Hilton Hotels Corporation

Paper Summary:

This paper analyzes the brand positioning, recognition and industry performance of the Hilton Hotels Corporation (HHC), as well as the marketing and evaluation strategies they have adopted. The paper applies a strengths, weaknesses, opportunities, threats (SWOT) analysis to better assess the current status of HHC vis-a-vis other lodging hospitality companies, particularly Marriott. The paper discusses how the results of a SWOT analysis can contribute to the company's performance and branding efficiency. The paper concludes with recommended action plans.

Outline:
Introduction
Strengths
Weaknesses
Opportunities
Threats
Recommendations

From the Paper:

"Brand extension became possible for HHC, through mergers and acquisitions. Among the brands acquired by the HHC are Hampton Inn, Doubletree, Embassy Suites and Homewood Suites. As a result of this brand extension, HHC has also expanded its service coverage, which now includes conference centers, airport hotels, destination resorts, apart from its usual center hotels and all-suite hotels services. Thus, business expansion is inevitable for HHC. Through its acquisitions, HHC is now known as not only an owner of a hotel chain, but also as manager to other hotels, owned through the Hilton brand. These strategies helped HHC became a well-known hotel brand internationally, especially among countries wherein Hilton has no recall or recognition as a hotel brand. Acquiring existing, popular hotels in an international territory helped Hilton be recognized as a superior and prestigious hotel brand, in effect."

Sample of Sources Used:

• Barsky, J. & L. Nash. (2006). "Companies update loyalty programs, increase effectiveness." Hotel & Motel Management.
• Feiertag, H. (2006). "Quality customer service supports sales effort." Hotel & Motel Management.
• McMullen, S. (2006). "Online concierge services help build loyalty." Hotel & Motel Management.
• Simon, E. (2006). "Luxury segment popularity increases with economics." Hotel & Motel Management.
• Withiam, G. (2006). "Investing in front-line service employees pays off." Hotel & Motel Management.

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