2. HISTORY
Hilton Hotels & Resorts was founded by
Conrad Hilton in 1919
Mobley Hotel was the first property bought by
Hilton in Cisco, Texas
The first hotel to bear the Hilton name was
the Dallas Hilton in 1925
Hilton Hotels became the first coast-to-coast
hotel chain in the US in 1943
5. FACTS
There are 4,112 Hilton Branded Hotels
across the world in 91 countries across 6
continents.
Hilton hotels are either owned by, managed
by, or franchised to independent operators by
Hilton Worldwide.
6. HILTON BRANDS
Luxury: Conrad Hotels & Resorts, Waldorf
Astoria Hotels and Resorts, Curio – A
Collection by Hilton
7. HILTON BRANDS CONT.
Full Service: Hilton Hotels & Resorts,
DoubleTree by Hilton, Embassy Suites
9. HILTON BRANDS CONT.
Extended Stay Suites: Homewood Suites by
Hilton, Home2 Suites by Hilton
Timeshare: Hilton Grand Vacations
10. HILTON HHONORS REWARDS PROGRAM
Loyalty program where guest accumulate
points from staying at Hilton brands
Largest rewards program with over 30 million
members
Partnered with major airlines for guest to
accumulate both points for free hotel nights
and miles for free flights
11. HHONORS TIERS
Blue: obtained upon enrollment
Silver: obtained after 4 stays or 10 nights
Gold: obtained after 20 stays, 40 nights or
75,000 points
Diamond: obtained after 30 stays, 60 nights,
or 120,000 points
12. HILTON AND MARKETING
“Stay Hilton, Go Everywhere” a marketing message
that states a large global brand
Hilton operates hotels and other related services in
accommodation, gambling, and entertainment
areas
Revenue gained from hotel rooms, restaurants,
bars, smaller shops, spa, laundry service, travel
desk, business center and banquet halls
13. HILTONS MISSION
“Our goal us to maximize exposure and
increase revenue streams both online and
offline. These teams work closely together to
implement groundbreaking initiatives with the
latest market-leading tool kits. Our local,
national and global marketing strategies are
just the beginning of our commitment to
increasing your hotel’s profitability.”
14. HILTON MARKETING LEADERS
Jeff Hilton – Chief Marketing Officer, Co-
founder
Gail Frankoski – Director of Marketing
Lisa Openshaw – Media Buyer
15. HILTON’S COMPETITIVE SET
“ The key to our competitive advantage is that we
have a lot of pieces that work well together. Since
we are the only company that has the same
technology platform and distribution footprint
throughout all the brands, we can leverage our
strengths consistency across the entire system.
Fundamentally, we agree that unless we do
something consistently across a lot of our hotels
and there is sufficient repetition and reinforcement,
it does not matter that you have superstar hotels-
that’s the brand promise.”
16. HILTON’S DIFFERENTIATION STRATEGY
Providing very high-quality guest experiences that
appeal to both business and personal travel
Based upon persuading customers that a product is
superior in some way to that offered by competitors
Uniqueness can be achieved through service
innovations, superior service, creative
advertisement, better supplier relationship leading
to better services, and many more
17. HILTON’S TARGET MARKET
Geographic Segmentation – mainly focuses on the local
preferences and the location
Demographic Segmentation – represents middle and senior
aged professionals with high level of income belonging to
upper social class who pursue luxury lifestyle
Psychographic Segmentation – targeting ambitious
individuals who would like to express their perceived high
status and achievements by staying in 5 star rooms for
premium price
Benefits Segmentations – perceived or real benefits offered
by Hilton to potential and existing customers include sense
of achievement, a high status in society and luxury
18. CUSTOMER SERVICE
“ Highest in Guest Satisfaction Among
Upscale Hotel Chains”
Awarded highest ranking in the J.D. Power
2014 North America Hotel Guest Satisfaction
Index Study
19. HILTON’S PROMISE
“ We promise to do whatever it takes to ensure
you’re satisfied, or you don’t pay. You can count on
us. GUARANTEED. We are committed to providing
an excellent hotel experience for every guest, every
time.”
“Our Best Rates Guarantee assures you receive
the best rates when you book directly with us. If you
find a lower publicly available rate anywhere else,
we will match that rate plus give you and additional
$50 back!”
20. GLOBALLY MOTIVATED
Every country is different, Hilton Regional Marketing teams
execute orchestrated, regionally relevant, go-to-market
strategies across key segments that drive business to Hilton
properties
Conduct business in 42 languages serving 25,000
customers in 91 countries from 34 offices located around
the globe
Hilton focuses on being the most global, integrated, and
relevant sales force in the industry, relentlessly driven to
grow market share
21. HILTON HOTEL COMPETITORS
Know what kind of marketing will be effective or what
pricing strategies you want to use for your products or
services.
Know what kind of marketing will be effective or what
pricing strategies you want to use for your products or
services.
How good their annual sales are comparing to yours.
Hilton competes with global players, such as Starwood
Hotels & Resorts Worldwide, Marriott International,
Choice Hotels International (CHH), Hyatt Corporation, the
France-based ACCOR Group, and Intercontinental
Hotels.
Hilton already has a strong presence in the U.S and is
expanding its global operations through acquisitions.
22. HILTON HOTEL TARGET MARKET
Hilton Hotels Corporation (NYSE:HLT) is one of the
leading hotel and leisure companies in the world. It
is primarily involved in the management and
development of hotels across the globe.
Hilton has recently changed its growth strategy, and
it now focuses on spreading its operations through
franchisees.
Hilton target upscale business travelers, the impact
of increasing airfares will not be too significant for
Hilton.
23. HILTON HOTEL TARGET MARKET CONT.
Hilton need to apply hotel revenue management to
its market segmentation, this would help the Hilton
to target and market to a variety of consumer
groups with different behavior with an offer that
match their needs an budget level.
Hilton should be able to identify the length of time
those customers stay for the group business.
Hilton should be able to identify the length of time
those customers stay for the different segment.
24. HILTON TARGET MARKET CONT.
Hilton could have people working for them who speak
more than one language in order to cater to people all
over the world such as France, China and Spain etc.
Hilton should target more of the transient segment which
is made up of individual business and leisure travelers
which is a key for the hotel.
Hilton has to make sure that their employees are well
trained because that is the key to the success of the
company, having great customer service.
Pricing is also important in strategy when selling your
product in order to attract customers. They have to make
sure that they stay in the margin close to their
competitors.
25. HILTON MARKETING VISION
One of the most important effects in having a
successful marketing is the company vision.
Hilton has to make sure that your vision is focusing
on their business over all business plans, with a
specific focus on the marketing of their products
and services.
Hilton’s occupancy rates and revenues per
available room have also increased continuously
over the last few years, indicating that the company
has been able to sell its hotels/rooms well.
26. HILTON STRENGTH AND WEAKNESS
A SWOT analysis is an organized planning method used
to evaluate the strengths, weaknesses, opportunities, and
threats involved in a project or in a business project.
A strong supply chain helps Hilton hotels obtain the right
resources from suppliers and delivery the right product to
customers in a timely manner.
Strong management can help Hilton hotels reach its
potential by utilizing strengths and eliminating
weaknesses.
Their great technology allows them to better meet the
needs of their customers in ways that competitors can’t
imitate.
27. HILTON STRENGTH AND WEAKNESS CONT.
Customers are loyal to them so maybe instead of only targeting
one customer they should make sure they target new customers
in order to grow their business.
Hilton do have a high brand recognition, technical innovations to
improve customer experiences and constant upgrade of business
processes, good employee retention, around 540 hotels in over
78 countries, they have been in the industry for 93 years now
making the real experts at what they do and good reputation in
the market.
In terms of their weaknesses Hilton hotel may be two narrowly
focused making it vulnerable to a downturn in the global economy
and other world-wide catastrophes that could limit global travel.
Hilton hotel have limited market share in spite of good brand
recall. Their operations are affected globally due to different
Government policies and parameters.
28. SWOT ANALYSIS: OPPORTUNITIES
The opportunities sector is the external
factors that the company may be able to
exploit to its advantages.
An area of need that a company can perform
profitability
Positive outcomes
29. OPPORTUNITIES FOR HILTON HOTELS
Dynamic growth in emerging markets
Emerging in different markets around the world that
are up and coming
Examples: India, China
Technology Revolution
Having up to date technology In the hotels will aid in
customer service
New technology can help the hotels market
themselves to new customers
30. OPPORTUNITIES FOR HILTON HOTELS CONT.
Going Green
Customers will be attracted to stay at the hotels
Number of customers will increase significantly
Operation prices will decrease and the prices for
customers will decrease as well.
Hilton hotels will be saving money, yet they will
still be performing profitability
31. SWOT ANALYSIS: THREATS
Threats are current and emerging external factors
that may challenge the company’s performance.
Threats are challenges posed by unfavorable
trends or developments that can lead to the
absence of defensive marketing action, which can
lead to sales and profit deterioration.
Negative outcomes
32. THREATS FOR HILTON HOTELS
Competition amongst luxury brand hotels
New hotels are always opening up, therefore Hilton
hotels will have competitions which they must pay close
attention to
Hilton hotels should learn about the competing hotels’
prices and amenities.
Economic and Political Turbulence
When the economy is down, the amount of guest will
decrease meaning that the income of Hilton hotels will
decrease.
It is important to be up to date with the news about the
economy and politics all around the world.
33. HILTON HOTEL’S APPROACH TO CUSTOMER SERVICE
“ Our commitment to guests: to ensure every guest
feels cared for, valued, and respected”
Hilton Hotels cares about their customers and the
experience they have during their stay.
Awards Earned:
2009: Stevies Award for best customer service team
and best customer service complaint team
2010: Stevies Award for favorite customer service team
2011: American Customer Satisfaction Index gave
Hilton Worldwide the highest average satisfaction
score. (3 consecutive years)
34. FUTURE MARKETING METHODS
Going Completely Green
Changing everything in the hotels to eco friendly:
bedding, furniture, electricity, technology, food
This will bring in new customers
The prices of guestrooms will decrease
The operational costs for Hilton will decrease
They will make profit because they will have an
increase in customers
35. FUTURE MARKETING METHODS CONT.
Complimentary Meal and Wine
Having a program that gives customers a
complimentary meal and bottle of wine when
they stay at the hotel will bring in customers.
When customers are receiving something
complimentary they are happy and will most
likely come back again if they enjoyed it and the
service was good. It is a good incentive for
customers. The hotel will be spending extra but it
will bring back customers and business will
increase.
