IMD-5-0697 © 2005
Walsh, John; Ogunsulire, Mope
In the month of November 2004; Hilton International succeeded in achieving the “Marketing Strategy of the Year Prize” at the British “business Oscars” for its new resort development; Hilton Worldwide Resorts. Hilton was lauded for its innovation; planning and performance across all areas of its marketing strategy.
This case traces the measures taken by Hilton to develop the product that is new; consumer research; definition of the Absolute Resort Expertise; specification and detailed product development of product and service standards; launching and promotion of the new brand and distribution strategy.
Subjects: Hotel; Leisure; Travel; Tourism; Resort; Hilton; Branding; Holiday; Vacation
Settings: Global; Travel & Tourism; Leisure; Hotels; $122.9 million revenues in 2004; 2000-2004
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