Hilton Hotels is a global flagship brand of Hilton Worldwide Holdings Inc.and it has 572 hotels and resorts in 85 countries and territories across six continents. Hilton Worldwide is the largest hotel company and the fastest growing hotel company in the world. Along with Hilton Hotels, a vast yet focused portfolio of Hilton Worldwide 13 brands in the premium hotels and resorts sector such as Waldorf Astoria, Conrad, Canopy, Curio, Double Tree, Embassy Suites and Hampton. Incorporated in 1919 by Conrad Hilton, currently, Hilton Worldwide owner base comprises 10,000 owners, of which 76% are repeat owners.
The company has achieved Adj. ABITDA increase of 13 per cent in 2015 compared to the previous year. Importantly, the company converted 14,000 rooms from competitors’ brands and independent hotels during the same period. In 2015, the company earned the total revenues of about USD 11.2 billion, an increase of about 7 per cent compared to the previous year. In January 2016 Hilton Worldwide launched its latest brand Tru by Hilton which is intended to target mid-scale customer segment.
Hilton Worldwide mission statement is formulated in the following manner:
“To be the most hospitable company in the world – by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners and a positive impact in our Communities.”
Hilton business strategy can be described as service differentiation with a focus on quality, maintaining the highest level of standards and integrating IT systems into various aspects of service provision. The most noteworthy weaknesses associated with Hilton Worldwide include debts of more than USD 10 billion, overdependence on the US market and the lack of flexibility of the business due to its large size.
Hilton Worldwide Holdings Inc. Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Hilton. Moreover, the report contains analyses of Hilton’s business strategy, leadership and organizational structure and its marketing strategy. The report also discusses the issues of corporate social responsibility.
2. Business Strategy
4. Organizational Structure
5. SWOT Analysis
6. PESTEL Analysis
6.1 Political Factors
6.2 Economic Factors
6.3 Social Factors
6.4 Technological Factors
6.5 Environmental Factors
6.6 Legal Factors
7. Marketing Strategy
7.1 Hilton Hotels Marketing Mix – 7Ps of Marketing
7.2 Segmentation, Targeting & Positioning
7.3 Marketing Communication Mix
7.3.2 Sales Promotion
7.3.3 Events & Experiences
7.3.4 Public Relations
7.3.5 Direct Marketing
7.3.6 Personal Selling
8. Porter’s Five Forces Analysis
9. Value-Chain Analysis
9.1 Primary Activities
9.2 Support Activities
10. McKinsey 7S Model
11. Corporate Social Responsibility (CSR)
11.1 CSR Programs and Initiatives
11.2 CSR Criticism
List of Figures
Figure 1 Hilton Hotels and Resorts digital experience strategies capabilities
Figure 2 Geographic segmentation of Hilton Worldwide revenues
Figure 3 Hilton Worldwide global market share
Figure 4 Annual lobbying budget of Hilton Worldwide
Figure 5 Pricing Strategy Matrix
Figure 6 Pricing classification of Hilton Worldwide hotel rooms
Figure 7 Hilton Porter’s Five Forces
Figure 8 Income growth differences between Hilton Worldwide and its competitors
Figure 9 Hilton Value Chain Analysis
Figure 10 Hilton McKinsey 7S Framework
List of Tables
Table 1 Hilton SWOT analysis
Table 2 Positioning of Hilton Worldwide brands
Table 3 Hilton CSR performance
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- Published: August 2016
- 8444 Words
- 37 Pages