Hilton Hotel Marketing Campaign and Innovative Ideas Report

This report, prepared as a business portfolio for the HAT202 course, analyzes the marketing strategies of the Hilton Hotel. It begins with an introduction to the hospitality industry and provides an overview of the Hilton Hotel, including its founding, global presence, and key competitors. The report then delves into the current business operations of the hotel, examining its product offerings, pricing strategies, location, customer segments, branding, and promotional activities, including the use of print, digital, and social media. Furthermore, the report provides recommendations for future marketing campaigns, suggesting the use of traditional media like radio and print, as well as digital marketing strategies. It also proposes innovative ideas to enhance business revenue and customer satisfaction, such as implementing a Savioke Robot for improved service and aligning staff incentives with guest service experience. The report concludes by summarizing the key findings and emphasizing the importance of effective marketing for business improvement.

RUNNING HEAD: MARKETING
THE HOSPITALITY MARKETING

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Contents
Introduction......................................................................................................................................2
Company overview..........................................................................................................................2
Current business operations.............................................................................................................3
Recommended future campaign......................................................................................................5
Recommended new or innovative ideas..........................................................................................6
Conclusion.......................................................................................................................................7
Bibliography....................................................................................................................................8

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Introduction
The research report is prepared on the title ‘The hospitality marketing’. It includes all the
marketing approach taken by the hospital organization for promoting its services to the
customers. The report focuses on the hospitality industry named ‘Hilton Hotel’. The report
provides a brief overview of the Hilton hotel. The next section focuses on its current business
operations. It also includes suggested future campaigns based on marketing communication and
advertising approach for the future. In order to enhance its business profitability and to assists in
gaining the attention of more customers, various practical and economic recommendations are
also given. The key purpose of the report is to apply the management learning on a real life
organization. Additionally, it provides an opportunity to upgrade the knowledge based on the
given title. Further, it will enhance my learning on ‘Hilton Hotel’.
Company overview
Hilton hotel forms the significant part of hospitality industry. It founded in the year 1919 in
United States (Hilton , 2019). It is a multinational business organization as it serves its customers
in 78 countries (Hilton , 2019). Its top competitors are Marriot Hotel and Hyatt Hotel (Owler,
2019). This can also be understood from the ‘figure 2’ presented below.
Figure 1: Total Hilton Hotels until 2018
Source: (Lock , 2019)

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Figure 2: Hilton Hotel competitors
Source: (Owler, 2019)
Current business operations
According to marketing mix concept:
Product: Hilton hotel is engaged in providing hospitality service to its customers. In its services,
it offers swimming pools, food and beverages service and many more. Its service is suitable for
meeting, wedding and managing other events (Hilton , 2019).
Price: As it is a renowned hotel, its price are slightly high than other chain hotels. It charges
diverse rate for its room as per the location. However, the price range for its room is around
‘$130’ per night (Kayak, 2019). In order to maintain its reputation in the external world, it
follows ‘premium pricing policies’ for rendering service (Hung, 2010).
Place: Globally, it has around 5700 hotels. In Australia, there are seven Hilton hotels (Kinnon ,
2019). Some of these are also present in Sydney and Melbourne.
Promotion: Hilton hotel uses print media, digital media, social media and marketing material to
promote its services (Hilton , 2019).

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As per the customer segment concept, it focuses on customers that give prior attention to their
lifestyle and maintain high status by residing in a five star room offered by the Hilton hotel. It
emphasizes on middle and senior aged individuals that belongs to high-income level as it charges
premium prices for its service. Additionally, it mainly targets customers in travel locations like
Sydney in Australia (Dudovskiy, 2016). The Hilton hotel brand is positioned as Luxurious hotel
based on high lifestyle that provides full and focused service at the global network (Dudovskiy,
2016). It uses various approach to market its services. It relies on the premium magazines like
Forbes to advertise its upgraded services. To some extent, it also uses social media (Facebook)
for marketing. This can be view from the ‘figure 3’.
Figure 3: Hilton Hotel marketing via Facebook profile
Source: (Pinterest , 2019)
Further, it promotes its service by providing discounts, coupon codes and special offers to its
customers via website (Hilton , 2019). This can also be views from the ‘figure 4 presented
below. Hilton Hotel marketing material includes brochures, t-shirts, business cards and calendars
(Hilton , 2019). This is presented via ‘figure 5’.

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Figure 4: Hilton hotel promotion via offers/discounts
Source: (Hilton, 2019)
Figure 5: Hotel Hilton calendar as a marketing material
Source: (Hilton , 2019)

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Recommended future campaign
 Traditional media: Hilton hotel can use radio for marketing its services. However, it
should adopt this strategy in popular cities like Melbourne and Sydney in Australia. It can
be done by relying on ABC radio and SBS as they are highly listened by the individuals
in Australia (Kadaza , 2019).
 Print Media: It can opt for the newspaper named ‘Herald Sun’ for marketing via print
media. This is because; it is widely read newspaper in Australia (Herald Sun , 2018)
 Digital media: For digital media marketing, Hilton hotel should choose ‘Facebook’. This
is because; it is highly used social media among Australians with 15000000 monthly
users (Civicwebmedia , 2019).
 Other digital plans: It can also opt for email marketing for customers engaged in travel
blogging and International business. It should post the blogs by tagging recognized
individuals that had experienced its services. This will help in enhancing its market
reputation. Additionally, it should repost the content of the customers sharing their
positive experience in Hilton hotel. This will enhance in building trust among the new
potential customers (Dodson , 2016).
Recommended new or innovative ideas
In order to enhance its business revenue and raise more satisfied customers, Hilton Hotel should
follow the recommendations given below.
1. Upgraded service: Hilton Hotel should develop the use of ‘Savioke Robot’. This robot
will help the organization in delighting their guests and providing 24 by 7 services. It will
also help the working staff in performing their duties and work including delivering food.
It will provide their guest with the new and valuable service experience. Thus, it will
provide multiple benefits to the hospitality company. Firstly, it will contribute to raising
more satisfied customers. Secondly, it will help in attracting more customers. Thirdly, it
will assists in getting higher returns (Savioke , 2019).
2. Process Improvement: Despite being one of the renowned hotels, Hilton hotel can still
improve its services offered to the customers. It should align its staff incentives with the
guest ‘service experience rate’. This will provide dual benefits to the company. Firstly, it

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will help in enhancing staff motivation to work. Secondly, in providing better service and
raising satisfied customers. Additionally, it should greet its loyal guest by their name.
This will foster to enhance relationship between the guest and the hotel (Verma, 2012).
Conclusion
The above discussion summarizes the title ‘the hospitality marketing’ with respect to Hilton
hotel. It focuses on the significant areas of Hilton Hotel. It is analyzed that it is a renowned
business organization operating in multiple countries. It is examined that it mainly focuses on
individuals with high lifestyle and middle age group. Additionally, it relies on top magazines,
website and social media for promoting its services. From the recommendations based on future
campaign, it should mainly opt for ‘ABC Radio’, ‘The Herald Sun’, and ‘Facebook’ for
marketing its hospitality service. Moreover, it includes recommendations based on providing
upgraded service through staff incentives and process improvement by initiating the use of
Savioke robot. It can gain more acceptance among the customers if its implements the given
recommendations. Thus, it is concluded that there are always chances of business improvement
via appropriate marketing.

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Bibliography
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Dodson , , 2016. The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns. John Wiley & Sons.
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at: https://research-methodology.net/hilton-hotels-segmentation/ [Accessed 6 October 2019].
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Kadaza , 2019. Radio. [Online] Available at: https://www.kadaza.com.au/radio [Accessed 6
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