Hilton Hotel Business Development

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BACHELOR OF ARTS HOSPITALITY AND TOURISM MANAGEMENT

TSM09701

Hospitality Business Development

FINAL ESSAY

Lecturer: Clive Mark Fernandez

Submission date: 20/12/2017

Matriculation number: 40341772

Name: Chung Khanh Quynh – Lina Chew

Essay tittle: “Knowing your customers – actual and potential – and your competitors is essential to the development of strong businesses and testing of new product development proposals” (Hassanien, Dale & Clarke, 2010, p.84). Evaluate this point of view within the context of a type or brand of hospitality business of your choice and illustrate your discussion with appropriate examples.

Table of Contents

Target segment:        3

Analysis of competitor:        4

SWOT analysis:        5

Competitive advantage:        6

Conclusion:        8

References:        8

Introduction:

As everyone knows, customers and competitors are one of the key ingredients in the hotel industry. Each customer's feedback can help the business change and grow. Hotels can pick out the right ideas to acquire and implement it. Customer satisfaction is a part of the success of our hotel. In addition to the competition with the same industry is also part of the development of a hotel. Creativity, the risk to overcome the competition will create new breakthroughs and can leave an impression on customers when you choose. In this essay, discussions will be judged on this context of Hilton Hotel Singapore and Four Season Hotel will the competitor which are both located at Orchard area in Singapore. The Hiltons Hotels and Resorts was established in 1919 when Conrad Hilton bought the first hotel and started his career in the hospitality industry. Across 6 continents with more than 570 locations, Hilton provides an authentic and contemporary experience for our guests worldwide, Hilton Singapore opened in 1970. Ever since the arrival of Hilton, the name has always been the name trusted by travellers and first choice when they arrive in Singapore. But the following years saw the arrival of other hotels in the same area including the Four Seasons hotel just behind Hilton hotel. In order to have the top choice of hotel guests there are some good strategies to overcome their competitors. In this paper, we will analyse on market, target segment, competitor, how to get customer loyalty and how the hotel does it.

Target segment:

First of all, Hilton hotel is determining your target segment for a proper path to growth and competition. To analyse the demographic segment is based on some common characteristics, including age and lifestyle. Hilton segments target customers will be middle and upper classes include entrepreneurs and those with incomes higher standards and expectations of hotel service. Not only attracts regular customers, Hilton also convinces new customers who first come. Make them satisfy the hotel's services and meet the needs that the customer desire will help them return in the next time. These specialities will have a significant impact on the design of the marketing mix of the company to match exactly the expectations of customers in the target segment.

Analysis of competitor:

Analysis of service products of the competition object which is Four Season Hotel. Normally when arriving in this area customers will often choose between Hilton and Four Season hotel because both are close together and are well known. Therefore, analysing competitors is very important for business development. "Combine timeless luxury with modern convenience at five-star Four Seasons Hotel Singapore in one of the world’s most vibrant and multicultural cities" that is saying on the website of this hotel. Both are high-end hotels, the international 5-star rating so it will make customers confused, bitter measure to choose when arriving this area. So McCarthy (1964, as cited in Jones and Lockwood, 1989) suggests a marketing mix for products as being product, price, promotion, place. Compare the differences to Hilton and the customer rating of your competitors. Here is an analysis of Hilton’s competitor marketing mix:

SWOT analysis:

Secondly, examine the SWOT analysis for Hilton is essential for its strategy to use strength as well as avoid weakness to enable it to benefit from future opportunities with regard of future risks (see Anja Böhm, 2009). Hilton has programs for all their customer is become members of the hotel, we called that Hilton Honour. As a member, you can enjoy many benefits while staying with the Hilton brand. In addition, the location is on the front of the large road near the convenience vehicles are easy to move as well as near major shopping centers in Singapore. Four Season is also a large corporation but it was established later and the location behind Hilton should easily be hidden away. Its weak point is that it does not create the highlight and special for customers to come back next time. The Hilton brand hotels are more distributed across the world. Strong brands have made it a competitive advantage compared to competitors. It, therefore, attract more customers through the brand is widely recognized. The brand allowing it to reach more customers worldwide that translate to good returns. Many hotel services, therefore, enhance its market and stability in case of a particular risk segments. The government may impose an exit ban on tourists. This will reduce the number of visitors to the hotel regularly and will have a negative impact. The opportunity, Hilton hotel used the new technology to apply to their products and services for their customers. They have developed an online website to notify the customer of the services provided and have developed both on Twitter and Facebook page to introduce their products. Through the social media, hotel can get closer to their customer.