Hilton Swot & 7ps

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 :

1. Before visit: reservation (by phone, online, at the desk)

2. airport pick-up*

3. Parking/valet parking*

4. check In

5. Porter*

6. Use room

7. meal

8. Use guestroom (overnight)

9. pay TV*

10. room service/breakfast (24-hour)*

11. phone

12. check out

13. 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