Hilton Hotels Corporation: Business and Marketing Portfolio Analysis

This report presents a comprehensive marketing portfolio analysis of Hilton Hotels Corporation, focusing on its business operations, product offerings, location and distribution strategies, and pricing models. The analysis delves into Hilton's customer segments, branding and positioning, and current promotional materials. It also includes recommendations for innovative strategies, such as leveraging social media and enhancing customer experiences through wellness initiatives. Furthermore, the report outlines a future integrated marketing plan, emphasizing the use of multiple promotional techniques, including personal selling, public relations, advertising, sales promotion, and direct digital marketing, to effectively reach the target market of high-income individuals with luxury lifestyles. The report concludes with a detailed list of references supporting the analysis and recommendations.

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ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO

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INTRODUCTION
Hilton Hotels Corporation is seen as the prominent global hospitality corporation which covers
over 3890 hotels in more than 91 countries across the world. Hilton Hotel Corporation is seen
as one of the flagship brand and place emphasis on corporate travel and vacation travel having
sites in key city centers, convention centers, nearby to airports and deals in number of holiday
and leisure hotels prevailing vacation destinations globally (Dudovskiy, 2018).
In the present paper for designing the portfolio of an organization, we have selected Hotel
Hilton, Brisbane Australia. It is selected due to the recognized name in industry because of its
stylishness and innovativity. The corporation is having differential products which deal in
resorts and hotels like Canopy, Curio, Double tree, tapestry, Embassy suites, Hampton, Tru etc.
In Brisbane the hotel is located at Winder garden, Queensland Australia.
The hotel aims at classy business travelers in order to maintain the stable and foreseeable
stream of income and guards the company from the temporary recession in industry.
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CURRENT BUSINESS OPERATION
PRODUCT
Hilton major products and services include Luxury Conrad hotels & Resorts and Waldorf
Astoria Hotels and Resorts which provide comfort of housing for a definite period (Craft,2015).
In addition to that the corporation also runs timeshare resorts through Hilton Grand Vacation
Corporation, which offer an onsite facility to Grand Vacation Club resorts.
LOCATION AND DISTRIBUTION
Hilton hotel Brisbane is located in Queensland which is in the heart of vibrant metropolitan
area which is having a 30 minutes’ drive from Brisbane Airport and a short walk from Central
station. In terms of distribution strategy the company focus on online distribution strategy
incorporating components like price integrity, brand website enhancements. For this the
company made the hotel agreement with Expedia Inc., Hilton which implement a direct
connection in central reservation system and Expedia Database.
PRICING MODELS
The pricing strategies for the corporation include economy, penetration, skimming and
premium pricing strategies. Economy pricing includes selling products of basic features to the
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consumers with low budget, whereas penetration pricing involves offering high quality goods
and services at low prices for increasing market share (Hilton Rolling out Customer-Centric
Pricing Model, 2018). Skimming strategy includes the desire to associate products and services
that re of high quality. Premium pricing strategy adopted by Hilton makes the company able to
charge its customers at premium levels beyond the core product which provide set of tangible
benefits like high status and luxury
CUSTOMER SEGMENTS
Hilton’s geographic segmentation strategy focuses on building hotels on location popular with
the target customer segment. For example in London the Hilton hotels are found in travel
locations like Canary, Bankside etc. on the basis of demographic segmentation the company
target individuals with luxury lifestyle and charge high prices for that (Cross,2015). In
psychographic segmentation Hilton target ambitious individuals who like to express their high
status and achievement.
BRANDING AND POSITIONING
Brand positioning is defined as the conceptual place which the marketer owns in the mind of
target customer. An effective brand positioning strategy will maximize competitive
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distinctiveness and customer relevancy in terms of maximizing brand value (Kumar, 2018). For
creating differentiated positioning in market Hilton worldwide unveiled a renovated lobby at
the McLean Tysons corner, which includes tech lounge, service restaurant and an 18 hour bar.
In addition to that it includes refreshed, smart design which drives performance, pricing and
attain market share. The company adopts the corporate standard to the local cultural
environment by penetrating new market.
CURRENT PROMOTION AND MARKETING MATERIALS
The marketing segment of the company on regular basis is checking on the effectiveness of
marketing strategy. The current promotional tools include mails to the target customers on
timely basis which provide information to the customers. Credit card privileges are providing to
the customers for increasing sales. Well written catalogues are used by Hilton to provide the
information about the service (Wang, 2015). The advertisement and promotion of Hilton are
mainly done through internet as the customers are basically corporates and elite groups. The
communication strategy includes the summary of services offered by company to be
communicated to target customers like businesspersons, tourists, delegates, and families who
go for vacations (Yang, 2016).
APPENDICE 1 – PRODUCT
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APPENDICE 2 – LOCATION AND DISTRIBUTION
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APPENDICE 3 – PRICING MODELS
Fig 2: Pricing strategy matrix
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Fig 1: Pricing classification of Hilton Hotels
APPENDICE 4 – CUSTOMER SEGMENTS
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AP PENDICE 5 – BRANDING AND POSITIONING
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
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