Hilton hotel management model: franchise expansion market, brand diversified development model, smile to shape brand image, innovative personalized service projects, and comprehensive marketing.

1. Franchise expansion market

Hilton's development model has gone through several stages such as self-construction model, management contract, and franchising. Before the 1950s, Hilton continued its self-construction model. The group developed slowly and lost development opportunities.

The management contract method created by Hilton in the 1960s quickly expanded the group's market network through management output, and the brand's international influence rapidly increased. In the 1990s, Hilton began to implement the "franchise" approach to expand, gradually selling its own hotels and retaining only management rights and franchised brand rights.

2. Brand diversification development model

Hilton adopts a brand diversification development strategy. Based on a detailed classification of the market, Hilton adopts the strategy of "main brand + series of sub-brands" Brand diversification strategy uses various hotel brands to provide different levels of services to meet different customer needs, specializing in various market segments.

For example, each of Hilton's major brands has a specific main target market, which has greatly increased Hilton's share of the global hotel market.

3. A smile shapes the brand image

At the beginning of Hilton’s business, his mother once said to him: “In addition to being honest to customers, we must also find ways to make every guest People who stay at the Hilton Hotel want to stay again. You have to find such a simple, easy, cost-effective and long-lasting way to attract customers. Only in this way can your hotel have a future."

Hilton's mother's words made Hilton ponder, how can we attract customers in a simple, easy, cost-free and long-lasting way? Hilton thought about it again and again, but still couldn't think of a good answer. So, he visited stores and hotels every day and experienced everything as a customer. He finally got an answer: service with a smile.

So Hilton positioned its corporate philosophy as "providing the best service to those customers who trust us", and elevated this concept to brand culture and implemented it into the thoughts and behaviors of every employee. Thus creating a unique "smile" brand image. Every employee of the Hilton Hotel is earnestly warned: Use "smile service" to create a "home away from home" cultural atmosphere for guests.

4. Innovative personalized service projects

Hilton Hotel Group attaches great importance to taking customer needs as the starting point and innovating hotel products and services to surprise guests. Hilton has adopted many strategies to get closer to its guests in product development. In response to tourists' unaccustomedness and inconvenience of being away from home, Hilton Hotels has specially launched TLC rooms (i.e. Travel Life Center).

To minimize the difference between tourists staying in hotels and staying at home, ensuring that guests have adequate sleep, a healthy travel lifestyle, and helping guests reduce the stress they feel when traveling.

5. Carry out comprehensive marketing

Hilton Hotel Group's first-class market performance is closely related to its first-class marketing to a large extent. First of all, Hilton attaches great importance to market research to prepare and grasp market demand. It has a dedicated department responsible for collecting market information from airlines, tourism offices, government agencies, etc. around the world as the basis for group marketing and product development decisions.

Secondly, various forms of efficient promotional activities have greatly enhanced the visibility and influence of the Hilton brand. Hilton often carries out various promotional activities around the world. At the same time, it also attaches great importance to charity marketing to establish a good social image of the company. Hilton Hotels Group has established a special donation review committee whose responsibility is to determine the use of the company's charitable funds.

Extended information:

Hotel concept:

Hilton’s motto in operating the hotel industry is: "Did you smile at the guests today?" This is also the book he wrote " The core content of the book "Feeling at Home". Hilton Hotels in the United States was founded in 1919. In less than 90 years, it has expanded from one hotel to more than 100 hotels in major cities on five continents, becoming one of the largest hotels in the world.

Through research, it was found that the secret of its success lies in firmly establishing its own corporate philosophy, and elevating this concept into brand culture and implementing it into the thoughts and behaviors of every employee. The hotel creates a "home away from home" The cultural atmosphere of the company pays attention to the cultivation of corporate employees' etiquette, which is reflected in the "smile service" of service personnel.

For more than 50 years, the 89-year-old Donald Hilton, the chairman of Hilton Corporation, has been inspecting the business of his Hilton hotels and hotels in various countries. Hilton flies from one continent to another and from one country to another every day. Make a special trip to see if Hilton etiquette is implemented in the actions of employees.

Today, Hilton's "hotel empire" has extended all over the world, and Hilton's assets have grown from US$5,000 to tens of billions of US dollars. Hilton Hotels has annexed the New York Waldorf Astoria Hotel, known as the "King of Hotels", and purchased the New York Plaza Hotel, known as the Queen of Hotels, and is famous in the global hotel industry.

Hilton believes that hotels are an industry of service and hospitality. In order to meet the requirements of customers, the Hilton empire is not only full of smiles everywhere, but also in terms of organizational structure, Hilton strives to create a system as complete as possible. Become a comprehensive service organization.

Therefore, in addition to providing complete food and accommodation, Hilton Hotel also has coffee rooms, conference rooms, banquet halls, swimming pools, shopping malls, banks, post and telecommunications, flower shops, clothing stores, and airline agencies. , travel agencies, taxi stations and other complete set of service agencies and facilities. The guest rooms are divided into single rooms, double rooms, suites and luxury suites for state leaders.

The restaurant also has high-end restaurants and convenient fast food restaurants. All rooms have air conditioning. Indoor equipment, such as wine cabinets, telephones, color TVs, radios, refrigerators, etc., make guests staying at the Hilton Hotel truly feel "at home".

Baidu Encyclopedia-Hilton Hotel