Marketing Functions in Hospitality: Hilton Hotel Analysis

This presentation delves into the realm of hospitality marketing, specifically analyzing the marketing strategies and functions within the Hilton Hotel. It outlines the key roles and responsibilities of a marketing manager, including conducting market research, maximizing customer awareness, promoting facilities, and building customer relations. The presentation further explores the interdepartmental relationships within the hotel, highlighting the dependencies between various departments such as front office, housekeeping, maintenance, security, and food and beverage. It emphasizes the importance of coordination and communication between these departments to ensure efficient operations and guest satisfaction. The presentation concludes by summarizing the key takeaways regarding the role of marketing and the significance of inter-departmental relationships within the hospitality sector, using examples from Hilton Hotel. This presentation provides a comprehensive overview of the marketing function and its impact on the overall success of a hotel, supported by examples and references.

HOSPITALITY MARKETING

INTRODUCTION
• Hospitality Marketing takes the look about how the segments of hospitality industry that is hotels,
restaurant and resorts utilise the techniques of marketing to promote their products and services.
• Hilton hotel and resorts is the global brand that is considered as full-service hotels, served worldwide.
• This presentation explains the different role and responsibilities of Hotel that are conducting market
research, maximising the awareness of customers etc.

Roles and responsibility of marketing function
• Marketing manager of Hilton hotel and resorts is responsible for maximising the revenue of hotel.
Manager accomplished this by developing the programs so that they increase the occupancy and make
the use of accommodation, meeting as well as the leisure facilities in profitable way.
• Marketing manager must maintain the awareness of the factors that influence this industry and gains
deep understanding of the needs and attitudes of the hotel customers
• Marketing manager is also responsible for coordinating marketing as well as the promotional activities
to meet the needs of guests that are working closely with the other hotel staff to ensure the guests are
being satisfied with the facilities and their time.

CONT..
• Conducting Market Research
• Maximising awareness of Customers

CONT..
• Promoting the facilities
• Building customer relations

Responsibilities of marketing manager
• Communicate effectively in both the ways that is verbally and in writing to provide clear direction in
venue teams.
• Communicate from the employees by using positive and clear speaking voice, listening and
understanding the requests and provide the accurate information.
• Make the decisions and take actions that is being based on previous experience and having good
judgement, sometimes revising procedures to accommodate unusual situations.

How roles and responsibility relate to other
functional areas in context with hospitality
industry
• In hospitality industry there are various department that use to have interdependence with each other for
the proper working of an organisation. In hotel Hilton, there are various department such as
housekeeping, front office, food and beverage, marketing, banqueting and security. There is the strong
relationship in development of the hotel.
• The front office has to interact with the various department as to maintain the coordination an increase
the productivity and efficiency of the organisation. There is interaction between marketing and sales,
housekeeping, food and beverage, banqueting department, security and human resource department.

CONT..
• Front office and housekeeping department- In Hilton hotel, the chief concern is availability of room
in hotel that is managed by communication of front office and housekeeping department. There should
be continuous exchange information about present status of room..
• Housekeeping department and maintenance department- For providing the provision of engineering
facilities to increase the comfort of guest and employee effectiveness, the responsibilities lies with
maintenance department. There is dependence of housekeeping department with maintenance
department in have control on maintenance of things. In Hilton hotel housekeeping and maintenance
unit work with each other.

CONT..
• Coordination of house keeping department , security and front office - There is dependence level
between the three of them as the security department has to take care about the people who are entering
into hotel premises or suspicious in nature must immediately inform the front office for the further
security purpose.
• Housekeeping department and food and beverage Dept- The F&B Dept. consist of service staff and
kitchen staff. There is coordination with housekeeping with food and beverage Dept. with provision of
strict regulation of uniform as for the proper identification of hotel staff. In Hilton, hotel staff taken
order and communicate with food dept.

CONCLUSION
• From the above presentation it is being summarised that this report explains the role of marketing
function and its responsibilities.
• This also explains the importance of inter-relationship among the different departments of hotels that
are housekeeping department and maintenance, housekeeping and front office and many other different
departments.

REFERENCES
Books and journals
• Seilov, G.A., 2015. Does the adoption of customer and competitor orientations make small hospitality
businesses more entrepreneurial? Evidence from Kazakhstan. International Journal of Contemporary
Hospitality Management. 27(1). pp.71-86.
• Šeric, M., Gil-Saura, I. and Ozretić-Došen, Đ., 2015. Insights on integrated marketing communications:
implementation and impact in hotel companies. International Journal of Contemporary Hospitality
Management. 27(5). pp.958-979.
• Slåtten, T. and Mehmetoglu, M., 2015. The effects of transformational leadership and perceived
creativity on innovation behavior in the hospitality industry. Journal of Human Resources in Hospitality
& Tourism. 14(2). pp.195-219.