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Submitted by jmdoyle on April 17, 2007
Category: Business
Words: 2138 | Pages: 9
Views: 1680
Popularity Rank: 1,712
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The purpose of this case analysis is to address the key marketing issue for the Hilton Hotels. The marketing strategies Hilton should pursue in the hotel and gaming markets will be discussed and recommendations will be made. In addition, the use and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the case study and the use of secondary resources for support of the marketing strategies recommended for the Hilton Hotels.
Market Summary
Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the world’s most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007).
Market Demographics
The demographics for a diverse company such as Hilton offer a wide variety of customers. Hilton’s target market includes the everyday business traveler, families on vacation, leisure travelers, and the convention business segment. After the events of September 11, the hotel industry has seen changing demographics and lifestyle changes that have had a major impact on the U.S. traveler. Many travelers have different priorities when traveling to include visiting theme parks, beaches, shopping, dining, or other entertainment. The age of the traveler and their marital status and number of children can have a large impact on the...
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