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Strategic Location
Mature Surroundings
Facilities
Amenities
Convenient Transportation
Total 377 rooms
"We are a business serving people, and our Team Members extend their passion for hospitality beyond our hotel walls every day. ”
Our marketing goals towards Hilton are clear, connect, engage, and make a lasting impact.
For the duration of the next 12 months, We plan to achieve 2.1% rooms revenue growth, along with improving 3% customer satisfaction.
We need to increase at least 2.1% room bookings and attendance for occupancy rate.
Improve customer ratings by 3%.
Compared with the original room occupancy situation, more 5.54 rooms are occupied every day than before. (or total 2022 rooms annually)
Measure the review score in two softwares/websites. (TripAdvisor from 4.0 to 4.12)
(Booking.com from 7.6 to 7.83)
It is a stretch goal-purposefully challenging but still achievable.(Caroline ,2024)
1. Seize the opportunity to better expand employee value and customer service experience amid the booming business activities in Adelaide.
2. Align to SALT purpose.(2022 Hilton Satisfaction And loyalty Tracking, 2022)
This goal are set to achieve in next 12 months (1 year).
Professionals with high level of income
upper social class. (John Dudovskiy,2016)
Guests who would like to express their perceived high status and achievement by staying in a luxury hotel at premium prices. (John Dudovskiy,2016)
Australian business clients (Especially urbans of state capitals )
International clients
End use for business activities
High benifit expectation and brand loyalty
Not very price sensitive
The SA govt. has announced Emirates’ return to Adelaide provide an opportunity to attract more business and corporate travelers post-pandemic (SATC, 2024).
Lower Inflation rates suggest more economic stability. enabling Hilton Adelaide to better serve its target market and adapt to changes in the business environment (ABS, 2024).
Effectively focusing on Adelaide’s events and festivals can help Hilton Adelaide improve its occupancy, revenue and brad reputation among their target market. (Adelaide economic Development Agency, 2024).
Improving cybersecurity protocols through technological advancements is critical to preventing loss of trust and maintaining the hotel’s reputation against cybersecurity scams and client data breaches (Wayne, 2023).
The increase of 5.75% in the award minimum wage means Hotel employers cannot pay below this legal standard (Fair Work Ombudsman, 2023)
Accor Hotels and Qualmark’s sustainability partnership in the hospitality sector could influence Hilton Adelaide’s competitiveness, consumer perception, operations, and collaboration opportunities (Accor, 2024).
Strategic Location
Amenities to cater target market
Diverse brand portfolio & Hilton Honors loyalty program
(Hilton, n.d.)
Bad reviews mentioning older property (TripAdvisor, n.d.)
Very Basic Hotel website (Hilton, n.d.).
Expansion of on-property messaging to cater traveller communication preference. (Hilton, 2024)
‘Hilton for Business’ travel management experience for small and medium size businesses (Hilton, 2024)
Competition with other Luxury Hotels
Increased Staff costs & Reduced turnover rate (7news, n.d.)
Increased Cost of living (ABS, 2024)
| Product Plan | Resources | KPIs | Timing |
| Enhanced Amenities (Aransyah et al., 2020) |
Local services workspace provisioning collaboration transport services Suburban taxis/ Uber |
Amenity satisfaction surveys |
Implement in first 3 months |
| Dedicated staff | Increase amenity use | Continuous evaluation & adjustments |
|
| Customized Services |
Preference research |
Increase bookings | Launch in first 2 months |
| Unique experiences room decor local art customised apparel Wi-fi dongles |
Customisation satisfacion surveys | Regularly update packages |
|
| Green Initiatives | Eco-friendly practices Zero Plastics in Rooms promotion to maximise brand benefit |
Perceived sustainability commitment | Implement in first 6 months |
South Australian Tourism Commission. (2024, February 6). Emirates returns to Adelaide with direct daily flights. Retrieved from https://tourism.sa.gov.au/news-articles/emirates-returns-to-adelaide-with-direct-daily-flights
Australian Bureau of Statistics. (2024, January 31). Consumer Price Index, Australia: December quarter 2023. Retrieved from https://www.abs.gov.au/statistics/economy/price-indexes-and-inflation/consumer-price-index-australia/dec-quarter-2023 Adelaide Economic Development Agency. (2024). Major events and festivals. Retrieved from https://www.experienceadelaide.com.au/visit/things-to-do/major-events/
Wayne. (2023, December 11). IT security alert: Booking.com holiday booking scam. The University of Adelaide. Retrieved from https://www.adelaide.edu.au/technology/news/list/2023/12/11/it-security-alert-bookingcom-holiday-booking-scam
Accor. (2024, February 14). Accor announces landmark sustainability partnership with Qualmark New Zealand. Retrieved from https://press.accor.com/middle-east-africa-turkey-asia-pacific/accor-announces-landmark-sustainability-partnership-with- qualmark-new-zealand/?lang=en
Hilton. (n.d.). Hilton Adelaide Retrieved from https://www.hilton.com/en/hotels/adlhitw-hilton-adelaide/hotel-info/
7News. (n.d.). South Australia’s hospitality Industry is in crisis. Retrieved from https://7news.com.au/video/news/sa/south-australias- hospitality-industry-is-in-crisis-bc-6330786668112
Australian Bureau of Statistics. (2024, February 7). Selected living cost Indexes, Australia. Retrieved from
Pride, W. M., Elliott, G., Rundle-Thiele, S., Waller, D., Paladino, A., & Ferrell, O. C. (2006). Marketing: core concepts and applications. (Asia- Pacific ed.) John Wiley & Sons.
Kravets, F. (2017). What are SMART tasks and how do they work. Retrieved from https:// equity.today/chto-takoe-zadachismart-i- kak-oni-rabotayut.html
Hilton. (2024, January 30). Hilton expands on-property messaging platform in response to changing traveller communication preferences. Retrieved from https://stories.hilton.com/releases/hilton-expands-on-property-messaging-in-response-to-changing- traveler-communication-preferences
TripAdvisor. (n.d.). Hilton Adelaide Reviews. TripAdvisor. Retrieved March 3, 2024, from https://www.tripadvisor.com.au/Hotel_Review- g255093-d255654-Reviews-Hilton_Adelaide-Adelaide_Greater_Adelaide_South_Australia.html
Fair Work Ombudsman. (2023, May 30). Annual Wage Review 2022-23. Retrieved from https://www.fairwork.gov.au/newsroom/news/awr-2023
Hilton. (2024, January 17). ‘Hilton for Business’ Transforms the travel management experience for small and medium-sized businesses. Retrieved from https://stories.hilton.com/releases/hilton-for-business
2022 Hilton Satisfaction And loyalty Tracking(SALT).(2022).Survey data 2019-2022. https://esg.hilton.com/wp- content/uploads/sites/4/2023/06/2022-Guest-Metrics.pdf
Aransyah, M.F., Althalets, F., Wediawati, T. and Sari, A., 2020. The Impact of Promotion on Room Occupancy Rate in Mesra Business and Resort Hotel Samarinda. International Journal of Applied Sciences in Tourism and Events, 4(2), pp.150-157.
Merli, R., Preziosi, M., Acampora, A. and Ali, F., 2019. Why should hotels go green? Insights from guests experience in green hotels. International Journal of Hospitality Management, 81, pp.169-179.
Kim, E.L. and Tanford, S., 2021. Turning discounts into profits: factors influencing online purchasing decisions for hotel add-on items. Cornell Hospitality Quarterly, 62(4), pp.438-454.
Vives, A. and Jacob, M., 2020. Dynamic pricing for online hotel demand: The case of resort hotels in Majorca. Journal of Vacation Marketing, 26(2), pp.268-283.
Dai, T., Hein, C. and Zhang, T., 2019. Understanding how Amsterdam City tourism marketing addresses cruise tourists’ motivations regarding culture. Tourism Management Perspectives, 29, pp.157-165.
Lim, S. E. (2022). A percentage-off discount versus free surcharge: The impact of promotion type on hotel consumers’ responses. Tourism Management, 91, 104504.
Yadav, A. and Dhar, R.L., 2021. Linking frontline hotel employees’ job crafting to service recovery performance: The roles of harmonious passion, promotion focus, hotel work experience, and gender. Journal of Hospitality and Tourism Management, 47, pp.485-495.
Jang, S. and Moutinho, L., 2019. Do price promotions drive consumer spending on luxury hotel services? The moderating roles of room price and user-generated content. International Journal of Hospitality Management, 78, pp.27-35
John Dudovskiy,(2016). Hilton Hotels Segmentation, Targeting and Positioning https://research-methodology.net/hilton-hotels-segmentation/
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