The Hilton Hotels Corp. Its success and marketing solutions for it
Дипломная работа - Маркетинг
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even before the appearance of the theory, the management of hotels already had a correct and successful politics.
Franchising
The form of union in hotel and restaurant chains is the system of contract relations or franchising. The essence of it is that the large firm enters into the contract agreement with already working independently small enterprises. Franchiser (a firm that gives a franchise) is capable to achieve deeper penetration on the market with the minimal investments than if the corporation started to build up new hotel from nothing.influence of hotel chains on the industry of tourism is really great. If any idea proved the viability in one hotel from the chain, it is recommended for using in franchisees-hotels.today practically all large hotels are included into any hotel chain, by what they involve more clients. The belonging to one of the international empires symbolizes high quality of service and also a familiar service if the client was in the hotel of the same chain but in other country., Konrad Hilton was the first who understood this and made the reality.traditional hotels were loosing money in unequal struggle against motels, he opened a new profitable direction in business and offered customers high-quality standardized service irrespective of in what country of the world they stopped. Expectations of clients did not fail - the hotel Hilton in Paris nothing differed from the same in Miami or in any other city in the world. It was supposed that in large cities there are such hotels, where you feel yourself as yourself. On the billboards it was represented by a taxi with an inscription In Hilton! .clones of the hotel opened everywhere and constantly. In all hotels client met a standardized set of services. Hilton made a decision to build one hotel per one year, but soon he exceeded his own plan. Later the given idea resulted an application and distribution of the system of franchising in what Hiltons company again became the first for what in 1965 a subsidiary firm Hilton Inns was created. With time this system was adopted by all its competitors.such politics it is absolutely natural that the visitors choosing for rest or work their hotels will appear in this company. The system of encouragement of constant clients - a bonus program Hilton Honors - now is the most developed and branched in the sphere of the hotel business.
Development of a new product
The company should be able to develop new products. It also should be able to operate them in the time of varying tastes, technology and competition. All companies of the industry of tourism should watch closely the tendencies of market development and be ready to enter on the market the new products.of ways of development of a new product is its purchase from the side, i.e. purchase of the whole company, the patent or the license for manufacture of a product of any other company. For this purpose it is simply enough to look at the growth of some new chain: at its clientele, volumes of selling of each branch and is it simple or difficult to open new branches. If the large company is convinced that the new chain succeeds and corresponds to the general strategy of their organization, they buy it. This method of development appreciably reduces the risks of the large companies which have means for purchase and further development of the chain. Using this way Ladbrokes Group bought Hilton International. And about it I will now speak.Hilton was the first in hotel business who understood that the rich client with pleasure would save some money for the hotel room and with the same pleasure would throw out much more money in casino at the same hotel. Active integration of hotel business in the gambling industry was the most unexpected innovation of Hilton which has caused a lot of disputes. But it did not stopped him.alliance started at the end of the 60-th years when in the gambling capital of America, Las Vegas, two unusual hotels - Las Vegas Hilton and Flamingo Hilton - were constructed. In contrast to all others constructed earlier, their singularity consisted in that they were gambling institutions at the same time. Before this hotels and casinos in Las Vegas were built separately to each other. And only Konrad Hilton decided to unite living in the city-roulette with the main local pastime - gambling. It assumed additional system of service and various bonuses for clients like free-of-charge gambling chips to each new consumer for the certain sum and also an availability of restaurants and bars directly in gambling halls.innovation became so successful that in 1987 as a result of a series of bargains and complex reorganization the company Hilton International became a part of just formed British industrial group Ladbroke Group (after changed its name on Hilton Group), whose basic direction of activity were various casinos, bookmakers firms, lotteries and totes.unification of Hilton International with Ladbroke caused anxiety because of the fear of the conflict of interests as a result of which the perspectives of gambling superprofits could remove Hiltons attention to development of hotel services on the second and third plan.these fears did not prove to be true. And in the end of forming Hilton Group in its present kind its direction in last years of the left century not only returned to the Hiltons international hotel business its historical name, but also reunited divided by Atlantic ocean and enterprise separatism of the post-Konrad period British (Hilton International) and North American (Hilton Hotels Corporation) parts of empire. The questions of owning, management and service development of hotels, clubs, resorts, entertaining and business centers were saved at the level of key aspects of the activity. The powerful illustration of adherence to principles of this strategic course became an expansion operation of Hilton International in the world market during 1.5 - 2 years as a results of which the famous chains of the companies Stakis Rlc and Scandic Hotels AB became the parts of the Hiltons hotel chain. At the same time Ladbrokes Worldwide extended due to the purchase of the firm Vernon with about more than 70-years experience of realization of bookmakers operations, became one of the largest structures of the gambling industry and stayed on the position equal in rights but not the main division of Hilton Group., Ladbrokes helped Hilton during the deepest global economic crisis in the beginning of XXI century. The first crisis wave the group of Hilton overcame practically without damage to itself, but since the IV quarter 2001 and almost up to the end of 2003 international incidents affected really badly on the hotel alliance. A threat of acts of terrorism and mass epidemics forced many people to refuse from any travels, seriously reduced the quantity of business and entertaining trips therefore essential losses were incurred not only by transport companies engaged in transportation of citizens from place to place, but also the owners of hotels in which these citizens stop for work and rest. For Hilton Hotels Corporation and Hilton International 2002 year for turned back with the strongly financial difficulties the first time for a long time and the following year brought losses: the profitableness of Hilton hotels for 12 months decreased on 65.6 million pounds sterling. But on the human passion all these political, economic and natural cataclysms did not influence negatively, even on the contrary: in extremely complicated economic conditions the aspiration of the population to earn money with the help of Fate appreciably increased, due to what not living in misery gaming became more profitable. And Betting Division appeared on the first positions in this rise - gambling-bookmakers department of Hilton Group in the structure of Ladbrokes and Vernon with their wide chain of the totes, lotteries and virtual casinos. The effect from the activity of Ladbrokes Worldwide was so great, that allowed an alliance not only to cover losses of the hotel complex but also to increase total profit in comparison with 2002 in one million pounds, and total amount of sales to grow on unknown before height - 14,173 billion (+39%).on the territory of the Great Britain, Ireland, the Benelux countries, and almost all Western Europe it is difficult to find large settlement in which office of Ladbrokes would not settle down. In last summer the company opened new office for taking stakes in the centre of London - near the Trafalgar square, equipped it with all possible interactive means and also plasma screens for watching the translations from hippodromes and sports arenas. People from Hilton Group say that already earned lot of money only on sale of coffee to inhabitants of the British capital and tourists visiting this gambling institution. And in the near future Hilton International and Ladbrokes are going to organize 40 cyber-cafes under cover of Cafe Cino where drinking coffee it will be possible to play on the totalozator or in an electronic casino.the area of electronization of its business the firm Ladbrokes today is considered the most developed in Europe and one of the most developed in the world. Three years back the company started to use the unique system Total Betting Service allowing its clients to operate by various gambling manipulations, to gamble and to receive prizes through the centralized personal accounts from any point of access to united network Ladbrokes Worldwide usung the specialized terminals, Internet, telephone lines, interactive TV etc. With the growth of popularity of computer gamblings the user audience of the system eGaming (which besides totalizators and lotteries, offers fans of the on-line sensations participation in network gamblings and a web-roulette) continuously extends. Three largest g