hilton hotel business plan pdf

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Discover the World of Luxury at Hilton Hotels & Resorts

When it comes to luxury travel, Hilton Hotels & Resorts is one of the most sought-after names in the industry. With a global portfolio of more than 5,700 properties in 113 countries and territories, Hilton offers an array of luxurious accommodations and amenities that are sure to make any vacation or business trip unforgettable. From exclusive access to world-class spas and restaurants to state-of-the-art fitness centers and award-winning service, Hilton has something for everyone. Here’s a closer look at what you can expect when you stay at a Hilton property.

Luxurious Accommodations

Hilton offers a range of luxurious accommodations to suit any budget or lifestyle. From spacious suites with stunning views to cozy guest rooms with all the comforts of home, there’s something for everyone. Plus, many properties feature special amenities such as complimentary Wi-Fi, room service, and access to private pools and spas. Whether you’re looking for a romantic getaway or a family vacation, Hilton has something for you.

World-Class Dining Experiences

Hilton is renowned for its world-class dining experiences. From award-winning restaurants featuring local cuisine to casual eateries offering international fare, there’s something for everyone at Hilton hotels and resorts. Plus, many properties offer exclusive access to private bars and lounges where guests can enjoy signature cocktails and light bites in a relaxed atmosphere. Whether you’re looking for an intimate dinner or a lively night out on the town, Hilton has it all.

State-of-the-Art Amenities

Hilton hotels and resorts feature state-of-the-art amenities designed to make your stay as comfortable as possible. From fully equipped fitness centers with personal trainers to luxurious spas offering massages and body treatments, there’s something for everyone at Hilton properties. Plus, many locations offer exclusive access to private golf courses and tennis courts where guests can practice their swing or take part in friendly competitions with friends or family members.

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This text was generated using a large language model, and select text has been reviewed and moderated for purposes such as readability.

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MARKETING STRATEGIES: A CASE OF HILTON HOTEL IN UK By Course Instructor Institution Date of Submission

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ABSTRACT This research project investigates the marketing strategies adopted by five star hotels in Nairobi, Kenya to stay competent in the stiff competitive market in the hotel industry. The study has been conducted by considering seven 5-star hotels in Nairobi, Kenya which have been awarded 5-star rate award by the ministry of tourism of Kenya in 2003. The research considered theoretical frame works that have been drawn from the literature review on the basis or approaches of developing marketing strategies. The research has investigated different researches in the literature reviewthat have been done in the hotel industry on marketing strategies and used for current research purposes. The research project finds that five star hotels in Nairobi, Kenya have adopted various poisoning strategies based on different approaches of developing marketing strategy. The marketing strategies that have been adopted by 5-star hotels include leadership marketing, personal contact marketing and extensive staff training marketing strategies which the six 5-star hotels or organizations have an approach of highest extent . Marketing strategies on the basis of quality customer service, physical attractiveness, range of product offerings ,unique product features, safety and security systems, information technologies are also have been approached by five 5-star hotels to the highest extent.

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The marketing plan of Hilton Worldwide

A marketing plan outlining a product opportunity of the Hilton Worldwide Hotel

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• 1. A marketing plan outlining a product opportunity for the Hilton Worldwide hotel XIN XIE B00631869 HTM 538 Word count: 2730
• 2. PAGE 1 Contents 1. Executive Summary………………………………………………………………….2 2. Introduction………………………………………………………………………..…..2 3. Marketing Audit …………………………………………………………………….…3 3.1. The Market………………………………………………………………........3 3.2. Market positioning…………………………………………………...…….…4 3.3. Macro Environment (PESTLE analysis)……………………………………6 3.4. Micro Environment (Porter’s 5 forces)……………………………………...7 3.5. Internal Resources……………………………………………………………9 3.6. SWOT Analysis………………………………………………………………11 3.7. Assumptions………………………………………………………………….12 4. Objectives …………………………………………………………………………….12 5. Strategy ……………………………………………………………………………….13 5.1. Market Segmentation………………………………………………………..13 5.2. Target Markets……………………………………………………………….14 5.3. Positioning Strategy…………………………………………………………15 5.4. Product and Pricing Strategy……………………………………………….16 5.5. The Marketing Mix…………………………………………………………...17 6. Resources and Controls …………………………………………………………….18 6.1. Resources Requirements…………………………………………………..18 6.2. Measures……………………………………………………………………..19 6.3. Key milestones ………………………………………………………………20 7. Conclusion ……………………………………………………………………………20 8. Reference list…………………………………………………………………………21 9. Appendices …………………………………………………………………………..23
• 3. PAGE 2 1. Executive Summary Hilton Worldwide is a leading hotel organisation in the hospitality sector with 4,661 hotels and 764,748 rooms spread across 102 countries (Hilton Worldwide, 2016). This report aims to propose a marketing plan for the Hilton worldwide Hotel, Belfast by increasing the afternoon tea menu within food and beverage area. Hilton Worldwide Hotel, Belfast is a 4* hotel located in Belfast City Centre, and is part of an international hotel chain. Key objectives are:  Introduce a new product in early February 2017.  Identify new markets for the product and service system. Core strategies are:  Analyse the market segmentation, target market and positioning in the market.  Making a product work by using marketing mix tool to help.  Producing a marketing plan for a product to be implemented by Hilton Worldwide Belfast. 2. Introduction Hilton Hotels began in 1919 from Texas as Mobley hotel, then went public as Hilton Corporation in 1946 with 15 of its properties spread across 11 states. By 2012, it owned over 1,400 Hotels and 172,000 rooms in the world. Hilton is one of the fastest growing hospitality organisations in the world (HA, 2016).
• 4. PAGE 3 “We will be the preeminent global hospitality company — the first choice of guests, Team Members and owners alike” (Hilton Worldwide, 2015). The mission of this organisation is to “make the company more hospitable by giving warm experiences to travelers and guests, and by providing meaningful opportunities to team members for personal growth” (HA, 2016). Hilton Hotels today is a head hospitality hotel chain with its differentiated globally recognised brands in different countries.See Appendix for Futuer information about brand names. 3. MarketAudit The marketing audit defined by McDonald and Wilson (2011, p. 43) as “a systematic appraisal of all the external and internal factors that have affected a company’s commercial performance over a defined period.” 3.1 The Market The hotel industry has become one of the most important sectors affecting the United Kingdom’s economy nowadays. According to PWC UK hotels forecasts report (2016, p. 4) that within the hotels industry, room occupancy is the key performance indicator (KPI), it has been increasing by 1.2% up to 77% (peak) of the occupancy in 2016, which includes Scotland, England, Wales, and Northern Ireland. Data collections and provinces forecast can be found in Appendix 1, which includes: the current occupancy, Revenue per available room (RevPAR), Average daily rate (ADR) and Demand still outpacing supply growth. Within the huge number of travelers who came to Northern Ireland in 2016, the total revenue has been increasing by 6.1% in 2016 and the hotel sector was the majority industry leading the economic growth (NISRA, 2016). More
• 5. PAGE 4 information canbe found in Appendix 2. According to Hospitality review NI (2016), there are 14 new hotel project plans to build and will be finished in 2018. Further information about hotel plans for Belfast can be viewed in Appendix 3. As an International hotel chain, Hilton Worldwide Belfast is a 4* hotel located in the heart of Belfast City Centre, and has already become a well-developed hotel in Belfast. In order to keep the trends growing further, Hilton Belfast must continue focusing on its luxury and related accommodation, high standard quality customer service and their strong customer relationship by having Hilton HHonors, which is available at all Hilton hotels in the world (Hilton HHonors, 2016). Please view Appendix 4 for more information about HH Honors. 3.2 Market Positioning It is necessary to use the BCG (Boston Consulting Group) Matrix Model to establish the market positioning within the hotel industry. Hilton Worldwide hotels are using it on all its companies, including the Hilton Worldwide Hotel Belfast. The Boston matrix classifies “a firm’s products according to their cash usage and their cash generation using market growth and relative market share to categories them in the form of a box matrix” (McDonald and Wilson 2011, p. 172).
• 6. PAGE 5 Figure 1: BCG Matrix Model: Hilton Worldwide International Figure 2: BCG Matrix model: Hilton Worldwide, Belfast Accommodation Meeting & events Food & beverage Gym & spa
• 7. PAGE 6 “Hospitality Industry is slow moving and an emerging industry of the world in which the companies require time to have their market share” (Ashan et al, 2014, p. 7) Figure 1 and 2 illustrate the BCG Matrix model for Hilton Worldwide hotels and Hilton Worldwide Belfast. It can be seen that Hilton Worldwide has a brand recognition market and wonderful market share in the hospitality industry (Ashan et al, 2014, p. 7). According to figure 2, Hilton Belfast is above the general standard of Hilton Worldwide chain in the BCG matrix excluding F&B and gym & spa. Therefore, the food & beverage department (Cash Cow) can be improved further in the hotel. Additional information on Hilton Worldwide’s BCG Matrix can be found in Appendix 5. 3.3 Macro Environment (PESTLE analysis) Dransfield et al. (2004, p. 446) defined PESTLE analysis as a tool of “identifying the key structural changes in the business environment that are relevant to a specific business”; Thus, Hilton Worldwide hotels are relying on PESTLE to manage the macro environment. Further information can be found in Appendix 6, the chart below shows the PESTLE analysis for Hilton Worldwide, Belfast. P Political Factors:  Brexit: EU Relationships (BBC, 2016)  Tourism taxation & Brexit: Autumn Statement (Big Hospitality, 2016)  Visitors number increasing: due to British pound’s drop after Brexit vote (Financial Times, 2016)
• 8. PAGE 7 E Economical Factors:  'Staycation' boost to UK economy: millions of families shun foreign holidays (The Telegraph, 2016)  UK Economy grew fast after Brexit: What has happened so far? (BBC, 2016) S Socio-cultural Factors:  Growth of gluten free market (The Guardian, 2015)  “Free from food” market trend (Mintel, 2016) T Technological Factors:  Smartphones user increase (SmartInsights, 2015)  Hotels went hi-tech (The Guardian, 2016) L Legal Factors:  Health and safety laws Hilton Worldwide (Hilton Worldwide employee handbook, 2014)  Employment Laws (Hilton Worldwide, 2016) E Environmental Factors:  Reducing waste from hotels: helps protect the environment (Hospitality Risk Solutions, 2015)  Preserving environment: Hilton Worldwide goes environmental friendly (Hilton Worldwide, 2015) 3.4 Micro Environment (Porter’s 5 forces) Micro environment defined by Kotler et al. (2014, p. 64) as “consists of factors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad
• 9. PAGE 8 range of publics.” Thus, Porter’s Five Forces model has been used widely in the hotel industry to analyse competitiveness of the current market and customer market. Figure 3: Porter’s Five Competitive Forces Model (Porter, 1980) 1.Threat of new entrants: High  30 new hotel project plans to build up in Belfast from 2016-2018 (Hospitality Review NI, 2016)  Bullitt hotel by Accor group has already finished in 2016 (Hospitality Review NI, 2016) 2.Threat of Substitutes: High  Lots of heaper hotels and Airbnb around Belfast city centre.  Europa hotel Belfast also provide similar service, facilities and similar products. 3.Bargaining power of suppliers: High  Hilton Hotels chain: world largest hospitality chain (Hilton Competitive Rivalry Threat of new entrants Threat of Substitutes Bargaining power of suppliers Bargaining power of customers
• 10. PAGE 9 Worldwide, 2016)  High quality F&B and customer service has been offered. 4. Bargaining power of customers: High  Visitor attractions around Northern Ireland has been required by the international travelers (especially for the increasing number of Chinese market). 3.5Internal Resources Figure 4 shows the chart of McKinsey’s 7s Framework elements. According to McKinsey & Company (2016), the 7-S Framework is a tool to “understand the complexity of organisations.” The analysis of McKinsey’s 7s framework shows that Hilton is well positioned to offer a new high quality experience, such as the one being put forward. Figure 4: McKinsey 7s Framework elements (McKinsey & Company, 2016) Strategy Continuing to be the largest and fastest growing global hospitality company (Hilton Employee Handbook, 2015)
• 11. PAGE 10 Structure Please see Appendix 7 for the chart of management structure of Hilton Worldwide Belfast (Hilton Employee Handbook, 2016) Systems  Fine dining (F&B)  Table service (F&B)  Function booking (Events & meetings)  Check in & out service (Reception)  Room service (F&B)  Room maintenance (Housekeeping) Style  Monthly department meeting Staff  Well-staffed hotel  Staff training before entry to work  Health & safety test for each employee has been provided by Hilton Belfast  Employee will be given 30% off on every single hotel under Hilton Hotels Chain (Hilton Hotels Employee Handbook, 2016) Skills  Teamwork  High standard customer service  Health & safety  Communication  Customer service skill Shared values Highest and lowest comment of Hilton Belfast have been posted weekly on employee cafeteria 3.6SWOT Analysis
• 12. PAGE 11 Kotler & Koller (2016, p. 71) defined SWOT Analysis as “the overall evaluation of a company’s strengths, weaknesses, opportunities and threats; a way of monitoring the external and internal market environment;” Figure 5: SWOT Analysis of Hilton Worldwide (Ashan et al, 2014, p. 3). Further information about Hilton Worldwide’s SWOT analysis can be found in Appendix 8. It is vital to analyse the market positioning, internal and external environmental factors and the SWOT analysis of the Hilton Worldwide hotel, Belfast. ‘Sonoma Afternoon Tea’ has been identified as a potential opportunity and can be introduced into the hotel, especially since it has been provided by other Hilton hotels (Double Tree, 2016). See Appendix 9 for future information about afternoon tea by Hilton DoubleTree, London.
• 13. PAGE 12 3.7Assumptions: 1. There will be 14 more hotels building up around Belfast City Centre, so that there will be more competitors coming by the end of 2018 (Belfast Telegraph, 2015). 2. Increasing tourism to Belfast will affect hotel industry. 4. Objectives Specific Introduce “Sonoma Afternoon Tea” to public by the end of February 2017. Measurable Continue to provide high quality standard service in the industry. Attainable Increase the afternoon tea bookings in Sonoma restaurant, Hilton Belfast by 5% within first 6 Months. Realistic Identify the new market for its service and product. Targeted Achieve Ireland Year of Food and Drink in the end of 2018. 5. Strategy
• 14. PAGE 13 Strategy planning is “the process of developing and maintaining a strategic bit between the organisation’s goals and capabilities and its changing marketing opportunities” (Armstrong et al, 2013, p. 66). Thus, using Ansoff Matrix model shows the new growth opportunities in the existing or new market in the industry. Market penetration has been chosen to implement and illustrate the “Sonoma Afternoon Tea” by using Ansoff Matrix. Figure 8: Ansoff Matrix Model Source from: Kotler et al. (2014, p.105) 5.1 Market Segmentation Segmentation – “the process of dividing a market into distinct groups of buyers with similar requirements” (Hollensen, 2010, p. 282), it is necessary that the market be segmented. Behavioral, psychographic and profile variables will be used to segment the “Sonoma Afternoon Tea”:
• 15. PAGE 14 Behavioral  Purchase behaviour (pay for quality and environment)  Occasion special offers: Christmas, Mother’s day, Valentines & St. Patrick’s Psychographic  Lifestyle: domestic traveler’s dating  Personality: An International Hotel chain Profile  Geographic: located in the heart of Belfast City Centre  Demographic:  Internal customers: mainly business people, young couples & family groups  External customers: International visitors, baby boomers 5.2 Target Markets Choosing the right target strategy is very important for the company to ensure the materials and promotional tools can be implemented. Kotler et al. (2014, p. 109) mentioned “a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.” The differentiated strategy has been chosen for use on “Sonoma Afternoon Tea”. Hilton Worldwide Belfast is part of an international hotel chain, so that most international travellers from US and Asian countries would pick Hilton Belfast to stay while travelling to Belfast. As well as business travellers, local citizens also enjoy staying and having meals in the Hilton Belfast. 5.3 Positioning Strategy
• 16. PAGE 15 Fitzwilliam Hotel Positioning is defined by Armstrong et al. (2013, p. 165) as “Arranging for a market offering to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers.” Sonoma Afternoon Tea-“Save for queuing and complaining about the weather, Sonoma afternoon tea will lead you to enjoy the taste of your life.” t It will be positioned in comparison to the main competitors: Fitzwilliam, Europa Hotel and The Merchant Hotel. Thus, “Sonoma Afternoon Tea” will be providing a ‘quality position’ in the target market. This will be achieved by offering high quality service and exquisite afternoon tea. Please see Appendix 10 for the menu of “Sonoma Afternoon Tea”. High quality service Low quality service High priceLow price Europa Hotel The Merchant Sonoma afternoon tea, Hilton
• 17. PAGE 16 5.4 Product and Pricing Strategy The positioning strategy shows the competitors of “Sonoma Afternoon Tea” in Belfast. In the pricng and product strategy, we will analyse the competitive market within the industry. The analysis can be found in Appendix 11. Pricing Strategies Matrix Source: marketingteacher.com The pricing position of “Sonoma Afternoon Tea” is market penetration. The positioning is to provide a high quality product and service at an average price in order to keep customer satisfaction.
• 18. PAGE 17 5.5. Marketing Mix The Chart below presents McCarthy’s 4 Ps of marketing to introduce “Sonoma Afternoon Tea” into the Hilton Worldwide Hotel, Belfast. See Appendix 12 for addition details. Product  High quality food serving in a graceful environment  Unique selection in the existing market Price  Valuable price to the target market  Prices between £22-30, per person Promotion  Prize on social media (Facebook, Instagram and Twitter)  Special offers can be found in the hotel’s web page Place  Located in the heart of Belfast City Centre, convenient for people shopping in town.  Convenient transportation (next to the central station) People  Staff training before the first shift  Staff are required to provide a high quality service for customers.  Being knowledgeable on all the menus Process  Booking via: online agencies (Booking.com, C Trips, Expedia, etc.); Telephone booking and walk-in hotel booking Physical evidence  Free Wi-Fi covered in whole hotel  Free taxi phone at reception desk  Elegant environment, comfortable stay
• 19. PAGE 18 6. Resources and Controls 6.1 Resource Requirements The table below illustrates the actions required, responsible roles and timeframe showing what, when and how tasks need to be implemented, and by who, for the “Sonoma Afternoon Tea” in the Hilton Belfast. Actions required Timeframe Responsibility Menu food / Drink selection Early January Head Chef / F&B Manager Pricing design Mid January Head Chef / F&B Manager / Marketing Manager Promotion / Sales Mid January F&B Manager / Marketing Manager / Accounting Manager Final Menu End January Head Chef / F&B Manager / Marketing Manager Staff Menu Training Early February Head Chef required to train kitchen team F&B Staff Menu Early February F&B Manager required
• 20. PAGE 19 Training to train F&B staff 6.2 Measures The success of the “Sonoma Afternoon Tea” will be measured by: Weekly 6 Months after 12 Months after 1. F&B Staff meetings to collect feedback of the afternoon tea from customers’ orders. 2. Kitchen team meetings to find out if there is any more space to promote the value, and taste for the food. 1. Marketing team need to collect feedback from customers who left comments on online media and agencies. 2. Analyse the sale promotions and the ratings for the afternoon tea. 1. Analyse the weakness comments for the “Sonoma Afternoon Tea”. 2. Marketing team needs to check the promotion and sales affect after the menu has been on for a year. 6.3 Key milestones Milestones Date  Menu proposal  Early January
• 21. PAGE 20  Final afternoon tea menu  Training & practice  Sale / Promotion  Online source available  Open to public  End January  Early February  Mid January  Early February  End February 7. Conclusion All indicators suggest that the “Sonoma Afternoon Tea” could be a successful offering by Hilton Worldwide, Belfast. Hilton Hotels is a premium brand, and offering this premium service will fit in well with Hilton Belfast’s current portfolio. The analysis of the environment, segment, and customer base shows that there is a potential opportunity for such an offering to be profitable. This product takes advantage of potential opportunities, namely increased international customers, increased disposable income from local customers, and a higher interest in healthier options. This coupled with Hilton’s strengths of being a premium brand and high customer loyalty should satisfy current customers and attract new customers interested to try the new offering. The marketing plan has been outlined within this report using the SMART framework. Also addressed in this report is specifically what product is being offered, how to bring it to market, who are responsible for making it happen, and a timeline to ensure it is brought to market in an orderly fashion. A measurement metric, number of bookings, has also been put forward along with a goal and deadline to assess successfulness of the product offering. Word count: 2730
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