Hilton Hotels-Case Study
The need to better target the needs of customer segments
To customize hotel services based on these needs
Competition with lower rates are a threat
Maximize market trends
Effectively attracting people to gaming segments through entertainment
Customer-centric marketing pervades the core of the hotel and gaming industries. Therefore, opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factors. The bases for segmenting consumer markets include:
Demographical bases (age, family size, life cycle, occupation)
Geographical bases (states, regions, countries)
Behavior bases (product knowledge, usage, attitudes, responses)
The profile for Hilton Hotels' customers consists of the following geographic, demographic, and behavior factors:
Hilton Hotels provides services to 130 nationalities at more than 150 locations.
Operates in more than 50 countries.
Major gaming operations in the U.S., Canada, Australia and Turkey.
Gambling budget market.
Gambling middle market
Premium high rollers
Creating entertainment to draw people to the gaming tables and slot machines.
Gaming market is
References: Loveman, G. (2003). Diamonds in the data mine. Harvard Business Review. Retrieved April 9, 2006 from http://harvardbusinessonline.hbsp.harvard.edu/