The Hilton Hotels Corp. Its success and marketing solutions for it
THE
HILTON HOTELS CORP.
ITS
SUCCESS AND MARKETING SOLUTIONS FOR IT
CONTENTS
SUMMARY essence of
marketing in the industry of hospitality role and place of hospitality in the
sphere of services modern tendencies of development of the world industry of
hospitality and data analysis marketing concept evidence of a new product
solutions in virtual space
SUMMARY
According to the World Tourist Organization (WTO)there are
for about 16 million hotels in the world, and 20 % of them are members of the
hotel networks. A network, as a foreign practice shows, is the most effective
way of managing in hotel business.the results of its researches, Russian Inform
Agency RosBusinessConsulting made «the top-300 of the world hotel networks». On
the sixth place in it there is Hilton Hotels Corp. - a network, to which my
work will be devoted.make the research of the hotel industry I decided because
my future profession will be connected to this area and the given subject is
most interesting to me. Today the industry of tourism is one of the most
developing fields, involving to itself a lot of attention from researchers and
also a big amount of investments from businessmen.decided pay my attention to
Hilton Hotels Corp., firstly because this chain is one of the first in the
world industry of hospitality, therefore a lot of its successful marketing
inventions will subsequently be used by many other companies. Secondly, for
today it includes 2 173 hotels with the total of number of rooms 348 483 in 80
countries of the world, and everything began with the small hotel in a
provincial small town in Texas. And it was interesting to me, how this company
involved in itself such amount of clients (by he way many of them are constant)
and began to be considered as one of the best international networks of the
first-class., my work will be devoted to the research of marketing methods of
Hilton Hotels Corp., many of which were invented in the beginning and the
middle of the 20 century when the theory of hotel business did not exist yet.
Also I will compare these methods to the theoretical ones which exist for
today.
INTRODUCTION
The industry of hospitality is one of the largest quickly
developing branches of economics. Mainly it happens due to the social, economic
and political progress - for the last few years tourism became accessible to
wide amount of people. At the same time with the growth of the general number
of tourists the industry of tourism and its basic component - hotel sector -
started to develop. For many centuries hotel business existed in different
models: from family ownership to the participation in the international hotel
networks. An example of the most productive ownership in tourism is a creation
of the hotel corporations.
The given system of managing promotes creation of a lot of
advantages which allow the tourist enterprises to raise a quality of tourist’s
product in the, to diversify the offered services within the segment of the
market and to increase an individualization of service of consumers.integration
of hotels in chains with an establishment of the united standards of service
and centralized offering of some services by hotel, including booking places,
material equipment, safety and so on, reduces the costs for management and
raise the profitability of the hotel enterprises.management of hotel, work with
people, technologies of booking, reservation, a professional training for
administration and many other things are the integral part of hotel business
all over the world. In our country because of the lack of good hotels of the
European level this business is not so developed. The main players in the market
of Russia are also the large western administrative companies in the sphere of
hospitality.Hilton Hotels Corp. starts to enter on the Russian market, going to
open 25 new hotels. “Leningradskaya” in Moscow will become the first Russian
Hilton hotel. Its owners have already signed the contract on purchasing of the
Hilton franchise for this hotel.on the international scene this hotel chain
exists since 1925 and it is considered to be one of the best networks of the
first class. At the same time it is also popular among middle class, following
its motto: «a guarantee of elite luxury with the accessible service of high
standard quality».network Hilton Hotels Corp. created a big number of new
marketing decisions for attraction the greater amount of visitors. For example,
exactly the chain Hilton was the first who began to use the marketing
conception for managing hotels that is the standard today.many clients choose
Hilton for practical realization by the company of one of the concepts «seven
P’s»: physical evidence.working out of a new product is a risky step for many
companies, but Hilton Hotels Corp. succeeded in it too. For today Hilton is
known as one of the leaders not only in the hotel business, but also in the
gambling industry.important decision (first of all for the clients) was an
integration of Hilton in the virtual space. The clients of Hilton Hotels Corp.
became the first who had an opportunity of receiving the information about all
hotels of the chain, booking places in hotels and air tickets through the
international databases in the internet., in the project work I will look at
the most important sides of marketing policy of Hilton Hotels Corp. without
which this hotel chain would never get today's popularity and trust among the
clients.
THEORY
An essence of marketing in the industry of hospitality
Marketing of services is a process of development, promotion
and realization of the services, focused on revealing and satisfaction of
specific needs of clients. The main task of marketing of services is to help
the client to estimate the enterprises and its services.
Considering marketing as the basic market concept of
management in tourism and hospitality, it is necessary to note that tourism in
its basic characteristics has no big differences from the other branches of
sphere of services, therefore all basic things of the modern marketing of
services can be used in tourism and hospitality.the same time in tourism there
is its own specificity that differs it from the other forms of production and trade
of services. A realization both of services and goods (according to experts,
the share of services in tourism makes 75 %, and of goods - 25 %), and a
special character of consumption of tourist services and goods in a place of
their manufacture (mostly in the certain situation) takes place in this
sphere.world tourism the result of activity is an offer of a tourist product.
Actually we can say that the tourist product is the final service, satisfying
one or other needs of tourists and has to be paid from their side.with general
characteristics of services the tourist product has its distinctive features.,
the demand for tourist services is extremely elastic with respect to the level
of income and prices, but in many cases it depends also on the political and
social conditions., in connection with seasonal fluctuations of demand there is
a so-called phenomenon of saturation. As a result it is possible to allocate
well defined tourist zones. For example, using the factor "sun - sea"
- resorts of Cyprus, Spain, Bulgaria and so on., the supply of tourist services
differs nonflexible manufacture. They can be consumed only directly in a place
of their manufacture. The hotel or the airport can not be transferred at the
end of a season in the other region. They can not fully adapt in time and in
space to the change of demand., the tourist product is created by efforts of
many enterprises, and each of them has their own methods of work, specific
requirements and various commercial goals., a high quality of tourist product
can not be achieved if there are even insignificant weaknesses because a
service of tourists consists of these small details.specific features of a
tourist product render an essential influence on marketing in tourism. Today
there is no single definition of tourist marketing. If to look at the
definition of concept the tourist given by the World Tourist Organization,
French experts R.Lankar and R.Oll'e say that tourist marketing is a series of
the basic methods produced for the research, analysis and solving of existing
problems. The main things on what these methods should be directed:
the revealing of opportunities of the most full satisfaction
of requirements of people from the point of view of the psychological and
social factors
a definition of ways of the most rational management in the
tourist organizations (the enterprises, bureau or associations) from the
financial point of view, allowing to take into account the revealed or latent
needs in tourist services.requirements can be defined by various motives: rest,
entertainments, improvement, training, pilgrimage to religious relics, sports -
or by other motives which enterprise groups, families, various missions and the
unions often has.authors put more global contents in the concept of tourist marketing
as, for example, it takes place at Swiss expert E.Krippendorfa: «Tourist
marketing is a regular change and coordination of activity of the tourist
enterprises, and also private and a state policy in the field of the tourism,
realized on the regional, national and international plans. The purpose of such
changes is to satisfy needs of the certain groups of consumers, taking into
account the opportunities of having the appropriate profit».according to the
definition of WTO is not only economic but at the same time a social, cultural,
ecological and political phenomenon. According to this, tourist marketing is
necessary to use with taking into account all listed factors then it will
reflect in the greater degree the interests of the tourist organizations and
consumers - tourists too.
The role and place of hospitality in the sphere of
services
“The hospitality is kindliness in the reception and
entertainment of visitors, gratuitous reception and an entertainment of
wanderers”. It is an explanation of V.I.Dal’ in his «explanatory dictionary of
alive Russian language». To be hospitable means to be able to offer warm
reception for visitors, to create for them a quiet, favorable and friendly
atmosphere.term "industry" comes from Latin “industria” that means «activity».
In the Russian Federation: it is a set of hotels and other means of
accommodation, transport, objects of public catering, objects and means of
entertainment, objects of cognitive, business, improving, sports organizations
that are doing out tour-operating and tour-agency activity, and also the
organizations giving excursion services and the services of
guides-interpreter»is one of the fundamental concepts of a human civilization
and now under an influence of scientific and technical progress became the
powerful industry in which millions professionals work, creating a cosiness and
comfort for people.industry of hospitality is difficult, complex sphere of
professional work of people which efforts are directed on the satisfaction of
various needs of clients (visitors) both tourists and residents.an interest in
the development of the industry of hospitality grows as on international but
also on national and regional levels since it is the catalyst of development of
many sectors of economy., the industry of tourism and hospitality is one of the
major parts of the extensive market of services and represents the fast-growing
and highly profitable industry capable directly and indirectly to influence on
the forming of conditions of steady social-economic growth of world and
national economy.
The modern tendencies of development of the world
industry of hospitality
A development of tourism substantially affected on the
development of the industry of hospitality. The basic tendencies in this area
are:
1. Distribution of sphere of interests of hotel business on
the products and services earlier given by the enterprises of other branches
(for example, catering services, leisure, entertainment, exhibition activity…).
A development of such segments of industry of hospitality as an industry of
entertainment including a gambling industry, congress activity, transformed
earlier poorly attractive resort and tourist districts into the fashionable
tourist directions. For example, such large corporations as Hilton, have
essentially expanded their activity due to rendering various kinds of services:
catering, services of communication, leisure, transport…
. Growing democratization of the hotel industry which helps
increasing of availability of hotel services for the mass customer. If earlier
the distinctions between hotels of a different class were essential then now
the level “of the lowest standard” considerably raised: even rather cheap
hotels provide a qualitative service and the minimal number of conveniences.
. A growing of specialization of the hotel business allows
orienting on the certain segments of consumers in view of various attributes.
So, according to the price level there are three segments: lowest (budgetary),
average (economic) and supreme (first-class). Besides, the segmentation is made
by the purposes of trip, age, sort of labor activity and so on.
. A development of new kinds of tourism. For example,
ecological tourism stimulates the construction of hotels in non-polluting
regions, the formation of "green" floors and numbers in usual city
hotels. The creation of these numbers apply non-polluting materials, paying
special attention on economy of natural resources and the minimal intrusion
into the natural environment.
. A deep personification of service and a full concentration
on the demands and needs of clients. In expensive hotels for these purposes the
cards of constant clients are created. In them there is information about their
tastes, preferences and habits. Such database allows foreseeing the desires of
visitors. For the solving of these problems the special services are created in
hotels.
. Wide inculcation of means of communication and information
technologies, allowing making deep economic diagnostic. The results of this
diagnostic give the opportunities to make the analysis of competitors in the
field of used price and marketing strategy, to analyze a degree of activity in
the market, to reveal the profitability of the developing segments, to
coordinate the supply and demand of the hotel services. As a result it helps to
solve the problems of capacity of the hotel enterprises.
. An inculcation of new technologies into the business
strategy of the hotel enterprises, in particular: a wide use of the Internet
with the purpose of promotion of the hotel products and services. It reduces
costs and provides to consumers an increased comfort. These technologies expand
the opportunities on attraction of the new clients and the segments of the
market occupied by the companies.hotels offer their clients to make excursions
in the hotels not leaving the house. The visitors of sites can see the internal
interiors of hotels, the menu of restaurants and bars, to receive the various
help information., the listed main modern tendencies of development of the
industry of hospitality are directed as a result on the solving of the primary
tasks:
search of the own competitive advantages
creation of the stable clientele through the skill of finding
of the own client
search and creation of the new ways of development, constant
updating of the own policy looking at the dynamically developing market of the
hotel services.years the hotel market is characterized by the growth of the
supply (with the reduction of demand at the same time) for services of
accommodation. Such situation leads to the growing of competition, that even
without it did not give the owners of hotels to steep quietly during the last
quarter of the twentieth century. One of the main directions of forming of
strategic competitive advantages in hotel business is a giving of more high
quality services in comparison with the competing analogues.most important
thing here is a having of such services that would satisfy and even surpass the
expectations of clients. These expectations are formed on the basis of
experience that they have already had, and also on the information received on
the straight (personal) or mass (impersonal) channels of marketing
communication. Proceeding from this, the consumers choose the manufacturer of services
and after using this services compare the representation about the received
service with the expectations. If the representation of the given service does
not correspond to expectations, the clients lose any interest to this firm and
if it corresponds or surpass they can come to this manufacture again.buyer
always tries to find the correspondence of the price of service to its
qualities. It is interesting to notice, that, as a rule, the buyer of service
complains of its high price less often than the buyer of the physical goods. If
the customer thinks that the price is too high he or she will simply leave the
place without any purchase. The dissatisfaction with service conducts, as a
rule, to the big losses in the share of market. For this reason the
manufacturer of services should reveal the needs and expectations of his
clients as more exactly as he can.
PRACTICE
marketing
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hospitality franchising <file:///C:\DOCUME~1\8C66~1\LOCALS~1\Temp\Rar$DI00.765\ъєЁёютшъ%20яю%20ьрЁъхЄшэує.doc>
industry
Hilton Maldives resort and Spa Rangali Island 5*: «From the
first minutes of our arrival it became clear, that this hotel is special and
the personnel treat visitors with special attention. Such responses can be met
about many hotels of the Hilton chain. This hotel empire is famous for the high
level of service and on 100% follows the motto which was put forward even by
its founder Konrad Hilton: «A guarantee of elite luxury with the accessible
service of high standard quality».
For today practically there are no people who have never
heard about this mighty chain that speaks for itself. But what became the
reasons of such popularity? How the company won the place of one of the leaders
of the hotel industry? Successful marketing solutions and innovations which
helped Konrad Hilton his followers to achieve such high results will me
examined below: for today in the property and under the control of this
corporation there are more than 2.5 thousand hotels, clubs and the centers of
rest on the territory of 75 countries of five continents and about 2 thousand
gambling institutions and bookmaker’s firms.
Database and data analysis
As I said in the beginning Russian Inform Agency RosBusinessConsulting
made several researches of the international tourist’s 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.
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
hotel
|
City
|
Services for
businessmen
|
|
Hilton Arc de
Triomphe ****
|
Paris
|
Cable/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 Internet
|
|
Hilton Cannes
(Noga Hilton) ****
|
Cannes
|
Sound 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 person
|
|
Hilton Docklands ****
|
London
|
Conference hall,
microphone, projector, big screen, satellite TV, radio, hot line, voltage
220V, port for the computer
|
|
Hilton Hotel Slussen *****
|
Stockholm
|
It 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
requirements
|
|
Le Palace Hilton
Geneva *****
|
Geneva
|
Congress-centre
for 1600 people, conference halls (completely equipped), round-the-clock fax,
mail and telegraph, secretarial service, translator, TV, phone, radio, safe,
Internet
|
Name of the
hotel
|
City
|
Services for
businessmen
|
|
Hilton Arc de
Triomphe ****
|
Paris
|
Bar, restaurant,
fitness-club, jacuzzi, sauna, Spa, garden, breakfast in rooms, rooms for
non-smokers, rooms with terraces / balconies, mini-bar, conditioner, you can
take pets
|
|
Hilton Cannes
(Noga Hilton) ****
|
Cannes
|
In 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 shops
|
|
Hilton Docklands ****
|
London
|
Bar, 2
restaurants, cafe, fitness-centre, sanitary centre, beauty salon, pool, sauna,
sun deck, jacuzzi
|
|
Hilton Hotel Slussen *****
|
Stockholm
|
Restaurants and
bars with excellent panoramic views, wine cellar, souvenir shop,
fitness-centre, sauna with pool, massage study, beauty salon
|
|
Le palace Hilton
Geneva *****
|
Geneva
|
Bar, 3 restaurants,
covered pool, fitness-centre, beauty salon, sauna, sun deck, Turkish bath,
massage, rooms for non-smokers, TV, mini-bar, radio
|
today 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 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 Hilton’s 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.
“Besides exclusive technological equipment Ladbrokes achieved
for today the highest level of management, marketing and development of the
services - said executive director of Hilton Group David Michaels. - And those
tendencies, which now exist in the environment of the British legislators
finishing work on “the bill about a gaming” (“Gambling Bill”), rather
positively allow us to estimate perspectives of this field of activity of the
group”. Mr. Michaels does not hide that Hilton’s direction lobby actively the
promotion in parliament of the most favorable variants of this law, providing,
in particular, a reduction of the rate of the taxation of gambling operations
and stopping of restrictions on the functioning of electronic bookmaker’s
terminals (Fixed Odds Betting Terminals, FOBTs). “Now we develop the temps of
opening of new terminals using already available and again created segments of
our electronic network, - the managing director of the company Ladbrokes John О’Reilly supplemented David Michael's
words. - And by the end of the year this network should be replenished with 3.5
thousand game offices equipped on the last word of information
technologies”.now due to the profitableness of the gaming business the
corporation provides to itself an exclusive position in the world market of
services for rest, tourism and entertainments.
Marketing solutions in virtual space
The main innovations of Hilton’s hotel chain appeared already
after the death of the father-founder when the world entered the era of
electronic commerce and electronic business. Following the precepts of Konrad
Hilton, his followers could become the first who occupied all opened favorable
niches - basically due to that the work on “electronization” of Hilton hotels
and the infrastructure connected to it started long before all known the world
nowadays - e-Business and IT-technologies. Today competitors are trying quickly
to pass already passed by Hilton stages of technological reorganization and to
spend a lot of money to the things on what Hilton collects dividends for a long
time.1973 the company Hilton Hotels was the first in the world hotel business
who introduced an information system HILTRON. With its help the client could
receive data on presence of places and reserve rooms with railway and air
tickets. An efficiency of the pioneer system appeared above all expectations -
it had been successfully working for 26 years, and only in 1999 was replaced
with more modern: Central Reservations System (CRS or HILSTAR), uniting 500
hotels all over the world.1985 the corporation started an exploitation of other
system - marketing (Answer*Net), united in one network all regional offices and
hotel complexes from the territory of USA. And after one decade was the first
who joined in the World Wide Web - started to function an Internet-portal
www.hilton.com and appeared with the support of the company American Express an
own system of credit cards Hilton Optima.2002 the Hilton’s hotel empire became
one of initiators of the creation of united system of network booking WorldRes
in which, except the hotel chain Hilton, resources of two other great players
on the field of resort-hotel business - companies Accor and Six Continents were
included.last, some time ago the company with success announced one more
innovative service decision - an access to the wireless local network on the
basis of switchboards of wireless connection Symbol Technologies. This
communication complex was tested in Frankfurt Hilton, and it got popularity
from administration and clients at once.the magazine “Business review” wrights:
“Steady, scale and all-round intrusion of the hotel empire in virtual
“cyberspace” occurs in conditions of almost full decentralization of
technological structures and their activity. The committee of directors, the
general financial system and a united strategic line in Hilton are available -
as in all companies. But there is no vice-president for IT-direction or any
other main coordinator of electronic business in its staffs.”provides
corporation an extraordinary flexibility in such new sphere where everything
varies literally not on days, and on hours. And also it testifies about the
business feeling of those who continues the business of Konrad Hilton.
CONCLUSION
In my project work I showed the main marketing solutions of
the Hilton Hotels Corp. thanks to what this company became one of the leaders
of the world hotel industry and hospitality.my theoretical part I showed what
is hospitality and its modern tendencies. I did it because I think that without
these things some moments in my project work would not be seemed as important
as they should.made my own research and all the results were shown below the
graphs.marketing concept was represented by Hilton in the hotel Mobley in
reducing the meters in restaurant and increasing of the number of rooms and
also in making glass show-windows. This concept is now used all over the
world.evidence I showed on the examples of several hotels which can be used by
businessmen and holiday-makers. As I said this solution was new for the hotel
industry and this combination of different people’s goals gave a lot of profit
for Hilton Hotels Corp.today practically all large hotels are included into any
hotel chain, by what they involve more clients. This concept of franchising was
tried by Hilton Corp and now is known all over the world.my work I wrote a lot
about the development of a new product because I think that it is one of the
most important and difficult things for every company because it leads to
serious risks. The unification of Hilton Corp. and Ladbrokes opened a new era
for hospitality and saved this company from great losses because of the
terrorism.the last solution that I discussed is the entrance in the virtual
sphere. It opened new possibilities for the company and clients (visitors) to
communicate with each other.the end I want to say that Hilton’s corporation is
now known all over the world and it is one of the most profitable and respected
international chains and I am sure it would not be possible to do without these
marketing (sometimes risky) solutions.
REFERENSES
1.
Shmat’ko L. P. Tourism and hotel industry. Moscow - Rostov-on-Don. Mart 2005
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Iankevitch V. S., Bezrukova N. L. Marketing in hotel industry. Moscow. Finances
and statistics. 2005
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Dgandjugazova E. A. Marketing in hospitality. Moscow. Academia. 2005
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Kotler Ph., Bowen J., Makens J. Marketing, hospitality, tourism. Second edition.
Moscow. Unity. 2005
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Kotler Ph., Keller K. L. Marketing management. 12-oe. New Jersey. Prentice
hall. 2006
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Magazine “Companion”. Article “The house that was built by Hilton” 19.10.2005
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Magazine “CIO”. Article “Business with all accommodations”. №5 (26). 21.05.2004
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www.servicemarketing.ru
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Magazine “Business review”. Article “The heritage oh Hilton” (bo.ex.ru)
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