An Examination Of Marketing Strategy Of Luxury Hotels Of U.K. – A Case Study Of Double Tree By Hilton Hotel
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Abstract
In the present era, the hospitality industry has emerged as one of the most recognised industries of the globalised world. There are different categories of the hotels and all of them are targeting specific type of the customers. This is due to the increased demand of the customers that various categories and types of the hotel services have emerged; hence the level of competition has also increased. In this situation, it has become imperative for hotels to develop a large customer base which is loyal to their brand. The loyal customer stays with one brand for a longer period of time. The benefits associated with the customer loyalty are numerous and all of them are remarkable. Therefore, all hotels strive to introduce such programs which could create the loyal customers for them. This research is about the customer loyalty where it is examined that how the customer loyalty could be developed through the marketing strategies. As mentioned previously, there are various categories of the hotels, but it was also observed that luxury hotels are increasing in demand and supply, therefore, this research only focused on the this category. For this purpose, one luxury hotel namely Double Tree by Hotel Hilton has been selected. This research aims to analyse the role of marketing strategy in the customer loyalty of the luxury hotel i.e. Double Tree by Hilton. This hotel’s marketing strategies are examined in a great detail. For fulfilling this aim, this research has relied on secondary methods. Through thematic analysis conducted on secondary data, it is concluded that marketing strategies are significant for developing the customer loyalty. At the end, the future research directions are also provided.
Contents
1. Chapter One: Introduction. 1
1.1. Background and Rationale 1