Introduction

MARKETING STRATEGIES OF HOTEL HILTON

Abstract

The various marketing strategies of the Hilton Hotel have been discussed in detail. The different implications of these marketing strategies and the effects on the Global Business for the management of this brand new to the marketing strategies have also been discussed in detail. The categorisation of these marketing strategies has been highly specific and as a result it has been able to get a very clear approach on their other strategies. The marketing strategies that were used includes the 4 P’s of marketing strategy by this particular brand and also the segmentation strategy, targeting strategy, and Market Positioning strategy most of these strategies has been implemented in a very efficient manner by the management of the brand and as a result they have yielded good results within a short period of time. These strategies have been discussed in detail and the implementation of the strategies by the brand has also been discussed in details (Chen et al, 2020). The effects of these strategies in the global market and the overall position of the brand after implementation of these strategies have been discussed in a proper manner.

Table of Contents

Introduction. 4

Marketing strategies of hotel Hilton. 4

4P’s marketing strategy. 4

STP analysis. 5

Conclusion. 7

References. 8

Introduction

Hilton Hotel includes many different resorts and many different hotels in this market chain. It is one of the biggest brands in the hotel market in the entire world. It is a very big luxury brand for both travellers who are travelling for leisure and travelling for their business trips. Most of the branches of this chain are located in major cities across the world and at Big places like centres for conventions and also airports. In many different destinations for vacations, there are hotels of this particular brand. It has been a renowned brand for a number of reasons.

Marketing strategies of hotel Hilton

4P’s marketing strategy

Product- The primary product that this particular brand sells is the service of hotels for various purposes. The hotels have been designed in such a manner that not only those people are catered to who come for luxury trips for leisure holidays but also those who travel for business trips and work-related meetings. They are also catered in a proper manner. Due to this factor, most people who are travelling to various places across the world for different reasons prefer the hotel chains of this particular brand. This factor has proven to be beneficial for the brand in increasing their client base and increasing their profit margin.

Price-The price of this hotel brand is extremely high and only those customers are targeted who belong from the high income group range. This is because most of the hotels of this particular chain are luxury Hotels or 5 star hotels and their luxury destinations across the world. The target customers are clearly demarcated. The strategies of the company are also very specific for attracting these target customers.

Place-Most of the places where the hotels of this particular group are located are big luxury destinations or travel destinations where people go for leisure trips. Many of the hotels are also there in the large cities of the world where many big business men of the world go for business trips.

Promotion- This particular brand is currently using digital technology to a great extent to promote its products or hotels to a wide range of people. The sales promotion campaigns of this brand are also being conducted in a digital manner which is proving to be highly beneficial for them in times of the pandemic. This is because a high number of people use social media in today’s times and promoting the services in those social networking platforms has made this brand promote their services to a huge number of clients across the world in a proper and innovative manner. These factors have led to the growth of the brand in recent times and also helped in the increase of clients across the world. These strategies have also helped the brand to increase their profit margin within a very short period of time.

 STP analysis

Market segmentation:

Geographic- This particular brand has set up its hotels in many different travel destinations across the world. Most of the hotels are situated in Europe and also some are situated in other parts of the world (Zhang & Luo, 2019). In many big cities of the world the hotels of this brand are situated because the management knows very well that big businessmen across the world travel to big cities for work related factors and as a result they would like to recite in a luxury hotel. These factors have led the management of the brand to set up their hotels in big cities and also in travel destinations for tourists.

Demographic- The particular income range of customers which this particular brand targets is the high income group. This is because most of the services or luxury services which this brand provides in its hotels. it targets both the gender groups and it targets almost all types of cultural people across the world (Xia et al, 2018). Most Businessmen across the world are targeted and also travellers who are traveling to luxury destinations are their target customers.

Psychographic- The physiographic aspects of this particular brand studies the buying patterns of the various customers across the world. Preferences of various customers across the world are studied in a proper manner and accordingly the physiographic aspects are decided and strategies are made accordingly.

Behavioural- The behavioural aspect is a very essential aspect for this brand to study in a proper manner. It is very essential to study the behavioural patterns of the various customers in a proper manner and their preferences in a proper manner and strategies are formed according to that. This would help to increase the overall profit margin of the brand as strategies would be formed accordingly.

Market positioning:

Market Positioning has been a very essential strategy for this particular chain of hotels. The management of this brand has tried to position itself among the top brands in the world among hotel chains so that not only their reputation increases but they become a very formidable force in the Global Business market (Lessmann et al, 2021). For Market Positioning in a proper manner it has developed many different strategies including investing in technology and making its services much better for its clients.

Targeting:

Targeting is a very essential strategy that this brand has adopted to increase its client base all over the world. This particular brand has targeted customers based on their job roles and also based on their income groups (Lipyanina et al, 2020). The right type of targeting strategy has helped this brand to gain more profit within a very short period of time across the world. The targeting strategy that has been utilized by the brand has been highly useful in improving the reputation of the brand also. This is because by targeting the right type of customers this brand has been able to gain a lot of loyal customers within a short period of time.

Conclusion

This particular brand Hilton Hotel is basically an UK-based chain of hotels. The marketing strategies that this particular brand has adopted have made them highly profitable and a very reputed brand in recent years. The marketing strategies that this particular brand has adopted have helped them to increase their client base within a short period of time. An increased client base basically implies better reputation of the brand and also more increased in the overall profit margin and the overall annual turnover of the brand in recent years.

References

Chen, Y., Lee, J. Y., Sridhar, S., Mittal, V., McCallister, K., & Singal, A. G. (2020). Improving cancer outreach effectiveness through targeting and economic assessments: Insights from a randomized field experiment. Journal of Marketing, 84(3), 1-27. Retrieved from: https://journals.sagepub.com/doi/pdf/10.1177/0022242920913025

Lessmann, S., Haupt, J., Coussement, K., & De Bock, K. W. (2021). Targeting customers for profit: An ensemble learning framework to support marketing decision-making. Information Sciences, 557, 286-301. Retrieved from: https://www.econstor.eu/bitstream/10419/230723/1/irtg1792dp2018-012.pdf

Lipyanina, H., Sachenko, A., Lendyuk, T., Nadvynychny, S., & Grodskyi, S. (2020, April). Decision tree based targeting model of customer interaction with business page. In CMIS (pp. 1001-1012). Retrieved from: http://ceur-ws.org/Vol-2608/paper75.pdf

Xia, Y., Zhou, J., Cao, J., Li, Y., Gao, F., Liu, K., … & Xiong, H. (2018, September). Intent-aware audience targeting for ride-hailing service. In Joint European Conference on Machine Learning and Knowledge Discovery in Databases (pp. 136-151). Springer, Cham. Retrieved from: http://zhoujingbo.github.io/paper/intent2018xia_ecmlpkdd.pdf

Zhang, K., & Luo, X. (2019). Leveraging deep-learning and field experiment response heterogeneity to enhance customer targeting effectiveness. Retrieved from: https://core.ac.uk/download/pdf/301383691.pdf