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Sustainability of Hilton’s Marketing Strategy. Is It Aligned with Contemporary Consumer Research? (2020)

Hilton’s Marketing Strategy and Contemporary Consumer Research Dissertation – In today’s society, the importance of adopting sustainable practices is having a substantial effect on most business sectors around the world. Organisations are acknowledging the need to become more sustainable which has led to many re-evaluating their strategies and operations to allow for more ethical business practices. Furthermore, it has been shown that a large number of consumers would avoid using products and services that were not considered to be sustainable.

These findings suggest that there are clear advantages in adopting sustainable practices and that organisations should incorporate such efforts into their marketing strategy. In doing so, firms can benefit financially, whilst also enhancing their brand reputation and image. However, the extent to which this applies to the luxury industry has been debated.

Studies investigating consumer attitudes have indicated that there is an incompatibility between sustainable products and luxury. Ecological purchases are considered to be of lower value and poorer quality which adversely affected the desired opulence and prestige expected when acquiring luxury products. As a consequence, a brand’s image and luxury status may be impacted by utilising sustainable goods, or when prioritising a sustainable approach.

While research has examined this topic, many of the earlier studies primarily concentrated on products, without ascertaining whether these findings would similarly apply to service industries. However, more recent findings have shown that the conflict between luxury and sustainability is also apparent within service industries. As these findings are relatively recent, particularly with regard to luxury hotels, it is possible that organisations within this sector have yet to consider these factors when developing their marketing strategies.

Consequently, whilst there is an overwhelming consensus that hotels should adopt sustainable business practices, it remains uncertain as to how, or indeed whether, it is prudent to market such practices. One organisation that is impacted by this is Hilton Worldwide (Hilton).

The dissertation aims to answer the following:

  • How do Hilton market their sustainable practices in their luxury and budget hotels?
  • Does their marketing strategy align with contemporary consumer research?
  • Should Hilton market their sustainability practices differently for their various brands?
  • 10,000 words – 30 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Ideal for international marketing students

1 – Introduction
General Overview
Research Questions
Research Objectives
Dissertation Structure

2 – Company and Brand Overviews
Company Overview
Brand Overview
Hampton by Hilton
Waldorf Astoria

3 – Literature Review Sustainability
Sustainability: in the Hotel Industry
Marketing Sustainability
Marketing Sustainability: in the Hotel Industry
Sustainability and Luxury
Sustainability and Luxury: in the Hotel Industry

4 – Methodology
Content Analysis
Sample
Coding criteria
Procedure

5 – Findings
Quantitative overview
Environmental categories
Social categories
Qualitative overview
Hampton by Hilton
Waldorf Astoria

6 – Discussion
Overview of research aims
Environmental sustainability
Social sustainability
Research question

7 – Recommendations

8 – Conclusion and Implications
Conclusion
Limitations of the Current Study
Recommendations for Future Research

References

Appendix

Contemporary Consumer Research and Hilton's Marketing Strategy Dissertation
Contemporary Consumer Research and Hilton’s Marketing Strategy Dissertation

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