Marketing Plan Of Hilton Hotels & Resorts

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A brand is a powerful tool, especially in the hotel industry where services are intangible. Many hotels of the 21st century have made branding one of their top most priority with the realisation that hotel branding helps to set them apart from their competitors and create a firm customer base. Branding creates brand recognition, brand preference, increase customer satisfaction and most importantly, customer loyalty.

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

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The brand image in both cases is localized so the Hilton name is associated with the local area and or sites. According to SEO optimization company Tech Target, "Localization (sometimes shortened to "l10n") is the process of adapting a product or service to a particular language, culture, and desired local "look-and-feel ("localization ( l10n)," 2011)." As the SEO experts point out, localization is the flip side of internationalization, which allows the product or service to be timely and useful anywhere in the world (ibid.). The Hilton is an international hotel chain and fits the bill well. As an important bonus, the localization and internationalization features aid greatly in SEO website optimization. It gets both local and out of town business going for the organization (ibid.). In the case of the Hilton, Gainesville, FL, it is hooked to not just

Thus, MGM Resorts ensures that it offers the best products and services to meet or even exceed the customer’s expectations to attract more customers. Promotion and advertising normally play the role of the communicator between the company and consumers. In this report, I discuss the promotional strategies that MGM Resort International use and the competitive advantage, the company gains with respect to promotion. Promotion strategies

The corporate branding strategy will create a sort of umbrella under which all the properties of the company will fall, thus sharing the same quality level in the customer’s perception. Moreover a strong corporate brand will ease the company identification and potentially increase the number of new guests through word of mouth, thus enabling the company to gain a bigger market share. Nevertheless the implementation of such a strategy will necessarily involve big costs and a structural change in the organization. Its culture, the way in which advertising is done, the facilities and supplies in each resorts, the way in which management operates will have to be adapted to the new branding strategy. Furthermore undertaking this action may let down some valuable customers who are particularly affectionate to a resort and may be afraid that it will lose its unique and individual features. Plus it might also disappoint some skilled hotel managers which may feel threatened in their autonomy and potentially leave the company. Retraining the whole body of employees to adapt to the new strategy may be expensive and time consuming as well.

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The last problem we highlighted concerns how to increase the number of customers in the mainland China market . First, we believe that the most relevant issue is a survey amongst customers on the Shanghai Tang brand perception and the 5 luxury brands in their top-of-mind, in order to analyze the competitors that the company has to face in the future.

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Essentially, the marketing manager will seek to understand how a competitive advantage may be gained over other competitors (Lemon et al 2002). Figure 1 shows that Hilton Hotel Corporation is one of the leading hotels in the world. Nevertheless, as a newer hotel in Melbourne, Hilton is facing some serious challenges from competitors such as Grand Hyatt Melbourne and Sheraton Melbourne. Grand Hyatt Melbourne has completed its four year refurbishment project. Meanwhile, Sheraton Melbourne Hotel will launch a new full service as part of a 2013 development, combining hotel services with up-market residences and boutique retail (Melbourne Planner’s Guide 2011-2012, 2011). It is critical for Melbourne Hilton Hotel to understand visitors’ wants in order to satisfy visitors. In addition, Melbourne Hilton Hotel needs to have a good understanding of the competition in

The Hyatt Corporation was founded by Jay Pritzker in 1957. The first hotel purchased was located in Los Angeles, California. Hyatt is a management company that runs the operations of each hotel even though most of the Hyatt hotel properties are privately owned. They currently have two hundred sixteen hotels around the world and recently purchased one hundred forty three AmeriSuite hotels which were renovated and are being operated under their new name, Hyatt Place. Hyatt is known for specializing in luxury hotels that also provide meeting facilities and special services. The Hyatt Regency in Columbus Ohio was built in 1980. This hotel has six hundred and thirty one guest rooms, which makes it the largest hotel in the State, based on

This research has shown that there are differences in perceptions and expectations of Chinese Mainland tourists compared to other foreign tourists and this impacts upon satisfaction levels. Chinese Mainland tourists spend less on hotel accommodation than other foreign tourists, however have high expectations and expect value for money, making price a major factor in the consideration process for hotel selection and an aspect that the Hong Kong hotel market must consider when marketing their hotels and services, to the Chinese Mainland tourist.

The Hilton chain is currently the second largest hotel chain and the pioneer in global hospitality. It is embedded in a highly competitive market, where preparation is the key. As such, the training of employees, involvement with the environment, satisfaction and customer relationship are values prioritised by the brand. For Hilton, the relationship with their customers, is the key to success; values that Conrad Hilton has instituted in the brand since the first hotel was inaugurated. This continued leadership is a consequence of the fidelity to the vision, mission and values instituted in this hotel chain, in order to continue being the most hospitable organization in the world.