Facebook Pixel Code
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study Essay Example

Show related essays

A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study

This is a preview of the 11-page document
Read full text

Has now achieved certification from the International Organization for Standardization in terms of their quality management (ISO 9001:2008) and for the environmental management (ISO 14001:2004). Hilton Worldwide has introduced an energy efficient system named “The LightStay” to minimise the consumption of the energies by its learning, continuous improvement, measurement and reporting along with verification. On using this system, Hilton Worldwide reduced its energy consumption such as energy use (6.6%), water use (3.8%) and carbon output (7.8%), waste output (19%) in the year of 2010 in comparison to the year i. Its ten brands include Home2 Suites, Homewood Suites, Hampton, Hilton Garden Inn, Embassy Suites, DoubleTree, Hilton Hotels and Resorts, Hilton Grand Vacations, Conrad Hotels & Resorts and Waldorf Astoria Hotels and Resorts (Hilton Worldwide, 2012). Organisational structure of this hotel is quite flat. It follows decentralised organisation model by which it is able to ensure control of its each specific region efficiently. There is another initiative taken by the Hilton authorities to provide its customers a balanced work and leisure culture. Customer experiences can be evaluated by using hierarchy of customer value model where basic, expected, desirable and memorable are various steps required to be acted upon (Bowie & Buttle, 2011).An organisation needs to exercise certain analysis on its external environmental factors for the operation of its business. For the analysis of external environment of Hilton Hotels, there is a need to study certain models and theories related to its external environmental aspect. In this regard, Porter’s five forces model and PEST analysis are discussed below.Porter’s five forces model mainly deals with the different kinds of interactions of a company with its competitors, suppliers and buyers (See Figure. In the case of Hilton Hotels, threat from the new entrants is quite low. The main reason behind this is very few hotels are there which can compete with the standard of services provided by this hotel. Secondly, there is an involvement of very high cost establishment in hotel industry and new entrants will be required to evidently consider this aspect for the existence of very big players (Dobbins, n.In case of threat of substitute products and services, the main threat will be business hotels and eco-friendly hotels. However, the risks generated from such segments have already been minimised

This is a preview of the 11-page document
Open full text


Applegate, L. M. & et. al., 2008. Hilton Hotels Brand Differentiation. Harvard Business School, pp.1-18.

Bowie, D. & Buttle. F., 2011. Hospitality Marketing. Routledge

Brafton, Incorporated, 2013. Social Media Stays For Longer Than One Night In Hotel Industry. About Us. [Online] Available at: http://www.brafton.com/news/social-media-stays-for-longer-than-one-night-in-hotel-industry [Accessed May 15, 2013].

Cross, R. G., 1997. Revenue Management. Broadway Books.

Dobbins, C., No Date. Strategic Planning: External Environmental Scanning. Strategic Business Planning for Commercial Producers.pp.1-5

Gall, C., 2008. Bombing at Hotel in Pakistan Kills at Least 40. The New York Times. [Online] Available at: http://www.nytimes.com/2008/09/21/world/asia/21islamabad.html?_r=0 [Accessed May 15, 2013].

Gronroos, C., 2007. Service Management And Marketing: Customer Management In Service Competition. John Wiley & Sons.

Gilbert, D. & et. al., 1999. Approaches by Hotels to the Use of the Internet as a Relationship Marketing Tool. Journal of Marketing Practice: Applied Marketing Science, Vol. 5, Iss. 1, pp. 21-38.

Hilton Worldwide, 2012. Countless Opportunities to Delight. About Hilton worldwide. [Online] Available at: http://www.hiltonworldwide.com/about/ [Accessed May 15, 2013].

Hilton Worldwide, 2013. Hilton HHonors Launches Teacher Treks Travel Grant Competition. Global/Corporate News. [Online] Available at: http://news.hiltonhhonors.com/index.cfm/newsroom/detail/22724 [Accessed May 15, 2013].

Haywood, K. M., 1989. Managing Word of Mouth Communications. Journal of Services Marketing, Vol. 3, Iss. 2, pp. 55-67.

Hilton Worldwide, 2012. Go Everywhere Offers. Find a Hotel. [Online] Available at: http://www3.hilton.com/en/about/go.html?WT.mc_id=zkdCSAA0US1HH2REP3Go4Go7BR841469 [Accessed May 15, 2013].

Hilton Worldwide, No Date. The Hilton Worldwide eCommerce Program. Assets. [Online] Available at: http://www.hiltonmanagementservices.com/assets/files/Hilton%20Worldwide%20eCommerce%20Brochure.pdf [Accessed May 15, 2013].

Hotel Marketing, 2013. Doubletree by Hilton and Google Launch First Hotel YouTube Channel. Article. [Online] Available at: http://hotelmarketing.com/index.php/content/article/doubletree_by_hilton_and_google_launch_first_hotel_youtube_channel [Accessed May 15, 2013].

John, D., 2007. Measuring Marketing (103 Key Metrics Every Marketer Needs). John Wiley & Son (Asia) Pte Ltd.

Kotler, P. & Armstrong, G., 2004. Principles of Marketing. Pearson Education, Inc.

Kotler, P. & Armstrong, G., 2006. Marketing an Introduction. Pearson Education,


Kotler, P. & et. al., 2013. Marketing for Hospitality and Tourism. Prentice Hall.

Reid, D.R. & Bojanic, D.C., 2009.Hospitality Marketing Management. Wiley

Roper, A., Brookes, M., No Date. Abstract To Standardise Or Not To Standardise? Marketing International Hotel Groups.

Starwood Hotels & Resorts Worldwide, 2013. History. News. [Online] Available at: http://www.starwoodhotels.com/corporate/press/history.html [Accessed May 15, 2013].

Williams, C. O., 2010. Case: Transcorp Hilton Hotel, NIGERIA. Marketing Process of Hotel Service. pp.1-40.

Wyndham Worldwide, 2013. Our Awards. Media. [Online] Available at: http://www.wyndhamworldwide.com/media/our-awards [Accessed May 15, 2013].

Appendices/Evidence of Research/ Supporting Information

Concept Relating To Core Marketing (Kotler & Armstrong, 2004)

Close ✕
Tracy Smith Editor&Proofreader
Expert in: Marketing, Management, Human Resources
Hire an Editor
Matt Hamilton Writer
Expert in: Marketing, Finance & Accounting, Business
Hire a Writer
preview essay on A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study
  • Pages: 11 (2750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
WE CAN HELP TO FIND AN ESSAYDidn't find an essay?

Please type your essay title, choose your document type, enter your email and we send you essay samples

Contact Us