Hilton HHonors Just Keeps Growing

Conrad N. Hilton opened the first Hilton-named hotel in 1925 in Cisco, Texas, 90 years later Hilton Worldwide is one of the fastest growing and largest hospitality company in the world. Their success has brought 12 world-class brands, 4,200 hotels, resorts and timeshare properties in 93 countries and territories. In 2012 Hilton launched the first hospitality application Conrad Concierge that let guest customize their stay by using their smart phone. Since 2012 the application has grown and added more features. Hilton has also added five different apps for customers to download. Hilton’s main app would be the Hilton HHonors. People are able to book a stay at one of their 4,200 hotels, check-in, order room extras, access Hilton HHonor Points, get information about upcoming trips, and more. Hilton received an award from GSMA for a Global Mobile Award.


Hilton puts a lot of thought into who their target audience is http://research-methodology.net/hilton-hotels-segmentation/ When it comes to their geographic segmentation, it changes from location to location. Depending on the location they could try to target business people, and another location could target young travelers. They target people middle and senior aged professionals with higher income. They target people with sense of achievement, high status and luxury. If a person is ambitious who likes to express their high status, then that is who Hilton wants to target.

With the number of apps being downloaded worldwide growing every year, Hilton should reach their 30-64 aged customers with the additional help of Facebook. Since this generation of people mostly use Facebook as their number one social media site, Hilton would be able to reach the greatest number of people with this strategy.

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With the help of Facebook, Hilton will promote people to download their Hilton HHonors Application. This will help existing customers find easier ways to book stays and give potential customers the ability to see what Hilton has to offer. With this promotion, the goal is to get more people to download the app on their phone before finding out about another hotels app and liking the competition more. This will be a four-month campaign push to see how many more apps can be downloaded. Every week one Facebook post will go out about the application and after each month the number of the Hilton HHonors downloaded will be tracked. We will then compare the apps downloads, booked stays, and other used features on the app each month to previous months to see if the posts are actually working. With this campaign it is hoped to receive 150,000 more downloads. This campaign will not only help the app get more downloads, but by downloading the app people will have to submit their email which Hilton can later on use for other promotions and advertising. Lastly, it will generate more people to book stays at one of the many Hilton locations, with hopes of having a 15 percent increase in booked stays through the app. This campaign is to raise people’s awareness about Hilton and using Hilton’s own industry and resources to help their company grow.


Some of the Facebook posts that will go out during this campaign include.

-Download the official app for all of our district world-class brands. #HiltonHHonors

-Check out our Hilton HHonors app and see what you have been missing including speedy booking and hotel receipts at any of our 4,100 + hotels and resorts. #HiltonHHonors

-Tell us your favorite feature of the Hilton HHonors app!! #HiltonHHonors

-Book free stays with your Hilton Honors points by using the Hilton Honors app. #HiltonHHonors

Each post will use the hash tag #HilonHHonors to promote the app and with hope that people will use it on Facebook, and then on Twitter. Also each post will have a link to how they can download the app if it is by their iPhone, Android, or Windows.

As the weeks go on the goal is to have people talking about the app on all different types of social media. If there is a big take off with the campaign a commercial promoting the app, or even placement in a magazine could really let the campaign have a greater impact. My hope is that this campaign will grow app downloads, increase guest using the app, increase guest reservations as a whole, and be a top downloaded hotel app.

To make this campaign successful Hilton will need a few resources. They will need people to monitor the Facebook account by sending out the post and making sure they are getting positive comments back. They will also need someone to receive, track, and compare the data. If no tracking program exists already for Hilton, a small investment into an online tracking service may be beneficial as well.

Overall, the goal is for Hilton to increase brand awareness, gain more customer visits, generate customer information, and keep existing customers. With this campaign I feel this can really open up some great doors for Hilton and achieve these goals.


Visit Indy’s Veracious Instagram

Indianapolis has been on the rise for a few years now in terms of being able to appeal to a vast audience. There has been more entertainment to enjoy and people to meet. With the help of Visit Indy, people are able to find activities, where to eat, where to stay, guides, maps, and deals. Visit Indy is meant to promote travel to the Indianapolis area. Looking at other tourism platforms http://www.tcr.gov.nl.ca/tcr/tourism/tourism_marketing/target_markets.html I came to the conclusion of who Visit Indy is targeting. They are looking for males and females, single or married without kids to take care of, 25-34 or 45 and above, mostly not from the Indianapolis area, middle to high income, and a college education level. They are looking for educated young adults who are apt to travel to Indianapolis but also they are aiming at those already in Indianapolis looking for something to do. They want people who want to explore and find out what Indianapolis is all about.


In today’s world a company needs to reach out to its target market from different platforms. One way Visit Indy reaches out to their target market is their use of Instagram. Their Instagram has 408 posts, 4106 followers, and 139 following. They keep their main logo as the profile picture and have the link to their website in the bio. They have been posting pictures on Instagram for a little less than four years. Visit Indy does not use Instagram as a hosting platform. They connect some of their posts to other social media outlets and now and then will get more likes on Facebook than they did on Instagram. As the years have gone by they have better pictures, and more likes. Since Instagram seems to target a younger audience, that may explain why their Facebook had more likes than some Instagram pictures.
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Instagram addresses their audience by always posting picture of the Indianapolis area they want their audience to travel to. They post pictures of restaurants, museums, nature and more. They could make their photos off center, or with crazy filters randomly if they wanted since it is a new trend. Their main goal though is to have people visit places in Indy so that is exactly what they post; pictures in Indy.

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Visit Indy post pictures multiple times a week which is the perfect amount for their audience. For a tourism business they cannot have too many pictures because people would never have the time to look at them, but they also need to have enough to show the audience everything they have to offer.

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By taking the total likes and comments from the last ten posts and dividing it by ten shows the average engagement per post of 159.2. Taking that number and dividing it by the number of followers get the average engagement rate of 3.8 percent. The average engagement rate of retail brands on Instagram is 4 percent. With the top growing brands on Instagram being a lot of retail and Visit Indy is a tourism brand, I feel like they are doing a good job at engaging with their audience. http://totems.co/blog/brands-instagram-may-2014/ Indianapolis is not usually people’s first place to visit if they are not from Indiana so having a 3.8 percent average engagement on their Instagram is something they should be proud of. Indianapolis is a great place to visit and with the help of Visit Indy and their Instagram, more people are able to learn that.

Golden Arches Gone Global

Before the start of the Winter Olympics McDonalds came up with a social media campaign. #CheertoSochi

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McDonald’s target marketing is so broad http://www.ask.com/business-finance/mcdonald-s-target-market-ae5bd3fcf824d691 and includes kids, adults, and everyone in between. They try to hit everyone at different times to help with their marketing. They have some people who just go to McDonald’s for the cheap food, and others who bring their kids to have them enjoy their favorite happy meal. Their target market comes from all over the world, male and female, usually lower to middle income, on the go people and people who love cheap and fast food.
McDonald’s was a sponsor of the 2014 Winter Olympics, so how did they connect their target audience with the Olympics? They gave their customers the power to send messages of support, congratulate, and “cheers” to their favorite Olympic team or athlete. They made this all possible with social media.

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The fans were able to tweet their message with the hashtag #CheersToSochi, or by visiting the website McDonald’s made. The athletes where then able to look at the messages and read all the support they were getting. Some of the athletes even were able to print off the message and wear it as a ribbon around their wrist. The athletes wearing the ribbon on their wrist was in some way using tangible products in a social media campaign. McDonald’s made connections with their audience and helped them communicate like never before. It did not matter how much money the audience had, everyone had the option to send a message.
I think McDonald’s was trying to make all their different target audiences come together. People were able to interact with there favorite athletes with the help of McDonald’s. They were able to take their large target market and provide something they can all enjoy, get behind and support. I feel that McDonald’s wanted people to know that they were more than just a fast food restaurant.
With twitter being the main source of the campaign, people were able to favorite, retweet, and reply to all the different tweets. McDonald’s made it easy to engage in the campaign. Some may argue a little too easy. A few days after the Cheers to Sochi campaign was launched it was hijacked by LGBT activist to spread their message. When it comes to social media, especially hashtags, they are easy to get hacked. Even though McDonald’s had a good idea to help people connect with the Olympians, some things can go wrong that cannot be stopped. McDonald’s still had success with more than 5,500 cheers and 2,800 messages printed on the ribbons.
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