Work Integrated Learning Assignment 1 Report: Hilton Sydney Analysis

This report provides a comprehensive analysis of Hilton Sydney, focusing on its operations within the hospitality industry. The study begins with an executive summary highlighting the hotel's contribution to Australia's economic growth, followed by an introduction to the hospitality sector and Hilton Sydney's business model. The report delves into macro and micro environmental analyses, exploring political, economic, socio-cultural, technological, environmental, and legal factors (PESTEL) and their impact on the hotel. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The report also includes an organizational description, detailing Hilton's global presence, management structure, products, services, target market, and marketing strategies. Finally, it discusses potential growth sectors and career opportunities within the industry, concluding with key skills and overall findings. The report emphasizes Hilton Sydney's strategic approach to business, its adaptation to the Australian market, and its future prospects.

Running head: WORK INTEGRATED LEARNING
Work Integrated Learning
Assignment-1
Lovejeet singh
1430556

1
WORK INTEGRATED LEARNING
Executive Summary
The study provided deep insight on the growth of hospitality industry and its contribution in
economic enhancement of Australia. This very specific study has provided in-depth overview on
how macro environmental analysis and micro environmental analysis leaves a major positive
impact for flourishing the business process of Hilton Sydney. Based on the political, economic
and technological competency of Australia, the business experts of Hilton Sydney has decided to
implement necessary strategies and policies for drawing the attention of customers.

2
WORK INTEGRATED LEARNING
Table of Contents
1. Introduction:................................................................................................................................3
2. Macro environmental analysis:....................................................................................................5
4. Analysis and Description of the Organization.............................................................................8
6. Potential of future career for this sector and job opportunities:................................................11
7. Identification of the key skills...................................................................................................14
7. Conclusion:................................................................................................................................16
Reference List:...............................................................................................................................18

3
WORK INTEGRATED LEARNING
1. Introduction:
Hospitality industry is one of the most flourishing sectors for rendering the economic
growth of a business industry. As per the World’s business scenario,the direct contribution of
hospitality sector to GDP was US$ 71.53 billion in 2016. Around 4500 hotels are situated all
over Australia for maintaining effective hospitality services. Around 929,000 employees are
associated directly and indirectly in the hospitality sector of Australia (trademinister.gov.au
2018). However, this very specific study has focused to make in-depth overview on how Hilton
Sydney has flourished their entire process of business in the realm of hotel industry
(hotelbusiness.com 2018). In order to render the economic growth of country hospitality industry
has left major contributions. Especially, the establishment of hotels and restaurants in a particular
country decides whether the tourism business would draw the attention of large number of
international customers (melbournepolytechnic.edu.au 2018). This very specific study has
provided in-depth overview on how macro environmental analysis and micro environmental
analysis leaves a major positive impact for flourishing the business process of Hilton Sydney.
Some of the major barriers faced by the business experts of Sydney Hilton in expanding business
have also been analyzed.
Hilton Sydney has already occupied a predominant place in the realm ofhospitality
industry. As per the global scenario Hilton group has expanded their widespread wings in 105
countries over 856,000 rooms (hiltonsydney.com.au 2018). This particular group is constituted
with 14 brands across different market segmentation. Around 169,000 employees are intimately
associated with this very specific group. However, in Sydney around 50 hotels are available
under Hilton. Hilton Sydney is located incentral business district. This particular hotel is 3

4
WORK INTEGRATED LEARNING
minutes away from Town Hall Train Station. Australia’s GDP has been raised 18% till 2016
due to the contribution of hospitality industry (trademinister.gov.au 2018). The contribution of
Hilton towards this economic growth is undeniable. Providing superior quality of services to the
customers is the primary mission of this very specific hotel. By rendering diversity within their
products as well as services Hilton group is expected to expand their entire process of business
more widely all over the World. It is expected that this specific industry within 2020 would face
a remarkable future growth of around 10% from the present business scenario.
In this specific hotel, customers are flexible to choose hotel accommodation as per their
choice. From guest room to spacious suits every kind of facility is available in this very specific
hotel. In order to make any kind of business deal the customers would get around 28 meeting and
conference rooms along with living well premier health club and 25 swimming pools. Customers
can get full time gym facilities inside the campus. Professionals associated with customer
services are well trained endowed with effective professional skills and competency. Customers
do not have to face any difficulties in dealing with the service providers regarding language
problem (Zopiatis, Constanti and Theocharous 2014). Professionals are very much comfortable
in using multi-languages with the help of which customers from different geographical
backgrounds and cultural attitudes can interact with the service providers effectively. The service
providers are available for both premium customers to average cost
customers(melbournepolytechnic.edu.au 2018). Premium customers can get the facilities of
stylish bars, celebrity chef, gym facilities along with swimming pools.

5
WORK INTEGRATED LEARNING
2. Macro environmental analysis:
Before establishing a business process in the country like Australia, the business experts
have made effective environmental analysis of Australia in order to know the political, socio-
cultural, technological and legal factors.
Political  Stable political environment and regulation policy
 Taxation policy is very such systematic
 The country is free from political chaos
Economic  Economically developed country
 Around 18% of the GDP comes from tourism sector
 Inhabitants belonging to Australia are from high level of income status
Socio-cultural  People of diverse cultural backgrounds and attitudes
 Implementation of diversity within workplaces
 Different cultural and religious backgrounds get equal responses
Technological  Technologically developed country
 More than fifty percent of the employees are accustomed with the
advanced technology
Environmental  Extreme weather exists in Australia
 Business experts provides environmental friendly products and services
 Some of the major regulations are strictly maintained within the
country such as environmental protection act, sea protection act, whale
protection act.
Legal  Implementation of anti-discrimination act, gender equality act, health

6
WORK INTEGRATED LEARNING
and safety acts are strictly maintained at the workplace
Figure 1: Overview of PESTEL Analysis
(Source: Bharwani and Butt 2012)
Analysis:
Stable political environment along with systematic taxation policy is the core aspects for
Australia for stabling large number of multinational corporations in this country. It has already
been stated that tourism sector in this very specific country is flourishing due to which around
18% of the GDP of Australia comes from this particular industry. Therefore, Hilton Sydney
would not have to face any kind of difficulty in establishing their entire process of business. In
addition, the inhabitants belonging to Australia are efficient enough to afford the products and
services of Hilton. Australia is constituted with the people of diverse cultural backgrounds and
attitudes (Kandampully, Zhang and Bilgihan 2015). As a result, the organization like Hilton
Sydneyhas focused to render diversity with services as well as products. As a result, people from
different cultural backgrounds and attitudes would like to show their level of interest in using the
services from Hilton Sydney. It is undeniable that Australia is out an out technologically
developed country. People belonging to various geographical backgrounds and attitudes are well
accustomed with the advancement of technology.
On the other hand, in quest of flourishing their business in the international market the
business experts of Hilton Sydney has focused to use technology as the primary device to
communicate with the customers. Australia is constituted with extreme whether in different
season. As a result, Hilton Sydney has focused to make environmental friendly products and
services to draw the attention of customers. By implementing some of the major regulations such

7
WORK INTEGRATED LEARNING
as environmental protection act, sea protection act, whale protection act, the government takes
major initiative in controlling environmental issues (Line and Runyan 2012). As a result, large
number of multinational corporations has already established their business wings in the soil of
Australia. Most of the inhabitable regulations for running business organizations like anti-
discrimination act, gender equality act, health and safety acts are strictly maintained at the
workplace of Hilton Sydney.
3. SWOT analysis:
Strengths Weaknesses
 Economy, technology and human
resource, the three major components
are huge strengths for Hilton Sydney
 Employees are well trained with proper
professional skill and competency
 Very expensive for low cost customers
 Consequently, the number of target market
is limited
Opportunities Threats
 Expanding the entire process of business
in the internal market
 Increasing the attention of international
customers by expanding the business in
global market
 Competitors’ market threat is major threat
for Hilton Sydney
 The business strategy of Hotel Emirates,
Jadan Cottage, Big Brook Cottage,
Wagners’ Cottage are the major threat for
Hilton Sydney.
Table 2: Overview of SWOT analysis
(Source: Brown, Thomas and Bosselman 2015)

8
WORK INTEGRATED LEARNING
Analysis:
Hilton Sydney is well developed in technology. The employees associated with this
specific hotel are very much familiar with the advancement of technology. Customers by sitting
at various geographical boundaries can easily access the websites of Hilton as well as their
services. As a result, the communication between service providers and service users are very
much flexible. In case of any kind of issue faced by the services of Hilton Sydney, the customers
can communicate immediately with the service providersto resolve the issue (Daskin and Tezer
2012). This very specific business organization by implementing diversity in services can easily
expand their business process more effectively all over the World. Competitors’ market threat is
major threat for Hilton Sydney. The business strategy of Hotel Emirates, Jadan Cottage, Big
Brook Cottage, Wagners’ Cottage are the major threatsfor Hilton Sydney. In order to overcome
competitors’ market threat the business experts ofHilton Sydney would have to focus on rending
most effective strategies and policies (Gursoy, ahmanand Swanger2012). The organization
should increase their budget for social media promotion so that international customers can get
in-depth overview about the products as well as services. People from various geographical
backgrounds would like to show their interest in purchasing the products and services from
Hilton Sydney.
4. Analysis and Description of the Organization
Hilton is a global company that is based in United States and owns several chains of
hotels as well as subsidiary companies. It has a long history of expertise in fields of hospitality,
ground-breaking innovation, phenomenal design and a dedication towards its target consumers.
The structure of management has made the hotel one of the city’s best venues for fine wine,

9
WORK INTEGRATED LEARNING
exquisite food, hassle-free events and conferences as well as exceptional and comfortable
accommodation. Moreover, the exceptional creativity of the hotel’s management has inspired
each aspect and managed to win the hearts of many customers (Hiltonsydney.com.au 2018).
In addition to this, their management’s innovation and creativity has extended to each
area within Hilton, making this deluxe hotel one of the most innovative and prestigious hotels of
Australia. Moreover, it is renowned for its relaxation suits and rooms for its customers and
additionally, it is also well known for their amazing range of cocktail concepts at the Zeta Bar.
The Hilton Sydney Hotel is one of the largest meeting venue and hotel conventions of Australia,
with around 4,000 sqm of floor spacing. The hotel accommodates over 3,000 delegates
approximately, across their four dedicated floors.
Founded in the year 1919 by Conrad Hilton, the parent company of the hotel is Hilton
Worldwide. The hotel offers various products and services to its target customers, which have
been discussed in this part of the assignment. Its products include 579 stunning suites and rooms
for its guests, beautiful events and meeting spaces along with amazing décor, iconic marble bars,
chic zeta bar and others. Moreover, the Central Sydney Hotel is just located opposite the Town
Hall Station, which makes it easily accessible. In addition to this, the hotel has been awarded
several times, due to its services and customer appreciation (Hiltonsydney.com.au 2018).
The twenty metre lobby of the hotel is sun filled and proudly portrays magnificent
sculptures of aluminum by the well known sculptor of Australia, Bronwyn Oliver. These
breathtaking sculptures signify Hilton’s class and elegance, which has managed grab the
attention of businessmen and family persons. The target market of the hotel is a group of
customers belonging not only to the business world, but also to those who prefers class and

10
WORK INTEGRATED LEARNING
elegance. The company has been able to segment and prioritize its market on the basis of their
needs as well as purchasing behaviors. The most common demographics, which the hotel has
undertaken are certain attributes like age, education level, gender, income, residential area and
others (Wagner, Wilson and Vescovi 2015).
The current marketing strategies undertaken by the company has been categorized into
the following sections;
PROMOTION MIX BUDGET
Advertising Expenses Per unit price($) Total price($)
Promotions 20000 400000
Advertising (Print and Electronic
Media)
200 40000
Sales Promotions 300 600000
Social Media Nil 700000
Total 20500 1740000
The potential growth sectors of the organization can be their business strategies, which
involves expansion of the entire business processes in the internal market. Moreover, they can
increase the attention of their international customers by promoting the organization on the
global market (Jones, Hillier and Comfort 2016). In this manner, they can expect potential
growth of their business as well as target consumers.
5. Issues affecting sector:
 Cross cultural communication issue affecting hotel industry:
Cross-cultural communication barrier is one of the most effective issues affecting the
business process of Hilton Sydney.Service providers are from different geographical
backgrounds and attitudes. As a result, they have to face immense challenges in communicating

11
WORK INTEGRATED LEARNING
with each other and sharing their views and thoughts regarding reaching the business goal.
Organizational managers on the other hand have to face difficulties in making an effective
collective decision due to cultural barrier as well as linguistic barrier (Gustavo 2013). On the
other hand, the service providers are facing immense difficulties in dealing with the customers
from different language backgrounds and attitudes.
 Psychological barrier affecting tourism industry:
Customers are from various geographic location having different cultural backgrounds
and attitudes. As a result, service providers have to face challenges in maintaining effective
communication with them. Due to the increase of expectancy level after emergence of large
competitors,Hilton Sydney facing immense barriers in establishing their entire process of
business.
 The Growth of Airbnb
The most recent couple of years have seen a gigantic spike in locales like Airbnb, Homestay,
HomeAway, and House Trip. Airbnb hope to accomplish a turnover of nearly $3billion this
year and gloat an estimation of $31billion altogether. Both of these figures are set to expand
increasingly finished the up and coming years.Airbnb as of now has 150 million clients. This,
alongside clients of comparable destinations, decreases the no. of individuals usinghotels
significantly.
6. Potential of future career for this sector and job opportunities:
1. Executive Chef
Job responsibilities