The Hilton Hotel Marketing Strategy

1. New Products and services

Hilton Hotel Corporation won the Best Customer Focus award in November 2005 from the
prestigious UK National Business Award. In a speech given by Hilton International Senior
Vice President Of Marketing , Mike Ashton said that the reward recognised the new
customer brand promise to put back a little of what life takes out and the philosophy of
Equilibrium which influenced how the hotels look, how they develop their products and
services and the way they behave, both with each other and with their customer.
Equilibrium had been the inspiration for many of Hilton s new products and services its
team member development program such as Esprit and Hilton University exciting new bars
and restaurants industry leading web based communication and the industry s leading
recognition and reward program.
To enhance the overall product offering and to achieve differentiation, some new specific
product development was undertaken. This included new children s club and
entertainment a new family breakfast experience, including a children s buffet table a
personalized welcome and farewell experience and the creation of discreet experiences like
romance holidays and spa experiences.

2. Consistent staff training
Hilton commissioned extensive research to establish that there existed a growing demand
among high-spending travellers for the resort experience. Integral to the overall marketing
strategy was the delivery of consistent staff training , so a resort-training program was
developed which all key staff members staff members would undertake. The training
program that philippagould (product development director) and mike ashton( senior V.P . of
marketing for Hilton international) designed was an integrated multi-faceted package that
featured a mix of workshops, videos, training on new standards, and included clearly set-out
objectives. This unique approach to training facilitated the avoidance of one-size-fits-all
philosophy, which often proves ideal when creating a global brand, but for the resort it was
vital for each to preserve elements of individuality. The training addressed every aspect of
the customer journey over the 18-month development period. The service delivery was
overhauled and consistency was introduced.

3. Customer satisfaction
There are various ways to know whether a customer has been satisfied by the services and
goods you are offering them, the purpose of this findings is to ensure that that those
customers will visit again them next time and also to see that customers feedback are
positiveat all times. Customers example tourists and government officials who visit various
countries have been accommodated by Hilton hotels.

Various dignitaries including presidents, ambassadors, have developed the tendency of
making sure that they are booked to Hilton hotels wherever they go, they shows that they
have been getting satisfaction in the process of being the guest of the hotels.



Human resources department in all the Hilton hotel resorts have trained their employees to
ensure they treat their guests by way of ensuring that they are handled with care right from
the time they show up at the reception with their luggages being taken care of by
attendants, and the hotels have a policy of ensuring that each guest is assigned to a
particular hospitable staff who attends to his or her need during the time period the
customer stays at the hotel.

If the Hilton hotel employee makes sure that their guests are extremely impressed with the
services offered at the hotel, this will ensures that the customer are satisfied with the
services. The hotel staff also package foods in accordance with the customers needs,for
instance if a customer from Asia books a hotel in another region example Africa, staff of that
hotel ensure that they have all the ingredients of preparing the meal in Asian style once the
customer checks in, the customer is therefore made to feel at home at all times during the
stay at the hotel.

4. Innovation
Hilton hotels is an international company with excellent employees who have a keen eyeto
innovation, they come up with strategies that ensure that hotel stays on top, and some of
the innovations include furnishing the rooms in a modern way making sure that the
customers needs are achieve. Innovative employees of the Hilton hotels are rewarded or
given opportunities to further their innovation through education in institutions that offer
hospitality course, innovative means that employee are given opportunities to meet and
exchange ideas with other employees from resorts.

Innovation assist the hotels to keep in line with the requirements of the customers keep on
changing and can only be met by innovative and creative employees, the employees can be
maintained by being handled with gratitude and further training just in the same way the
Hilton hotels through human resource strategy has been doing.

5. Expansion
Expansion of a business is a good sign that business is operate well, when that business
happens to be a hotel business which apparently is very delicate business then it can only be
concluded that the management of the business is doing an unbelievable job. Hotel business
is a business that is faced with so many risk , such risk include terrorism, bad weather mainly
for those are located near oceans and political instability are the eyesore of any business, if
the political class do not conduct themselves with a careful and a coherent mind may scare
away tourists who are the backbone of the hotel business.

Whenever the hotel strategizes to expand by opening resorts outside the country, then
credit can only be given to the management of the mother hotel, Hilton hotel has expanded
in a tremendous way. The human resources strategy of the giant hotel has been careful as to
expand in areas where there is not only good business but also potential talented workers
who assist in the running and flourishing of the business. Whenever locals find that
international companies has not imported talent, then they identify with it by visiting and
making good use of its facilities . This is an excellent strategy that the Hilton hotels has
implemented over the years and therefore ensures that employees are from the same
country they invest.

6. Technology
Technology is indeed imperative in running of any business today. Businesses that want to
stay top of things have to embrace technology. Hilton hotels have indeed taken in many
technological inventions to see to it that they lessen the workload on their employees,
example Customers wishing to visit any of the hotels have the leeway to make their
bookings online, this makes it easier for the customer who before the embracing of
technology had to write letters or make calls to make their bookings, some of the letters or
calls never got through greatly inconveniencing the potential clients and making the hotels
lose a lot of money.
Hilton hotels have also adapted a way of hiring their employees through the internet which
they refer to as Web based Solution, any potential employee has to have to meet the
standards set out in the web. This saves a lot of money and time for the hotels in recruiting
new workers.
7. Increasing Sales and Turnover
The Hilton hotel is one group of hotels that has never had a problem with making profits.
Hilton hotels has been making good business through several strategies that were
recognized included reducing expenses incurring as result of incompetent employees who
sometimes are a disgrace in business.
Hilton has been hiring employees who are competent and this reduces expenses associated
with incompetent employees, the hotel also employs employees who are loyal and those
who do not engage in unethical behaviors that consume the expected profits. The Hilton
Hotels has been making profits all the time , this indicates that the strategies put in place
Human resource strategies have been effective and have assisted the resorts in increasing
their sales and turnover and eventually higher profits.