Strategic Marketing Plan and Analysis: Hilton Hotels and Resorts

This report provides a comprehensive analysis of Hilton Hotels and Resorts' marketing strategy and plan. It begins with an overview of Hilton's mission, values, and current marketing situation, including internal factors like offerings and financial status, and external factors such as demographic and economic trends. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The report then focuses on the target market (Millennials), objectives of the strategic marketing plan, and detailed product, pricing, and distribution strategies. The marketing communication strategy utilizes the AIDA model, and the marketing program includes customer satisfaction surveys. The financial plan emphasizes targeting Millennials and growing brand awareness. Finally, the report outlines marketing metrics from customer, internal, and learning & growth perspectives, along with references to support the analysis.

Marketing Strategy and
Plan
Hilton Hotels and Resorts

Mission, Value
Hilton Hotel Corporation, commonly
called as Hilton Worldwide, was
established in 1919 with headquarter in
McLean, Virginia.
Mission- “To fill the earth with the
warmth and light of hospitality by
providing unforgettable experiences –
every hotel, every guest, every time”.
Value- Being Hospitable, having
Integrity, being Leaders (both in the
society and industry), Ownership (both
in actions and properties), and

Current Marketing
Situation
Internal Factors
Current Offerings – Hilton honors, Hilton
Credit Card, Longest running hotel chain,
and extensive employee training.
Financial Status – In 2017, Hilton Worldwide
had gross revenue of 11,663 million dollars.
They had 15.55% as an average growth rate
of five years and one-year sales growth of
3.47%.
Core Competencies - Customer Satisfaction,
Advanced IT Systems, and Service
Standardization

Current Marketing
Situation
External Factors
The marketing plan of Hilton will be
affected by demographic, economic,
environmental, technological, political and
social-cultural external factors or trend.
Consumers purchase products on the basis
of a market trend. Doing developments in
the product and manufacturing activities
on the basis of market trend can be risky,
however, it is also an essential part of
becoming a leader in the industry.

SWOT Analysis
Strength – Property ownership, service
customization, diversity of brands, number
of properties, and Continuous growth.
Weaknesses – Narrow Company focus,
organizational resources
Opportunities – Technological Integration,
Emerging Markets partnerships
Threats – Technological Information Theft,
the political turmoil of emerging markets,
and increasing number of competitors.

Current Situation

Target Market
The Millennial segment has high buying
power as compared to other segments;
therefore Hilton should focus on this segment
and offer its services. Moreover, Hilton must
promote its services differently to Millennial in
various regions.
Objectives of Strategic Marketing Plan
Increase awareness among customers of all
the brands by 4% by the end of 2020
3% increase in sales for the next two years
through advertisements among the middle-
income Millennial aged 25-35.

Product Strategy
Millennial are spending less on physical
items and more on experiences and
traveling. Hilton is normally known as a
luxury hotel company is planning ahead
by introducing new brands to their already
successful lines of hotels to accommodate
this new category of travelers. One of
Hilton’s newest brands is “Tru by Hilton”.
The company is planning to place
advanced technology in these hotels like
digital wall art, mobile apps for room
control.

Pricing Strategy
Hilton group offer premium pricing strategy
which involves charging high-level prices
for products and services that are
perceived to have excellent quality and
additional characteristics and features.
Hilton only offers five star and four-star
rooms and the company is able to charge
its customers at premium levels because
beyond the core product, Hilton also ‘sells'
a set of intangible benefits such as a sense
of achievement, high status, and luxury.

Distribution Strategy
Company majorly rely on information
technology and Internet as a
distribution strategy because internet
presents Hilton Hotels & Resorts
customers with the possibilities of
purchasing products and services in
advance on the go and within a
timeframe of a few seconds.

Marketing Communication
Strategy
The AIDA (attention, interest, desire, and action)
model should be followed by Hilton.
In the first stage Attention- At this stage, the aim
will be to increase the awareness of the hotel
amongst target market.
In the second stage Interest- The aim is to increase
the interest of the targeted customers with the
help of hotel, videos, graphics, amenities, etc.
The third stage desire- This stage will support in
making the services and products desirable.
In the fourth stage action- Hilton Hotel may
increase engagement with the help of marketing
channels.

Marketing program
100% Satisfaction
Mobile Customer Satisfaction
Surveys
Hilton Honors