7-) Business Marketing

     Support and service, right from the start, phrase that has become a goal for this company. They believe every Hilton Worldwide property has unique strengths and challenges. That’s why they provide service and cost models tailored to each hotel, reflecting business complexity, size, and market environment. They provide appropriate levels of engagement depending on your needs, ensuring you’re fully engaged in decision-making and continue to own revenue performance. 

     Their consolidated approach means they maximize cost and scale efficiencies, rapidly sharing best practice, market, and trend intelligence. Their goal is to ensure appropriate affordability to each hotel. They provide analysis of previous performance and strategies to drive future profitability. For example, they engage with sales teams for hotels with significant group and corporate business, to ensure corporate pricing structure is maximized throughout the RFP process. This helps to confirm pricing and contracting is as effective as possible.

      Their expert marketing associates consistently implement groundbreaking initiatives, coupling years of industry knowledge with the very latest market-leading ‘tool kits.’  Their local, national and global marketing strategies represent only the beginning of their commitment to increasing your hotel’s profitability, and they always stay abreast of the very latest technological developments to optimize your communications output and maximize revenue.  

8-) Segmenting and Targeting Markets

        Segmentation is all about breaking up the market so that the business can focus on a particular segment. This helps the business to understand the needs of the customers better, identify opportunities, develop better marketing strategies and assess the company strengths and weaknesses. The market can be segmented into five different groups. They are demographic, geographic, psychographic, geodemographic and behavioral. Selecting one or more these market segments to develop better products/services which aim specifically at these segments is called targeting. Thus, targeting allow Hilton to focus the effort to satisfy the needs of the customers.

       For Hilton Hotels’ demographic segment, they look mainly at income/occupation/socio-economic group and family life cycle. The rest characteristics such as age, gender, religion, race, etc. are not really taken into consideration. This is because as Hilton Hotels provide premium pricing products and services, focusing on these groups and satisfy their needs can bring more profit to the business. In another segment, geographic, it will be difficult for Hilton to divide the market in smaller segments as Hilton is a global brand which hotels are located in almost every country around the globe. Thus, they will need to segment the market into countries as their customers will be from any country in the world. For psychographic segment, Hilton will need to segment the market based on lifestyles, values and personalities of its customers. According to the nature of the business, Hilton Hotels will need to focus on business people and high disposable income people as the products services from Hilton Hotels match perfectly with the lifestyles, values and personalities of these people.

     As for the geodemographic segment, Hilton Hotels need to consider the geographic of their hotels, such as location, by looking at the demographic characteristics of the hotels. Because of the fact that Hilton Hotels’ demographic segment includes business people, high income leisure travelers and families, the location that Hilton Hotels need to choose will mainly have to be the central place of a city or a country where it is accessible from everywhere as well as the popular places which have high tourist attractions. In the final segment, behavioral, Hilton Hotels need to divide the market depending on customers loyalty, the user status, purchase occasion, etc and facilitate them with different kinds of services and goods. For this, Hilton Hotels need to keep in touch with the activities of its customers and their feedback on their experiences in the hotels. For example, if the business wants to focus on purchase occasion, they should do some form of promotion to increase the purchase occasion.
      Finally, Hilton Hotels need to target one or more of the segments to focus. As for Hilton Hotels, it targets primarily at geographic segments and psychographic segments. The prices of all the hotel’s services and products are very high which shows that Hilton Hotels is focusing on geographic segments and these kind of expensive high quality services and products are aimed at satisfying the needs of the psychographic groups that the hotels aims at. Therefore, when selecting target marketing strategy, Hilton Hotels need to choose differentiated marketing strategy where a number of marketing mixes aims at one or more segments. 

11-) Developing and Managing Products

     The Supply Management Division of Hilton Worldwide offers properties some of the most comprehensive, value-based supply management solutions in the hospitality industry. They maximize purchasing power by consolidating the supply needs of over 4,000 Hilton Worldwide and Third Party properties. Hilton Supply Management is a one-stop source bringing together complete, end to end supply management solutions and project management services by linking owners with suppliers that meet or exceed brand operational standards and specifications. Through the power of over 4,000 properties, Hilton Supply Management has developed and negotiated global and regional contracts with hundreds of suppliers of hospitality products and services. They’re able to secure and offer to their properties unrivaled, value-based pricing, superior products, and the highest quality service standards through their strategic sourcing solutions. Aligned with their own Food and Beverage, Group Sales, and Marketing Teams, they have developed relationships with technology, beverage, marketing, drayage, and audio-visual partners to grow sales and reduce costs in five key areas.

1. Food & Beverage
2. Property Operations
3. Energy Management
4. Guest Rooms and Public Spaces
5. Global Travel Management

         

      Helping to create a complete guest experience is a commitment for Hilton Worldwide. "Bringing Together Supply Solutions" has been their focus from day one. Since then, Hilton Supply Management has been their committed to providing the highest quality management approach, products and service to their hotels, whether it is for ongoing day to day operations, a partial renovation, or a grand opening.
Purple: Amount of Money earned inside od United States
Gold: Amount of Money earned outside of United States

• Excellent, Value-Based Pricing: Leveraging the scale of the Hilton Worldwide portfolio of brands, they’ve negotiated with hundreds of global and regional suppliers to secure competitive value-based pricing.
• Precise Ordering Methods: Hilton Supply Management ensures continuity and security of supply so owners and operators can be confident orders will be filled, and the products delivered will meet or exceed your hotel’s needs.
• Supplier Consolidation: Supplier consolidation means there are fewer deliveries, invoices, and checks, leaving more time for team members to attend to guests.
• Superior Program Controls: Quality and reliability are maintained through the enforcement of stringent product standards, process controls, supplier audits, supplier management, and ethics standards.
• Improved Forecasting: Hilton Supply Management can help hotels to improve forecasting of inventories, costs, and budgets, which makes planning for the future easier.
• Global Operations Support: Hilton Supply Management offers worldwide coverage, with support operations located around the world at the national, regional, and local levels.
• Extensive Knowledge: Because of their in-depth knowledge of experienced hospitality supply chain, it’s much harder for independent management teams or hotel groups to replicate their formula for success.
  

18-) Social Media and Marketing

    Hilton Worldwide has an international reputation for innovation, integrity and excellence across the entire brand portfolio. Their Brand Marketing Team Members are responsible for enhancing awareness of their various categories: Luxury, Full-Service and Focused-Service and Extended-Stay. Each brand has its own personality, for which their team drives strategy and business results. They have opportunities in a variety of areas for professionals with experience in analytics, data-driven marketing, multi-channel marketing, brand identity, consumer segmentation, direct response and social media.

      Hospitality Technology, for more than 16 years, Hospitality Technology has been a part of hotel innovation dialogue. They covered the rise of wireless, the Web 2.0 boom, and the downfall of the in-room telephone. They were exciting times, but pale in comparison to the current pace of change. Bringing the Hilton Worldwide experience to life is easy nowadays. At Hilton Worldwide, they see Information Technology as a connection between vision and world-class technology. With their unmatched level of integration, resources, and partnerships, they deliver everything from core reservation and property management systems to high-speed Internet, data security, and in-room entertainment. This ensures that their guests have a better experience and their properties are able to generate increased revenues.

10-) Product Concepts

    The global leader of hospitality. One of the most recognized names in the industry, Hilton Hotels & Resorts offers travelers a world of authentic experiences. The brand continues to be the innovative, forward-thinking global leader of hospitality. With products and services that meet the needs of tomorrow's savvy global travelers, we shape experiences in which every guest feels cared for, valued, and respected.

 eforea: spa at Hilton is a global spa concept created by Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide. Leveraging its global reach and expertise, Hilton pulled the best elements and practices from Europe, Asia Pacific, Middle East and Africa and the Americas to create a unique concept for today's savvy global travelers. eforea is also available for DoubleTree by Hilton and Embassy Suites Hotels. More than 70 world-class resorts and more than 193 full-service spas.

Millennium Hilton Bangkok
                 Bangkok, Thailand

 DoubleTree Shenyang

                   Shenyang, China

     Hilton Worldwide has several new food-and-beverage options in the works for its Embassy Suites, DoubleTree by Hilton and Hilton Hotels & Resorts brands, designed to make F&B a true differentiator for the full-service brands. Beth Scott, Hilton Worldwide’s VP of restaurant concepts for full service and luxury brands, outlined the company’s goals for each of the three new F&B concepts, both for guests and, as Scott said, “to provide owners with smart tools and solutions for their hotels.”

1. Embassy Suites: Brickstones Grill :  In new-build hotels, the Brickstones Grill space serves breakfast, lunch and dinner and incorporates the bar and managers reception area.
2. DoubleTree by Hilton: Made Market : Emphasis on carryout and freshly prepared food options.
3. Hilton Hotels & Resorts: Herb N’ Kitchen : Kitchen is broken down into zones, including made-to-order items like salads, pizzas and hot entrees, buffets and grab-and-go options.

17-) Personal Selling and Sales Management

      The main goal of the Revenue Management Consolidated Center (RMCC) is to support properties in achieving superior market share and profitability. With technology developed specifically for the Hilton Worldwide portfolio, their team analyzes past, current, and future trends to help set price and inventory strategies. Within Hilton Worldwide Sales is their global Strategic Account Management team – a dedicated resource focused on creating mutual growth. By applying a unique approach to account management they negotiate truly customized deals that drive profit and revenue, leading to stronger, more committed relationships. 

   They manage over 64,000 rooms and over $9 billion in room revenue across city center, convention, airport, and resort hotels, spanning full- and focused-service brands. Their dedicated team, across the globe, supports you through analysis, consultation, best practices, and the implementation of performance improvement plans. Their team is recruited from the country's top schools and goes through an intensive eight-week training program. Upon passing, recruits are accredited and shadowed in their first few weeks with a hotel. As the trading environment and techniques are always evolving rapidly, they constantly develop and deliver training to their team - making sure properties are always receiving the latest in revenue management expertise.

16-) Advertising, Public Relations and Sales Promotion

   

   Hilton Worldwide reach guests in a variety of ways. These include national and international brand advertising for Hilton Hotels in high profile media. They also use public relations, direct mail and sales promotions amongst other marketing programs. Access to a complete array of collateral brochures, rack cards, and other materials that they’ve already prepared to help to save the costumer's time and money. Besides these vital services, they also offer local marketing programs and materials to complement the costumers efforts, such as:

1. Discounted rates on Yellow Pages and hotel reference media advertising
2. Discounted rates on electronic media and GDS advertising
3. Online access to customer information from our in-house reservations database to aid your hotel’s marketing efforts
4. Regional co-operative advertising programs designed to help leverage your property’s advertising  spend  

                                                                                                                                                                                                                                                                                            Their partnerships are the key to their success. Hilton Worldwide Sales covers the top procurement accounts with an average share of more than 20 percent across all major accounts. They also have a growing and leading share in the 3rd Party Distribution arena. Their preferred relationships with venue finders, agencies, and distribution partners mean that the more than 4,000 Meetings, Incentives, Conferences and Exhibitions (MICE) accounts they manage deliver significant revenue to their hotels. For instead, nowadays Hilton Worldwide has a great partnership with:  Jetblue                                                                                                                                                         

        In short, their large varieties of local marketing resources are designed to help push the costumers marketing efforts to peak performance levels.

14-) Marketing Channels and Retailing

          The next time you book a room through an official Hilton Worldwide booking channel, they guarantee that you will be offered the best possible rates. In fact, they are so confident with their best rate guarantee, that in the unlikely event you do find a cheaper rate elsewhere within 24 hours of your booking, they want you to let them know. If they are able to verify your claim within 24 hours, they will not only match the lower the rate but they will give you US $50.

Hampton Hotels

            At Hampton, they provide guests with a high standard of quality, value and guaranteed satisfaction every time they stay with them. No matter where their travels may lead them, guests enjoy the comfortable accommodations, personalized service and free amenities they appreciate and expect at a Hampton hotel.

              Hilton Worldwide introduces a collection of best selling skin care and beauty products from its global spa concept Eforea, the brand's consumer retail site. Popular with facial and body products from eforea product providers Peter Thomas Roth, Kerstin Florian, LI'TYA and VitaMan. It will be available on the site starting November 25, a date marked in the U.S. as "Black Friday" and the start of the holiday shopping season. Hilton shoppers can enjoy 20 percent savings by using coupon code "EFOREA20" at check-out on  through November 29, 2013. The collection exclusively includes the cutting-edge Clinical Peel & Reveal Super Spa Strength Dermal Resurfacer from Peter Thomas Roth, who also created the new in room bath amenity line for Hilton Hotels & Resorts.

6-) Consumer Decision Making

          Hospitality consumer decision-making is a dynamic, complex phenomenon, in order to aid our understanding of it a range of explanatory models have been developed.        
Consumer decision models are abstract conceptions of reality; they simplify the variables involved in order to make them easier to explain. If we are systematically to investigate the hospitality environment in which we operate,then it is necessary that we understand the ways in which we make choices as individuals and groups. The study of hospitality consumer decision-making is concerned with the need to explain and make intelligible the environment in which such decisions are a continuous emphasis.

             Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton Worldwide has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton Worldwide is dedicated to continuing its tradition of providing exceptional guest experiences across its ten global brands, which include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors.

5-) Developing a Global Vision

            Hilton Worldwide today announced that it is a 

recipient of  a 2010 Global Vision Award from 

Travel and Leisure. Recognizing the outstanding efforts 

of individuals and organizations that are working to 

preserve the world's natural and man made treasures, 

Travel and Leisure honored Hilton Worldwide with the 

award in the Corporate Greening category for the 

company's new Lightstay sustainability tracking system.

 With the implementation of Lightstay, Hilton Worldwide and 

its portfolio of hotel brands recently became the first major
 multi-brand company in the hospitality industry to require 

property level measurement of sustainability.

 LightStay specifically analyzes performance 

across 200 operational practices, such as housekeeping,

 paper product usage, food waste, chemical storage,

 air quality and transportation. In addition to its function

 as a measurement system, Lightstay provides a

 "meeting impact calculator" that calculates the 

environmental impact of any meeting or conference held at a property.

        

H	HOSPITALITY –They are passionate about delivering exceptional guest  experiences.
I	INTEGRITY – They  do the right thing, all the time.
L	LEADERSHIP – They are leaders in our industry and in our communities.
T	TEAMWORK – They are team players in everything we do.
O	OWNERSHIP – They are the owners of our actions and decisions.
N	NOW –  They operate with a sense of urgency and discipline.

4-) The Marketing Environment

With more than 700 sales professionals in 34 offices around the world, owners and operators can be sure that their property receives the combined benefits of scale, access competence, and experience from Hilton Worldwide Sales. Their sales teams are fully engaged in providing a differentiated selling platform for their portfolio of brands. They are focused on being the most global, integrated, and relevant sales force in the industry.

    Their  global sales team is consistently recognized as a top selling and customer service focused organization throughout the industry. They conduct business in 42 languages serving 25,000 customers in 91 countries from 34 offices located around the globe. This allows them to truly understand the unique needs and opportunities of regions around the world, right down to the local level.

     Because every country is different, their Regional Marketing teams execute score, regionally relevant, go to market strategies across key segments that drive business to their properties.  Regional Marketing integrates the local voice into all marketing plans and strategies, while ensuring property level marketing line with brand standards.

3-) Ethics and Social Responsibility

The reputation of Hilton Worldwide and each of their hotels is the key to the past, present and future success. Every Team Member is personally responsible to act with integrity to enhance Hilton Worldwide’s reputation as well as to maintain a desirable work environment. Integrity means doing what’s right, all the time, and encouraging those around us to do the same. Their Code of Conduct provides guidance to Team Members and hold them to the highest ethical standards, particularly during challenging situations. 

         Hilton Worldwide saw travel as a tool that could improve the world. Today, more than 140,000 team members and business partners strive to build on this legacy, operating in a responsible manner and making a positive impact on business and communities where we live and work. The approach is centered on areas that guide their business and philanthropy around the world. 

2-) Strategic Planning for Competitive Advantage

         Staying ahead of the competition in hospitality requires leading the way online. Through advanced technologies, global scale, and key partnerships. At Hilton Worldwide, Information Technology as a connection between vision and world-class technology. With the unmatched level of integration, resources, and partnerships, it delivers everything such as core reservation, property management systems and so on.

                                                                             

          The Hilton Worldwide Performance Advantage is an integrated system of innovative solutions and advanced technologies that work together to drive increased business and keep costs down, without compromising quality. Together, these seven services provide access to the latest tools, technologies, forward-thinking strategies, and the most influential people in the industry to create an unrivaled competitive advantage.

1-) Overview of Marketing (Brief History and Mission Statement)

      Hilton Hotels is a very successful business of Conrad Hilton who was the most important founder in 1919. This business is nowadays under  Hilton Worldwide Companies. This chain of hotels are all over the world counting with over 540 properties across 78 countries in six continents. Since being founded in 1919, Hilton Worldwide has been a leader in the hospitality industry. Today, Hilton Worldwide remains a beacon of innovation, quality, and success. This continued leadership is the result of their staying true to their, Mission and Values.