Management of Hilton Hotel

(A) franchising to expand the market

Hilton's development model has gone through several stages, such as self-built model, management contract and franchising. Before 1950s, Hilton continued its self-built model, and the development of the group was slow, thus losing the opportunity for development.

The management contracting law established by Hilton in 1960s rapidly expanded the group's market network through management output, and the brand's international influence was rapidly enhanced. In the 1990s, Hilton began to expand by way of "franchising", and gradually sold its own hotels, retaining only the right to operate and the right to franchise brands. Hotel management companies gradually shift their business focus to high-end profit areas: brand maintenance, marketing and other advantageous areas. In 2004, the franchise proportion of Hilton brand has exceeded 70%.

(B) brand diversification development model

Hilton adopts brand diversification strategy. On the basis of careful classification of the market, Hilton adopts the brand diversification strategy of "main brand+series of sub-brands", using different hotel brands to provide different grades of services to meet different customer needs and specialize in various market segments. For example, Hilton's main brands include Hilton, Conrad, Doubletree by Scandal, Ambassador Suite Hotel, Jiamu Suite Hotel, Garden Hotel, Hampton Hotel and Hilton Holiday Club. Each brand has a specific main target market, which greatly increases Hilton's share in the global hotel market.

(C) Smile to shape the brand image

At the beginning of Hilton's business, his mother once said to him, "In addition to being honest with customers, we should also try our best to make everyone who has stayed at Hilton Hotel want to stay again. You should come up with such a simple, easy and cost-free way to attract customers. Only in this way can your hotel have a future. " Mother's words made Hilton think deeply. How can we attract customers in a simple, easy, cost-free and long-term way? Hilton thought and thought, but never came up with a good answer. So, he visits shops and hotels every day and feels everything as a customer. He finally got the answer: smile service. Therefore, Hilton defines the corporate philosophy as "providing the best service for those customers who trust us", and promotes this concept to brand culture, which is implemented in the thoughts and behaviors of every employee, thus creating a unique "smile" brand image. Every employee of Hilton Hotel has earnestly warned that "smile service" should be used to create a "feel at home" cultural atmosphere for guests; Hilton promises to customers: In order to maintain a high level of customer satisfaction, we constantly listen to and evaluate customers' opinions, and implement a fair system to handle customer complaints and respect consumers' rights in all countries where we are located.

(D) innovative personalized service projects

Hilton Hotels Group attaches great importance to innovating hotel products and services according to customers' needs, thus bringing surprises to guests. Hilton has adopted many strategies close to customers in product development. In view of the unaccustomed and inconvenient for tourists to leave home, Hilton Hotel has specially launched TLC rooms (that is, tourist life center) to minimize the difference between staying in a hotel and staying at home, ensure that guests can get enough sleep and have a healthy travel lifestyle, and help guests reduce the pressure they feel when traveling. 1996 10 10 In October, Hilton Hotels cooperated with the National Sleep Foundation (NSF) to launch 25 rooms with tight sleep. Hilton Hotel also provides various special services, such as setting a romantic night for couples celebrating their wedding anniversary or getting married, providing relaxing weekends for guests at extremely low prices, and providing special services for the elderly. Innovative and differentiated hotel products and services have won a large number of loyal customers for Hilton.

(5) Carry out marketing in an all-round way.

Hilton Hotels Group's first-class market performance is closely related to its first-class marketing. First of all, Hilton attaches great importance to market research to grasp the market demand. It has a special department to collect market information from airlines, tourist offices and government agencies around the world as the basis for group marketing and product development decisions. Secondly, various forms of efficient promotion activities have greatly enhanced the popularity and influence of Hilton brand. Hilton often carries out various promotional activities around the world, such as honor promotion, silver-haired tourism promotion, weekend holiday promotion, family holiday station promotion and so on, attracting a large number of specific target markets. At the same time, it also attaches great importance to public welfare marketing to establish a good social image of the company. Hilton Hotels Group has set up a special donation review committee, whose responsibility is to decide the use of the company's charitable funds. Hilton's donations mainly focus on the following aspects: education, health, youth projects, local affairs and public policies. Third, Hilton attaches great importance to the use of network technology for marketing. 1973 hilton hotels all use CRS evenly; 1April, 1999 Hilton Hotels announced the use of a new central reservation system (HILStar); In August, 1995, the Hilton Internet site was opened. Advanced information network technology has added wings for Hilton to expand the global market.