Marketing Audit for Hilton Hotels and Resorts

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Base on the commitment of Hilton and WWF, they are going to collaborate to:

- Develop water management strategy and become a industry leading in the future, moreover, expand sustainability seafood achievement of Hilton in the world.

- In order to decrease food waste, Hilton is going to repurpose waste through the company’s operation and supply chain.

- Through the Corporate Renewable Energy Buyers Principles to expedite the adoption of renewable energy.

- Put all learnings into LightStay program, and provide exclusive environmental performance measurement and reporting platform to all hotels.

In addition, Hilton Hotels has become one of the first main multi-brand hospitality companies in the world, and they are as a standard for all hotels to make environmental reporting and keep improving in hospitality industry (Staley, 2015).

Through the technology, hotel booking has become more and simpler than before. Customers are able to book hotel room on the internet. Moreover, the Hilton Hotels can create more social media accounts, such as Facebook, Twitter and their official website, those social media can be like a trip consultants to help customers and hotels (Dudovskiy, 2015).

The main generic substitutes might replace social media is that Hilton is going to use smart phone app to book room and unlock guests room in 2015. Moreover, Hilton will use this app at 10 properties in 2015 as trail in USA. Moreover, Hilton is planning to use smart phone app across their 11 brands in the world in 2016. Furthermore, the mobile app can bu used in IOS and Android system, so it has beyond simply guest room access. Customers will be allowed to use mobile app as the key accesses to fitness club, executive floors, and elevators (Mearian, 2014).

First of all, political stability is the major factor to the success in any industries, it is also the key factor to hospitality industry. However, political factor is able to affect the number of visitors and business traveller travel into a country. On the other hand, terrorist is another factor to influence and threaten tourists, it will be the reason to reduce the numbers of visitors to Hilton, and it also leads Hilton to have negative performance in market (Dudovskiy, 2015).

The product of Hilton Hotels is mainly accommodation services, most of revenue of Hilton Hotel is from selling hotel rooms to visitors. Other products are from bars, restaurants, spa, and banquet halls and so on. Basically, Hilton’s products have three levels, core products level is the key reason for customers book Hilton Hotel’s rooms. Facilitating products level is about services, which help customer to purchase core products in the hotel, such as customer service, restaurants and spa. The last one is supporting products level, it has additional products and services, supporting products level is the strategy in increase core products and services to gain competitive advantage in market.

The slogan of Hilton Hotels is ‘Stay Hilton. Go everywhere’, which means Hilton Hotel is a large global hospitality brand and they keep high quality in all hotels. Therefore, their slogan as marketing message for their customers when Hilton disseminate it through newspapers, magazines and TV channels.

The price has four different strategies: economy, penetration, skimming and premium pricing strategies. Hilton Hotels is in premium pricing strategy, because Hilton Hotel only provides five stars and four stars rooms for their customers. Moreover, the products and services of Hilton have beyond its core products value, and they set an intangible benefit, such as the sense of high status, luxury and achievement (Dudovskiy, 2013).

Base on Hilton Worldwide Facebook page that most customers have a huge expectation for Hilton Hotels, such as room type and room space, hotel facilities and other products and services. In addition, the reason that most customers would like to select Hilton as their destination hotel because no matter Hilton in any countries, their location is one of the top areas in the city or beach (Hilton Worldwide Facebook page, n.d.).

In recent years, the trend of customer’s lifestyle, customer demographic variables, customer decision making and the growth rate of population have been changed a lot, these factors are also have a wide range to impact Hilton Hotel. Furthermore, increasing numbers of Chinese and Indian young customers are able to be specified as their essential factor to influence hotel industry (Dudovskiy, 2015)

Marketing strategy for Hilton:

Hilton hotel is one of the largest and trusted brand names when it comes to hospitality and hotel industry. It is well known and embraced for its charm, style and efficient service to its end users or customers. Hilton is often called as celebrity Hotel due to many celebrities and leader been served and accommodated in different time period.

The established brand name in modern era still carries its legacy in trying innovative and creative approach also invest best practices in satisfying its clients and customers. According to the recent article published by Forbes hotel magazine 2014 Hilton has spread in 76 nations worldwide through the numbers of 540 and they had always been open to public engagement via face book, and other social media.

The greatest investment from Hilton is it allows it’s all customers to enjoy a luxury comfy hotel experience in mid-price range, and this has been its strongest brand characteristics.

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Principles that Hilton Hotel follow as Marketing Strategy:

When it comes to Hilton Marketing is done in all aspects and various levels in the business. Hilton also likes to specify and market its available services for its customers such like transport, communication and accommodation so that customer can gain a bigger picture of value – value preposition is the key here rather than pricing and Hilton tries to harness value gaining as their marketing approach (UK Essays , 2015)

Hilton strongly believes they are a different and unique brand when it comes to hotel sector they tend to believe that they ahead of the game in hotel innovation and modern creative approach and application due to this their marketing team strongly believes that all Hilton employees are different specimen comparing to other hotel brands and they structure and strategies their marketing plan in order to make customers feel they are a unique if they select Hilton as their accommodation and