Marketing Essentials for Travel and Tourism: Hilton UK Report

This report provides a detailed analysis of Hilton UK's marketing strategies, focusing on the application of the marketing mix and the development of a marketing plan to achieve business objectives. The report begins with an introduction to marketing and its key roles, followed by an examination of Hilton UK's approach to the marketing mix, comparing it with Whitbread Plc. It delves into the elements of the marketing mix, including product, price, place, promotion, people, process, and physical evidence, evaluating how Hilton UK utilizes each element to meet its goals. Furthermore, the report includes a SWOT analysis of Hilton UK, identifying its strengths, weaknesses, opportunities, and threats, and outlines the objectives for a new online booking service. The marketing plan encompasses specific, measurable, attainable, relevant, and time-bound objectives. The report highlights the tactics used by Hilton UK, such as pricing strategies, promotional channels, and branding management, to attract customers and enhance satisfaction. The report concludes by emphasizing the importance of a well-defined marketing plan for the company's success. This document is available on Desklib, a platform providing study tools for students.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
COVERED IN PPT.....................................................................................................................1
TASK 2............................................................................................................................................1
P3 Compare the ways in which different organisations apply the marketing mix for achieving
business objectives .....................................................................................................................1
TASK 3............................................................................................................................................6
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objective......................................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Marketing is the process in which an organisation do various activities for attracting the
customers in their products and services. In the marketing process various activities are included
such as researching, promoting, selling, and distributing. In this report, taken organisation is
Hilton UK which is an American multinational hospitality company. This is largest hospitality
company in the UK hotel sector so they need to adopt those marketing strategies which helps
them to attract more customers. In this file, will discussed about the key roles and responsibilities
of the marketing function and the relationship of the marketing to the organisation others
functions. Also, it will be understand about the marketing mix and marketing plan of different
organisation for accomplishing its business objectives.

TASK 1
COVERED IN PPT.
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix for achieving
business objectives
Marketing mix is considered as a framework which consist various components within
which helps an organisation to increase their sale and their brand value. This tool comprises
seven factors which helps an organisation to achieve their organisational goals and objectives
easily(Okumus and Cetin, 2018).Marketing mix strategy is adopted by the Hilton UK to know
about the customer preference, choices and market segments. Every organisation is adopt this
tool for accomplishing the different purposes. Here are the defined about the marketing mix of
two companies:
Elements Description Hilton UK Whitbread Plc
Product It is refers to that
product or service
which is produce by an
organisation in order
to satisfy the needs of
its customers. It
include both tangible
products and
intangible
services(Pappas,
2017).
As they are leading in
hospitality sector so
they are providing
various facilities like
special event services,
food and beverage
services, and many
other services to its
guests.
Whitbread Plc is also
related to the travel
and tourism company
as they are dealing in
hotels and resorts and
restaurants chains.
Price Price refers to that
amount which is paid
by a customers for
using the product and
service. An
Currently, Hilton UK
is adopting premium
pricing strategy in
their organisation as
they are providing
For attaining the
customers attention
they are focussing on
the unique pricing
strategy in which they

organisation needs to
make an effective
pricing strategy which
will helps them to
attract more
consumers in their
products and services.
luxury services to its
guests which attracts a
large number of
customer towards their
services.
are providing their
services at reasonable
price and give
discount offers to their
customers.
Place It is the most
important element in
the marketing mix as it
is related to the
distribution of
products to the
customers. An
organisation needs to
decide that place for
their stores where their
customers can easily
reach feel comfortable
to buy.
As it is one of the
largest travel
industries as it is
leading their operation
sin world wide. They
have almost 5700
properties in more the
approx 100 countries.
They has focused on
the western countries
but now they are
focussing on the
market segments of
India and China.
They have operating
their activities world
wide as they have
almost 785 hotels in
all over the world
(Pike and Page, 2014).
Promotion It refers to that
activities which is
conduct by an
organisation in order
to influencing,
informing, and
inspiring the
customers behaviour
towards the products
For attracting the more
and more customers
towards their service
thye are adopting
media channels like
advertisement, radio
and TV. Also, they
have collaborated with
various multinational
For introducing more
customers from their
services they are
adopting various
promotional channels
like sweepstakes,
exhibitions, social
networks etc. They
also use digital media

and services. It include
various activities like
advertising, sales
promotion, public
relation, special offers
etc.(Pappas, 2016).
companies, business
firms, payments banks
and many others.
for promoting its
services.
People It included all those
persons who are
indulge in the
activities of producing
and delivering the
goods and services.
For attracting more
customers towards the
products and services
an organisation needs
to use this tool
effectively. By helping
of this tool they are
able to know that they
have sufficient
employees or not or
they have proper
knowledge or training
or not in order to meet
their customers need.
Hilton UK is more
concerned about their
qualified staff,
services, and market
images. For this they
are doing various
activities like running
support desk,
customers services,
and also organising
some entertainment
events for their
customers. These
activities helps them to
attract more customers
in their services.
Their employees are
well trained in
communication skills
and they are highly
professional and have
ability to dealing with
their customers in
politely
manner(Kotoua and
Ilkan, 2017).
Process This term defined all
the process which are
related to the growth
and increment of the
Hilton UK is world
wide known for its
effective processes
like they are focussing
They are adopting
various for gaining the
customers attention.
For this they are

overall performance.
With the help of this
element an
organisation can
evaluate their pay
process, distribution
process and many
others which will
helps them to made
some required changes
in these processes so
they able to
accomplish their goals
and targets.(Dioko,
2016).
on the supply chain
management processes
distribution system,
booking from various
sites process, and
service flows.
providing facilities
like cash payment,
online payment, and
also held training and
development programs
for their employees.
Physical evidence This term is related to
the evaluating the
physical appearance of
their outlets,
employees, and
products as all these
have direct impact on
the customers mind.
They have huge
presence across the
world. For example
they have almost
169000 employees and
approx 5700 hotels in
worldwide.
They have covered
huge market place and
they have great
physical appearance
which can be see by
their employees and
hotels as they have
almost 50000
employees and approx
785 hotels in all over
the world.
Evaluate different tactics in order to accomplish business objectives and goals:
For achieving the organisational goals and objectives, Hilton UK is adopting various
tactics and strategies. They are adopting different tools or tactics for running their business
smoothly. There are various tactics which are adopting by Hilton UK such as impressive pricing

strategies, promotional channels, and branding management. These all the activities helps them
to identify about their customers preference like which products their customers wants from
them and at which price they want. By researching all the demands of their customers they will
be able to provide services according to their customers which helps them to attract more
customers towards their services which results higher customers satisfaction, profitability, and
sustainability(Jolliffe, 2016).
TASK 3
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objective
Marketing plan considered as a process in which company identifies about their
marketing strategies or plans which they will adopt in near future. Hilton UK must develop an
appropriate marketing plan, by which they will be able to know about their target market,
comparative position, promotional strategies, budget etc. which will helps them to develop their
new product or service in an effective manner(Mahrous and Hassan, 2017). In this file, Hilton
UK is going to introduce their customer with a new service which is related to the online
booking in which customers can book and cancel their rooms online and get some discount
facilities also.
Overview of Hilton UK: It is the one of the largest travel and tourism company in UK
which has wide portfolio of hotels and resorts. The headquarters of this company is situated in
Tyson Corner, Virginia and formed in 1919.
Swot analysis :
Swot analysis is an effective planning tool which refers to the strength, weakness,
opportunities and threats of the business. Here are the explanation about the SWOT analysis of
Hilton UK which helps them to know about their strength and weakness and also help them to
take benefits of the opportunities and the threats which they have to face.
Strength Weakness
 Hilton UK is well-known by everyone
as they have huge global presence
which helps them to establish a positive
perception in the customers
 They have not enough number of
networks in north America and Europe
which prevent their success in that
areas.

mind(Dodds and Jolliffe, 2016).
Opportunities Threats
 It is the great opportunity for them to
focus on the Australia market because
it ha son the biggest economy condition
which will help them get more success
and brand recognition.
 In the hospitality industries,
competition is very high which poses a
big challenge to them for attaining the
profitability and growth.
Objectives :
As they are introduce customers with a new service then they should follow the smart
objectives for attaining their organisational goals(Kastenholz, Carneiro and Marques, 2012).
Specific- In this Hilton UK will decide about their market share and they plan to increase
their market share from 60% to 80%.
Measurable: Before introducing a new services they will measure about market
segments, customers preference, and competitive advantage.
Attainable: For attaining its goals in an effective manner Hilton UK focus on their
skilled employees and available resources.
Relevance : They will make a plan for increasing their profit from 70% to 90% within
the 6 months.
Time bound : In this element they will determine about the time period of completion of
this project. For this project they have decided the duration of 8 months.
Marketing Mix:
Hilton UK is adopting marketing mix strategy for evaluating their business operations or
activities that their operations are going successful or not.
 Product: In this element they are focussing on their products or service. This term helps
Hilton UK to know that their customers are satisfies from its new service or not.
 Price: For attaining the customers belief in their organisation they will keep reasonable
price of their new service(Baker and Magnini, 2016).

 Place: It is related to that location from where customers can get benefit of the service.
For taking the benefit of their new service customers can use their own websites and
others social websites.
 Promotion: For attracting more customers in their online booking facilities and discount
offers they will promote their services with the help of newspaper, radio, TV and their
own app.
PEST analysis:
Here are the described about all the factors which can impact on the overall performance
of the Hilton UK.
Political factor: It defined those factors which are related to the government inventions
and regulations. For instance if the government provide relaxation to the hospitality industry then
they will be able to provide their services at reasonable price (Suhartanto, 2018).
Economical factor- These factors are related to the economic factors like interest rate,
inflation rate etc. For example, if the inflation rate will be changes in the economy then flow of
cash will be increase then customers will able to expand their money in travelling.
Social factors- It is related to the customers choices and preference like Hilton needs to
provide services according to the customers demand and preferences.
Technological factors- This factor is related to the new innovations and technologies.
For example, if Hilton UK will enhance the online facilities then they will able to get more
success.
Strategies for business:
Segmentation- As they are introducing new service in the market so the management of
Hilton UK will adopt geographic segmentation in which they will be able to provide services
according to different customers needs, choices, and interest.
Targeting- They will target to the young generation people as they are more aware about
the online services.
Positioning- For attracting more customer and securing higher position in the market
they will focus on the innovative techniques and various offers in the services so they able to
maintain their position as compare to their competitors(Yin and Poon, 2016).
Implementation budget for new launch:

For introducing a new services in the market Thomas Cook have decided the budget amount is
£10000.
Particulars Amount
In social media platform (20%) 2000
On newspaper (30%) 3000
Sales promotion (25%) 2500
Advertisement on T.V (25%) 2500
Monitoring and controlling: For effectively established their marketing plan Hilton UK will
adopt those strategies which will helps to establish proper monitor and control on their activities.
They will check that their plans or strategies are going on a track or not and if they are not going
they will established proper control on their employees and staff working efficiency. For
attaining better outcomes they will give proper training to their employees which results higher
profitability and brand value(Das and Mukherjee, 2016).

CONCLUSION
From above file, it can be understand that marketing is essential at every function of the
organisation without it an organisation can not get success. It ca also understand that how the
marketing mangers plays an important role and responsibility in attaining the goals and
objectives. Also, marketing mix is very useful framework for the organisations, by comparing
the marketing mix from other successful business they can update their present strategies and
plans for better results. These strategies will assist them to create marketing plan in an effective
manner so they able to attain their goals and objectives easily.

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