marketing management

The Hilton Group compromises of various accommodation and hotels all over the world. The hotel has some of its hotels situated in Africa, Europe, and America. Each of the hotels has its own pricing criteria according to the location. Marketing strategies employed by individual hotels ensures they get enough customers in accommodation. Their main target of clients is the tourist visiting different countries like Kenya. To capture these customers, the need to create awareness of what services are offered arises. The hotel has marketing criteria where different prices are charged for the different seasonal period in a year. The pricing strategy is to ensure that clients visit the hotel during peak and off peak periods. The different marketing strategies employed by the Hilton hotels are discussed below showing their effectiveness. One of the popular modes of marketing used by the hotels is the selection of agents. The tourism industry is a business flooded by different agent companies that book and reserve hotels on behalf of their clients. These agents receive a percentage of the prices they charge clients on room prices. The main advantage of using agents is that they perform their own marketing on their websites and through other channels (Handlechner and Manuel 24). Carrying marketing on their own cuts on cost of marketing the hotels’ services to people from different countries. An agent company established a long time ago has the advantage of having good knowledge of the operational market. The data that these agencies have collected over years can be provided to the hotel to make decisions on what prices and strategies to engage.

Selection of the agent has to be done with carefulness. Agents should have offices running to reduce chances of appointing fictitious agents who will steal the clients’ money without providing required services (Handlechner and Manuel 32). The agents are required to wire the money paid by their clients to the hotels’

References: Brassington and Frances. Principles of marketing. Harlow: Financial Times Prentice Hall, 2006. Print. Handlechner and Manuel. Marketing Strategy. München: GRIN Verlag GmbH, 2008. Print. Lilien and Gary. Principles of marketing engineering. Victoria, B.C: Trafford Publishing, 2007. Print. Rogers and Stuart. Marketing strategies, tactics, and techniques : a handbook for practitioners. Westport, Conn: Quorum Books, 2001. Print. Smith, P. Strategic marketing communications : new ways to build and integrate communications. London: Kogan Page, 1999. Print.