Essay Example on Marriott vs Hilton: Comparing Strategies for Tourism Success

A company's strategy is often described as a synchronized set of actions that a company's management agrees to take up to maximize profitability and outdo its competitors. The write up below seeks to compare the strategies of Marriott International and Hilton; companies that are bracing the tourism industry.

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Hilton's vision is to fill the earth with the light and warmth of hospitality. Its mission is to be the first choice of guests, team members, and owners alike. While its core values are based on hospitality, integrity, leadership, teamwork, ownership decisions, and urgency (https://www3.hilton.com/en/about/hilton/history/index.html). On the other hand, Marriott International's vision is to be the worlds' favorite travel company with its mission being to enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experience. Its core values are pursuing excellence, putting people first, embracing change, integrity, and service (https://www.marriott.com/about/culture-and-values/history.mi).

By observing their visions, it is evident that both companies aspire to give every society no matter the location, the ultimate hospitable experience. Their missions, however, differ. Hilton's mission takes into consideration the goal it has for the guests, the staff, and the stakeholders, whereas Marriott International focuses primarily on the goal it has for its guests. Their core principles all have a similarity in that they govern the behavior of all the associates in the firm.

Secondly, each company's major events will be highlighted, identifying how the stakeholders were impacted. Hilton has had a number of major historic events. In 1948 it introduced a multi-hotel reservation system. In1959, it opened its first airport hotel that catered to the business travelers' needs. In 1987, it introduced its guest loyalty program, Hilton Honors, that enabled stakeholders to earn points enough to travel for free in the future. In 2008, it was both LEED recognized and Green Seal Certified hence provided green building forms of design and construction to the stakeholders. Finally, in 2016 it expound to up to a hundred different countries (https://www3.hilton.com/en/about/hilton/history/index.html).

Marriott International has also had vents of its own. In 1937, it began inflight catering. In 1969, it opened its first international hotel thus were able to extend their services internationally. In 1972 it joined the cruise business enabling the stakeholders to enjoy good meals as they travel. In 1988 it opened its 500th hotel. It launched suites in 1997, acquiring ExecuStay corporate housing company in 1999. Acquiring the corporate housing company ensured the stakeholders that the suites were constructed efficiently. Finally, in 2016, it got Starwood Hotels & Resorts that created the world’s largest hotel company with 5,700+ properties offering more than 1.1 million rooms across 30 brands in over 110 countries (https://www.marriott.com/about/culture-and-values/history.mi). This set it on the map assuring the stakeholders of a regular flow of business.

Also, the strategy the management appears to be employing, and its outcomes evaluated. The Hilton business strategy could be well described by service differentiation. Service differentiation could be categorized under the "focussed differentiation" as the company sees to differentiate its services from other companies based on quality, standards, and technology integration. Marriott International company is similar to Hilton as it applies a generic strategy. It can also be classified as a "focussed differentiation." It offers high services, products, and different brands in a unique way catering to each customer.

Conclusion

From data gathered from the research, Hilton Hotel seems to have an edge at taking the leadership position in the industry. Marriott seems to be emulating the Hilton hotel to establish various hotels in various parts of the world. It also just like Hilton in developing different brands. The difference, however, is that Marriott International has not established a good online recognition as Hilton has.

References

https://www.marriott.com/about/culture-and-values/history.mi

https://www3.hilton.com/en/about/hilton/history/index.html