brand led management project - hilton manchester
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TRANSCRIPT
DEANSGATE,MANCHESTER
ALAA ALHUMAYYNI
WEN LANG
SEBNEM KAVCIN
Table of ContentsFacts about the Hilton
Industry Analysis (SWOT)
Marketing
Finance
Facility Design
HRM
Conclusion
Division of the Hilton Family into 10 leading
hotel brandsBlackstone
Over 3,600 hotels across the world, with
130,000 team members in more than 81 countries
The Hilton Manchester Deansgate
Facts about The Hilton
Vision To provide hospitality that demonstrates
warmth and light
Mission statement To become the first choice for leisure and
business travelers, and seen as the market leader for hospitality services
Objectives To establish an alignment of its organisation
and culture, To maximize the performance of the entire
company, To expand and strengthen its commercial
services and brand platforms, and To widen the extent of the company's current
locations across the world
Geographic Mix (Hotels)
Sales
AmericaEuropeMiddle EastAsia
Properties
Waldorf Astoria Hotels & Resorts
Doubletree
Conrad Hotels & Resorts
Embassy Suites hotels
Hilton
Hilton Garden Inn
Hampton Hotels
Hilton Grand Vacations
Home Suites by Hilton
Homewood Suites by Hilton
Global Property Distribution
Strength Weaknesses
• Strong brand image ensures steady revenue growth • Wide range of hotel services
Exposure to the premium market increase the operating cost of the company
Opportunities Threats
• Expansion plans likely to boost the top line growth Strategic agreement with AT&T • Launch of iPhone and iTouch applications Growing global hotels and motels industry
• Intense competition may lead to pricing pressures• Terrorist attacks and natural calamities
S W O T
Marketing
Target audience: aged 25 to 55
Main competitors: Mint Hotel, Crown Plaza Hotel, Marriott, Macdonald, Holiday Inn, Ramada
Market Position: Second place in Manchester as well as leading a premium of 12% over the rest of their competitors
Marketing and PR
Hilton’s Promotion Tools
Internet advertising- the most importantpromotion tool
Not many mass media used
PR of Hilton---message to public“We are responsible and an integral part of the social, cultural and business fabric of the city of Manchester”
Focus on Family Customers:
Hilton offers a whole host of benefits for you and your little ones in the UK and Europe
Finance of Hilton
Focus on customers• Owners and shareholders are the people for whom Hilton creates
profits and enhanced property and share values
To serve those constituencies, the value chain links four components:
• Value drivers (Customer-satisfaction-tracking study overall satisfaction score from a sample of guests interviewed via telephone)
• Business strategy • Processes• Balanced scorecard
Finance
Brand Management: This involves promoting and maintaining consistency in the delivery of services and products expected by customers
Revenue Maximization: Hilton implements flexible, rational pricing in response to current levels of demand in individual property markets and in consideration of the demand elasticity of different customer segments
Operational Effectiveness: The company seeks to achieve the maximum value and return from its resources through continually improving existing processes and developing new ones
Finance
BrandingBest Business Hotel Chain in the UK Business Traveller (Europe)Best Leisure Hotel Chain British Travel AwardsNumber One Hotel Brand in the UK Business Development Research Consultants (BDRC) Hotel Business Guest Survey
High Efficiency Financial Management: Continuous-improvement process is applied to each element in value chain
Performance-reporting tool that combines both financial and nonfinancial indicators to gauge whether the company's strategy is working
Balanced scorecard assesses the effectiveness of the company's business design
Facilities and Design
Philosophy is to “be hospitable”
Hospitality Integrity Leadership Teamwork Ownership Now
Aim: “feel the light and warmth of true hospitality”
Team members reflect local culture A year-long programme for the team• “effortless perfection”• “updated with the latest trends and
equip them with new strategies”• To cultivate the best traits and skills of
each member
Innovative approach to
products,amenities and service
The hotel of firsts;
Television in guest rooms, LEED certificate, Green Seal certificate, The concept of franchising hotels, Launched the first airport hotel, Multi-hotel reservation system, U.S. Coast-to-coast hotel chain.
HRM
Aim: ensure that individual guest needs are met continuously
The Esprit Club in 2002 (in the UK and Ireland)
FOCUS: Creating a culture of motivation Achievement within the organisation AIM: To make work more enjoyable and more rewarding
Key Elements; Recognition, respect, reward
HRM; is designed to improve employee performance and to lead to competitive advantage is fundamental to guest satisfaction
Strategic objectives of delivering Equilibrium and Esprit;
Definition of the Hilton brand,How central people and organisation to the business,Having a balanced score cardDriving business forward
Customer Reviews
Business reviews (113)
Couples reviews (232)
Family reviews (12)
Friends reviews (32)
Solo travel reviews(47)
0 20 40 60 80 100120
Terrible(36)Poor (38)Average(60)Very Good(132)Excellent (163)
75,6 % recommended
Conclusion & Limitations In order to increase the growth and maximise the
number of customers, Hilton SHOULD; more focus on promoting special packages and making
offers on the website, to place the hotel in its proper position among its competitors,
hold more commercial activities by using its public relations,
design flats to attract students, HR team should be developed with the right people
and switched on quickly, the service facilities should be revised and
maintenance should be provided constantly More effective marketing, HRM, and finance will assist
in achieving goals, Strategies must be adapted and reviewed for the
current market needs Continues monitoring of competitors, consumers and
market must be done in aims to stay competitive
THANK YOU ANY
QUESTIONS?