The Hilton Hotel Corporation has business objectives which are to be the first choice of the world’s travellers, build on the rich heritage and strengthen their brands by consistently delight their customers, invest in their team members, deliver innovative products and services, expand their family of brands, and continuously improve their performance in their balanced scorecard.
Seasonal Trading Patterns:
The hotel generally attracts guests all year round. Their peak time is during the summer, this is because during this time there are summer holidays which allow international and domestic tourists to visit London. Their busiest days are from Monday to Friday, this is because the hotel attracts a lot of business customers and they mostly stay during working days.
Food Provision:
The food provision in the hotel is of good standard, there are two kitchens along with a bar that is open all night. The menu has a selection of oriental and traditional foods including, chicken wings, fanned melon, beef fillet, seared duck breast along with desserts such as, crème brulee and steamed chocolate pudding. Various beverages are also served, these include a selection of fine wines, beers and soft drinks. Room service is also available in the hotel, this includes main meals, snacks and cold drinks.
Facilities:
There has been recent renovation work at the hotel, this has included the lobby, lounge and room refurbishment. The hotel is located in a good location, this is because it is close to many of London’s popular tourist attractions, underground stations, and there are local bus services that are linked to other parts of Central London and black taxi’s that are quick and convenient. These facilities help tourists and the guests who stay at the hotel, to have easy accessible routes to other parts of London. All their hotel rooms have good facilities that include, hairdryer, safe deposit box, tea and coffee maker, TV with games, air conditioning, and radio. Business facilities include, desk, wireless internet connection, data port, and a trouser press. Other business facilities provided include conference rooms, faxing and photocopying facilities, meeting rooms, and a business centre. These help meet the needs of their business customers. There is also a concierge at the hotel desk which provides information on the nearby attractions.
Markets:
It aims to attract leisure and business customers, and provides facilities that meet the needs of these customers. Facilities provided include wireless internet connection, conference rooms, faxing and photocopying facilities, meeting rooms, and a business centre. These help meet the needs of their business customers.
Competition:
The hotels main competition is the Ramada Jarvis and the Thistle Lancaster Gate Hotels. These are in the same locality and attract similar target markets. There are many other hotels within the same area which can affect their business. If the other hotels provide facilities that the Hyde Park Hilton does not for example, a swimming pool or car parking then they could lose customers which could affect their profits.
SWOT Analysis:
Strengths
- The locality of the hotel, as it is opposite one of London's main attraction which is Hyde Park! It is convenient for tourists to stay at this hotel because many of London’s major tourists attractions are in reasonable close distance from the hotel.
- It is also close to the shopping centre and underground station which is an advantage especially for tourists and commuters. There are two underground stations which include Bayswater and Queensway station, this makes it easily accessible for tourists to get to other parts of London. Also, it is reasonably cheap to travel by train than car through London considering the Congestion Charge along with the traffic, and the trains are quicker.
- It has a mix of leisure and business customers, including individuals, families with children and couples.
- The facilities it provides for are mainly towards its business market.
Weaknesses
- The hotel has no car parking facilities.
- The main road is an inconvenience and causes noise and air pollution.
- Only 129 bedrooms- quite limited!
- No swimming pool for its guests, this is why it is a four star hotel because it lacks the leisure facility.
Opportunities
- Attracting different market segments such as, families with children.
- Providing parking facilities for its guests.
- Promote environmental policies, and be more eco-friendly.
- Promote competitive pricing/offers, compared to other similar hotels the Hilton is reasonable with its prices.
- Upcoming 2012 Olympic Games will bring in more customers therefore, increasing their profits.
Threats
- Congestion charges, if this keeps increasing then tourists will be put off coming into London.
- Terrorism threats are being pursued which scares tourists into coming to Central London as it is highly targeted, this affects the business as their guest numbers will decline.
- Other new businesses being built i.e. Hotels & Restaurants, increases competition and the hotel could be at risk of losing their customers.
- High staff turnover, at present 40% if this carries on increasing then it will affect their reputation.
Conclusion
In conclusion, the Hilton Hyde Park hotel is a small but well facilitated hotel in an excellent location! It provides good facilities for both business and leisure guests as well as having meeting and event rooms. This hotel has more opportunities for future development, rather than threats; being part of the Hilton Hotel Corporation means that it has good financial stability and money available for future investment as well as excellent staff training and management systems.
