Hilton international Hotel

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Hilton Group.

Hilton international is an operator and franchiser of hotels that is based in the United States of America. The hotel was founded by Conrad Hilton but is now under the ownership of Hilton worldwide. They place an emphasis of marketing on leisure and business travel as well. They are also strategically located in the city centers, near airports as well as many popular vacation destinations all over the world.

New technologies have to be embraced to ensure that industries can match up to the market in which they are in. Thus new designs were adopted by the Hilton hotels which have made them to be in the leading flock over the years. Technological revolutions occurred in the 1990s and this created better opportunities for many businesses that had been established. This had a positive impact on the hospitality and tourism industries which receive a lot of clients. Thus technology has played a fundamental role in ensuring that the Hilton hotels have been in good operations. The use of technologies as well as the utilization of internet has played a key role in marketing of these companies. Internet has improved the means of communication by the industry. Thus they have used the internet since it is an interactive medium that seeks to ensure that the traditional one way methods of communication have been replaced with more interactive and real time methods.

The technological advancements in the hotel have been made in a number of areas. These include: telecommunications, back office management, safety and security, room management, marketing and sales, online reservations, energy management, food and beverage control as well as guest accounting. Thus technologies have been able to improve the efficiency in which services have been offered at the hotels. Methods such as online and interactive websites are just an example. Thus these technological advancements over the years have improved the hotel’s system of wealth creation by enabling them to reach out to many clients even across borders and continents.

The use of computerized networks has enabled the hotel to make important structural changes in the organization. They have adapted the use of a database that enables them to manage their data so that accessibility of information can be improved. Some of the data which is managed include information on regular customers, bookings, offers by the company as well as other information which may differ depending on the location of the company globally.

This system has been integrated with other databases to ensure that a wide variety of information can be obtained by the interested parties. Thus these databases have played a key role in making the hotels to be what they are today. Thus the interlinking ability of the internet has been used to ensure that information is well provide and packaged to achieve proper satisfaction. The World Wide Web has therefore created a platform by which interfaces of a suitable nature are developed for the consumers in that particular industry.

Market Structure

The Hilton Hotels have announced a new structure that will ensure that they venture into the Middle East and Africa. The strategy is to cover new areas in Arab Peninsula, Lebanon, Egypt, Algeria, Morocco, Algeria, Indian Ocean and Africa. The headquarters are in Dubai. The Middle East is growing as a tourist attraction in the whole world hence this is the key development market that the Hilton hotels have made a target for. Thus the hotels aim to achieve a total of 1,000 new hotels in the next ten years. They have already acquired property for this and they aim to get more signings in the years to come. Thus this is one of the methods that will enable them to grow faster in the years that are to come. Thus the new structure in the organization is vital in ensuring that they gain clear advantages in terms of closeness to their market place as well as achievement of local expertise and understanding. This is also to be supported by product offering and quality.

The environment where the hotel is located contributes to the market structure of the industry. Having an appropriate natural and magnificent environment is important since it makes the company to enjoy a competitive advantage. Some important factors such as the availability of natural water bodies like oceans and seas as well as natural sunshine attracts the target market. Thus the company is able to gain maximum revenues from their ability to attract a higher number of customers.

The choice for a better location for a hotel is important. This means that they will influence the customers in a positive manner hence the hotel enjoys a competitive advantage. It is also important to choose a wise location for a hotel. Better locations can have a positive effect on the customers hence having a competitive advantage. The location of the hotels is also an important element to consider. The factors that are put into consideration include transportation, security and economic situation. In the countries that have political instability, chances are that they would have a negative effect on the company.

Proper pricing of the hotels is an important element to consider thus the hotel has varying costs that target the different needs of the wide variety of customers that they get. Thus they may have varying costs for their rooms. In cases whereby the hotel has high costs, chances are that it would lower their competitive advantage since high prices may keep the customers away from the hotel. The prices are also required to be matched with the quality of services that are being offered.

The hotel also makes careful considerations when employing their personnel since they play a big role in determining the comparative advantage of the company. Thus they ensure that the labor lower the opportunity cost so as to achieve a high comparative advantage. The labor force is also given proper training that ensures that they can deliver services that are of high quality. This plays a big role in ensuring that there are better returns on investment after putting into consideration the market structure.

Customer segmentation

The Hilton Hotels have launched some sites that are aimed at targeting some specific markets segments. Some of these are the Olympics sports organizations and wedding planners. They have made efforts that promote online booking for the hotel. Thus almost 15% of their bookings are made through the websites. Some customers like government employees and military travelers can access the website whereby they could get the displays of the Government rates as well as sector-specific travel resources. The bookings that are made online have almost reached a $ 2 billion revenue mark which means that are they are doing quite well. It is always cheaper to use online booking especially for the prospective clients.

Tourism serves as a great source of income to an economy but this only works if it is properly run. Over 700 million people travel to a number of destinations so as to get leisure. They also travel for business purposes. Thus through tourism, a number of services like promotion of products is achieved. Thus there is potential to achieve development in the tourism sector especially when there is differentiation of products that attract the diverse markets. Some of the incentives that can be offered include large resorts, sport related activities as well as natural water bodies like the sea.

The increased use of the internet has received support from a number of customers. Since customers have the skills by which they can use on the internet, they find this method to be quite effective and convenient for them .In addition, information on the internet has been essential in enabling them to compare different choices and make decisions about what they would like. They are also able to make bookings from wherever they are hence making this to be an efficient method. Thus the social impact has been sensitive since technology allows for interactions between people and the system.

The internet has been used successfully by consumers so as to obtain first-hand information that they may require about the hospitality industry. They can therefore make online reservations, check out and compare the prices and can even arrange for which rooms they would like as well as car rental services. It was discovered that the average number of hotel rooms that were booked online has kept on increasing over the years as the internet becomes more popular. Thus customers can be recruited on a more global basis. Thus the internet has been used to increase the bargaining power of customers. This hotel is present in the Global Distribution Systems (GDS) which has an outreach to thousands of other travel agencies on a worldwide basis.

The internet is effective in that it can always be referred to when need be as compared to other forms of advertising like in television which is some form of interrupt marketing .The use of internet for direct advertising reaches out to a large majority of customers. Thus the information from the technologies is relied on for decision making and provision of guidance.

Frame work

Since the most important function of the Hilton hotels is to ensure distribution of products on a global level to reach many people, computerized systems have been taken with a lot of seriousness. The new structure is aimed at allowing the hotel to continue their focus on achieving excellence in their operations as they realize their own developmental ambitions.

Thus they use analysis methods that determine their strengths and weaknesses in the market. Theses analysis work on matters such as technological change, legislation, socio-cultural changes, competitive position and the marketplace in general. Internal factors are also analyses such as the personnel, finance, capabilities for manufacturing among others. Thus the analysis is done usually to analyze these factors so as to achieve an objective that may be of importance to the organization to particular so as to enable them to make any future plans.

Thus they have established frameworks that ensure that they identify favorable and unfavorable methods for the achievement of the objective. The technologies have been linked together with the back office and other departments to ensure that they work as a whole. This enables them to be able to plan ahead since they can use the reports generated from the database to know about the arrivals expected so that they can prepare well in advance for many aspects such as rooms as well as foods and beverages. Marketing is also done since they create mailing lists for the customers and they send frequent updates about information which the consumer may be interested in knowing. The performance of the hotels is also determined by the use of questionnaires for guest whereby they can fill in any information that they think will be useful in providing feedback to the hotels.

Therefore the use of information technology needs to be seen as a method for strategic palling. The management of the hotel has played a key role in ensuring that they keep up to the changes in the market trends and have implemented this in their business re-engineering processes. The internet has therefore provided an opportunity for a representation on a global scale therefore making the Hilton Hotels Group quite marketable.

This has made the Hilton Hotels to be one of the biggest hotels globally. They have established themselves as a global brand that has rapidly expanded in many areas and continents. The hotel is represented in 80 countries and it operates 530 hotels worldwide. It receives an average of over 8 million guests per year thus they have employed workforce of hundreds of thousands. Thus technology has been able to improve the quality of services that the hotel has been able to offer over the years in which it has been in operation

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