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?