Hospitality Marketing in Hilton Hotels and Resorts - Case Study Example

25th November Hospitality marketing Hilton Hotels and Resorts is one of largest chain of hotels in the world. With its headquarters in Tysons Corner, Virginia the hotel operates in more than 78 countries. The hotel offers wide range of services for example rooms for visitors, wedding ceremonies and quality breakfasts among others. One of the major factors that have made Hilton to be a leader in the hospitality industry is the innovative products that meet the needs of its guests. In the same way, the hotel provides discounted services thus making it possible to attract large number of clients. For example, during the weekends, the hotel gives a discount of 15-40% percent to its customers. To ensure that the customers are aware of the hotel operations and that booking is made easier, the hotel has made unique arrangement where clients can book Hilton rooms from their iphone. Additionally, starting from February 2012, Hilton started an offer that ensures customer saves up to 20% by booking the hotel in advance. This has resulted to increased number of loyal customers compared to its competitors in the hospitality industry. One of the major aspects of the servicescape that has a positive impact on the customers is high quality foods, and well designed rooms that can accommodate executives. The innovative services and the authentic hospitality depicted by the staff is also a major factor that has impacted on the customers’ perception. Despite the stiff competition in the hospitality industry especially in the developed countries, Hilton offers premium amenities as well as tranquil setting thus making it competitive. The unique design of the guest room is also a significant aspect that has made the hotel to be a dream of every customer who values comfort and a good place to relax. Hilton hotel offers excellent customer care. In this way, all the queries and suggestions raised by the customers are effectively addressed thus making the customers feel as part and parcel of the hotel. With the hotel focus on expanding its offering across the globe, the hotel has effectively met the high demand of the guest rooms. In addition, the hotel has continued to undertake an extensive advertisement though the internet thus making it easier for the customers to get all the information they need (Philip 16). As a result, the hotel has benefited from strong customer awareness an aspect that has led to high sales and increased profit. Having operated for more than 92 years, Hilton Hotel has adopted a legacy of innovation both in its services and amenities. This has made it to accommodate the needs of its customer thus creating a strong customer loyalty and positive perception. One of the aspects of the servicescape that have a negative impact on customers’ perception is the high prices of its services especially to low income earners. Despite its international operations, Hilton target high class members of the society. In this way, it is hard for the poor people to use the services offered by the hotel even though they are discounted. In its endeavor to reach its market segment, Hilton Resorts are located in large cities. As a result, customer located in rural areas cannot easily access the various services offered by the hotel. In the same way, the economically strong consumers in rural areas have to travel to the cities in order to access Hilton services. Hilton has not effectively used other form of advertisement such as billboards and newspapers. As a result, the hotel has not fully exploited the hospitality market. In this regard, I suggest that Hilton marketing managers to expand their advertisement strategies by using billboards especially in highways and social places. To enhance accessibility among the rural customers, I suggest that the hotel establish branches in rural areas. Taking into consideration the low income of customers in rural areas, it is imperative for Hilton to reduce its prices to make it possible for rural dwellers to utilize the hotel services. Hilton designs and color are major characteristics that influence customers’ experiences. As compared to its competitors, Hilton adopts different colors especially at the reception area making it to attract the attention of new guests. In the same way, the hotel has invested a lot of financial resources to come up with unique design in all its branches across the globe. In this way, majority of customers are able to identify the hotel without much assistance from members of the public. In addition, Hilton has good lightning in the guest rooms. As a result, visitors are able to enjoy their stay at the hotel leading to repeated purchases thus the high revenue generated by the hotel. To ensure effective positioning in an industry that is currently experiencing stiff competition, Hilton provides adequate information making decision making process by its customers easier. For example, the hotel has well designed website where guests can search for the resort that will meet their demand. In the same way, guest can book the hotel via the hotel websites thus making it easier for the hotel to effectively deliver its services (Philip 34). Additionally, high quality services at a discounted rates makes Hilton to enjoy an expansive market thus becoming a leader in the hospitality industry. As a major way of appealing to its target market, Hilton has adopted effective promotion strategies. For example, the hotel emulates Hilton hhonors that allows its customer to win bonus points. Similarly, the reduction of prices in the weekends is a major way that the hotel has attracted high number of guests. To facilitate service delivery, Hilton has established more than 540 resorts thus making it possible to reach large number of customers not only to the developed nations but also in the third world countries. Use of e-commerce is also a notable marketing strategy that has enhanced service delivery by the hotel. For example, through its website, customers can find the rates of various resorts, their location as well as the number of rooms they want to book. To improve the servicescape for Hilton Hotel, I suggest that they establish more branches especially in the developing countries. Based on the fact that the global economy is improving after the recent economic downturn, consumer purchasing power is improving. In this regard, if Hilton opens more branches it will enjoy high sales based on its high quality products. In its expansion strategies, Hilton will need skilled and experienced staff. I suggest that the hotel establish a learning institution where it will train its new employees as well as the existing workers. Through such colleges, the hotel can offer courses for instance catering, human resources management, customer care, information technology among others. In this way, the hotel will have ready human resources thus making the delivery of its services excellent. Based on the increased use of social sites such as face book and twitter, Hilton should expand its marketing strategies by advertising through such sites. This way, it will reach more young people and executives who regularly use social sites to connect with their friends. To curb the rising competition, Hilton should expand its corporate social responsibilities. For example, the hotel needs to sponsor local and international football tournament. This will result to a strong customer awareness and high sales. Similarly, the hotel should allocate some of its resources to cater for people who are hungry especially in poor countries. Even though such people may not be Hilton customers, the hotel will create a good image to other members of the public and governments thus benefiting from strong support from everyone. Works Cited Kotler, Philip. Marketing Management. Pearson: Prentice-Hall, 2009.Print. Read More