The Hilton Hotel Marketing Strategy
The Hilton Hotel Marketing Strategy1.
New Products and servicesHilton Hotel Corporation won the Best Customer Focus award in November 2005 from theprestigious UK National Business Award. In a speech given by Hilton International SeniorVice President Of Marketing , Mike Ashton said that the reward recognised the newcustomer brand promise to put back a little of what life takes out and the philosophy of Equilibrium which influenced how the hotels look, how they develop their products andservices and the way they behave, both with each other and with their customer.Equilibrium had been the inspiration for many of Hilton s new products and services itsteam member development program such as Esprit and Hilton University exciting new barsand restaurants industry leading web based communication and the industry s leadingrecognition and reward program.To enhance the overall product offering and to achieve differentiation, some new specificproduct development was undertaken. This included new children s club andentertainment a new family breakfast experience, including a children s buffet table apersonalized welcome and farewell experience and the creation of discreet experiences likeromance holidays and spa experiences.2.
Consistent staff trainingHilton commissioned extensive research to establish that there existed a growing demandamong high-spending travellers for the resort experience. Integral to the overall marketingstrategy was the delivery of consistent staff training , so a resort-training program wasdeveloped which all key staff members staff members would undertake. The trainingprogram that philippagould (product development director) and mike ashton( senior V.P . of marketing for Hilton international) designed was an integrated multi-faceted package thatfeatured a mix of workshops, videos, training on new standards, and included clearly set-outobjectives. This unique approach to training facilitated the avoidance of
New Products and servicesHilton Hotel Corporation won the Best Customer Focus award in November 2005 from theprestigious UK National Business Award. In a speech given by Hilton International SeniorVice President Of Marketing , Mike Ashton said that the reward recognised the newcustomer brand promise to put back a little of what life takes out and the philosophy of Equilibrium which influenced how the hotels look, how they develop their products andservices and the way they behave, both with each other and with their customer.Equilibrium had been the inspiration for many of Hilton s new products and services itsteam member development program such as Esprit and Hilton University exciting new barsand restaurants industry leading web based communication and the industry s leadingrecognition and reward program.To enhance the overall product offering and to achieve differentiation, some new specificproduct development was undertaken. This included new children s club andentertainment a new family breakfast experience, including a children s buffet table apersonalized welcome and farewell experience and the creation of discreet experiences likeromance holidays and spa experiences.2.
Consistent staff trainingHilton commissioned extensive research to establish that there existed a growing demandamong high-spending travellers for the resort experience. Integral to the overall marketingstrategy was the delivery of consistent staff training , so a resort-training program wasdeveloped which all key staff members staff members would undertake. The trainingprogram that philippagould (product development director) and mike ashton( senior V.P . of marketing for Hilton international) designed was an integrated multi-faceted package thatfeatured a mix of workshops, videos, training on new standards, and included clearly set-outobjectives. This unique approach to training facilitated the avoidance of