28 Nov Unit 7_MT220_Discussion response
13828Respond or elaborate on team discussion post below:
Big hotel chains like Hilton Worldwide Holdings use strategic positioning to cater to specific demographics by differentiating their various brands. The Conrad, Hampton Inn, and Embassy Suites brands within Hilton cater to different demographics with tailored services. The target market for Conrad Hotels consists of affluent vacationers looking for five-star accommodations, attentive staff, and contemporary design. These hotels are distinct from Hilton’s mid-scale and business-class offerings due to their focus on exclusivity, high-end facilities, and worldwide prestige. Hampton Inn, on the other hand, aims to attract budget-conscious vacationers and business travelers who value dependability, free breakfast, and comfortable, affordable rooms. It stands out from the other Hilton brands thanks to its consistency and accessibility. Spacious two-room suites, made-to-order breakfasts, and evening receptions are some of the unique amenities offered by Embassy Suites, which caters to a business extended-stay and family market. Put together, these brands demonstrate how Hilton avoids internal competition by capturing multiple market segments through strategic differentiation.
Marriot International follows a similar strategy with its many brands; for example, it divides its inventory into high-end properties like The Ritz-Carlton, mid-range properties like Courtyard Marriott, and budget hotels like Residence Inn. Marriott, like Hilton, expands its market reach by catering to individual customers’ needs across all of its properties.
Companies can increase their market share, keep their identities distinct, and reduce internal competition by strategically positioning their brands.
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