Hilton Worldwide Inc Hilton Hotels and Resorts - Essay Example

Hilton Hotels & Resorts operates 558 hotels and resorts in 80 countries, including the USA, the UK, the UAE, and Singapore (Hilton Worldwide, Inc. 2013; Hiltonworldwide.com, 2014). Below is provided more detailed analysis of the marketing mix concept implemented by Hilton Hotels & Resorts.The company operates in the service industry and its main business activity is concentrated on providing accommodation services. Thus, the key product of the company is hotel rooms in hotels and resorts worldwide.

As it is mentioned on the corporate website of the Hilton Hotels & Resort, guestrooms feature a smart, functional design supplemented with “thoughtful amenities” (www3.hilton.com, 2014, n.p.). In addition to accommodation services, there are additional services which make up the overall cycle of the guest service. Some of these supporting services include the following: restaurants and bars, spa, leisure and wellness facilities, entertainment faciliti3es, banquet halls and business/conference halls, online reservation facilities, concierge services, etc.

(Company profile and SWOT analysis 2014).Hilton Hotels and Resorts have premium-level prices, as the prices for accommodation are above the market prices (prices vary greatly by geographical locations). Hilton Hotels & Resorts pricing strategy can be defined as prestige or premium pricing strategy because the company offers 5 and 4-star service in its hotels. That is why the prices in Hilton’s facilities are the high end of the possible pricing range (Marketingmentor.net, n.d.). By charging premium level prices the company focuses on status-conscious consumers who value high-quality service, comfort, luxury, and high status and therefore, who are ready to pay for it.

Hilton Hotels & Resorts are located worldwide in more than 80 countries. The locations are chosen based on the type of resort and the specific location. Even though Hilton Hotels and Resorts is a global company operating its hotels worldwide, the concept of marketing mix implementation may vary and is subject to the variety of external factors such as competition, cultural and social factors, etc. Thus, locations in India, the USA, the UAE, and Singapore may target the same audience but the ways of attracting and communicating with the target audience may vary slightly.

These differences also refer to the pricing strategy, promotion strategy, and product strategy. For example, rooms in the USA resorts may vary greatly from the rooms in the UAE by its design. However, taking into consideration that this is a global company and that its customers travel worldwide, there are some unified standards which are appropriate for people of any nationality.