Hospitality Marketing Essentials: Hilton Hotels Marketing Report

This report provides a comprehensive analysis of the marketing strategies employed by Hilton Hotels. It begins by outlining the roles and responsibilities of the marketing function within the organization, emphasizing the creation of strategic marketing plans, social media management, and the deve...Read More

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explaining roles and responsibilities of the marketing function in context of Hilton Hotels.
.....................................................................................................................................................3
P2 Inter-relation of marketing with various department.............................................................5
LO 3.................................................................................................................................................6
P3 Comparison of different hospitality organisation which apply marketing mix....................6
LO 4 ................................................................................................................................................8
P4 Preparation of a marketing plan for the hotel for their expansion.........................................8
CONCLUSION..............................................................................................................................10
REFFRENCES...............................................................................................................................11

INTRODUCTION
Hospitality is related with maintaining good relationship with their guest. The host
receives the guest and entertainment is provided to guest or visitors. Marketing refers to group of
activities performed by an organization to promote their product through various techniques such
as advertisement, public selling etc(Bai ,Sheng and Li 2016).These techniques are performed to
attract new customers and retain old customers by satisfying their needs. The brand chosen for
this report is Hilton Hotels. Hilton Hotels is a Hilton flagship brand and it is considered as largest
brand among all the hotels. This brand provides official and unofficial trips in many cities or
near airports and on popular vacation destinations. This report will cover overview of marketing
and roles and responsibilities of a marketing manager and how marketing influences or
interrelate with other department and importance of this inter-relation and designing a strategic
plan for monitoring and evaluation with the help of 7Ps and forming a marketing plan to meet
marketing and overall objective of company.
LO 1
P1 Explaining roles and responsibilities of the marketing function in context of Hilton Hotels.
Marketing function is performed in an organisation to promote the product or services
offered by the company. This process is use by the company to attract more customers and make
them ready to buy the product. For this, company has to perform a intense marketing research to
identify the needs of the customer and provide services according to it. The Hilton Hotels, an
American company has separate marketing department which handles all the activities related to
it. The activities like promoting the brand image of the hotel are performed by this department to
achieve the goal of the brand. The company want to expand their business in more countries and
for this marketing function has to perform some roles and responsibilities so that expansion can
be done successfully.
The roles of a marketing manager are as follows-
 Creating strategic marketing plans- The marketing plan is a written document includes
mission, vision, objective and marketing budget. This plan is considered as guide to
marketing team which results in effective operation of marketing activities. This also
work as tool which communicates all the detailed information to marketing team so that

they can perform their functions without any conflicts. The marketing manager of Hilton
is also creating marketing strategies through alignment of individual and organisation
goal so that overall organisation goal can be achieved.
 Social-media Handling- This is another role of marketing function which requires to
handle the social-media activities in the context of marketing. In the current era, there is a
huge scope in digital marketing and at social-media platforms like Facebook, twitter,
Instagram etc. This is the channel to get easily identify the needs of customer through
posting images of brand and videos on these sites and checking reaction of existing of
potential customer. The marketing manger of Hilton also use these sites to promote and
identify the customer reactions which result in identifying the area where the brand is
lacking and rectifying it(Buhler and Nufer2012).
 Development of promotion strategies- This is the another role of marketing function to
build strategies in relation of promoting the goods and services which are offered by the
firm. This result in attracting new customer towards brand if the promotional campaigns
are performed in an expected way. The marketing manager of Hilton also form
promotional strategies to perform promotional campaigns at various places to promote
the brand of the hotel and identify the current trend in the market by proper research and
develop strategies according to it. The Hotel also organise these campaigns to aware
people about the services offered to the customers in the hotel.
The responsibilities of Marketing manager are as follows-
 Building a brand image- This is an responsibilities of a marketing function of company
to build a good image of hotel in the market. The objective and vision of the company is
required to define to the customers and the current position of the company and which
types of services are offered so that interest of the customer can be gain. The marketing
manager of Hilton specify all the information to the users of information which are
customers, investor and suppliers so that a brand image will be formed which will help
the hotel in surviving in long run.
 Customer and market research- This is the responsibility of the marketing function to
identify the needs of the customer through conduction of detailed marketing research.
This research will help the company in determining the current demands of the customer
and supplying according to their expectations. The marketing manager of Hilton

conducts a detailed marketing research which helps in identifying their needs and want
and according to that services are supplied. The research is conducted on the target
market so that result can be utilised by the overall process of achieving organisation goal
through acquiring opportunities.
 Focus on customer satisfaction- This is an another responsibility of marketing function
to make sure that customers are satisfied with the goods or services offered to them. If
there is any modification is required then it is applied so that customer is satisfied. The
marketing manager of Hilton has focused on assuring their customer satisfaction by
taking their reviews about the services offered by the hotel.
P2 Inter-relation of marketing with various department.
Hilton Hotel is a big brand and operating in many countries. The hotel operates their
business with the help of various department such as marketing, production, finance and HR.
These departments helps hotel in operating their business successfully. Marketing is the
important factor or base for the operation of business so its inter-relation is necessary for
effective operations of the business. The Marketing function of Hilton inter-relates with other
function so that operations can be done smoothly and this inter- relation is performed as follows-
 Marketing with Finance- The inter-relation of these departments is necessary to
perform various function smoothly. The work of finance department is to form budget
related to the capital of the business which will be utilised for the various activities of
business. The finance department also creates budget for the marketing activities. The
marketing manager of Hilton is required to follow that given budget and to inform this to
the marketing team and it is the duty of finance department to check that marketing
department has required amount of fund(Ghosh2017). The hospitality industry has
number of sectors in it and each sector require branding so the hotel named Hilton is
required to form a marketing department which will fulfil all the objectives related to
selling of services and this department is inter-related with finance to focus on the budget
made by the them.
 Marketing with HR- The marketing and HR are required to inter-relate for effective
operations of the business. As marketing activities are performed by the human bodies
which is selected by the personnel department. The personnel selected by the human
resource manager is required to be selected through a proper definite procedures so that

the right candidate with right qualification is selected. The selection of right candidate is
responsibility of human resource manager so that marketing activities can be performed
by the employee. The human resource of Hilton uses a proper procedure to select
candidates and criteria for the selection of candidate is given by the marketing
department that they require these skills in a person to perform marketing activities. This
result in selection of right candidate which result in increased efficiency.
 Marketing with Service- The service department is concerned with providing effective
services to their customers. They take care of the quality of service offered by the brand
to satisfy the needs of the customers. The service department of Hilton hotel is concerned
with the services which is offered to customer and create new strategies for delivering
better value of services and the marketing department is required to promote all the
services offered by the hotel(Macho and et. al., 2013).
Significance of this inter-relation-
This inter-relation is beneficial for the success of organisation as it result in effective
operation of hotels. The departments working together will lead to achieve in departmental
objectives and the information can be communicated to each other departments which makes
operations in the department easier and it enhances the decision-making process.
LO 3
P3 Comparison of different hospitality organisation which apply marketing mix.
Marketing mix is a approach which is used by different companies to attain better
position in the marketplace then competitor. The marketing mix is used in the hospitality sector
to promote this sector by combining different factors which are price, place , promotion etc. The
Hilton is using this approach to promote their brand in the country where they are considering to
expand. The comparison of different marketing mix in context of hilton and its competitor
holiday inn are as follows-
Basis Hilton Holiday inn
Price The pricing strategy of this
hotel is based on penetration
and skimming and premium
pricing strategies. The
The hotel is providing services
at both economic and premium
pricing strategies depending
upon the segment of market.

penetration refers to providing
services at low budget and
skimming refers to providing
services at higher price then
competitor(Wood 2012 ).
This hotel has divided its
pricing strategies into three
level that is economic level,
mid level pricing and premium
level pricing.
Place This hotel has a aim of
providing services to the
consumer where they require.
This hotel is operating in more
than 100 countries so they can
build up their brand.
This hotel is providing services
in more than 100 countries
which are mostly located at
main cities which are known
for the heritages and attractive
places.
Promotion This hotel is using both social
media and traditional
marketing channels to promote
their products(Osman and et.
al., 2016).
This hotel is also using social-
media platform for their
promotional activities which
allow them to be engaged and
contact with their customers.
Product This hotel is considered as
full- service hotel and its
provides various type of
services like special events,
swimming pool etc.
This is a hospitality firm
established in U.K which
provide various services to
their customers. The services
like free internet connection,
entertainment programmes etc.
This hotel is commonly
preferred by family as this
hotel provides various benefit
to families such as organising
events for the kids etc.
People This hotel value their staff by
appreciate their work so they
can retain their employees for
This hotel possess high skilled
workers to perform their
operations which result in

longer term. effective operations of hotels
and the hotel also provides
training to their employees so
that they can perform
confidently.
Process This hotel provide picking up
services to their customer and
many this type of services like
solving their queries etc.
Which retain the customer of
the hotel.
This hotel is applying different
process in their operations to
assure the satisfaction of
customer. The process includes
involvement of various
facilities like room cleaning,
dropping to the room
etc(Ratten 2016).
Physical evidence This hotel provide big rooms
with various facilities such as
private pool in the room and
many more(Summers,
Humphrey and Ferris 2012).
This hotel has a attractive
infrastructure which impacts
their customer positively and
the hotel also provide different
type of room having different
features in it.
Different Tactics applied by the hotel to achieve goal of the hotel.
The Hilton Hotel is using various approaches to achieve their goal which are providing
extra value in their services with comparison of competitors so that they can attain high share in
the market and they are planning to expand their business level in more countries to acquire more
share at global level.
LO 4
P4 Preparation of a marketing plan for the hotel for their expansion.
Marketing plan is a document containing all the marketing strategies for the plan of
expansion. This plan includes the objective related to this expansion and their actions are

specified in the plan. The marketing plan is formed to achieve the desire objective without any
conflict.
The Hilton is planning to expand their business in more countries for that a marketing
plan is preparing which require the analysis of company surroundings are as follows-
 Strengths- The hotel has a serious advantage of brand image as this hotel has strong
brand image in the market which will help in expansion.
 Weakness- This hotel is facing weakness regarding non development in their work
process and the hotel is highly depend upon the proprietor.
 Opportunities-The hotel can expand their business in Australia market as Australia has
highest market to explore(Ratten,2016).
 Threats- The existing rivals and potential competitor will be a big threat for the hotel as
these hotels will also fight for the market share.
Objective-
 Specific- The hotel is expecting increase in their market share and they will be the
leading hotel among the world.
 Measurable- The hotel is expecting to attain 35% of market over the world by
increasing value in their services and expanding.
 Achievable-The Hotel is working towards achieving the higher share in the market
through expanding it in various countries.
 Realistic- The Hotel is expecting its increase in sale of services which will result in
fulfilment of main objective.
 Time-bound- The hotel has estimated 2 year to achieve the highest share in the market
over the world.
Strategies-
 Segmentation- The company has chosen a segment on the basis of demographic factor
which is mainly define by the genders or age. This hotel has chosen the segment of
family not youngsters.
 Targetting- The hotel has target group of people whose age is between 23-70 and
facilities are provided according to that.
 Positioning- The hotel has already a good brand image in the global market which is a
benefit for the hotel as it provides good quality services to their customers.

Financial plan-
 Budget Allocation- The Hilton has a estimated budget of €400,000 for expanding their
business in other countries. The proper allocation of fund is done on the basis of
requirement of activities.
 Estimated required capital- Each activities require fund and it is divided according to
the base which are -
Forecast of cost
Particulars Amount (€)
Marketing 100870
Training and development 87300
Suppliers 765400
Safety tools 29000
From the given statement, it is clear that the marketing activities require huge amount of
fund in comparison of other activities as marketing is the base for the promoting the expansion.
The definite amount is kept for safety tool as safety is important for the safe working
environment for the peoples.
 Estimated sales- The hotel is estimating the increase in sale with 30 % from the current
as company is planning to expand in more than one country.
Control- The applicability of marketing plan is required to be monitored and evaluated to make
sure that the plan is followed and activities are performed according to the plan(Srinivasan, Rutz
and Pauwels,2016.).
CONCLUSION
From the above report, it can be concluded that the marketing manager play many type of
roles and responsibilities such as creating strategic plan, handling social media etc. The
marketing has to inter-relate with various department for effective functioning of hotel. The
marketing mix is used to promote the business and marketing plan helps in estimating budget
that will be needed in marketing activities.

REFFRENCES
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