The purpose of this case analysis is to address the important thing marketing concern for the Hilton Accommodations. The marketing strategies Hilton should pursue in the hotel and gaming market segments will be mentioned and suggestions will be built. In addition , use and implementation of the SWOT analysis will probably be incorporated over the discussion. Info will be presented from the case study and the use of secondary resources for support from the marketing strategies suggested for the Hilton Hotels.
Hilton Hotels is one of the market leaders inside the hotel and gaming sector in the United States. Hilton is a recognized and recognized name in fine hotels across the United States and around the world. In 1999, Hilton expanded strongly by receiving the Promus Resort Corporation, Hampton Inn and Suites, Doubletree Hotels, Charge Suites Hotels, and Homewood Suites. Hilton Hotels Firm has grown to be the planet's most recognized and the most successful lodge company (Hilton Innovation, 2007). With the 06\ acquisition of Hilton International, Hilton Hotels Company became a worldwide force exceeding 2, 800 hotels in more than 70 countries around the world (2007).
The demographics for any diverse company such as Hilton offer a wide variety of customers. Hilton's target market includes the everyday business traveler, families on holiday, leisure travelers, and the tradition business part. After the events of September 11, the hotel market has found changing demographics and changes in lifestyle that have a new major impact on the U. S. tourist. Many travelers have different focal points when traveling to feature visiting idea parks, shorelines, shopping, cusine, or various other entertainment. The age of the tourist and their significant other status and number of kids can have a significant impact on the vacation spots of the consumer. There has been a better breakdown with the hotel sector and according to demographics, psychographics, and placement the following 4 segments have already been identified: Economy, Business Class, Luxury, and Recreation and Entertainment. Hilton Hotels has recognized this trend and according to Jerry Tarasofsky (2007) of Hotel Media Resource, " you can start by dividing the customer base in groups of individuals who are similar in specific ways, such as grow older, gender, passions, and aim of visit. When you have segmented any visitors, you can concentrate on specific groupings such as organization travelers or perhaps convention organizers to maximize your marketing us dollars towards the more valuable portions. "
Hilton has discovered an increasing need available in the market to combine the gaming industry with the hotel industry. " While gambling accounted for regarding 34 percent of Hilton's overall product sales in the early on 1990s, their four internet casinos contributed almost two-thirds of Hilton's working earnings" (McDonald, 1998, p. 1). The contribution of gaming to Hilton's functioning earnings demonstrated this increasing need for consumers to have gaming and resort stay merged into one support. In addition , Hilton surveyed its customers to assist determine additional market demands and anticipations. " Hilton's research featured the need for a product or service development strategy that would permit customers to match their needs very easily against a specially designed style or perhaps area of lodge service" (McDonald, 1998, g. 3). Therefore, Hilton came up with the " Hilton Promise that many Hilton employee would give remarkable and exclusive service, which in turn guests would remember and then for which they might return" (McDonald, 1998, l, 3). Because the market requirements continue to change, so do Hilton's strategies.
The lodge industry marketplace has exhibited a craze of incorporating gaming (such as casinos) and entertainment into the companies offered by the hotel. For instance , Hilton has now expanded their facilities to add casinos and shows in numerous parts of the earth. " The adopted strategy was to consider...
References: Hilton Hotels Corporation (2007). Each of our people development and advancement. Retrieved March 25, 2007 from: http://hiltonworldwide1.hilton.com
Hoovers (2007). Hilton Accommodations Corporation. Retrieved March twenty-five, 2007 via
McDonald, W. J. (1998). Hilton Resorts. Cases in strategic marketing management. [University of Phoenix Personalized e-text]. Prentice-Hall, Inc. Gathered March 20, 2007, via University of Phoenix, Useful resource, MKT551-Marketing Management web site: https://ecampus.phoenix.edu/secure/resource/resource.asp
Tarasofsky, Jerry (2007). The born hotel: comprehending the needs of your most valuable website visitors. Motel News Source. Retrieved Mar 23, 3 years ago from:
http://hiltonworldwide1.hilton.com/en_US/ww/business/history. carry out