In every organization we need to know and recognize our typical consumer. So in the marketing area you could get to them very easy. In this part of the work we will have to be focus in our consumer's profile. We will be determining Hilton Worldwide demographic and psycho-graphic profile. After this we will analyze if our typical consumer is our ideal consumer and why? For last, we will establish how our profile demonstrates the beliefs and attitudes to relate with our services and products.
The organization of Hilton hotel Worldwide have Hotel all around the world, but by looking at it from a close view with Hilton Hotels & Resorts all together around the world they have in 78 different countries a total of 540 locations. The customers that visit these hotels have a lot of different profiles, but there are some specific ones that identify some of these customer. These customers that visit a Hotel, specifically Hilton Hotel & Resort are categorized by gender, age, tourist, local clients, business person, civil status, university degree, single tourist, couples with no children or the group of people like families. Backpackers are not the type of customers that visit the Hilton's hotels, they like or rather a low prices over amenities, luxury, comfort and service. Another demographic characteristic of the hotel industry, is a customers that gets to Hilton as a culture, just because their parents used to go there when they were kids and they now as adults are loyal and rather the Hilton's over anything else. This type of behavior goes as consequences or experiences that they have. They like quiet premises, high-quality bedding and candlelit restaurant. Hotel like Hilton gives newlyweds packages to attempt to make their honeymoon a wonderful experience. This clients with no children lean more to have or request luxury, important detail that they can easily find in Hilton hotels.
Families have a different type of needs when is time to stay in a hotel. They are looking for some entertainment, on-site as play areas for their kids and some type of discount as packages that can make their trip less expensive. When whole Families are staying in hotels with their kids, parents and other civilians they always look for inexpensive restaurants and areas that are family friendly. These families' haves different needs as changing station, booster chairs and open space for their children specially for those parents with loud kids. But one the biggest present of customers are business travelers. There are also customers that are willing to pay higher room prices. Some surveys say that these group of clients can be 48 percent of the guest that reserve in hotels. These group of people rather to spend their time in the room working or just relaxing. They would pay extra for a room with high-speed Internet, they pay extra for room upgrades with better quality of bedding and many time they ask for a desk to work as it was mentioned before.
Part of the analysis is the psychographic of clients. It is very important to know how their behavior and what they have in their thoughts. Psychographic is better described as: market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also: variables or trends identified through such research (Quote) . The typical consumer at the Hilton's Hotel would be the consumers that come for vacations and many others to are work related. The ones that come for business would be looking for a good time after work and some fun with great service. These consumers come either in relaxing mode or work mode. At the end of the day they all will talk about the same thing "their experience". The bottom line is that psychographic of travelers would cover their experience on a verbal expression. They will talk about what they did, what kind of food they ate and their favorite part of the trip or vacation. These people are call vacation travelers influencers. Some people will be talking about their experience more than others and this conversations will become an advertisement for free. The important part here is what king of advertisement? Positive or negative. These consumers that have a strong perspective of the hotel brand can become an asset by generating positive impression of the hotel and create free positive endorsement for the brand. Psychographics travelers leaders have created hotels brands. For example :Hotel brands measured by GfK MRI's "Survey of the American Consumer" can be grouped into the six categories routinely used by hospitality marketers to segment their industry:
• Premium Tier: Luxury brands such as Fairmont, Ritz-Carlton, Four Seasons, and W.
• Second Tier: Extremely upscale brands such as Doubletree, Hilton, Hyatt and Westin.
• Third Tier: Upscale brands such as Courtyard by Marriott, Crowne Plaza and Wyndham.
• Fourth Tier: Mid-range brands that have restaurants, bars, or offer food services such as Best Western, Holiday Inn and Ramada Inn.
• Fifth Tier: Mid-range brands that do not offer food service such as Comfort Inns, Hampton Inn and La Quinta Inns.
• Sixth Tier: Economy-oriented brands such as Days Inn, Motel 6 and Travelodge. (Quote)
These six categories are the once that define the hotel market nowadays. A consumer that is used to the Premier tier and has the financial potential to pay for it would not go to a six tier. They would not see the value of their spending and would find everything low quality. Premier (luxury) clients would pay for their comfort and peace of mind. They are all about their standing and being surrounded of people that they can share their experience and live style.
It is consider that the typical consumer in hotels are the third tier ones. The consumers that come to the Hilton are the once of the second tier. Second tier consumers are more profitable than the third tier, which is good for Hilton's business. Second tier's have a better financial status than most of the others. This give the Hilton Hotel the flexibility of having a variety of reasonable prices, with a good purchase value on the consumers eyes.
Explain how this profile demonstrates attitudes and beliefs that relate to your product or service.