Hilton Hotel management mode: franchising to expand the market, brand diversification development mode, smile to shape the brand image, innovative personalized service projects, and comprehensive marketing.

1. Franchising expands the market

Hilton's development model has gone through several stages, such as self-built model, management contract and franchising. Before 195s, Hilton continued its self-built mode, and the development speed of the group was slow, thus losing the opportunity for development.

The management contract method founded by Hilton in 196s rapidly expanded the group's market network through management output, and the brand's international influence increased rapidly. In the 199s, Hilton began to expand by "franchising", and gradually sold its own hotels, retaining only management rights and franchise brand rights.

2. Brand diversification development model

Hilton adopts brand diversification development strategy. On the basis of careful market classification, Hilton adopts the brand diversification strategy of "main brand+series sub-brands", using different hotel brands to provide different grades of services to meet different customer needs and specialize in various market segments.

For example, each of Hilton's major brands has a specific major target market, thus greatly increasing Hilton's share in the global hotel market.

3. Smile to create brand image

At the beginning of Hilton's business, his mother once said to him, "Besides being honest with customers, we should try to make everyone who has stayed in Hilton Hotel want to stay again. If you want such a simple, easy and cost-free way to attract customers. Only in this way can your hotel have a future. "

The mother's words made Hilton ponder, how can we achieve a simple, easy, cost-free and long-lasting way to attract customers? Hilton thought and thought, but never came up with a good answer. So, he visited shops and hotels every day and felt 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 promoted this concept to brand culture, which was implemented in the thoughts and behaviors of every employee, thus creating a unique "smile" brand image. Every employee of Hilton Hotel has earnestly warned that "smile service" should be used to create a "feel at home" cultural atmosphere for guests.

4. Innovative personalized service project

Hilton Hotel Group attaches great importance to innovating hotel products and services based on customer needs, thus giving guests surprises. Hilton has adopted many strategies to be close to guests in product development. In view of the unaccustomed and inconvenient of tourists leaving home, Hilton Hotel has specially launched TLC rooms (namely, tourist life center).

In order to minimize the difference between staying in a hotel and staying at home, ensure that guests can have enough sleep, have a healthy travel lifestyle, and help guests reduce the pressure they feel when traveling.

5. Carry out marketing in an all-round way

The first-class market performance of Hilton Hotel Group is closely related to its first-class marketing to a great extent. First of all, Hilton pays great attention to market research in order to grasp the market demand. It has a special department to collect market information from airlines, tourism offices and government agencies around the world as the basis for the group's marketing and product development decisions.

Secondly, various forms of efficient promotion activities have greatly enhanced the popularity and influence of the Hilton brand. Hilton often carries out various promotional activities around the world, and also attaches great importance to public welfare marketing to establish a good social image of the company. Hilton Hotel Group set up a special donation review committee, whose duty is to decide the use of the company's charitable funds.

Extended information:

Hotel concept:

Hilton's motto in hotel business is: "Did you smile at the guests today?" This is also the core content of his book "Feel at Home". Hilton Hotel was founded in 1919, and in less than 9 years, it has expanded from one hotel to more than 1, covering all major cities on five continents, becoming one of the largest hotels in the world.

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

Konrad Hilton, the 89-year-old chairman of Hilton Head Office, has been visiting Hilton hotels and hotels in various countries for more than 5 years. Hilton flies from one continent to another and from one country to another every day. I made a special trip to see if Hilton etiquette is implemented in the actions of employees.

Today, Hilton's "Hotel Empire" has spread all over the world, and its assets have grown from $5, to tens of billions of dollars. Hilton Hotel has annexed the Hostaux Leah Hotel in Waldorf Astoria, new york, which is known as the "king of hotels", and bought the new york Prassa Hotel, which is known as the queen of hotels, and its reputation is prominent in the global hotel industry.

Hilton believes that hotels are a service and hospitality industry. In order to meet the requirements of customers, Hilton Empire is full of smiles everywhere, and in terms of organizational structure, Hilton tries its best to create a system as complete as possible and become a comprehensive service organization.

Therefore, in addition to providing perfect accommodation, Hilton Hotel also has a complete set of service institutions and facilities such as coffee room, conference room, banquet hall, swimming pool, shopping center, bank, post and telecommunications, flower shop, clothing store, airline agency, travel agency and taxi stand. Rooms are divided into single rooms, double rooms, suites and luxury suites for heads of state officials.

the restaurant also has a high-class restaurant and a convenient fast-food restaurant. All rooms are air-conditioned. Indoor facilities, such as wine cabinets, telephones, color TV sets, radios, refrigerators and so on, make the guests staying at Hilton Hotel really feel at home.

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