Hilton International Business Report Example

Hilton International Business Report Sample

EXECUTIVE SUMMARY

Advertising for tourism includes a range of tactics and initiatives designed to promote vacation spots, sites of interest and lodging for prospective tourists. It goes at the fundamental ideas of tourist marketing, including important topics like client division, online marketing, long-term viability and ethical issues. The key ideas in tourist advertising are examined in this research, involving client division, environmental programs and moral dilemmas. Companies in travel, as well as the lodging industry, may improve the way they advertise and meet the changing requirements of tourists by comprehending such thoughts. Its goal is to give an in-depth review of tourist marketing ideas and how they pertain to the lodging sector. It attempts to assist companies and organizations in creating efficient marketing plans that will draw in and keep clients as also taking fair as well as ethical operations into account. The study's material is delivered via comprehensive analysis, research, and pertinent instances. To highlight the significance of numerous travel advertising themes, it combines information-driven conclusions with sector standard procedures. Also, helpful suggestions are given to help firms create successful marketing plans which are consistent with moral and environmentally friendly principles.

COMPANY BACKGROUND

A leading provider of luxury lodging, Hilton International Inc. is widely recognized for offering top-notch services as well as accommodations (The Hilton Hotel Chain, 2023). Hilton is eventually grown into among the largest hotel groups globally with significant branches in about a hundred nations and regions. The main goal of Hilton aims to give remarkable satisfaction to guests via a wide array of items as well as amenities, including eateries and bars playing a crucial role in their selection. Throughout its different locations, the corporation runs a large number of eateries and rooms, every one of which is tailored to the particular tastes of its visitors.

The dining venues at Hilton provide a diverse range of global dishes as well as creative delicacies created by talented culinary professionals. Rather it a sophisticated dining place; patrons could partake in delectable food and appreciate excellent hospitality as well as atmosphere. The common areas of Hilton provide visitors with a warm and upscale area to relax and socialize (Chang, 2019). Offering an extensive drink menu that includes high-quality liquor and distinctive beverages, customers may unwind and take pleasure in a gathering of acquaintances, coworkers, or other travelers. The hotel provides first-rate facilities and individualized service in addition to superb dining out, leisure selections, and outstanding accommodations. Within the lodging sector, they stand out for their dedication to conservation and creativity, which reduces the effect on the ecosystem and meets the changing demands of consumers. Research reveals that wide range of products or services offered by Hilton which in turn mainly includes event, lodging, restaurant and lounge, food & beverages, swimming pool, loyalty programs etc.

EXTERNAL ANALYSIS

A) The identification of customers/consumers and analysis of their needs.

To provide unforgettable moments, Hilton, a major player in the worldwide lodging sector, methodically evaluates and examines the demands of its wide range of clients. A key to the business's longevity is its capacity to serve a variety of traveler demographics while precisely and carefully attending to all visitors' particular needs (Morando, 2022). Hilton caters to a wide range of consumers, from households and professional travelers to vacationers as well as event-goers. Hilton understands the value of fast connection, cozy offices and effective amenities that increase efficiency when guests are there. Free broadband access, fully-stocked professional centers and conference spaces are just a few of the amenities provided specifically to fulfill their demands. The Hilton's roomy suites, kids-friendly features and entertaining events attract household members looking for a pleasant holiday. To provide a relaxing trip to every guest, especially kids, the hotel frequently provides unique family offerings.

Contrarily, tourist travelers seek unique events and indigenous ways of life. By collaborating with regional professionals as well as making suggestions for surrounding sites as well as occasions, Hilton aims to create genuine moments. Participants at events possess certain requirements, including the necessity for simple entry to conference rooms, dining rooms, and multimedia apparatus (Tairova, 2021). Hilton’s locations are built to meet such requirements, providing adaptable event rooms as well as skilled event coordinators to guarantee excellent occasions. Using visitor inquiries, questionnaires for input and information statistics, Hilton assesses consumer demands. The company’s Honours, a loyalty program, keeps appraised of client tastes to provide more individualized incentives and more pleased clients.

B) Opportunities & Threats Analysis.

Opportunities

• International Growth- Increasing Hilton's footprint in developing nations and areas with burgeoning tourism sectors represents a major potential. Hilton may reach a larger consumer base as well as increase its income sources through exploring novel sectors.
• Technological Collaboration- Hilton may boost customer knowledge, simplify activities, as well as acquire an edge over its rivals through the adoption of cutting-edge technological and online advances (Car, 2019). Tech-savvy travelers may be drawn in by employing Smartphone registrations, customized offerings via analytical data, along with innovative accommodation amenities.
• Environmental Initiatives- As ecological problems are becoming more widely known, it's a rising need for greener as well as environmentally conscious practices in the hotel industry. Hilton may take advantage of this chance by implementing eco-friendly policies, lowering its carbon emissions, and encouraging ethical touring.

Threats

• Fierce Rivalry- With multiple worldwide hotel networks and individual establishments fighting for revenue, the tourism business is highly volatile. Competition in price, satisfaction standards and rewards programs threaten Hilton's authority in the market.
• Financial Risk- Recessions or instabilities may affect tourist destinations, which might result in a decline in Hilton's reservations and earnings (Rasul, 2019). The fiscal health of the corporation could be impacted by outside events like monetary trends and regional tensions.
• Shifting Client tastes- Hilton's capacity to efficiently address shifting requirements might be impacted by changes in client tastes as well as traveling habits. Reservations at popular Hilton sites may be impacted, for example, by an affinity for exclusive lodging or far-flung locations.

INTERNAL ANALYSIS

Essential assets which successfully address consumer demands include Hilton's outstanding image and client retention (Dudovskiy, 2016). The company is renowned for providing outstanding hospitality and opulent lodging, which leads to excellent customer service as well as referrals.

Strengths

• Client confidence and Identification- Hilton offers a well-established track record of dependability and stability in the hotel industry. Clients frequently select Hilton hotels with trust because they are aware that, wherever they go how they are getting a specific level of assistance. Because of this goodwill, it manages to draw both novel visitors looking for a dependable and relaxing visit and a regular stream of previous clients.
• Hilton’s Honors Devotion Program- This program rewards repeat visitors with numerous perks involving special pricing, hotel updates, and invitations to specialized facilities, which helps contribute to strengthening the trust of clients. Clients are made to feel valued by the program, which encourages them to select Hilton above other hotel companies and boosts their return visits.
• Personalized Client Encounter- By utilizing its substantial client information, Hilton can tailor the visitor encounter depending on tastes and previous behavior (Nusraningrum, 2019). The degree of personalization illustrates the company's dedication to comprehending and satisfying the particular demands of its guests, from personalized lodging choices to personalized offerings and solutions.
• Recurring Clients and Income creation- Client devotion impacts how much money Hilton makes. Recurring clients are inclined to allocate money on extra amenities including meals, spa visits, or function reservations, resulting in the business's total revenue.
• Good Review Sites as well as verbal evidence- Hilton has an excellent record for client retention, which results in great online feedback and referrals from friends and family (Reidhead, 2020). Consumers who have had a good time frequently tell others about it, impacting how they choose and bringing novel clients to the hotels.
• The amount of standardization among all of the company's hotels, which might result in a perception of an absence of originality or regional flavor, constitutes a flaw that might limit Hilton's capacity to properly satisfy the variety of demands of its clientele.

Weaknesses

• Stability versus Rareness- the firm’s emphasis on continuity is a plus for reputation and faith, but it could make certain visitors feel predictable and unoriginal. Others who travel want to immerse themselves in the culture of the region, which may not be possible at a Hilton property's typical amenities.
• Insufficient distinction- In areas with intense competition, Hilton's establishments may struggle to set themselves apart from competing lodgings, particularly those belonging to a similar product class (Kurhayadi, et.al, 2022). Clients may choose various lodgings offering special amenities or patterns as an outcome of the absence of distinctiveness.
• Effect on Regional Argument- Some neighborhood markets may not agree about the standardization of recreational opportunities and services. Client fulfillment may be increased by catering to regional customs and tastes, and this may further cement ties to the neighborhood.
• By creating branding subdivisions, creating theme real estate, forming local alliances, offering architectural freedom, and launching specialized loyalty programs, the Hotel may combat standardization problems.

ETHICAL IN BUSINESS

Through important managerial practices, Hilton has embedded morals into its way of life.

Moral Rules of Activity- Company has come up with ethics outlining the organization's basic values, moral tenets, and expectations for behavior from staff members across every rank (Nicolaides, 2020). It acts like a directive to make certain that everybody in the corporation is aware of and follows the rules of ethics.

Moral Education and Understanding- Hilton regularly conducts seminars and classes for staff, emphasizing the value of moral behavior. Such programs seek to educate staff members about possible moral conundrums and provide them with the tools they need to respond them morally.

Whistleblower Strategy- It maintains a whistleblower procedure in place which motivates staff members to disclose any illegal behavior or misbehavior they see inside the company. Whenever voicing worries regarding conceivable moral infractions, this procedure guarantees that workers are felt secure and safeguarded.

Vendor and Partnership Conduct- the company collaborates with vendors and affiliates that uphold comparable moral values outside of the company's activities as a component of its dedication to corporate governance (Hermawati, 2020). It performs checks to make certain that its vendors fulfill labor laws, ecological obligations, and corporate ethics.

Hilton exemplifies ethical conduct via direct interaction, the preservation of client confidentiality, volunteerism, effective advertising, fair hiring procedures, and socially conscious programs. The business creates confidence through transparent avenues of interaction, protects customer information, interacts within the community, participates in ethical advertisement, advocates ethical hiring practices, and exhibits an ongoing dedication to ethical conduct.

FUTURE DEVELOPMENT

The organization might have to resolve some concerns as a result of the inspection of Hilton's advertising efforts. Examine the following possibilities and suggested solutions for Hilton:

Online Advertising Method- The inspection may point up weaknesses in Hilton's online advertising plan, like a lack of visibility on contemporary channels or a scanty application of statistical analysis to find customers. Hilton ought to spend money on all-encompassing digital advertising projects, such as networking sites, SEO, and data-driven, individualized advertisements (Calero, 2020). Successfully using multimedia may raise brand awareness, connect consumers, and encourage reservations.

Customization and Client expertise- The inspection could point out areas for enhancement in providing consumers with custom-tailored. To more fully know client tastes and behavior, Hilton might consider investing in based information marketing equipment. The hotel may improve client trust and pleasure by customizing incentives and messages to each visitor.

Multichannel Collaboration- The inspection may reveal issues with effectively combining multiple marketing avenues. By providing uniform messages and advertising throughout every point of contact, encompassing the internet site, Smartphone application, messages, and premises, Hilton can endeavor to give clients an effortless encounter.

Celebrity as well as Collaboration Advertising- The review might show that to broaden the company’s appeal, influencer advertising, as well as collaborations are needed (Streimikiene, et.al, 2021). To reach out to novel viewers, Hilton ought to seek influential figures in the hotel and tourism sectors who share its ideals.

Crisis Prevention and Image- The checkup might bring up issues with digital-era reputation control as well as managing crises. The firm has to make a strong emergency messaging plan while also maintaining an eye on internet forums to deal with all unfavorable comments or evaluations soon.

References

Books and Journals

• Reidhead, C., 2020. Impact of organizational culture on employee satisfaction: A case of Hilton hotel, United Kingdom. Journal of Economics and Business, 3(1).
• Chang, Y.C., Ku, C.H. and Chen, C.H., 2019. Social media analytics: Extracting and visualizing Hilton hotel ratings and reviews from TripAdvisor. International Journal of Information Management, 48, pp.263-279.
• Morando, M. and Platania, S., 2022. Luxury tourism consumption in the accommodation sector: The mediation role of destination brand love for potential tourists. Sustainability, 14(7), p.4007.
• Tairova, M., Xurramov, O. and Odinaeva, N., 2021. An important role of Internet marketing in digital tourism. ????? ??????? ?????????? (buxdu. uz), 5(5).
• Car, T., Stifanich, L.P. and Šimuni?, M., 2019. Internet of things (iot) in tourism and hospitality: Opportunities and challenges. Tourism in South East Europe, 5, pp.163-175.
• Rasul, T., 2019. The trends, opportunities and challenges of halal tourism: a systematic literature review. Tourism Recreation Research, 44(4), pp.434-450.
• Nusraningrum, D. and Pratama, A., 2019. The tourism development through creative economy. International Journal of Engineering and Advanced Technology, 8(6), pp.300-308.
• Kurhayadi, K., Yusuf, M., Masrifah, S., Rincani, E.D. and Fauzi, M., 2022. ANALYSIS OF BUMDESA COMPETITIVENESS STRATEGY THROUGH THE UTILIZATION OF TOURISM OBJECTS TO IMPROVE COMMUNITY WELFARE. LITERACY: International Scientific Journals of Social, Education, Humanities, 1(3), pp.157-171.
• Nicolaides, A., 2020. Sustainable ethical tourism (SET) and rural community involvement. African Journal of Hospitality, Tourism and Leisure, 9(1), pp.1-16.
• Hermawati, A., 2020. Transglobal leadership approach to sustainable tourism competitiveness at tourism sector-engaged MSMEs through integrated human resource performance and responsible marketing. International Journal of Tourism Cities, 6(4), pp.863-883.
• Calero, C. and Turner, L.W., 2020. Regional economic development and tourism: A literature review to highlight future directions for regional tourism research. Tourism Economics, 26(1), pp.3-26.
• Streimikiene, D., Svagzdiene, B., Jasinskas, E. and Simanavicius, A., 2021. Sustainable tourism development and competitiveness: The systematic literature review. Sustainable development, 29(1), pp.259-271.

Online

• Dudovskiy, J., 2016. Hilton SWOT Analysis. [Online]. Available through: < https://research-methodology.net/hilton-swot-analysis/ >
• The Hilton Hotel Chain. 2023. [Online]. Available through: <https://hotelchantelle.com/who-owns-the-hilton-hotel-chain/#:~:text=Ownership%20structure%20of%20Hilton%20Worldwide%20Holdings%20Inc.,-Hilton%20Worldwide%20Holdings&text=The%20company%20was%20founded%20in,mutual%20funds%2C%20and%20individual%20investors.>