The Hilton Hotels Corp. Its success and marketing solutions for it
Дипломная работа - Маркетинг
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nents and about 2 thousand gambling institutions and bookmakers firms.
Database and data analysis
As I said in the beginning Russian Inform Agency RosBusinessConsulting made several researches of the international tourists market and formed several ratings. The Hilton Corporation in on the:
.6-th place in the top-300 of the world hotel chains
.10-th place in the rating of the most popular hotels in winter 2006/2007 (Hilton long beach 4*)
.11-th place among the most popular hotels of Egypt (Hilton long beach 4*)
.16-th place in the rating of the most popular hotels of UAE (Hilton Dubai Jumeirah 5*)today in the world there are thousands of hotels and, not looking at it, Hilton stably keeps in the top-twenty (and somewhere in top-ten). It speaks about the high level of service and about satisfaction of clients.statistical data were made by professional agency, but I also made my own interrogation and here are the results.interrogated 20 people in the age of 18-25 - all of them several times were abroad and stopped in different hotels, therefore they already have their own opinion on the questions about hospitality.it was interesting to me, which hotel chain, in their opinion, for today is the most famous. They made this conclusion on the knowledge of hotels from advertising and responses. There were no variants of answers therefore the truthfulness of the received results is high - people really named the most known for them. The answers were allocated in such way:
On these results we can see that Hilton and Marriott are known to the greater number - to 5 people each. Of course all 4 chains occupy conducting places in ratings of different companies, well-known and important people stop in all of them. But among interrogated there were people of middle class, therefore, they estimated popularity of hotels also among the usual population. As it will said below, the company Hilton offers the services to the wide audience of consumers and a lot of people have enough money to stay in its hotels. And at the same time these not very high prices do not lead to the bad quality of services. We can understand it from the answers of interrogated people and also from numerous responses of clients of the company.I think that it was necessary to find out by what people are guided at the choice of this or that hotel. Here are the results:
Here it is clearly visible, on what respondents pay attention in the choice of the hotel - the most significant parameters are quality of services and the price, as it was expected. Despite of huge amount of possible ratings, only 1 person from 20 interrogated pays attention to them. Other rather important parameters have approximately identical weight in the eyes of asked people. The reasons of popularity and respect of the company Hilton are connected with that it pays a lot of attention to the ratio price - quality. And, following the motto A guarantee of elite luxury with the accessible service of high standard quality, this hotel chain establishes rather acceptable prices for the high level of quality and it involves clients.the third question: When you choose a hotel do you look at its fame? 12 people from 20 answered positively. Here the important role is not only in advertising, but also in the responses of friends, family and others. People best of all will go there, about what they have already heard (even from advertising or tour-agents). As Kotler said: If the person received negative impressions, he will inform 10 people, and if positive - five. Therefore the positive reputation of the hotel and its popularity are earned for a long time and people pay attention to it.
The marketing concept
The Marketing method is the market point of view on the business, based on the priority of the customer as the main agent of market relations; on interests; on which demands the marketing activity should be guided. The concept is shown in aspiration for satisfaction of needs of clients by selling goods necessary to them, ensuring of their manufacture, delivery and use (modern economic dictionary).Philip Kotler define this: the Company coordinates all kinds of activity which are connected with satisfaction of needs of the consumers, and, constantly satisfying these needs, receives profit.conception appeared not long ago, and in the beginning of 20 centuries about satisfaction of needs of the consumer, but not of the firm, practically nobody thought - except Konrad Hilton.fact he made it a reality in his first hotel, not looking at any theoretical knowledge but operating only due to intuition.first that he made in Mobley is increasing of number of rooms to liquidate a big crowd of people who were waiting for the room for night. He noticed that in the hotel there are a lot of not involved space, for example, the restaurant was too big but there even at the hottest hours gathered no more than twenty five person, but it could house more than fifty. Hilton reduced a restaurant hall twice and it helped to increase the number of rooms in the hotel. Later it became Hiltons strategy: using non-working space not bringing money. Then he realized that he had to amuse his visitors or just to give them some necessary things, and with benefit for himself. For this purpose he placed around the columns in a lobby some glass show-windows in which he started to sell some small and not expensive but useful things - from newspapers and magazines up to cloth brushes and a tooth-paste. Later Hilton said that each column gave him 8000 $.
Mobley became the first hotel in the history of empire and also one of the most popular on that moment in that area. Since anybody before did not use the marketing concept, then when Hilton already received profit from it, his competitors only started to reconstruct the politics in this direction.today in each hotel of the world, small or big, necessarily there is something similar to this. Some of them have separate shops, in others - you can buy everything directly on the reception. That fact, that the idea of use of non-working space for today is used everywhere, speaks about a successful marketing solution of the Hilton Corp.orientation on the needs of clients became a marketing innovation which now is almost the most important in the theory of successful hotel business.
Physical evidence
Physical evidence is an element of expanded marketing-mix or one of the seven Ps. It is environment in which a rendering of service takes place and it is also any tangible objects used during the service or giving to the consumer the certain information.is interesting from the architectural or historical point of view building of the hotel enterprises, the modern park or landscape design, attractive interiors, cleanliness rooms, speed and quality of service, polite attitude to visitors etc. Also the hotel has in its arsenal various ways of rendering of services.Hilton was the first who paid attention on the thing that not only holiday-makers and tourists stop in hotels but also representatives of the business world for whom hotels temporarily become both the house, and office. Today, as well as then, there are all services necessary for them:
Name of the hotelCityServices for businessmenHilton Arc de Triomphe ****ParisCable/satellite TV, modem socket, business center, conference hall for 1700 sq .m., a ballroom for 648 sq. m. house up to 795 participants, access in InternetHilton Cannes (Noga Hilton) ****CannesSound isolation, color TV with connection with Internet, hot line, socket for modem, phone in the bathroom, completely equipped banquet and conference halls with the maximal capacity of 1200 personHilton Docklands ****LondonConference hall, microphone, projector, big screen, satellite TV, radio, hot line, voltage 220V, port for the computerHilton Hotel Slussen *****StockholmIt is considered to be the best business-hotel: 289 rooms of a various class with all modern requirements , TV, radio, phone, conference halls with all modern requirementsLe Palace Hilton Geneva *****GenevaCongress-centre for 1600 people, conference halls (completely equipped), round-the-clock fax, mail and telegraph, secretarial service, translator, TV, phone, radio, safe, Internetthe arrival of the businessman he will find in his room the comfortable desk, fax, two or three lines of the phone and the appropriate illumination.people who are going to use their rooms only for rest there will be prepared soft modular furniture on rollers that the visitors can place at their desire.
Name of the hotelCityServices for businessmenHilton Arc de Triomphe ****ParisBar, restaurant, fitness-club, jacuzzi, sauna, Spa, garden, breakfast in rooms, rooms for non-smokers, rooms with terraces / balconies, mini-bar, conditioner, you can take petsHilton Cannes (Noga Hilton) ****CannesIn each number there is a balcony with a view on sandy beaches or garden, mini-bar, 2 restaurants, 2 bars, cafe, sauna, jacuzzi, sun deck, steam room, a private beach, gallery of shopsHilton Docklands ****LondonBar, 2 restaurants, cafe, fitness-centre, sanitary centre, beauty salon, pool, sauna, sun deck, jacuzziHilton Hotel Slussen *****StockholmRestaurants and bars with excellent panoramic views, wine cellar, souvenir shop, fitness-centre, sauna with pool, massage study, beauty salonLe palace Hilton Geneva *****GenevaBar, 3 restaurants, covered pool, fitness-centre, beauty salon, sauna, sun deck, Turkish bath, massage, rooms for non-smokers, TV, mini-bar, radiotoday all this services are habitual to us but also in the beginning of 20 centuries the clients in hotels Hilton could find all modern offers. So