Hospitality Marketing Plan: Hilton Hotel and Marriott Comparison

This essay provides a comprehensive analysis of hospitality marketing, with a specific focus on Hilton Hotels. The introduction sets the stage by highlighting the rapid growth of the hospitality industry and the crucial role of marketing. Task 1 delves into the key roles and responsibilities of the marketing function within Hilton, including research, awareness, promotion, and customer relations, providing specific examples of how Hilton executes these functions. Task 2 explores the interrelation of marketing functions with other departments like HR, finance, IT, and operations. Task 3 compares Hilton and Marriott using the 7Ps of the marketing mix, evaluating their product, pricing, promotion, and other elements. The essay concludes with the production of a basic marketing plan for a hospitality organization to meet marketing objectives, drawing on the insights gained throughout the analysis. The essay utilizes academic references to support the analysis.

Hospitality marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 key roles and responsibilities of the marketing function within Hilton Hotel......................3
P2 Roles and Responsibilities of marketing relate to the Hilton hotel context...........................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which different hospitality organisations by using element of
marketing mix 7Ps to achieve the goals and objectives..............................................................8
TASK 3..........................................................................................................................................11
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality industry is the fastest growing organization which provided different types of
services and facilities to their customers. The hospitality sector is basically depended on the
availability of leisure time or disposable income. Hilton hotel is a leading organization to expand
their business all over the world. This report will discuss about the specific role and
responsibilities of marketing in the Hilton hotel. This assignment will describe the different types
of marketing plans that help for increasing the productivity and profitability of organization.
Further, this report will discuss about the comparison between the Hilton Hotel and Marriott and
also apply the marketing mix for planning an effective strategy for growth and development.
This report will produce the basic marketing plan in the organization to meet all the requirement
of organization.
TASK 1
P1 Key roles and responsibilities of the marketing function within Hilton Hotel
A marketing manager in Hilton hotel is responsible person for managing the entire hotel
responsibilities and developing new plans for increasing their productivity and profitability in
marketplace. Manager always maintain the awareness of the factor that motivate the employee
towards their goals and achievements (Alnawas and Hemsley-Brown, 2018). They also
coordinate with the employee to promote their services in marketplace in effective manner.
Many customers attract towards their service which is required for managing the business
process and their functionality. Hospitality industry is the fastest growing organization that
provided the different functions such as managing the list of guest, arranging the business plans
etc. This functions also create stakeholder wealth by servicing and satisfying the customers. It
also providing the best quality of services and product to their customers. There are some
important marketing function within the organization as followings:
Role and Responsibilities Execution in Hilton Hotel
Rea search- This is important function of marketing
because many customers choose the hotel
according to their location that is easily
available in nearby areas such as airport, bus
stand, road etc. customer also must check the

reputation of organization. Marketing manager
is playing important role for identifying the
need and requirement of customer or modify
their hotel services according to demand
(Alnawas and Hemsley-Brown, 2018). In
Hilton hotel, a manager check the review on
the website to find strength and weakness of
company.
Awareness- Hilton hotel is providing all the information
and detail on their website. It is easy for
customer to check feedback and their review
towards the hotel (Chandiok and Sharma,
2017). It is important for organization to
maintain their website up to date related the
information of guest and facilities. Nowadays,
online booking is the best option of customers
to reserve their room with the help of mobile
application. In this way, Hilton hotel is
targeting this type of customer and audience.
Promotion- Marketing and promotions are major part of
organization to increase the productivity and
profitability in marketplace. Hilton hotel also
uses different options for promotion which is
required for generating more revenue and
increasing popularity in global world. Hotel
need to increase the occupancy at the time of
years when booking is low. This organization
offering different facilities to their customer
such conference or meeting room for short
time periods.

Customer relation- Customer relationship is the main function of
marketing that help for creating good
impression and increase sales. For building
stable revenue, it is required for organization to
repeat the high level performance in the
business process. Hilton hotel offering many
discount, voucher and rewards for customer
who will benefits for hotel. In this way,
customer loyalty increases.
Analysing the marketing responsibilities in the terms of business environment
Role Responsibilities Interrelation between roles,
responsibilities and marketing
environment
Business promotion Marketing manager is
important part of organization
to create an effective
innovative plan that help for
promotion. Hilton hotel is
tough competition between
Marriott hotel because both
organization provided the best
quality of services to their
customers. In marketplace,
both the organization is a
leading brand and always gain
more attention to the consumer
(Alnawas and Hemsley-
Brown, 2018).
The promotional team of
Hilton is not aware about their
marketing process. In this way,
they will increase less revenue
as compare to Marriott hotel. It
is required for organization to
plan an effective strategy that
help for increasing their
business all over the world.
Risk analysis With regularly increases the There are some important

advanced technology which
affect the market values and
demand. That's why, Marriott
hotel always planning an
effective strategy for achieving
their goals and objectives.
factors of risk analysis such as
technological, economical,
legal, political, social etc.
Political factor affects the work
culture of organization and it
also builds more risk in the
firms.
P2 Roles and Responsibilities of marketing relate to the Hilton hotel context
Hilton is the fastest growing organization all over the world and there are various
branches open in the different state or region. For Example- Asia, America, United Kingdom etc.
this organization has different departments to coordinate to entire business process in effective
manner such as Marketing, sale, human resource, finance, information technology etc. all the
department performs different role and responsibilities to manage the business operations and
functions. Marketing research team analysis the entire profit and sale of business because price
or quality depend upon on the market research (Hinson, Abdul-Hamid and Osabutey, 2017).
Marketing team is analysing the entire business process and then planning strategies for growth
and development.
Marketing and information technology department:
Information technology is the best approach for collecting all information and providing
the information to the customer with the help of website, mobile application etc. information
technology is also useful for marketing purpose because Hilton promoting their services by using
technology. This technology provides different facilities such as Email marketing, Email
communication, customer relationship management, website and social media marketing etc.
these are important factors that support the organization to increase their business all over the
world. Hilton hotel is promoting their service by using digital platform which is directly impact
on the performance of business functions.(Alnawas and Hemsley-Brown, 2018)
Key elements of marketing functions and their relation with other functional units of
organisation

Marketing function consists of different elements for building relation with the function
of organization such as strategies, planning, tactic and research etc. these are important criteria
that help for maintain the coordination between different departments and their functions.

Marketing and human resources:
Human resource management is main function performs in the Hilton hotel because there
are many responsibilities to handle and maintain the tasks of hotel. HR manager is planning new
strategies according to need and requirement. They also manage the details of each staff member
that working in the hotel. HR manager always coordinate with other department to share the
information regarding the product and services. Human resource officer coordinate with the sales
team to record the details of product, price and quality etc. (Alnawas and Hemsley-Brown,
2018).
Marketing and finance unit:
Price, quality and promotions are the important parameters of marketing functions that
support to performs different function in Hilton hotel. Finance department coordinate with the
operational team to identify the cost of product, sales revenue etc. all the informations are
managed by the finance department. The coordination between marketing and finance are
required for managing the entire business process in proper. They are planned strategies which
increased the productivity and profitability in marketplace.
Marketing and operational team:
The promotional strategies or product development are related for marketing plan to
achieve their goals and objectives in proper manner (Huang, Chen and Lai, 2018). Operation
team is backbone of marketing team because they delivering planning, governance and support
functions to their traditional method of marketing. This is the best process or mainly focus on the
end to end marketing process. Marketing team coordinate with the operational team for
managing the business process in effective manner(Alnawas and Hemsley-Brown, 2018). Both
are shared the information and details regarding sales and promotions etc.
Marketing and information technology team:
Information technology is the best approach in the organization and this process will help
for promoting their product and service in marketplace. Information technology is the best
approach for collecting all information and providing the information to the customer with the
help of website, mobile application etc (Veríssimo and Loureiro, 2018)). information technology
is also useful for marketing purpose because Hilton promoting their services by using
technology. This technology provides different facilities such as Email marketing, Email
communication, customer relationship management, website and social media marketing etc.

these are important factors that support the organization to increase their business all over the
world. Hilton hotel is promoting their service by using digital platform which is directly impact
on the performance of business functions.
Illustration 1: Organizational Chart
(Source: organizational Chart, 2018)

TASK 2
P3 Compare the ways in which different hospitality organisations by using element of marketing
mix 7Ps to achieve the goals and objectives
In the hospitality industry, it is required for organization to promote their product and
services in marketplace. They also use the different strategies that help for increasing their sales.
The marketing mix is called as an extended marketing mix therefore, it is an integral part of
service that is provided to the consumers (Veríssimo and Loureiro, 2018).it is simple concept
that increased the brand, increase the concern on promotion and marketing.
Comparison between Marriott and Hilton hotel :
Element Hilton Marriott
Product The product mix of Hilton is
widely used and allow their
consumer to choose the best
quality of services. This
organization providing the
different services according to
the need and requirement of
consumers. It includes room
services, Food and beverage,
conference and banqueting etc.
This organization is targeting
those customers who ordered
food by online mode. This
organisation offering different
offered and discount on
festivals and seasons
etc(Veríssimo and Loureiro,
2018).
The product of Marriott is similar to
the Hilton but this organization
mainly concern about the facility of
rooms and food. They provide high
class services. In this way, many
consumers attract and enjoy their
holiday with friends or families.
Marriott includes deluxe guest
room, premier ocean view guest
room, premier guest room,
Executive guest room etc.
Price The price of Hilton is lower
than the Marriott hotel because
The price of Marriott is high as
compare to Hilton because they

this hotel provides wide
variety of products and
services to their customers.
Price of hotel is comparatively
lower or cheap. This hotel uses
different policies such as
“campaign”.
provide the limited product in the
best quality. This hotel mainly focus
on the customer's need and
requirement. This organization is
providing the high quality of food
but in high rate.
Place This hotel is located in
different countries and states
all over the world. There are
570 hotel and resort properties
in 85 countries. There
properties are based on owned
and managed by the operator
of firm (Loo and Leung,
2018). No doubt this
organization is situated in
those places in every city
which are below the level of
economic capital.
Marriott hotel is located in the metro
cities because this hotel deals with
the consumer that know about their
brand image. They provide the best
quality of product and services.
Promotion Being a global brand it can
explore the old market.
(Ozturk and Rahimi et.al.,
2017). This hotel provides the
food item related to the
children and adults etc. they
also used the website and
application to promote their
product and services.
This hotel is promoting their non -
vegetarian food because there are
large number of people who liked
this food. In this way, it will more
concern about the health safety and
services. They also use different
marketing tool to promote their
services in marketplace.
Physical Evidence Hilton hotel is popular around The exterior of Marriott hotel is

the globe. This hotel is also
combination of facilities and
services It started in 1919 and
celebrating the chain function.
The physical evidence of
service included the tangible
representation of services in
the Hilton hotel (Veríssimo
and Loureiro, 2018). There
exterior and interior design
according to requirement of
guest
magnificent with two different level
entry. 1st is ground, it is entrance of
hotel and it is the biggest lobby
where the guest does waiting.
Another ways there is spacious
lobby whereas hotel provide the
comfortable seating areas. There is
also areas that placed alongside the
Arabian Sea.
Packaging Hilton hotel provide the better
quality of packages. They also
offering many services
according to need of guest.
Packages includes packaging,
boxing and taping.
Package room is located on 2nd
floor in the business centre.
Marriott hotel fulfil the need and
requirement of consumer. They
offering effective discount, offer at
the time of occasions and parties
(Neuninger, 2017).
Process Hilton hotel is also managing
the chain of business process.
It is consistently supply the
better services. This
organization is minimising the
cost of operations. In this way,
this hotel is increasing the
revenue and manage the
leading position in
marketplace.
Marriott has large number of
business process and certify the best
quality of consumer services and
also provide the efficient booking
services. The guest easily uses the
website to book the room by using
website and mobile application.
There is some specific policies
check in form 10:00 and check out
form 12:00 PM