red has to be improved. Moreover, the technical systems responding to customer requests
need improvisation.
Conclusion
The service blueprint mapping according to the above discussion concludes to be the
summary of service framework of Hilton Hotels in Australia that reflects a collaborative
approach of the good and moderate services. There are expectations from Hilton to work on
their technical service implications.

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Reference
Hilton.com. (2019). Hilton Brands | Global Hospitality Company. Retrieved 12 August 2019,
from https://www.hilton.com/en/corporate/
Hossain, M. Z., Enam, F., & Farhana, S. (2017). Service Blueprint a Tool for Enhancing
Service Quality in Restaurant Business. American Journal of Industrial and Business
Management, 7(07), 919.
Kazemzadeh, Y., Milton, S. K., & Johnson, L. W. (2015). Service blueprinting and process-
chain-network: an ontological comparison. International Journal of Qualitative
Research in Services, 2(1), 1-12.