Research Project: Analyzing Sustainability in Hilton Hotel (Unit 18)

This research project, conducted as part of Unit 18 of a Higher National Diploma in Hospitality Management, analyzes sustainability within the hospitality industry, using Hilton Hotel as a case study. The project explores various aspects of sustainability, including environmental, economic, and social impacts. It utilizes survey data to gauge employee perceptions on topics such as sustainability definitions, current trends, green practices, marketing strategies, employee awareness, risk-taking, financial leakage, and controlling techniques. The findings reveal key insights into Hilton's sustainability efforts, including the importance of moral values, technological advancements, and the need for continuous improvement in areas like waste reduction and employee motivation. The project concludes with recommendations for Hilton Hotel to enhance its sustainability initiatives and maintain a competitive edge in the evolving hospitality market. The project highlights the significance of transparency, ethical trade, and the impact of guest experiences on the overall success of sustainable practices. It also emphasizes the importance of financial stability and branding.

UNIT 18: RESEARCH
PROJECT
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TABLE OF CONTENT
MAIN BODY...................................................................................................................................3
ACTIVITY 3....................................................................................................................................3
Research and data........................................................................................................................3
Findings......................................................................................................................................11
Recommendations......................................................................................................................13
Conclusion.................................................................................................................................14
ACTIVITY 4..................................................................................................................................14
Performance review...................................................................................................................14
REFERENCES..............................................................................................................................16
APPENDIX....................................................................................................................................17
2

MAIN BODY
Aim:
“To analyse and discuss sustainability in hospitality industry: A case study on: Hilton
Hotel.”
Objectives:
 To understand sustainability in the hospitality industry in Hilton Hotel.
 To discuss sustainability in hospitality industry and trends coming in this industry.
 To analyse techniques and strategies for providing sustainability in Hilton Hotel.
 To recommend strategies and measures to be able to compete in the growing market.
ACTIVITY 3
Research and data
Theme 1: According to you, what is sustainability in hospitality industry?
According to you, what is sustainability in
hospitality industry?
Outcomes
Moral 11
Ethics 9
Cost for energy and water 5
Social actions 4
Political arguments 1
Total 30
3

Interpretation: From the above graph it can be concluded that there are 11 out of 30 employees
of Hilton hotel opted for moral, 9 for ethics, 5 for cost for water and energy, 4 for social actions
and 1 for political arguments. Employees of hospitality industry value moral values of all the
individuals being valued in the workplace so that there are going to be higher consequences.
Theme 2: What are current trends which have come in Hilton Hotel recently?
What are current trends which have come
in Hilton Hotel recently?
Outcomes
Self check in 12
Technology to run bookings and hotels 15
Digitalized room keys 1
Mobile maps for access 2
4
Moral
Ethics
Cost for energy and water
Social actions
Political arguments
0
2
4
6
8
10
12 11
9
5
4
1
Theme 1: According to you, what is sustainability in hospitality
industry?
Column B
Illustration 1: According to you, what is sustainability in hospitality industry?

Total 30
Interpretation: From the above picture it is concluded that technological changes have taken
place in Hilton increasing the satisfaction level of the customers and employees. There are 15
respondent opted for technology to run booking and hotels, 12 for self check in 1 for digitalized
room keys and 2 for mobile maps for access out of 30.
Theme 3: Is Hilton hotel operating in green ways?
Is Hilton hotel operating in green ways? Outcomes
Yes 14
No 7
Maybe 9
Total 30
5
Self check in
Technology to run bookings and hotels
Digitalized room keys
Mobile maps for access
0 2 4 6 8 10 12 14 16
12
15
1
2
Theme 2: What are current trends which have come in Hilton
Hotel recently?
Column B
Illustration 2: What are current trends which have come in Hilton Hotel recently?

Interpretation: From the above graph it can be concluded that there are green ways Hilton hotel
has found in the market so that they can operate effectively. 14 out of 30 people said yes, 9 out of
30 said maybe and 7 out of 30 respondent opted for no.
Theme 4: What are the effective marketing strategies for hospitality industry?
What are the effective marketing strategies
for hospitality industry?
Outcomes
Digital presence 9
Customer insight marketing 2
Email and content marketing 6
Social media 13
Total 30
6
14
7
9
Theme 3: Is Hilton hotel operating in green ways?
Yes
No
Maybe
Illustration 3: Is Hilton hotel operating in green ways?

Interpretation: From the table above it can be concluded that social media is having a great
impact. Out of 30 respondent there are 13 saying social media is marketing strategy which the
company is opted, 6 said email and content marketing, 9 said digital presence and 2 for customer
insight marketing.
Theme 5: Are employees aware about the changes which are being taken in Hilton for finding
sustainability in market?
Are employees aware about the changes
which are being taken in Hilton for finding
sustainability in market?
Outcomes
Yes 18
No 4
Maybe 8
Total 30
7
Digital presence
Customer insight marketing
Email and content marketing
Social media
0
2
4
6
8
10
12
14
9
2
6
13
Theme 4: What are the effective marketing strategies for
hospitality industry?
Column B
Illustration 4: What are the effective marketing strategies for hospitality industry?

Interpretation: From the above graph it is concluded that the employees of the organization
which are 18 out of 30 are updated about the changes which are taking place and 4 said no and 8
said maybe.
Theme 6: Has Hilton hotel taken risks in order to be able to gain higher reputation and brand
image?
Has Hilton hotel taken risks in order to be
able to gain higher reputation and brand
image?
Outcomes
Yes 18
No 5
Maybe 7
Total 30
8

Interpretation: Risks are involved with Hilton from the above picture which is there 18 saying
risks taken by company, 5 said no and 7 said maybe.
Theme 7: Is there financial leakage in Hilton Hotel?
Is there financial leakage in Hilton Hotel? Outcomes
Strongly Agree 10
Agree 13
Neutral 4
Disagree 2
Strongly disagree 1
Total 30
9
Yes
No
Maybe
0 2 4 6 8 10 12 14 16 18
18
5
7
Theme 6: Has Hilton hotel taken risks in order to be able to gain
higher reputation and brand image?
Column B
Illustration 6: Has Hilton hotel taken risks in order to be able to gain higher reputation and
brand image?

Interpretation: Financial leakage is important for sustainability which is 13 employees agreed,
10 strongly agreed, 4 were neutral, 2 were disagreeing and 1 was strongly disagreeing with this
factor.
Theme 8: What are the controlling and monitoring techniques used for the employees by Hilton
hotel?
What are the controlling and monitoring
techniques used for the employees by Hilton
hotel?
Outcomes
Rewards 16
Mental appraisal 6
Promotions 8
Total 30
10
Strongly Agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
10
13
4
2 1
Theme 7: Is there financial leakage in Hilton Hotel?
Column B
Illustration 7: Is there financial leakage in Hilton Hotel?

Interpretation: From the above report it can be concluded that there are 16 out of 30 respondent
who said rewards are the motivating factor provided to the employees, 8 said promotions and 6
said mental appraisal.
Theme 9: According to you what recommendation would be appropriate for Hilton Hotel.
Interpretation: Employees of Hilton hotel are looking for ward for more motivation factor since
there are less policies for family and other factors so that the employees would be able to give in
their personal best. Company has to get in changes according to the employees so that there is
effective growth that is present for the overall development.
Findings
Sustainability is required in hospitality industry which is the major finding which can be
obtained. There is a continuous growth which hotel industry is having world wide and therefore
11
16
6
8
Theme 8: What are the controlling and monitoring techniques
used for the employees by Hilton hotel?
Rewards
Mental appraisal
Promotions
Illustration 8: What are the controlling and monitoring techniques used for the employees by
Hilton hotel?

trends and operations of this industry needs to change with time which is going to make the
operations and performance of the company be higher. Transparency needs to be provided not
just to the clients but also employees of the organization so that there are going to be higher
consequences which are going to be there (Plewnia and Guenther, 2018). GDP of United
Kingdom has improved which impacted the lifestyle and expectations of the clients which the
hospitality industry has to consider in order to be able to get the right standards and working.
Attraction must be high of the customers which is going to make the tourism factor be higher.
Human behaviour is to make sure that there is effective working and environment which is
present so that there are limitation products and services which are going to be present.
Generation of sustainability has to be present so that the focus is going to be present and
hospitality industry is going to make sure that there are effective working which is present as
well (Pham, Tučková and Jabbour, 2019).
Campaigning is good for the brand image and value of the company since there is going
to be effective transparency which is going to be present with the customers of the company.
Ethical trade, social responsibilities and culture are being followed by organizations in the
market in order to be able to get the right working. There is a lot of reduction in approaches
which is going to be present and make the spending of hospitality industry on this factor be
present. Social and economic impact needs to be improved so that there is good consumption of
working which is going to be there so that the energy level can be higher. Reducing operations is
not going to be good for Hilton therefore changes must come in Hilton from time to time so that
there is going to be effective working and performance which is good for the overall working of
the organization (Ettinger and et.al., 2020). Wastage is going to make the raw materials of Hilton
not be utilized and make the organization have a lot of working pressure and make the company
not be able to have higher profitability. Planning is essential for Hilton so that they would be able
to make sure that there is a effective sustainability which is taking place in the company so that
the company would be able to gain higher profitability and brand image in the market (Lee, Ham
and Koh, 2019).
Information must be present in the working for information and sustainability so that the
company would be able to make the right working and performance which is present. Energy and
water saving measures have been taken by Hilton hotel so that the clients would follow them and
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