Marketing Strategy of Hilton Hotels – U.S.

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Marketing Strategy of Hilton Hotels: Established by Conrad Hilton on May 31, 1919. It is now controlled by Hilton Worldwide, As of 2017, there were over 560 Hilton Hotels & Resorts properties across 85 nations and territories spread that span six continents. These Properties are franchise-owned or operated by independent operators owned by Hilton. 

Hilton Hotels & Resorts is the Hilton’s mainline and is among the biggest hotels in the world. The brand is targeted at corporate workers and tourists with properties located in major cities, or in proximity to convention centers, airports, and the most popular destinations for vacation all over the world. 

Marketing Strategy of Hilton Hotels

Did You Know About Hilton Hotels?

Company : Hilton Hotels

CEO: Christopher J. Nassetta

Founder: Conrad Hilton

Year founded:  May 31, 1919

Headquarters: McLean, Virginia, U.S.

Annual Revenue:  4.31 billion U.S. dollars

Products & Services: Hilton Hotel provide products and services for leisure travelers and business travelers. They maximize sales by offering extra services such as bed & breakfast, family fun packages, and conference facilities.

Competitors: Marriott. | Hyatt.| Peninsula | Four Seasons | Four Seasons | Mandarin Oriental. | Aman | Ritz Carlton. | Intercontinental. | Rosewood Hotels & Resorts | Fairmont Hotels & Resorts | Shangri-La Hotel and Resort | Regis Hotels & Resorts | Taj Hotels by ITC | Oberoi | Starwood

Website:  www.hilton.com

Hilton Hotels Fun Fact: Hilton Hotels & Resorts is Hilton’s flagship brand and one of the largest hotel brands in the world. The brand is targeted at both business and leisure travelers with locations in major city centers, near airports, convention centers, and popular vacation destinations around the world.

Marketing Strategy of Hilton Hotels

Read Article: What Is Marketing Strategy? Definition

Marketing Strategy of Hilton Hotels – Segmentation, Targeting, Positioning

The brand differentiates its offerings based on its distinctive ambiance and experience, as well as the combination of offerings, and additional services such as Spa, Gym, Hygiene factors, pricing, and staff. 

The company’s focus is on the high-end pricing approach which is geared towards the elite business class and the upper classes of society. It employs a distinct method to ensure it is a good choice for its clients. 

With its diverse brand offerings, Hilton can differentiate itself within a variety of portfolios 

Hilton Hotels Mission Statement

“To be the most hospitable company in the world – by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners, and a positive impact in our communities.”

Hilton Hotels Vision Statement

“To fill the earth with the light and warmth of hospitality –by delivering exceptional experiences – every hotel, every guest, every time.”

Hilton Hotels Tagline

“Travel should take you places”

Marketing Strategy of Hilton Hotels

Marketing Strategy of Hilton Hotels – Competitive Advantage

Strong Financial Company :  

Global Hilton company generated $9.14 billion during the year 2017. The company posted net earnings of $841 million during the fourth quarter, and $1,264 million over the whole year, including an additional tax provision of $665 million. benefit for tax reform which was realized in the fourth quarter. Adjusted EBITDA for the fourth quarter of 2017 stood at $498 million, and $1,965 million for its full year. The brand paid a total amount of $1.1 billion in capital to shareholders in 2017. 

Renowned Brands :  

Recognition of brands and trust in the brand is the most important factors for the hotel industry to prosper. Hilton as a brand throughout time has proven to be successful in establishing trust among its clients. 

  • Through the use of technological innovations, we can enhance customer experience and constant improvement of business processes 
  • Outstanding employee retention 
  • It has a robust brand presence, there are 540 hotels across 78 countries 
  • Old is Gold: They’ve been in business for 93 years so they are experts at the work they perform. 

Utilization in technology: The Hilton Honors application has been used 19 million times to use Digital Check-in since its launch which is 1 million per month. Hilton is constantly expanding the Digital Key technology and visitors can use their mobile phones to access their room keys in more than 1,000 hotels. 

Marketing Strategy of Hilton Hotels – BCG Matrix

Hilton Hotels is a brand. Hilton Hotels operates in various segments like a luxury, Lifestyle, Full Service, Focussed Service All Suites as well as Vacation owning segments. 

The brand has Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts featuring as the main source of income for the company. Hilton Hotels & Resorts, Curio A Collection of Hilton as well as Embassy Suites by Hilton appear to be the stars for the brand, while others remain in the mystery of the Hilton group. 

Marketing Strategy of Hilton Hotels – Distribution Strategy

Beginning in 2013, approximately 70% of rooms under Hilton were granted to free administrators and companies. In the period 2007-2013, Hilton was under the ownership of the hotel, Blackstone Group sought an expansion of the reach of Hilton via franchise-based operation and, in the meantime, a few new properties were owned by Hilton. 

In turn, the number of franchised rooms grew during this time. The concept of franchising is extremely popular in the hotel sector with the majority of players since the parent company doesn’t have to cover the overhead and support costs for franchised properties. Franchisees must follow strict standards for the brand to keep their licensing agreements to the company’s brand. A majority of Hilton’s leading properties, air terminals, and resorts with the biggest budgets regardless are managed by corporate. 

A majority of Hilton’s airport hotels as well as other flagship properties and resorts are controlled by the corporate. 

Marketing Strategy of Hilton Hotels – Brand equity

Hilton is listed as having 54 places on the Forbes 100 most admired list of brands and sits at 9 9 spots on the most highly companies list in June 2018. 

Hilton was atop Brand Finance’s 2018 list of the top 10 Most Valuable Brands list for the third time consecutively and earned a BSI score of 82.39 and an overall valuation of 6,330. 

Marketing Strategy of Hilton Hotels – Competitive Analysis

The hospitality industry has competition from a variety of angles, ranging in size from small-scale players, international rivals, hotel chain chains, and private property owners or home rental providers like Airbnb/HomeAway, etc. 

Top Hilton Competitors across the globe  

Top 14 Hilton Competitors

  • Marriott. 
  • Hyatt. 
  • Peninsula 
  • Four Seasons 
  • Four Seasons 
  • Mandarin Oriental. 
  • Aman 
  • Ritz Carlton. 
  • Intercontinental. 
  • Rosewood Hotels & Resorts 
  • Fairmont Hotels & Resorts 
  • Shangri-La Hotel and Resort 
  • Regis Hotels & Resorts 
  • Taj Hotels by ITC 
  • Oberoi 

The brand competes with factors like the brand’s name and its high-quality services, as well as accommodation. The Hilton is a competitor on factors like branding, the services offered, pricing, hotel quality, courteous service, and strategically placed hotels. 

Marketing Strategy of Hilton Hotels – Market Analysis

The hotel business has become crucial in recent years due to the tourism business opportunities that are expanding all over the world. It isn’t just an important role in the lives of people but also the economy of the country. The industry has also seen significant growth and advances in technology and therefore all players within the industry must keep up-to-date. 

Hilton Hotels over the years has seen tremendous growth and various aspects of the business including Leadership, Teamwork ( Employee turnover) motivation (Customer maintenance and satisfaction), Goals, and Objectives. 

More than one of five rooms under development across the globe being developed under the Hilton brand as well as an additional 310,000 rooms are in the pipeline Hilton has held its status as one of the fastest-growing hotel brands in the world. The most efficient grouping of brands continues to expand its global impression, opening nearly every day hotel and also adding five new countries in the year 2016 – all while delivering the latest innovations in the industry that provide the best experience for its guests. 

Marketing Strategy of Hilton Hotels – Customer Analysis

Hilton Hotel mainly focuses on creating hotels in areas that are popular with the intended segment of customers. 

The company’s target customers are middle or senior-age professionals between the ages of 26 and 60 years old with the highest income levels and belonging to the upper classes of society. Additionally, the brand caters to those who live a luxurious lifestyle. Accordingly, the business can charge premium costs on the services and services that are believed to have an appropriate qualifications. 

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