The Hilton Hotel Marketing Strategy
The Hilton Hotel Marketing Strategy Essay Sample
New Products and servicesHilton Hotel Corporation won the Best Customer Focus award in November 2005 from theprestigious UK National Business Award. In a speech given by Hilton International SeniorVice President Of Marketing , Mike Ashton said that the reward recognised the newcustomer 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 andservices and the way they behave, both with each other and with their customer.Equilibrium had been the inspiration for many of Hiltons new products and services itsteam member development program such as Esprit and Hilton University exciting new barsand restaurants industry leading web based communication and the industrys leadingrecognition and reward program.
To enhance the overall product offering and to achieve differentiation, some new specificproduct development was undertaken. This included new childrens club andentertainment a new family breakfast experience, including a childrens buffet table apersonalized welcome and farewell experience and the creation of discreet experiences likeromance holidays and spa experiences.
Consistent staff trainingHilton commissioned extensive research to establish that there existed a growing demandamong high-spending travellers for the resort experience. Integral to the overall marketingstrategy was the delivery of consistent staff training , so a resort-training program wasdeveloped which all key staff members staff members would undertake. The trainingprogram that philippagould (product development director) and mike ashton( senior V.P . of marketing for Hilton international) designed was an integrated multi-faceted package thatfeatured a mix of workshops, videos, training on new standards, and included clearly set-outobjectives. This unique approach to training facilitated the avoidance of one-size-fits-allphilosophy, which often proves ideal when creating a global brand, but for the resort it wasvital 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 wasoverhauled and consistency was introduced.
Customer satisfactionThere are various ways to know whether a customer has been satisfied by the services andgoods you are offering them, the purpose of this findings is to ensure that that thosecustomers will visit again them next time and also to see that customers feedback arepositiveat all times. Customers example tourists and government officials who visit variouscountries 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 theyhave been getting satisfaction in the process of being the guest of the hotels.