Hilton Hotel Marketing Research Report
Marketing at Hilton Corporation
The founder of this tavern was Conrad Hilton in the year 1919. It is a worldwide corporation offering hospitality services to a sundry clientele. This has contributed and earned it an international credit amongst global population. These branches utilise diverse advertising strategies so as to win or capture the minds of potential clients. The reason as to why the business has undertaken this loom due to diverse nature of clientele. I contacted the manager of Hilton hotel California to acquaint myself with the marketing challenges or issues they face while performing their duties. My contact to the manager was via the electronic mail. Therefore, the report concentrates on Hilton marketing stalemates.
- Introduction: Contemporary Issues; Aims and Purpose of Report
The contemporary issues in the marketing sector include increased use of social media to market services, direct emailing and online booking. The world is moving toward globalisation and companies are headed to online services. The reason behind this is that internet has turn out to be an essential part of human life. Cindy found out that clients are using the internet to perform their duties and purchases activities such as booking and paying for hotel rooms. Thus, it ends up saving time and cash for the client as well as the business. Shared media on the other hand has been utilised by the public to expose ills in the community as outlined by Eileen at. Al. Furthermore, the business can converse and promote its products through these platforms that are widely applied by the population. The purpose/intention is to provide proposals in regards to sponsorship activities.
- Current Status: Current Business Practices and Overview of Status
Hilton hotels and resorts practice what is known as franchising and Hilton HHonors. Karwowski and Hejduk explain that franchising includes appointing local operators to work on behalf of the company. The company is considered to be the happiest and best locale to splurge retreat in for holiday goers. Similarly, it offers HHonors services. The entail discounted prices for consistence and regular customers of the hotel as indicated by Donald at. al.Currently, the company uses its websites to advertise and inform customers on the current happenings whenever there is need to do so.
Clients are required to sign up to access services. 24-hours customer service departments respond to clients request and ensure that their demands are met. Clients also call the institute via business phone numbers. From the interview, the following issues appeared to present some challenges to company management and business operation. Social media attributed to corporation intensification and shopper base. However, when an issue occurs or a client is unhappy, they channel all their anger to social platform hence destroying the image of the company. Chen, Wang and Ying-Chien found that inn requires using similar platform to assure clients that the problem is fixed. Culture also plays an important part in hospitality business because clients from special component of the world need to be treated with dignity. Through franchising, the company reaches a large selection clientele. Each branch or franchise business applies customized marketing strategies due to diversity in culture and clientele composition as Conrad stated. Direct emailing of client is another strategy that the entity is investing in as a way of customizing services to suit individual needs. The competitors are also using this platform to target unsolicited customers. This has earned them some competitive edge in the market because some people respond by visiting the company website for more information.
Thus, Hilton hotel was made to venture into direct emailing so as to tap the market and ensure that they remain competitive. This goes together with provision of internet services for clients. Hilton finds it workforce sometimes unable to manage the services as required by the management. Thus, they end up losing some consumers when their employees fail to observe ethics in communication. This call for constant and consistence training endeavor so as employees are able to handle possible clients in the right manner. The company therefore spends a lot of funds training its marketing workforce so that they could meet the standards laid down.
- Review of previous Relevant Research/Policy/Practice and Analysis
Marketing ethics has been a contributing factor in setting the stage for effective communication and business undertakings. Workers necessitate being experienced to operate these sites. This comes as a result of objective training of workers to ensure that they behave in the right manner. At the same time, workers in the hospitality industry should be motivated through provision of favorable environment and good remuneration policies as echoed by Cathy A Enzi. This ensures that they extend the same service and happiness to clients. Theory Y comes into play. The theory treats workers as precious assets. This indicates that managers should respect and ensure that workers are motivated through the creation of an enabling environment. First, theory Y indicates that workers are internally motivated and they enjoy their work as outlined by Stanislav Ivanov and Maya Ivanova. In addition, the operating environment is also critical in setting up or ensuring that workers are in the right position to provide services in the best way possible. At the same time, the company needs to assert that workers are well catered for in terms of imbursement and allowances.
The application ethics in communication is highly emphasized by different authors in the hospitality industry. According to Jeremy Bentham, an action is measured through the pressure it brings to the receiver or the participants. This infers that utilitarianism describe the extent to which individual’s actions brings contentment and affliction. Therefore, goods actions are those that contain or involve optimal happiness and minimum pain and vice versa. In regards to hospitality business, management ought to do sound and treat their workers right. When workers are mistreated, they pass the same mistreatments to clients. This applies to online services particularly in promotion the friendship. Taylor and Finley show that organization image and reputation can be destroyed through improper actions that may discourage consumers from purchasing goods and services. The way an individual or employee approaches and deals with a client matters a lot and influences the purchase decision that a client is likely to make.
Lastly, we have the systems theory that treats each component as an integral part of the system. A system is made up of units and these sections must contribute immensely to the expansion and growth of the whole. Therefore, failure in one section of the whole will affect the overall performance. System theory indicates that all system must work and should be aligned to each other so that they produce the highest good. Scholochov and Höpken say that the marketing department is part of the institution that is made up of different departments. Thus, the department should not work in isolation rather ought to be focused on working in unison. The end result would be increased collaboration and utilization of resources that the company holds. At this point, the entity has limited resources that need to be shared by different departments as Kim and Mauborgne outlined. Some of these resources include information and market data that is availed by the research and development section in the company. The management will therefore expect that each section will be able to utilize this credible information to make formidable decisions.
Culminating from the study of the hospitality environment and the information gathered from an interview with the hotel manager, Hilton hotel needs to make some changes in their marketing strategies so as to improve service delivery. Some of the drawbacks that the company is experiencing include ethics in communication, use of technology and workers training. These are important factors that affect service delivery in a great way. In order to uphold ethics in service delivery, the company ought to come up with policies that will guide workers when using online platforms. According to Karam Mansour, ethical codes are set of rules and regulation that guides individual action. Moreover, they define the scope of such actions and also control the interaction between members of a company. Thus, marketing ethics should be outlined well by the institution so that every worker is well informed about them. The business is deemed to lose a lot from incompetence workers in this section. Furthermore, rival companies take advantage of such weaknesses to advance their competition agenda. Customers are also likely to freight to the competitors premises due to negative image created against the company. Thus, the energy should be channeled towards encouraging workers to utilize ethical codes outlined by the company in their endeavors.
At the same time, employees will undergo through intensive training programs that are not only essential but enhances the skills and competence of workers. The program should incorporate:
- Edification on guidelines to workforce. All personnel need to be acquainted information in regards to utilization of internet. Training sessions should go on in a consistence manner. It makes sure that all employees are acquitted of the current happenings and development in this section. Paul Slattery found that policies are developed so that they can protect the image and interest of the organization. Thus, management should invest heavily on developing policies so that workers familiarize themselves with the current trends in the market.
- Improve the company competitive edge by limiting the use of technology. The handling of information from internet sources or online platforms needs to be conducted within the set ethics. Thus, ethical consideration need be emphasized to avoid unfathomed circumstances that are not only detrimental to the hotel business but also poses risk of business collapse.
- Coaching on advertising skills. The marketing of products in various platforms available for the hotel business need to be carried out by qualified personnel. This is because of the delicate nature of people or clients who forms part of the marked souk. These skills are acquired through experience while training opens more opportunities for workers to learn new techniques and strategies. Some of these strategies are consequential and require lobbying and brain storming.
The last recommendation denotes venture in shared media. In addition, the company will be able to communicate necessary information to consumers from different part of the world. At the moment, the company tends to focus on face book and websites. These are not the only sites that offer community an opportunity to share critical information on real time bases.
LinkedIn and twitters are also popular sites that can be utilized for the benefit of the entity. Yixian Yu states that Investment returns from this kind of an endeavor are realized in the long terms when consumers adopt the brand. This indicates that when the company presence is felt in this village, then, it is going to make sales as well as dominate the hospitality industry. Furthermore, when some changes occur and the company is required to communicate the same to it’s distinguish clients, then, social platforms are the easiest and inexpensive means of conveying the message. Lastly, the company image is well protected when an institution is well versed and engaged in social media. Therefore, investment that is channeled or leaned towards the building of a strong image amongst public eyes is essential. A huge following will be created in platforms such as tweeter and face book an action that will raise the public perception towards the organization. The goals and objectives of the entity will also change depending on customers needs and wants both for accommodation and food. It is also important to include issues of social and cultural issues that will affect business. An institution can learn a lot of things via these platforms in regards to culture, traditions and beliefs of diverse clients.
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Scholochov, Christina, and Wolfram Höpken. “E-Business Adoption, Use, and Value Creation: An Austrian Hotel Study.” Information Technology & Tourism 11, no. 4 (2009), 267-284. doi:10.3727/109830510×12670455864168.
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Taylor, M., and D. Finley. “Communication Training for Foreign Guest Workers in Seasonal Resorts.” Business Communication Quarterly 71, no. 2 (February/March 2010), 246-250. doi:10.1177/1080569908317321.
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Yu, Yixian. “Research on Marketing Strategy of Economy Hotel.” Proceedings of the 2013 International Conference on Information, Business and Education Technology (ICIBET-2013) 22, no. 3 (2013), 120-280. doi:10.2991/icibet.2013.290.
 Hilton Hotels & Resorts, “Hilton Hotels and Resorts – Find Hotel Rooms,” Hilton Hotels and Resorts – Find Hotel Rooms, last modified January/February 14, 2016, http://www3.hilton.com/en/index.html.
 Cindy Allen, Best of Hospitality (Boca Raton, FL: Sandow Media, 2012), 22
 1. Eileen Appelbaum, Annette D. Bernhardt, and Richard J. Murnane,Low-Wage America: How Employers Are Reshaping Opportunity in the Workplace (New York: Russell Sage, 2013), 44
 Waldemar Karwowski and Irena Hejduk, “A Knowledge Management Framework of the Information Technology-Based Approach for Improving Occupational Safety Training of Young Workers,” CBR 15, no. 1 (March 2016): 240, doi:10.17265/1537-1506/2016.01.005.
 Donald A. Ball and Wendell H. McCullogh, International Business: The Challenge of Global Competition (Chicago: Irwin, 2014), 67.
 Ying-Chang Chen, Wen-Cheng Wang, and Ying-Chien Chu, “A Case Study on the Business Performance Management of Hilton Hotels Corporation,” International Business Research 4, no. 2 (January 2011):270, doi:10.5539/ibr.v4n2p213.
 Conrad N. Hilton Foundation, The Hilton Legacy: Serving Humanity Worldwide (Los Angeles, Calif: Conrad N. Hilton Foundation, 2010), 35.
 Cathy A Enz, Hospitality Strategic Management: Concepts and Cases(Hoboken, N.J.: John Wiley & Sons, 2010), 67.
 Stanislav Ivanov and Maya Ivanova, “Market penetration of hotel chains: Does culture matter?,” Annals of Tourism Research 57, no. 4 (March 2016): 260, doi:10.1016/j.annals.2015.11.021.
 M. Taylor and D. Finley, “Communication Training for Foreign Guest Workers in Seasonal Resorts,” Business Communication Quarterly 71, no. 2 (February/March 2010): 248, doi:10.1177/1080569908317321.
 Christina Scholochov and Wolfram Höpken, “E-Business Adoption, Use, and Value Creation: An Austrian Hotel Study,” Information Technology & Tourism 11, no. 4 (2009): 280, doi:10.3727/109830510×12670455864168.
 W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant(Boston, Mass: Harvard Business School Press, 2012), 239.
 Karam Mansour Ghazi, “Hotel Maintenance Management Practices,”Journal of Hotel & Business Management 5, no. 1 (August 2016): 150, doi:10.4172/2169-0286.1000136.
 Paul Slattery, The Economic Ascent of the Hotel Business (Oxford: Goodfellow Publishers, 2012), 54.
 Yixian Yu, “Research on Marketing Strategy of Economy Hotel,”Proceedings of the 2013 International Conference on Information, Business and Education Technology (ICIBET-2013) 22, no. 3 (2013):200, doi:10.2991/icibet.2013.290.