Hilton Hotels and Resorts Marketing Mix

Marketing Mix of Hilton Hotels & Resorts: 7P’s

1. Brief Introduction:
Company Name: Hilton Hotels. 
Industry: Travel & Tourism (Hospitality Industry)
President & CEO: Chris Nassetta
Main Market: United States
Markets Served: North America, Europe, Asia Pacific, Middle East & Africa.
Total Properties: 5,685
Head Office:  7930 Jones Branch Drive, McLean, Virginia 22102.
Founder: Conrad Hilton
Global Website: https://www.hilton.com/en/
2018 Revenue: $8.9 billion.
Countries & Territories served: 113

2. Products/Services
Hilton offers lodging services worldwide in 117 countries and territories. 
Owns a portfolio of 18 brands including luxury, upscale, and midscale hotels (2019).
Properties include owned or controlled, joint ventures and leased properties.
4,925 franchised properties as of 2018.
Hilton Brand Portfolio:
Hilton Hotels and Resorts: Flagship brand of Hilton with 586 properties as of December 2018. Present across 94 countries.
Waldorf Astoria Hotels & Resorts: Hilton’s brand of luxury hotels with 31 properties across 14 countries. 
LXR Hotels & Resorts: First LXR Hotel & Resort opened in Dubai. 
Conrad Hotels & Resorts: Luxury hotel brand by Hilton with 33 properties across 22 countries.
Canopy Hotels: Upper upscale lifestyle hotels with eight properties across 4 countries.
Curio Collection: Upper Upscale hotel brand with 68 properties across 28 countries and created by Hilton for travelers who seek local experiences.
DoubleTree: Upscale hotel with 559 properties in 45 countries.
Tapestry Collection: Hilton launched ‘Tapestry Collection’ in the US in 2017. 18 properties as of December 2018 under this brand.
Embassy Suites: Upper Upscale hotels with 253 properties in 6 countries. 
Motto: Upper-midscale hotels by Milton.
Hilton Garden Inn: Upscale hotels with 815 properties in 40 countries.
Hampton: Upper Midscale hotels 2,433 properties in 25 countries.
True: Midscale hotels with 53 properties in the United States.
Homewood Suites: Upscale hotels by Hilton with 482 properties in 3 countries.
Home2 Suites: Upper Midscale hotel brand by Hilton with 290 properties in 2 countries.
Hilton Grand vacations: Timeshare hotels by Hilton with 51 properties in 4 countries. 
Hilton offers a large range of lodging options ranging from midscale to upscale. 
2400 hotels in the pipeline as of Dec 2018. 
Tempo: A new brand of approachable lifestyle hotels launched in 2020 targeted at millennial achievers.
Signia: Premier hotels mainly for corporate clients offering a premium venue for meetings and events.
Spun off Park Hotels & Resorts Inc. (“Park”) & Hilton Grand Vacations (“HGV”) in 2017 resulting in the creation of three independent publicly traded companies, Hilton, Park, and HGV. 

3. Place:
Hilton Hotels & Resorts has its head office at McLeod, Virginia, United States. The hotel chain has regional offices in the  UK, UAE, Japan, China, and Singapore.
Hilton is a global hospitality brand with 5,685 hotels and resorts ( 912,960 rooms total) across 113 countries (as of December 2018).

4. Price



Hilton Hotels & Resorts offer varied experiences priced along a scale from midscale to luxury. Three luxury hotels in Hilton’s portfolio offering luxury services including wellness facilities and a large range of luxury services at premium prices. 
Tru hotels by Hilton in the more affordable range targeted at middle-class visitors looking for affordable luxury.
Other hotels in the brand’s portfolio target visitors in the upper-middle class and rich segment including Upper upscale, Upscale and Upper-midscale hotels.
Employs Price Skimming. Has added more services to its portfolio meant for price-sensitive consumers. Millennials are price sensitive. 
5. Promotions:



Hilton Hotels & Resorts offer varied experiences priced along a scale from midscale to luxury. Three luxury hotels in Hilton’s portfolio offering luxury services including a wellness spa and a large range of luxury services at premium prices. 
Tru hotels by Hilton in the more affordable range targeted at middle-class visitors looking for affordable luxury.
Other hotels in the brand’s portfolio target visitors in the upper-middle class and rich segment including Upper upscale, Upscale and Upper-midscale hotels.
Employs Price Skimming. Has added more services to its portfolio meant for price-sensitive consumers. Millennials are highly price sensitive. 
Well recognized hospitality brand having completed 100 years.
Strong brand recognition globally.
Heavy focus upon visitor experience leading to word of mouth and publicity.
Among the most recognized brands in the premium luxury hospitality segment. 
Uses digital marketing and promotion channels including social media. 
Facebook: https://www.facebook.com/hilton/
Twitter: https://twitter.com/HiltonHotels
Linked In: https://www.linkedin.com/company/hilton/
YouTube: https://www.youtube.com/user/hilton
Runs Hilton Honors guest loyalty program to engage and attract customers (the main source of guest loyalty for the Hilton hotels and resorts).
‘Hilton Honors’ guest loyalty program has 85 million members.
The number of Hilton Honors members grew by 10 percent in 2018 compared to the previous year.
A voted favorite hotel chain in the 2018 Globe Travel Awards.
Hilton has served more than 3 billion guests since its inception.
Among the world’s Best Workplaces in 2019 at the second spot.
Invests in CSR and sustainability to maintain a strong social image.
Number one on Fortune’s list of the 100 best companies to work for in 2019.
Also recognized as the best workplace for parents for the second year in a row in 2019.
6. People



Employed 169K workers as of December 2018.
Maintains an excellent work culture.
Has earned several awards and recognitions for its focus on managing people.
Has industry-leading rewards and benefits in place for the employees.
Benefits offered to the employees include:
– Competitive Starting Salaries.
– Best in class paid time off.
– Educational Assistance programs
– Health and wellness programs.
– Retirement savings.
– Paid Parental Leave.
7. Process:
Hilton guests can use the Hilton website or app to book hotels and manage their stay.
The focus is on extra customer convenience.
Hilton App allows to make reservations, select rooms, and use a mobile device as the room key.
Eliminates the need for the front desk.
Guests can check-in and out using the app.

8. Physical Evidence:
Hotel services are mainly intangible except for the tangible parts like the products guests use during the stay. Other forms of physical evidence include bills. Digital services have replaced paper bills. Hilton app offers paperless check-in and check-out. Physical evidence also includes room amenities and furniture.

CITE THIS:

MLAPratap, Abhijeet. “Hilton Hotels and Resorts Marketing Mix.” Notesmatic, 25 Jan. 2020, notesmatic.com/2020/01/hilton-hotels-and-resorts-marketing-mix/.
APAPratap, A. (2020, January 25). Hilton Hotels and Resorts Marketing Mix. Retrieved from https://notesmatic.com/2020/01/hilton-hotels-and-resorts-marketing-mix/.
Abhijeet Pratap

Abhijeet has been blogging on educational topics and business research since 2016. He graduated with a Hons. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. He likes to blog and share his knowledge and research in business management, marketing, literature and other areas with his readers.