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. Customer s 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 luggage s 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 customer s 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 eye to 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 customer s 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 expe cted 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.