Introduction
Hilton Hotels is one of the world’s most well-known and renowned hotel chains. With hotels in over 100 countries, Hilton is a hospitality industry leader with a reputation for innovative marketing (Wang et al., 2011). In order to preserve its position as a leading worldwide brand, Hilton must develop an efficient marketing strategy that will provide its properties and services with a strong brand presence and attract new consumers. This strategy must involve the segmentation and targeting of prospective consumers and implementing price and service strategies to penetrate the market.
This essay investigates how Hilton Hotels may develop a marketing strategy to boost brand visibility and attract new consumers (O’Neill & Mattila, 2010). To accomplish this objective, the article will first examine the segmentation and targeting of prospective clients and then explain how Hilton may reach the market via price and service tactics. In addition, the essay will discuss how to evaluate the marketing plan’s performance regarding client loyalty and revenue growth. Ultimately, Hilton Hotels must develop a marketing strategy to establish a strong brand presence and attract new clients to its hotels and services. Hilton can reach a broader audience and accomplish its objectives by segmenting and targeting prospective consumers and using price and service tactics.
Hilton hotel overview
Hilton is a multinational hospitality firm that provides, among other services, hotels, resorts, timeshares, and cruises. Conrad Hilton launched the firm in 1919, and it has since become one of the most famous hospitality brands. Hilton is a giant hotel corporation in the world, with more than 5,700 locations in 113 countries. Hilton operates more than 4,400 hotels under its brands, including the iconic Hilton Hotels & Resorts brand. It runs several brands, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Tapestry Collection by Hilton, and DoubleTree by Hilton.
Hilton is devoted to both environmental and social sustainability. The organization is a pioneer in the hotel sector regarding its environmental initiatives, including the Travel with Purpose program. This initiative intends to minimize Hilton’s environmental impact by 30 percent by 2030. In addition, the corporation has vowed to spend over $2 billion in its communities over the next decade and quadruple its commitment to social impact programs. The marketing strategy of Hilton focuses on providing guests with engaging experiences and using both conventional and digital marketing channels. The Hilton Honors loyalty program rewards consumers for their commitment and gives them special offers and advantages. Hilton also operates digital marketing tools, including social media, influencer marketing, and its mobile app, to interact with consumers and increase brand recognition (Applegate et al., 2008).
Also, Hilton has invested substantially in technology to offer a more seamless and customized client experience. Connie, the company’s chatbot powered by artificial intelligence, offers clients tailored suggestions and help. It has also created Alexa for Hospitality, a voice-enabled platform that allows consumers to manage their hotel room’s atmosphere, order room service, and more (Williams, 2010). Hilton is a worldwide leader in the hospitality business and is devoted to offering a great customer experience while safeguarding the environment and engaging in its local communities. The firm intends to continue providing world-class hospitality services through its creative marketing methods, use of technology, and dedication to sustainability.
Hilton hotel connection to main business plan
Hilton Hotels’ mission is to be the most hospitable organization in the world by providing each visitor and team member with a satisfying experience. This purpose has been a pillar of the company’s success since its inception in 1919 and has contributed to creating a culture of hospitality that has become the Hilton brand’s signature. Hilton is dedicated to providing all guests with great hospitality. Hilton attempts to guarantee that guests feel welcomed and valued by establishing a setting to make guests feel at home and offering facilities that make the stay more pleasurable (Wang et al., 2011). This dedication to creating an extraordinary guest experience is fundamental to the organization’s business strategy.
The Hilton business strategy is based on delivering excellent guest experiences. Every Hilton-operated hotel, resort, and vacation property adheres to a stringent set of criteria to guarantee that every guest receives the most outstanding quality of service (Williams, 2010). This involves providing a secure and pleasant environment, ensuring that all facilities are well-maintained and up-to-date, and offering a variety of attractions to keep visitors content. Moreover, Hilton’s dedication to hospitality is mirrored in how it treats its staff employees. The firm provides its workers competitive compensation, benefits, job security, and possibilities for professional growth and progress (Dardeer et al., 2017). By offering a supportive and fulfilling work environment, Hilton can recruit and retain the most outstanding personnel, which enables the firm to give the best service to its guests.
In addition, Hilton’s business model emphasizes sustainability. The firm is devoted to implementing sustainable business practices and is focused on minimizing its environmental effect (Bohdanowicz et al., 2005). Hilton is dedicated to decreasing its energy, water use, waste, and carbon impact. Moreover, Hilton is committed to assisting local communities and investing in programs that create a more sustainable future. The Hilton business strategy is founded on hospitality, quality, team members, and sustainability principles. Hilton can develop a successful and lucrative company by being loyal to its vision and concentrating on offering the most outstanding possible guest experience. Hilton is well-positioned to continue to be the most hospitable corporation in the world due to its dedication to hospitality, excellence, and sustainability.
Macro-level analysis
Hilton Hotels is a worldwide hospitality corporation with a component of a more extensive, integrated global industry at the macro level. This examination addresses the sector’s macro-environment, examining the external elements that impact the business, such as economic and political shifts, technical advances, and social trends. Many economic dynamics influence Hilton’s industry at the macro level. The demand for hotel rooms is significantly associated with the state of the economy as a whole, with a more robust economy leading to an increase in demand (Peršić-Živadinov, 2009). In addition, Hilton and other hotels must struggle with fluctuating labor and input costs, which may significantly influence profitability. Moreover, political developments, such as new rules or tax changes, might affect the business.
Technological advancements in the hospitality business are redefining how visitors engage with hotels on a bigger scale. Internet reservations, smartphone check-in, and automated services are gaining popularity. This has helped Hilton provide guests with more tailored experiences, cut expenses, and increase efficiency. The hotel business is also significantly impacted by social trends. Developments in customer taste, such as a greater emphasis on sustainability and environmentally-friendly operations, have prompted a more extensive adoption of green techniques by the business (Bohdanowicz et al., 2005). Changes in traveler behavior, like the emergence of “bleisure” travelers, have also affected the sector.
Also, Hilton Hotels has profited from economies of scale due to its vast size and worldwide presence. By integrating operations and pooling resources across its worldwide sites, the firm has been able to reduce costs and simplify operations in order to maintain its competitive edge (Bohdanowicz & Martinac, 2007). Overall, Hilton’s analysis at the macro level is exceedingly intricate and interrelated. The industry is an outstanding example of a successful business strategy that has been able to capitalize on a range of development prospects and utilize its size and brand awareness to take advantage of economies of scale and encourage customer loyalty and repeat business (Applegate et al., 2008).
Competitive environment
The competitive climate for Hilton hotels is quite complicated, with several market rivals. While other companies are fighting for the same clientele, Hilton Hotel has the ability to set itself apart. In order to do this, it is essential to comprehend the individual rivals and their distinct methods.
Marriott is one of Hilton’s most prominent hotel industry rivals. Marriott provides many services and facilities, including a reward program, a broad worldwide network, and a well-known brand (Madar, 2017). With a substantial marketing and advertising budget, Marriott can target clients across many channels. It also has a significant presence in the business travel category, giving corporate customers reduced prices and packages.
Starwood Hotels, which Marriott owns, is another rival. Starwood Hotels is renowned for its luxurious suites and villas and its distinctive loyalty program. Starwood’s significant presence in the luxury and business travel markets gives corporate customers exceptional rates and packages (Pearlman & Chacko, 2012). In addition, it has an extensive worldwide network, making it an appealing alternative for foreign tourists.
Hyatt Hotels is also a significant rival to Hilton. The Hyatt brand is renowned for its upmarket facilities and services, including spa treatments, fitness centers, and golf courses. In addition, it has a robust internet presence and a customer loyalty program (Rai et al., 2022). Moreover, Hyatt’s extensive worldwide network makes it a top option for foreign guests.
Intercontinental is a rival of Hilton and a market leader in the luxury hotel industry. The Intercontinental features a well-developed loyalty program and provides various services and facilities, including spa services and dining alternatives (Voegeli, 2021). InterContinental’s competitive strategy relies on providing a luxurious, personalized experience.
Hilton also competes with extended-stay hotels like Residence Inn and Extended Stay America. These hotels provide lodgings for prolonged stays, with some rooms including kitchenettes. These hotels often offer lower prices than conventional hotels and are favored by business visitors. In addition, to reward programs and a range of services and facilities, extended-stay hotels also provide loyalty programs.
Also in competition with Hilton are holiday rental businesses like Airbnb and VRBO. These services allow clients to rent a house or apartment for an extended time. These accommodations are often less expensive than standard hotels and are favored by tourists on a budget.
The rivalry for Hilton Hotels is severe, and to obtain an edge, Hilton must separate itself from its rivals (Wang et al., 2011). Hilton may do this by emphasizing customer service. It should provide a customized experience for each client by providing individualized services and facilities. In addition, Hilton should use its worldwide network and concentrate on developing compelling packages and promotions for foreign guests.
Hilton could also adopt a strategy that focuses on the digital domain. Hilton could capitalize on this trend by establishing a solid web presence (Chathoth & Olsen, 2003). This involves improving its website, developing a mobile application, and using social media promotion.
Ultimately, Hilton should prioritize its core clientele. It should concentrate on gaining knowledge of its consumers’ requirements and designing loyalty programs and incentives that are targeted to those demands. This will guarantee that Hilton provides its consumers with the greatest possible experience. In this case, these techniques will assist Hilton in differentiating itself from the competition and gaining a competitive edge in the market. Hilton will acquire an advantage in the hotel sector by emphasizing customer service, using its worldwide network, and concentrating on its core clients.
Internal environment
The Hilton hotel’s internal environment is one of comfort and convenience. The hotel provides various services and facilities for a comfortable and delightful stay. The hotel’s internal environment comprises the management systems, culture, and people that comprise the hotel’s framework. This internal environment contributes significantly to the success of Hilton hotels.
Management
The administration of Hilton hotels is separated into three sections: the central headquarters, regional offices in key cities, and the management of each hotel. In the central office, top managers are accountable for the organization’s strategic direction (Chen et al., 2011). They include the chief executive officer, financial officer, and senior vice presidents of several divisions. These executives are responsible for establishing objectives, guaranteeing quality control, and ensuring the hotel accomplishes its organizational goals.
Regional offices manage individual hotels and ensure they operate following the company’s goals. This involves planning and executing marketing strategies, employing and training personnel, overseeing customer service, and ensuring the hotel’s budget is met (Bayraktaroglu & Kutanis, 2003). The individual hotel management is responsible for the hotel’s daily operations. This involves ensuring the hotel meets its objectives, managing worker and guest relations, and running efficiently. The hotel managers are also responsible for preserving the property’s reputation and forging ties with the surrounding community (Maxwell & Watson, 2006).
Culture
The culture of Hilton hotels is intensely concentrated on offering customers outstanding service and an unforgettable stay. Establishing a welcoming atmosphere for guests and providing exceptional service to those guests is the primary focus of this establishment (Maxwell & Watson, 2006). This is made possible by the unwavering commitment of each worker to provide the highest possible standard of service. The way the staff communicates with customers and the level of service they provide are two examples of how the culture helps cultivate a sense of pride in the hotel and in the people who work there.
People
The personnel of the Hilton hotels is the most critical aspect of the ambiance that can be found within the hotels. The staff members are accountable for delivering a memorable experience to the guests and ensuring the hotel meets its goals. They represent the hotel’s public face, and as such, they must have extensive training and a strong sense of motivation to provide excellent service to the hotel’s customers (Bayraktaroglu & Kutanis, 2003). In order to provide the best possible service to guests, staff members need to be knowledgeable about the many amenities and services offered by the hotel.
The Hilton hotel’s administration, culture, and staff come together to form the framework of the hotel’s internal environment. The management is responsible for determining the long-term strategic direction of the company. At the same time, the regional offices ensure that individual hotels operate according to specified objectives, and each hotel’s management is accountable for the day-to-day operations of their respective establishments (Chen et al., 2011). The hotel’s staff are the most critical component of the establishment’s internal environment since its culture is primarily oriented on providing excellent service to its guests. By incorporating these different aspects, the Hilton hotel can ensure that its guests have an experience of the highest possible quality and that it meets its organizational objectives.
Establishing marketing goal
Hilton Hotels, a worldwide hospitality corporation, aims to offer guests incredible experiences. They have a long history of providing quality service and accommodations, and their dedication to making each guest’s stay memorable has earned them an excellent reputation (Wang et al., 2011). Hilton Hotels has long been a leader in the hospitality business, and its marketing efforts continue to reflect its dedication to quality.
The marketing activities of Hilton Hotels aim to establish a strong brand presence and attract new consumers to their hotels (Applegate et al., 2008). To accomplish this objective, Hilton Hotels will concentrate on three primary strategies: delivering a memorable client experience, deploying current technology, and leveraging their worldwide hotel network.
First, Hilton Hotels will concentrate on providing customers with a remarkable experience. This entails delivering outstanding service and facilities and establishing a relaxing and enjoyable environment (Bohdanowicz et al., 2005). Also, Hilton Hotels will endeavor to make its guests feel welcome and valued by providing complementary welcome beverages and other customized touches. Also, Hilton Hotels will attempt to build a robust customer loyalty program that rewards brand loyalty.
Second, Hilton Hotels will embrace current technologies to expand its consumer base and reach. This involves using social media to promote brand exposure and engagement and mobile apps that let guests schedule bookings and access information about their stay. In addition to using automated check-in systems and online payment alternatives, Hilton Hotels will leverage current technology to increase the efficacy of their operations (Gazzoli et al., 2008).
In addition, Hilton Hotels will use its worldwide hotel network to attract international guests. They will concentrate on establishing a worldwide footprint beyond the standard hotel experience, such as providing outstanding facilities and relationships with foreign businesses. Hilton Hotels will also strive to extend its presence in essential areas such as Asia, Latin America, and Europe
to increase its client base.
Hilton Hotels’ marketing initiatives aim to provide excellent customer service and expand its worldwide footprint. By emphasizing creating a memorable customer experience, employing current technology, and leveraging its worldwide network of hotels, Hilton Hotels will be able to expand its client base and attract new consumers from across the globe.
Develop Marketing Strategies
Segmentation and targeting
The Hilton Hotel is one of the world’s most prominent hospitality organizations and provides many services. Hence, Hilton Hotels must develop a successful segmentation and targeting plan to optimize its reach and attract new clients. Hilton may apply various techniques to serve its consumers best and establish a strong brand presence. The first stage in Hilton’s segmentation and targeting approach should be identifying the target market. Hilton should carefully analyze the demands and desires of each sector of its target audience. This covers factors such as age, gender, region, way of life, income, level of education, and preferences. By identifying the client profile for each section, Hilton can design marketing messages specific to each group (Moutinho, 2000).
After defining its target market, Hilton might proceed to segmentation. Segmentation is breaking a more extensive client base into smaller groups based on shared qualities. It aids in the identification of target audiences and the customization of marketing messaging to match client wants. Segmenting is possible based on demographic, psychographic, behavioral, or geographical criteria. In this instance, demographic segmentation includes separating the population based on criteria such as age, gender, income, employment, and education (Aziz & Nas, 2012). The Hilton Hotel, for example, may divide its guests into young professionals, families, and business visitors.
Psychographic segmentation, conversely, entails categorizing clients into groups according to their lifestyles, values, interests, and views (Gajanova et al., 2019). The Hilton Hotel, for instance, may divide its guests into luxury tourists, budget travelers, and business visitors. Behavioral segmentation entails classifying clients into distinct categories based on purchase patterns (Yoseph et al., 2019). For instance, Hilton Hotels may segment its consumers based on premium experiences, convenience, and brand loyalty preferences. In addition, geographic segmentation divides the market into regional or local sectors (Khare & Bhagwat, 2019). For instance, Hilton Hotels may divide its consumers based on whether they reside in urban, suburban, or rural locations.
After segmentation, Hilton may proceed to target. Targeting is the process of picking the optimal client categories to concentrate on. Hilton must consider the segment’s size, purchasing power, profitability, and level of competition. While targeting a category, Hilton should also consider the customer’s wants and preferences. Hilton can develop a thorough marketing plan by identifying the target market and segmenting the consumer base. Hilton should explore a variety of marketing approaches, including online and offline advertising, public relations, direct mail, and events (Chan & Han, 2014). Also, Hilton could use social media to reach its target market. This may include developing a website, blogging, and using social media sites like Facebook, Twitter, Instagram, and YouTube.
Hilton could also consider creating a customer loyalty program to retain and reward consumers. Customers who often stay at Hilton hotels may be eligible for discounts, loyalty points, and other perks. This may aid in enhancing consumer loyalty and establishing a solid brand presence. Also, Hilton should perform market research. These may involve surveys, focus groups, and consumer interviews. This will assist Hilton in better understanding the requirements and desires of its customers and identifying areas of potential and weakness.
By adhering to these procedures, Hilton may develop an efficient segmentation and targeting plan to establish a strong brand presence and attract new hotel clients. Hilton may use this segmentation and targeting plan to develop a complete marketing strategy that will help it reach its target demographic, enhance customer loyalty, and boost revenues (Moutinho, 2000).
Differentiation and positioning
Hilton’s marketing strategy must establish a strong brand presence and attract new hotel consumers to fulfill its marketing objective (Chathoth & Olsen, 2003). Hilton can differentiate and position itself primarily via its pricing and service methods. This article will cover these techniques and their implementation in depth.
Price is crucial to attracting consumers in a market as competitive as Hilton’s. Hilton Hotels must provide competitive rates that are in accordance with the market and the competitors when it comes to pricing. This implies that the corporation must investigate and comprehend the pricing of its rivals and guarantee that its own rates are competitive in the market. Hilton may diversify its pricing by offering unique offers and discounts, such as loyalty programs, seasonal discounts, and special packages. These promotions may assist in attracting new clients and retaining current ones. In this situation, Hilton may employ a variety of price techniques to distinguish its brand and attract new clients. Some methods include:
Hilton has the option of pricing its rooms at a premium to attract consumers ready to pay more for greater service and facilities. This pricing approach is based on the perception of value and the assumption that consumers would pay more for a superior experience. In addition, Hilton may also utilize dynamic pricing to modify their rates according to demand. This method enables the organization to provide cheaper pricing during times of low demand and higher prices during strong demand.
Value-Based Pricing: Hilton may also use value-based pricing, which entails basing rates on the perceived value of a service or product. This pricing approach enables Hilton to attract consumers seeking a high-quality experience at an affordable price.
In addition to pricing, Hilton must concentrate on providing exceptional services that attract new clients and encourage repeat visits from current ones. This involves providing premium facilities such as free Wi-Fi, spa services, and breakfast. In addition, Hilton may offer services that its rivals do not, such as room service, concierge services, and special events. These services may be leveraged to give consumers an unforgettable experience and help Hilton stand out. In addition, Hilton may employ various service tactics to position its brand and attract new consumers. Some methods include:
Hilton may provide customized service to its consumers by adapting their experience to match their particular demands. This may include offering customized hotel options, tailored suggestions for area attractions, and employee personalized care (Dardeer et al., 2017). Hilton may further distinguish itself by stressing its dedication to sustainability. This may include the use of sustainable materials in the building of its facilities, the reduction of its carbon footprint, and the support of local communities through sustainable projects. Moreover, Hilton may use loyalty programs to recruit and retain consumers. These programs may include prizes and incentives for recurring business, such as complimentary hotel upgrades, discounts on future visits, and other special perks.
Before implementing these initiatives, Hilton must do market research to understand its target clients and the competitive environment. This study must involve the collection of data on client preferences, pricing sensitivity, and service expectations. Based on this study, Hilton may build a price and service plan corresponding to its target market. Hilton may promote its brand and reach its target audience via various marketing strategies. These channels may include social media advertising, targeted digital advertising, and email marketing (O’Neill & Mattila, 2010). To reach a larger audience, the firm may also employ conventional advertising channels such as television and print advertising (Chan & Han, 2014). Also, Hilton must spend on training and development to guarantee that its employees can provide the excellent quality of service for which it is recognized (Bayraktaroglu & Kutanis, 2003). This may include training on customer service, sustainability, and other significant areas of concentration.
Hilton can develop a strong brand presence and attract new hotel consumers via price and service tactics. In a highly competitive market, the corporation may employ premium, dynamic, or value-based pricing to distinguish its brand. In addition to personalized service, sustainability, and loyalty programs, Hilton may establish itself as an industry leader via these means. Hilton may effectively distinguish its brand and attract new clients by investing in research, marketing, and employee development.
Develop Implementation Plan
Hilton Hotel has a long history of offering excellent service and hospitality to its customers, making it one of the world’s premier hotel brands. As part of an effective marketing strategy, Hilton aims to establish a strong brand presence and attract new consumers to its hotels and services. Key to attaining this objective is a strong execution strategy for its pricing and service initiatives.
First, Hilton must do a comprehensive market study to examine the existing market dynamics and define its services’ target market. This study should include the competitive environment, the current client base, and the growth possibilities. Based on this data, Hilton should design a competitive and customer-beneficial pricing plan. The pricing plan should consider the consumer’s demands and preferences and provide reasonable prices while keeping a high level of service.
Second, Hilton should establish a service plan reflective of its target market’s wants and preferences. This plan should entail developing a customer-focused experience that meets customers’ demands with superior service and facilities. In addition to using technology to simplify and improve the customer experience, the service strategy should use customer input to guarantee that the delivered services fulfill consumer expectations.
Thirdly, Hilton should create a promotional strategy combining offline and internet marketing. The promotional strategy should contain both conventional marketing strategies, such as print and television advertising, and internet marketing strategies, such as social media, search engine optimization, and content marketing. The promotional campaign should also incorporate developing a consumer loyalty program that rewards repeat business (Chathoth & Olsen, 2003).
Hilton should create an all-encompassing customer relationship management (CRM) strategy. This approach should concentrate on comprehending the demands and preferences of customers and using this information to develop personalized products and services. In addition, the CRM strategy should include technology to monitor customer contacts and solicit consumer feedback to ensure great customer experiences.
Moreover, Hilton should design a customer service strategy prioritizing superior customer service. This plan should involve educating employees to successfully manage client enquiries and concerns and a quick response time. For consumers to feel valued and appreciated, the customer service strategy should also involve delivering timely feedback on customer satisfaction and offering complementary services and facilities.
These techniques will allow Hilton to establish a strong brand presence and attract new consumers to its hotels and services. By delivering competitive price, exceptional service, and outstanding customer care, Hilton can assure that its guests will remain brand loyal and return for future stays.
Conclusion
In conclusion, the marketing approach used by Hilton hotels endeavors to cultivate an environment in which the hotel’s hospitality services are unrivaled and in which every client has an exceptional experience. Hilton has the potential to become an industry leader in the hospitality sector provided that the company uses the appropriate strategies for segmentation, targeting, pricing, and service approaches. They can reach new customers and develop a strong foundation of returning customers by using creative marketing efforts, incentives, and customer loyalty programs. This allows them to expand their client base. To achieve long-term success, Hilton must continue to prioritize delivering outstanding guest experiences while simultaneously developing marketing strategies that keep them at the forefront of the minds of consumers. Hilton can accomplish its goal of being the industry leader in hotel services if the company implements the appropriate approach.
References
Applegate, L. M., Piccoli, G., & Dev, C. S. (2008). Hilton hotels: Brand differentiation through customer relationship management. Harvard Business School Pub..
Aziz, S., & Nas, Z. (2012). Demographic segmentation and its effects on customer satisfaction. Development, 7(4), 361-379.
Bayraktaroglu, S., & Kutanis, R. O. (2003). Transforming hotels into learning organisations: A new strategy for going global. Tourism Management, 24(2), 149-154.
Bohdanowicz, P., & Martinac, I. (2007). Determinants and benchmarking of resource consumption in hotels—Case study of Hilton International and Scandic in Europe. Energy and buildings, 39(1), 82-95.
Bohdanowicz, P., Simanic, B., & Martinac, I. V. O. (2005). Environmental training and measures at Scandic Hotels, Sweden. Tourism Review International, 9(1), 7-19.
Chan, K., & Han, X. (2014). Effectiveness of environmental advertising for hotels. Services Marketing Quarterly, 35(4), 289-303.
Chathoth, P. K., & Olsen, M. D. (2003). Strategic alliances: a hospitality industry perspective. International Journal of Hospitality Management, 22(4), 419-434.
Chen, Y. C., Wang, W. C., & Chu, Y. C. (2011). A Case Study on the business performance management of Hilton Hotels Corp. International Business Research, 4(2), 213.
Dardeer, M., Tag-Eldeen, A., & Salem, I. (2017). The influence of physical work environment on hotel back-of-the-house employees’ satisfaction and productivity: A Case Study on Hilton Hotels. Journal Of Tourism Research, 5(18), 45-64.
Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty. Scientific annals of economics and business, 66(1), 65-84.
Gazzoli, G., Gon Kim, W., & Palakurthi, R. (2008). Online distribution strategies and competition: are the global hotel companies getting it right?. International Journal of Contemporary Hospitality Management, 20(4), 375-387.
Khare, A., & Bhagwat, J. (2019). The relevance and utility of market segmentation for the international hospitality industry. Atithya: A Journal of Hospitality, 5(1), 4-7.
Madar, A. (2017). Quality-a competitive advantage on the hotel services market. Case study: Marriott Hotels & Resort versus Radisson Blu. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 10(2), 141-146.
Maxwell, G. A., & Watson, S. (2006). Perspectives on line managers in human resource management: Hilton International’s UK hotels. The International Journal of Human Resource Management, 17(6), 1152-1170.
Moutinho, L. (2000). Segmentation, targeting, positioning and strategic marketing. Strategic management in tourism, 121-166.
O’Neill, J. W., & Mattila, A. S. (2010). Hotel brand strategy. Cornell hospitality quarterly, 51(1), 27-34.
Pearlman, D. M., & Chacko, H. (2012). The quest for quality improvement: Using six sigma at Starwood Hotels and Resorts. International Journal of Hospitality & Tourism Administration, 13(1), 48-66.
Peršić-Živadinov, I. (2009). The environmental and economic impact of sustainable hotels. Economic research-Ekonomska istraživanja, 22(2), 98-110.
Rai, S. K., Rana, P., & Kashif, M. (2022). Hotel Personnel Retention In Uttar Pradesh: A Study of HYATT Hotels. International Journal of New Practices in Management and Engineering, 11(01), 47-52.
Voegeli, C. (2021). A Case Study of Knowledge Management Practices at the Intercontinental Hotels’ Group. Available at SSRN 3819409.
Wang, W. C., Chu, Y. C., & Lee, C. C. (2011). Research on the performance management of Hilton Hotels Corp in China. Journal of Technology innovation and entreprise management 1 (1), p-p.
Williams, C. (2010). Marketing process of hotel services: case: Transcorp Hilton Hotel, Nigeria.
Yoseph, F., Malim, N. H. A. H., & AlMalaily, M. (2019). New behavioral segmentation methods to understand consumers in retail industry. International Journal of Computer Science & Information Technology (IJCSIT), 11(1).
write