Hilton Swot & 7ps
Essay Preview: Hilton Swot & 7ps
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Product elements
Core product : overnight rental of a bedroom
150 000 rooms
supplementary services :
deluxe amenities for leisure travellers*
special amenities for business and meeting market*
Food and beverage*
Laundry*
Pool*
Fitness center*
Pets allowed*
High speed internet access*
Wheelchair accessible*
Hair dryer*
Coffee maker in the room*
Cable TV in the room*
Nintendo*
Large work desk*
Newspaper delivery*
Maid service
Place and time
496 hotels in 61 countries
reservation online:
reservation by phone: Call 1-800-HILTONS
Reservation at the desk
Promotion and education
Hilton HHonors Program: membership is open to anyone who applied, at no charge. Members earned points toward their Hilton HHonors account when they stayed at a Hilton hotel. When they accumulated enough points they could redeem them for stays at HHonors hotels, or use them to buy other products and services from partners companies, or convert them to miles in airline frequent flyer programm. There are four tiers of membership :
Blue: 4 stays per year or 10 nights, +15% bonus on Base points.
Silver: 16 stays per year or 36 nights, +25% bonus on Base points.
Gold: 28 stays per year or 60 nights, +50% bonus on Base points.
Diamond
Price and other user outlays
Luxury segment : average rack rate over $125
Upscale segment : average rack between $100 and $125
Mid-market segment with food and beverage : average rack between $60 and $90
Mid-market segment without food and beverage : average rack between $45 and $70
Physical environment
Luxury faÐ*ade, entrance, rooms
The bedrooms are comfortable and extensively equipped with every possible amenity
Some rooms have wonderful views
Luxury swimming pool
Process
Nature of the process : people processing :
Before visit: reservation (by phone, online, at the desk)
airport pick-up*
Parking/valet parking*
check In
Porter*
Use room
meal
Use guestroom (overnight)
pay TV*
room service/breakfast (24-hour)*
phone
check out
get car
People
High contact service:
front desk: receptionist
people in charge of phone reservation
waiter/waitress of the restaurant
bar tender
Maid
Valet
And other employees (e.g. for the pool)
*Not in every hotel
Positionning map
Number of countries vs number of rooms with the seven largest U.S. hotel chains competing in the business class hotel segment.
NB: Bass Hotels and resorts is now called Intercontinental Hotels Group.
Hilton Hotels Corp. is located in more than 60 countries with 150