8.3 Marketing & Advertising:
Besides the two previous problems, the Hilton Brisbane has currently also been neglecting its local advertising and marketing campaigns. This is an issue, as about 75% of Australian tourism is domestic and without the right advertisement & marketing the Hilton won’t be able to reach its full potential with regards to occupancy and its market position (Datamonitor, 2008 c). Therefore, the implementation of new advertisement and marketing for both business & leisure travelers is essential to the Hilton’s future success and sustainability. Such advertising should cover a variety of channels from magazines and billboards to television and radio to the internet and the creation of an individual website to ensure maximum exposure. Furthermore, the Hilton should also initiate a marketing campaign targeting domestic leisure travelers with special offers and mini-breaks.
To implement these strategies, the Hilton would have to hire advertising firms and web designers to ensure high quality and efficient advertising. However, at the same time the Hilton Brisbane does have the opportunity to utilize some of the Hilton Hotel groups successful international campaigns such as the award-winning “Travel should take you places” campaign (Hospitality Net, 2006). By implementing this strategy the Hilton would be able to address its weakness in advertisement, while ensuring competitiveness with Hotels such as the Mariott or the Sofitel.
9.0 Appendix:
9.1 Appendix 1
9.2 Appendix 2:
9.3 Appendix 3:
9.4 Appendix 4:
9.5 Appendix 5:
10.0 Reference List:
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Datamonitor. (2008 a). Country Analysis Report Australia - In depth PESTLE analysis. Datamonitor. Retrieved March 3, 2009, from MarketLine database
Datamonitor. (2008 b). Hilton Hotels Corporation. Datamonitor. Retrieved March 3, 2009, from MarketLine database
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Datamonitor. (2008 d). Hotels & Motels in Pacific and Asia. Datamonitor. Retrieved March 5, 2009, from MarketLine database.
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Hilton Hotel Corporation. (2009). Hilton Brisbane. Retrieved February 15, 2009, from Hilton Hotel Corporation: http://www1.hilton.com/en_US/hi/hotel/BSBHITW-Hilton-Brisbane/index.do?ctyhocn=BSBHITW
Hospitality Net. (2006, February 15). ew Hilton Hotels Advertising Campaign Earns Industry Praise; Travel Should Take You Places™ Campaign Takes Home Honors for One of the World's Leading Hoteliers. Retrieved February 28, 2009, from Hospitality Net: http://www.hospitalitynet.org/news/4026357.search?query=hilton+hotel+advertising
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Trip Advisor. (2009). Hilton Brisbane: Traveler Reviews . Retrieved March 10, 2009, from Trip Advisor: http://www.tripadvisor.com/ShowUserReviews-g255068-d255652-r27071151-Hilton_Brisbane-Brisbane_Queensland.html
Von Bodman, P. C. (2003, November 20). Hilton Corporation - A Case study. NY: Cornell University. Retrieved March 9, 2009, from http://www.hotelschool.cornell.edu/chr/pdf/showpdf/chr/research/casestudies/hilton.pdf