Research Report: Effective Marketing Strategies for Hilton Group

This research project evaluates effective marketing strategies within the hospitality sector, using the Hilton Group as a case study. The report begins with an introduction outlining the research's overview, background, rationale, aims, objectives, and research questions. It then delves into a literature review, exploring various marketing strategies employed by the Hilton Group, their benefits, the necessity of marketing measures, associated risk factors, and methods for improving strategy efficiency. The methodology section details the type of investigation, research philosophy, approach, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. The subsequent chapters present data analysis, discussion, and finally, conclusions and recommendations based on the findings. The project aims to examine the effectiveness of marketing strategies in the hospitality sector, providing insights into how the Hilton Group approaches and implements these strategies to achieve its business objectives and improve service quality.

Research Project
(Evaluating effective strategies
for marketing services in the
hospitality sector)

Table of Contents
TITLE: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of the Research ..........................................................................................................1
Background of the Research ......................................................................................................2
Rational of the Research ............................................................................................................3
Research Aim .............................................................................................................................3
Research Objectives ...................................................................................................................3
Research Questions ....................................................................................................................4
Research Structure ....................................................................................................................4
Chapter 2: Literature Review ..........................................................................................................7
The range of effective strategies for marketing services that are been undertaken by Hilton
Group...........................................................................................................................................7
The benefits of effective marketing strategies on Hilton Group. ...............................................9
The reason, why marketing measures are required within a hospitality enterprise..................10
The risk factors associated for the marketing strategies ..........................................................11
The ways of improving the efficiency of strategies. ................................................................12
Chapter 3: Research Methodology ................................................................................................14
Type of Investigation ...............................................................................................................14
Research Philosophy ................................................................................................................14
Research Approach ..................................................................................................................15
Data Collection .........................................................................................................................15
Data Sampling ..........................................................................................................................16
Data Analysis ...........................................................................................................................16
Ethical Consideration ...............................................................................................................16
Chapter 4: Data Analysis ..............................................................................................................17
Chapter 5: Discussion ...................................................................................................................37

TITLE:
Evaluating effective strategies for marketing services in the hospitality sector.
INTRODUCTION
Overview of the Research
The hospitality is refers to be the fastest growing and biggest industry in the globe.
Hospitality majorly comprises of different sub sectors like hotel, restaurant or resorts. Hospitality
is basically recognise as the service industry which is widely concern over providing effective
services for increasing the satisfaction of people. Hospitality is a sector which determined as the
key area of a country as the businesses involves in hospitality sector are growing fast to
enhancing the economic condition of a country. This industry has been considered as one of the
key employer sector around the globe and hotel or resort industry is being an effective part of the
wider hospitality which captures an important peace in the economy of most countries.
Marketing is a continuous, sequential process by which proper management plan, investigation,
implementation of operations, control and evaluate activities of a business are designed to
fulfilling the basic desires of people within the commercial centre. In simple words marketing is
defined as the exchange of goods and services at a predetermined price that create value for the
businesses and customers in terms of money. Marketing strategy is the aspect of marketing
which plays a vital role in execution of the business in effective manner. In the present area of
investigation work Hilton Group is the chosen organisation. Hilton Group is famous American
multinational hospitality company which has its global operations. The key motive of the firm is
to implementing effective strategies for marketing the services of the firm. Marketing strategy is
a key aspect which is an integral part of a marketing operations as a suitable selection of strategy
is required for a business in proper assistance of overall operations towards the direction of
success and growth. There are multiple marketing strategies are like Digital presence & Social
media, Customer insight marketing, Email & Content Marketing, Global distribution system, Get
Savvy With Social Media, Personalisation Marketing etc. these are the part of modern marketing
and are significantly applied by the hospitality industries as to developing their presence within
the global market. This report contains the study about Evaluating the effective strategies for
marketing services in the hospitality sector. In this predetermined aims and objectives are created
to assist the work in right manner. Literature review is also created for developing in-depth
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analysis over the chosen area of work as it is effective in developing theoretical framework
which supports the evaluation in significant manner. In this the section of methodology is also
developed to providing support to the work by the suitable selection of research methodologies.
Along with this data analysis is also created to analyse the information in appropriate manner
also it supports the information through analysis of the perspective of people. Conclusion and
recommendation has also being made over the findings of the work.
Background of the Research
Marketing strategy is refers as one of the effective dominant aspect in the hospitality
sector. Marketing strategy is basically assist the business towards effective implementation of
business strategy and majorly impacted over the operations and marketing success of business.
Marketing has become an effective aspect of an individuals life or a business, that an individual
or business cannot imagine their success without experiencing the influence of marketing.
Marketing is consist to be an effective process that gives a dynamic bridge among the creator of
goods, facilities, services or ideas and their final users and buyers. Marketing is a most common
and a key process which plays vital role in analysing the changing needs and demands of
customers within the commercial centre. For better analysis of marketing operations,
organisations are concern over implementing innovative and suitable strategies that promotes the
marketing operations in towards the manner of attaining higher success. Hilton Hotel and Resort
is a largest global brand of full hotel or resort services and the flagship brand of American
multinational hospitality firm. The company was founded in the year of 1919, by the potential
efforts of Conrad Hilton. The headquarter of the firm is in McLean, Virginia, Unites States. The
company is located around the globe with the presence of around 586 hotels. The company has
capture around 85 countries and six continents. The company has number of employees and also
provides opportunities to the people to enhance their knowledge regarding the area of hotels and
its services. Hotel Hilton is famous for its innovative and highly qualitative facilities that are
offered to their customers. The hotel provide accommodation, meeting, halls, banquet facility
and conference room facilities to their customers. The key motive of the firm is to fulfilling the
desires of people through implementation of suitable strategies that are effective in promoting
the marketing operations of the firm.
https://shodhganga.inflibnet.ac.in/bitstream/10603/50839/13/13_chapter%205.pdf
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Rational of the Research
The investigation into actual action is based on the study of the effectiveness of strategies
for marketing services in hospitality sector. This is wide area of investigation which is depend on
academic writing to analysing the chosen subject area in suitable manner. This study is effective
in developing the idea and knowledge base of learner, students and researcher towards the
specified area, thus it is effective in exploring the skills and ability regarding the suitability of
strategies that leads the success of marketing operation's of a hotel industry. The major purpose
of execution of the study is to addressing the issue through proper accumulation of information.
The investigation is executed for the personal interest of the researcher as it is effective study in
regards to the development of personal as well as professional skills. This study is effective in
assisting an individual towards gaining success in their future perspective by the exploration of
knowledge and skills. This study is significant in exploration of knowledge regarding the
activities of hotel industry, therefore this guide an individual in developing their career with
suitable knowledge base.
Research Aim
Research aim is the key area of an investigation work as it is refers as the predetermined
statement which plays vital role in determining the major issue in the form of statement. The aim
of investigation is also effective in providing the proper assistance to the researcher in suitable
execution of activities in effective manner. The key aim of this investigation is “To examine the
effectiveness of strategies for marketing services in Hospitality Sector. A case study on Hilton
Group.”
Research Objectives
This is also another key area of an investigation work as it is effective in defining the
variables presented in the aim in different statements. This section of investigation is effective in
carry out the work in right manner. The key objectives of this particular research are described
as under:
 To evaluate the range of effective strategies for marketing services that are been
undertaken by Hilton Group.
 To analyse benefits of effective marketing strategies on Hilton Group.
 To assess why marketing measures are required within a hospitality enterprise.
 To analyse the risk factors associated for the marketing strategies
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 To recommend how efficiency of strategies can be improved
Research Questions
A research question is the objective of a study or a problem to be solved by execution of
exploration work. This section is based on research aim and objectives and are implemented to
execute appropriate theoretical framework in appropriate manner. This section is effective in the
execution of literature review through analysis of the perspective of various authors and writers.
The key questions of the investigation that signifies the major purpose of the work are associated
as under:
 How effective are the marketplace measures which are been taken by the hospitality
organization?
 Are the marketing measures that are applied within Hilton Group will help in improving
the quality of marketing strategies followed by the firm?
 What strategic measures can be taken within Hilton Group that will help in improving the
proper planning of services and carrying out of their operations?
 Are the strategies which are involved within the organization for the marketing purpose is
feasible to meet its business objectives?
 What are the risk factors associated with the organization that will help in proper
planning of promotional measures carried out by the firm?
Research Structure
This is the key area of an investigation work as, structure is majorly signifies an
appropriate format which is applied to carry out the work in right manner. This section of
investigation is effective in assisting the investigator in smooth execution of investigation
activities after one another. A research is based on a specified structure in which each activity is
mentioned as per the priority of need. The proper structure of the investigation is associated as
below:
Chapter 1: Introduction
Introduction is the first chapter of the investigation work as it is majorly based on
providing proper outline specification to the work and determines the key purpose of the work.
This section majorly involves the implementation of research aim and objectives that supports
the work in right manner. In this section a brief overview and background has been provided
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which defines the major objective of the investigation. Therefore this part is majorly works as the
guide of an exploration work.
Chapter 2: Literature Review
This is the second chapter of the investigation work as it is implemented after the section
of introduction. This part is majorly based over accumulation of information from the secondary
sources in respect to developing an effective theoretical framework. In this informations are
mainly gathered through books, journals, published research articles, previous investigation etc.
It mainly services as the strong base for the dissertation thereby developed aim and objectives
can achieved through analysis of the perspective of various authors and writers.
Chapter 3: Research Methodology
This is also a major consideration of the researcher to select the suitable methodologies to
support the work in right manner. This part is encompasses over different applications that are
suitable for an investigation area. This section involves multiple applications like type of
investigation, research design, research philosophy, approach, data collection tools, data
sampling etc. The suitable selection is based on the type of research.
Chapter 4: Data Analysis and results
This comes after the selection of suitable methodologies, This part is effective in
analysing the accumulated information in effective manner to generating accurate results and
outcome. This part is effective in providing detailed information related to the chosen area of
study as in this information are analyse through execution of survey.
Chapter 5: Discussion
This is section is also interconnected with the analysis part as in this secondary
informations are analysed which are accumulated through the perspective determination of
authors and writers as this part is basically based on the analysis of the objectives and aim in
respect to drawing valid and reliable outcome.
Chapter 6: Conclusion and Recommendation
This is the final execution area of the investigation as in this summary has been created
over the results and findings of the research area. In this area of research conclusion will be made
over the findings as whole report will be presented in the summarised manner. On the contrary
recommendation will be created to provide proper suggestions to make improvements through
the views analysis of the respondents and participants.
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Chapter 2: Literature Review
A literature review is refers as a scholar paper that involves the existing knowledge
involving substantive outcome and results with the help of theoretical and methodological
contribution to a substantive area of work. This part of exploration is effective in conducting an
in-depth analysis by the accumulation of information from secondary sources as in this data
collection is based on secondary tools like books, journals, published research articles,
newspapers, past investigation work etc. In this segment past investigation report is more
suitable in assisting the overall work in right manner. This part is effective in developing an
effective theoretical base by the analysis of the opinion of various authors and writers to
determining the subject area in proper way.
The range of effective strategies for marketing services that are been undertaken by Hilton
Group.
According to the views expressed by Alex Corral, 2018, In the modern business
environment competition within hospitality industry is so high, therefore the key motive of the
businesses is to strengthen their marketing operations through suitable implementation of
marketing strategies as it is effective in providing higher competition to their rivals. Hilton is the
largest luxury hotel industry which is majorly concern over gaining the attention of customers for
the sack of attainment of higher growth and success. Hilton is mainly famous for its highly
qualitative facilities and luxury treatments, therefore the company is concern over developing its
presences within market through increasing its marketing operations and for this the management
of the firm is focuses over implementing the suitable strategy to grow within the global business
environment. There are multiple strategies that are been undertaken by the Hilton Hotel Group,
in which some are associated as below:
Use of social media: This is the most suitable strategy used by the hotel industry to develop their
customers base. As to attaining wider customer reach Hilton Hotel is using social media tools as
social media is effective in developing opportunities for the businesses at wider scale. Social
media found indispensable when it comes to hotel marketing. As people are more concern about
their stay and wants the best place in reasonable prices and social media tools, like Facebook,
Instagram etc. are effective in finding the best hotels through suitable description, so this can be
the most reliable strategy a hotel can use for the success of its marketing operations. Social
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media is also effective in implementing communication with the customers as it is the most
suitable source or keep in touch with people at global level as it is effective in reduces the need
of actual presence. Therefore, Hilton hotel Group applies social media tools for enhancing its
performance within commercial centre.
Leverage Technology for hotel Marketing: Proper leverage technology is effective in
solidifying the proper work flow of hotel operations like booking a room, taking a good stay,
proper analysis of reviews and determination of customers choice. One of the key aspect an
organisation can do is develop a virtual tour of the hotel or restaurant for the purpose of
analysing the need of technology implementation. This is significantly useful for Hilton Hotel in
providing different amenities or notable features which also creates the business stand out from
their rivals.
Competitive Pricing: The implementation of variable pricing strategy, a business is able to
inquire the competitors rates and get a better knowledge or idea of an ideal common daily rate.
Competitive pricing of products is the best source to attract people towards the offerings of the
firm and helps in sustaining them for long run of business operations. As a large hotel segment
Hilton Hotel Group has wide competition within hospitality sector and the purpose of reducing
competition the company is marketing their operations in competitive pricing which could be
resulted in attainment of higher growth and success.
SEO and E-mail Marketing: This refers as one of the effective marketing strategy for large
hotel industry. In this modern era the living of individual's are based on the use of digital
technology as technologies are effective in making people living easy and comfortable. In the
hotel industry the details of clients and customers are recorded and these are effective for the
firm in conducting repeat marketing through the use of email facilities, thus the management of
Hilton Hotel uses the email id of customers in the manner of providing details regarding the new
offerings and facilities this could be resulted in gaining the attention of customers at wider level.
It is also necessary for for a hotel to not to have an virtuous search engine optimisation for the
hotel websites in respect to ensuring the organic growth online. This considered to be the cost
effective tool in which company can easily promote their facilities without making any kind of
advertising.
https://www.e-marketingassociates.com/blog/10-strategies-to-jump-start-your-2019-hotel-
marketing-plan
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https://rategain.com/blog/fundamental-hotel-marketing-strategies-stand-out/
https://www.soegjobs.com/8-best-hotel-industry-marketing-strategies/
The benefits of effective marketing strategies on Hilton Group.
As per the opinion analysis of Marc O'Dwyer, 2016, marketing is the primary
consideration of a hospitality business because in the hospitality industry competition is so high
within market. The success of marketing is based on the suitable selection of strategy as
businesses are concern over execution of suitable marketing strategies for smooth functioning of
organisational operations in the manner of attaining higher growth and success. Hilton Hotel
Group is the world leader in the global hospitality firm which is mainly operating within hotel
sector. Hilton offers unique and attractive facilities to their customers for the purpose of making
their self stand out within the competitive market and the company has applying most suitable
marketing strategy to strengthen their performance and attained multiple benefit, in which few
are describes underneath:
Increase in Sales: This is the key benefit attained by the Hilton Hotel through suitable
emergence of marketing strategy, therefore the growth of business is based on the increasing
sales and the strategies are implemented to making systematic execution of the business
operations. Hilton Hotel Group has more than 700 sales professionals with the globe. The
business operator and owners are make sure that their property receives combined advantaged
related to competences, sales, access etc. from Hilton Hotel. The sales team of the firm is
basically engaged in rendering opportunity full selling platform for the brand portfolio.
Enhancing the online presence: Technological advancement brings modernisation in the
operations of hotel industry, thus the increasing emergence of digital tools and technologies are
effective for the Hilton hotel in developing the online presence which can be beneficial in
attaining higher growth and success within global market.
Competitive Advantage: This is also another key benefit attained by the Hilton Hotel Group
through the suitable use of marketing strategy, thus the the Hotel make differentiation in their
services as per the quality. As per the opinion stated by John Dudovskly, 2016, The
differentiation in service range makes the Hotel offerings stand out which could be effective in
attaining higher competitive edge within the commercial centre. The company is using
aggressive international business strategy and make service differentiation as per the quality, this
is effective in smooth functioning of organisational operations.
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https://www.bigredcloud.com/benefits-of-good-marketing/
https://www.hilton.com/en/corporate/development/hilton-performance-advantage/
https://research-methodology.net/hilton-hotels-business-strategy-and-competitive-advantage/
The reason, why marketing measures are required within a hospitality enterprise.
According to the opinion stated by Dave Chaffey, 2016, Managing a successful hotel has
to be one of the most challenging role, thus hospitality is the most developing sector which has
high competition. Marketing is a key aspect which performs crucial role in development of the
operations of hospitality enterprises. For the sack of attaining higher growth or satisfaction
businesses are concern over implementing measures like cost per transaction, digital take up,
completion rate, user satisfaction, time to completion of operations etc. There are multiple
reasons for which the marketing measures are undertaken by the hospitality industry, therefore
few are associated as below:
Increase in customer traffic: This is the major reason for which marketing measures are
essential to be undertaken by the hospitality enterprises, thus effective marketing measures are
suitable in making effective rush of customers for the firm and this could be result in attainment
of higher growth and success.
Customer Satisfaction: This also another reason why marketing measures are required within
hospitality industry, thus the growth of hotels, restaurant, resorts etc. are based on the satisfaction
of the customers. Therefore businesses within hospitality sector are concern over implementing
suitable marketing measures in respect to providing higher satisfaction to their customers
through making effective offerings.
Increase in Profitability: Marketing measures are the primary focus of the business as
enterprises involved in hospitality are significantly based on undertaking suitable marketing
measures for the purpose of smooth execution of organisational operations. However this could
be resulted in developing the profitability of firm within commercial centre. In the context of
growth hospitality businesses are focuses on developing sales in respect to attaining higher
profitability and effective marketing measures are suitable in assisting the operations of hotels in
suitable direction, which create value in increasing the profitability of the business.
Market Competition: This refers as the major aspect which has direct influence over the
operations of hospitality business as in this particular section competition within market is so
high as businesses are using advance strategies to develop their market operations for the
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