A REPORT ON

Behavioral Patterns of Different Market Segments in Hilton Hotels.

BY

SHRUTI GROVER A3914709029 (B-06)

UNDER THE GUIDENCE OF FACULTY GUIDEMS. ASTHA S. GUPTA

DECLARATION
I, Shruti Grover, hereby declare that the Project Report entitled BEHAVIORAL
PATTERN OF DIFFERENT MARKET SEGMENTS IN HILTON HOTEL.

written and submitted by me to The Amity School of Business, Noida in partial fulfillment of the requirement for the award of Graduate Degree in Business Administration is my original work and the conclusions drawn there in are based on the material collected by myself. This work is original, has not been copied from anywhere else and has not been submitted to any other University/Institute for an award of any degree / diploma.

SHUTI GROVER

Marketing And Sales Roll NO. A3914709029

Acknowledgement

Feeling gratitude and not expressing it is just like wrapping a present and not giving it.
While presenting this report, we take immense pleasure to express our deep gratitude towards all those who offered their valuable time to help us in taking our project to new heights, & complete it successfully. We thank those people who have provided there assistance & shown their enthusiasm & interest. Without them this project would not have been possible. I take this opportunity to remember Him, the Almighty and my parents, who bestowed strength, courage and perseverance to undertake the present course of study and complete it successfully. I express my heartfelt and sincere thanks to PROF ALKA MUNJAL, Director, Amity School of Business, Noida and my advisor of this project work. I proudly acknowledge my sincere thanks to Ms. Astha S. Gupta (Faculty Guide) for their valuable and sustained guidance. Last but not the least, I would like to thank my family, relatives, my institute and all my friends for helping me to make this project possible.

Shruti Grover BBA-(A3914709029)

TABLE OF CONTENTS

Preface :
Radical changes have occurred in Indian economy since the year 1991. Liberalization, Privatization & Globalization has helped our country to become one of the fastest developing countries of the world. Currently we are rising at a galloping rate of around 8% where the inflation rate is just a minimal 3.02% which is a very good sign for the country to grow. Liberalization led to quicker operations & development of different industries in the nation. Now, it has become very easy to set up any entity & carry out various activities with minimum government interruption or delay. The entry barriers for any retailer have been decreased by the government. The retailers are also given opportunities to go ahead and export their products in the foreign markets. Due to globalization, more & more foreign investments & retail organizations are coming in our nation day by day. The biggest walking in India is the Walmart in connection with Bharti which will change the face of Indian retail industry. This has led to increase in per capita income of the country. Also, people get number of options to choose from for almost everything due to competition. Now, customer has become king of the market & the marketers are striving to attract maximum customers along with providing them maximum satisfaction rather, they delight customers. The basic mantra for success in todays dynamic market is Delight your customers as the 20% of the loyal customers will give you the 80% of the revenue. Currently there is a boom in the hotel industry and the main target for the hotel industry are the corporate people as they are more and more involved in traveling for the business purpose. CRM is the concept which make this hotel to take competitive advantage and earn more revenue by converting frequent vaster customer to loyal customer.

EXECUTIVE SUMMARY
Hilton Hotel Corporation is recognized internationally as a preeminent hospitality company, owning, managing and franchising hotels with several of the worlds most recognized brand names, including Hilton, Hampton Inn, Doubletree, Embassy Suites Hotels, Homewood Suites by Hilton and Conrad, as well as many of the most famous hotels to be found anywhere. Approximately 2058 hotels, comprising of 334,704 rooms, in 50 states and the District of Columbia. Hilton Hotel Corporation employs approximately 78,000 team members worldwide. Hilton is the worlds number 1 hotel brand. The brand is owned by Hilton Hotels Corporation in the U.S. and Hilton International in the rest of the world. Hilton Hotels Corporation is recognized around the world as a preeminent lodging company, offering guests and customers the finest accommodation, services, amenities and value for business and leisure. While the Hilton brand has, for more than 80 years, been synonymous with excellence in the hospitality industry, the acquisition in 1999 of Promus Hotel Corporation expanded the family of brands to include such well-known and highly respected brand names as Hamton Inn, Doubletree, Embassy Suites Hotels and Homewood Suites by Hilton. Hilton offers four-star city center hotels, convention properties, all-suite hotels, extended stay, mid-priced focus service, destination resorts, vacation ownership, airport hotels and conference centers.

INTRODUCTION
In todays market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities. Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activities depend on precisely defined and carefully chosen market segments. In this project different types of market segmentation, segmentation strategies as well as the benefits and limitations of market segmentation are explained and illustrated. Branding, a topic which is often linked with market segmentation, as a lot of global companies offer different brands to different market segments, is also discussed briefly. In this project I put my focus on behavioral patterns of different marketing segments in the hotels, brand policies and the benefits the supplier as well as the consumer can have when selling and buying branded goods.

Indian Hotels Company Limited has re positioned its hotels as per the changing trends of the market and various behavioral patterns of the market segments. As
part of the rebranding exercise, around 21 hotels in the IHCL portfolio will join the Vivanta brand. Vivanta by Taj, which was incepted in the second half of 2009, is the newest brand within the Taj group of hotels, operating within the definition of upscale/premium brands. Among other brands under the IHCL portfolio include the Gateway hotel which is an upscale brand, positioned well above the companys economy brand, Ginger, but lower than Vivanta by Taj. All hotels under the luxury segment

would have the prefix Taj to it while the leisure and business hotels would have a new brand name and endorsed using the Taj name. This move by Taj Hotels is
much akin to global practices as followed by Starwood, Marriott, Hilton and Carlson hotels. Even Indian chains like Oberoi and ITC Hotels have separate identity for different hotel segments.

As I worked a during my internship for a Hilton Garden Inn in New Delhi, I decided to introduce the Hilton Hotels Corporation, which offers different types of hotels to different types of travelers. Hiltons brand family includes mid-priced, upscale and luxury hotels as well as a brand for extended stay. The last part is a conclusion of the entire project.

RESEARCH METHODOLOGY
RESEARCH DESIGN
Marketing Research is the function which links the consumer, customer, and public to the marketer through information Information used to identify and define marketing opportunities and problems; generate, refine, and evaluating marketing actions; monitor marketing performance and improve understanding of marketing as a process.

OBJECTIVES OF THE STUDY

To find out the marketing and sales strategies adopted by HILTON Hotels to attract customers. To study the potential of customers people who are planning to stay or give business to the hotel.

To find market share

To find attributes, features importance of various segments in the hotel. To find the peoples willingness to pay in order to stay and the and brand awareness. To find the service quality the hotel offers at reasonable prices.

RESEARCH PLAN
1. Data Sources / Type: Primary data specially gathered for this research project. 2. Research Approaches: Survey / Descriptive research. 3. Research Instrument: Questionnaires (Disguised) 4. Sampling Plan Who is to be surveyed? People belonging to the age group of 20-30. Sample Size = 100 Sampling Procedure People are selected / approached randomly. 5. Contact Methods: Personal interviews.

COMPANY PROFILE
Mission, Vision and Quality Statements. The Hilton Family Companys Market Segmentation and Branding Strategy Hilton Marketing Strategies Contracting methods and rates

Hiltons Sales and Market Share.

PURPOSE
Vision Statement To fill the earth with light and warmth of hospitality. Mission Statement We will be the pre eminent global hospitality company- the first choice of guests, team memebers and owners alike.
.

Quality Policy Statement "From Commitment to action."

OBJECTIVES
Management Objective To fuel initiative and foster activity by allowing individuals freedom of action and innovation in attaining defined objectives.

People objective
To help HIlton people share in the companys success, which they make possible; to provide job security based on their performance; to recognize their individual achievements and to help them gain of satisfaction and accomplishment from their work.

CORE VALUES
H- Hospitality I- Integrity L- Leadership T- Teamwork O- Ownership N- Now

HILTON HOTEL OVERVIEW

The Hilton Family
The Hilton family consists of seven individual brands which all belong to the Hilton family. But each brand has its own marketing and branding concept and strategy. In the following each brand is explained and illustrated.

Conrad Hotels More than 60 years after Conrad Hilton opened his first hotel in Texas, his son, Barron, began another chapter in the innovative history of Hilton Hotels Corporation with the founding of Conrad Hotels in 1982. Conrad Hotels was established with the goal of operating a network of luxury hotels, resorts and casinos in major business and leisure destinations worldwide. Since then, Conrad has earned a reputation for first class service and style as well as the highest standards of architecture, design, comfort and cuisine. Such levels of excellence have allowed Conrad hotels to continue to receive numerous awards in prestigious leisure and business travel publications around the world. Conrad Hotels, which represents the luxury tier within the Hilton family of brands, has exclusive properties strategically located in capital cities and exotic resorts in Europe, Asia, Australia, South America and the Middle East. Conrad hotels offer outstanding service and a luxurious environment for both business and leisure travelers. They provide the finest entertainment, award-winning restaurants, stateof-the-art health centers, a wide range of recreational activities and the most sophisticated conference and meetings facilities.

DoubleTree Relax, youre among friends Double Tree is the informal, contemporary brand with a casual business attitude of Hilton Hotel Corporation. It was formed in 1993 by combining Boston-based Guest Quarters and Phoenix-based Doubletree Hotels to create the first new national upscale hotel chain. Meanwhile, Doubletree is one of the fastest growing upscale hotel brands with over 160 locations throughout the U.S., and internationally located in Monterrey, Mexico and Lima. In 1999, Doubletree Hotels, Suites, Resorts and Clubs became a member of the Hilton Family of hotels. Doubletree includes 160 hotels with 42,950 hotel rooms. Doubletree includes unique-designed properties to meet both business and leisure travel needs. Typical properties offer a full-service restaurant and lounge, room service, swimming pool, health club, complete meeting and banquet facilities and comfortable guest rooms with luxury amenities. This upscale hotel brand primarily serves major metropolitan areas and leisure destinations, which each reflect uniquely the local or regional environment.

Embassy Suites Hotels More of what you want Embassy Suites Hotels is Americas largest brand of upscale, all-suite hotels with more total suites than any other of its competitors. This brand helped create the all-suite segment of the lodging industry and maintains the commanding presence in this segment in terms of system size, geographic distribution, brand-name recognition and operating

performance. As a pioneer in the hospitality industry, Embassy Suites Hotels was the first brand to offer upscale all-suite hotels, featuring two -room suites with separate living and sleeping areas. There are approximately 170, Embassy Suites Hotels properties, 41,415 rooms, located in 37 states and 4 countries.

Hampton Inn & Suites Were with you all the way Hampton, which includes Hampton Inn and Hampton Inn & Suites, is a midpriced leader in the lodging segment in America. This brand is a value based product specifically designed from market research results. Hampton Inn & Suites offers both traditional rooms of a Hampton Inn, along with flexibility of suites. Targeting value-conscious, quality-minded travelers, Hampton Inn hotels provide a consistency that is the envy of the industry. Hampton hotels are located in rural, suburban and urban areas throughout America, with 1,192 locations. The hotels offer value-minded travelers a comfortable stay with free breakfast bar and a 100% Satisfaction Guarantee, which means if you are not satisfied with your stay, Hampton Inn and Hampton Inn & Suites do not expect you to pay.

Hilton The Hilton brand features approximately 231 full-service hotels and resorts in cities throughout the United States. This includes 55 owned and/or managed hotels, 170 hotels under franchise agreements, 1 leased property, and 6 joint ventures. Flagship properties include, among others, The Waldorf Astoria, Hilton Hawaiian Village Beach Resort and Spa and The Palmer House Hilton. Worldwide there are 499 hotels with 147,667 rooms under the Hilton brand. Hilton can be proud of a 98% brand awareness internationally and 78% customer satisfaction. Whether traveling for business or pleasure, Hilton guests can expect an experience made special through quality accommodation and superior service. Hilton continues to be leader in the hotel industry by providing innovative products and services that enable travelers to make the most of their hotel stays.

Hilton Garden Inn Everything. Right where you need it Hilton Garden Inn, is a mid-priced hotel chain with full service. With more than 150 properties across North America, the Hilton Garden Inn brand is positioned as the leading, mid-priced lodging choice for todays growing segment of midmarket travelers. For the business-minded traveler, each hotel offers a complimentary 24hour business center, and every guestroom features an oversized work desk plus telephones, each with two phone lines to make conducting business from your room more productive. By

focusing on precisely what guests say they need and want, and less on what they do not use, Hilton Garden Inn hotels deliver the highest degree of service and cost saving without sacrificing the quality associated with the Hilton name.

Homewood Suites by Hilton Your perfect second home Homewood Suites by Hilton is a brand for upscale all-suite residential-style hotels targeting travelers who are on the road for a couple of days. The brand was designed for guests who travel on field assignments, relocate to a new community, and attend seminars, conventions or corporate training programs, and leisure travelers on vacation or attending family events. Each room offers fully equipped kitchens with refrigerator, microwave, twin burner stove, dishwasher and coffee maker. Complementary hot breakfast as well as light evening meals and beverages are also available. This brand features more than 120 hotels, which includes more than 13,000 suites.

Companys Market Segmentation and Branding Strategy

The Hilton Hotel Corporation with its seven brands tries to serve the entire market, so that every traveler has the opportunity to stay in one of Hilton hotels. Whether you are interested in a mid-priced, upscale or luxury stay, whether it is just a onenight-stay or an extended stay, Hilton Hotel Corporation has a branded hotel for each preference. Brand Location Capital Cities Metropolitan areas & destinations Suburban regions / city Upscale Segment Full-Service leisure Upscale Segment Full-Service Category Luxury Segment Food Service Full-Service

Metropolitan areas Suburban Metropolitan areas regions /

Upscale Segment

Full-Service

Extended Stay

Limited Service Full-Service

Rural / Suburban Mid-Priced Segment

Rural / Suburban Mid-Priced regions Segment

Limited Service

On the one hand the Hilton Family brand strategy tries to transfer the Hilton image of esteem and quality to the other brands and on the other hand, the individual are supposed to transfer the warmth, youth and emotion to Hilton Conrad Hotels stands for luxury and the highest standard of quality to the smallest details. Doubletree is the informal, contemporary brand with a business casual attitude. At Embassy Suites Hotels the most focus is on the room size, which is compared to other hotels a lot bigger. Homewood Suites by Hilton is national brand of up sale all-suite residential-style hotels, focusing on extended stays. Hampton, with Hampton Inn and Hampton Inn & Suites stands for innovative services for the value-minded traveler. Last but not least, the brand Hilton Garden Inn is providing award winning service and exceptional value for travelers.

Practical Implementation of Market Segments (Codes)

In hotel industry a code is assigned in order to track the materialization of the defined market segments and the segmentation is done at two levels: Market Main Group as the name suggests, it is the main group (the first level), which comprises of similar market segments grouped under the Market Main Group. Market Codes these are the three-digit character codes, under each Main Group (second level). They have to be assigned to a Main Group. 1. Airlines Crew These are members of crew (cockpit and cabin crew only) which has a crew agreement with the hotel. Airlines get into agreement with the hotel depending on various factors such as distance of the hotel from the airport, class of the hotel, room inventory of the hotel, special facilities for the crew, discounted rates and billing credit, peace and quiet atmosphere, and previous loyalty with the hotel. Employees of the airline (Not Staying as a crew members) are coded to their respective corporate rate (this also includes any flight engineers, ground staff and officials from the airline) 2. Airlines Layover These are guests from an airline staying at the hotel because of their flight not taking off (for reasons like technical problems with aircraft, weather not clear for take-off, etc.). They are known as 'distressed passengers'. Some hotels, particularly those who have crew contracts, often pre-negotiate a 'Distressed Passenger Rate'. Guests booked by the airline on a pre-negotiated 'Airline Stopover Rate' (transit passengers who are issued transit vouchers by airlines). This type is also termed as STPC. Business through this segment depends on factors such as pre-negotiated distressed passengers rate, room availability at time of requirement, special

discounted rate, distance from the airport, billing & credit facility and brand loyalty. 3. Long Stay Guest Guests who have signed a specific Long Stay agreement with the hotel hotel has negotiated a special rate because of the length of stay (based on the minimum long stay period established by the hotel). Location of the hotel plays an important part in this segment along with factors as special long stay rate; additional business facilities offered by the hotel, in room facilities and amenities, size of the room and brand loyalty.

4. Long Stay Office Rental Office leases (sellable guest room which has been sold for the purpose of using it as an office) - based on the minimum long stay period established by the hotel. 5. Corporate Corporate Segment plays a most important role in the business determination of a hotel. Corporate guests belongs to those companies identified by the sales and marketing team and constitutes National / Key accounts, Local preferred / Territory accounts or companies that have a potential greater than X number of room nights. It also includes guests travelling for business reasons booked by consortia, at consortia rate(s) like AMEX, THOR, HRG etc. contracted rates, additional business facilities, in room business facilities and corporate brand loyalty plays a major part in corporate segment. Business through corporate sector depends on the terms shared between a hotel brand and the corporate account irrespective of demographic differences.

6. Leisure Guest falling into Leisure segment is booked by tour operators who have signed a wholesale agreement & carries the voucher of the respective wholesaler, who deals with the hotels on promotional rates or guests traveling for leisure reasons booked by consortia at consortia rate(s) like AMEX, HRG etc. Brand loyalty by consortia and various travel agents along with the best and lowest rate agreements plays a key factor in business through leisure segment. 7. Transient : Rack and discounted All non-negotiated business booked on publicly available rates including BAR, Early bird, last minute, etc. 8. Transient : Leisure Packages All Non-negotiated leisure package business which a hotel offers on a seasonal basis depending on the factors such as market / city occupancy in order to promote the business at cheaper and competitive rates attracting the clientele and in a way creating a brand awareness and loyalty in the market. 9. Series Groups Groups, who are travelling as a leisure group, and form, part of a wholesale series contract. These groups normally have a common itinerary (e.g.: Delhi-AgraJaipur) and would also probably visit the same sightseeing spots in the city. The no. of days would also be the same. Getting into contract for this segment requires the special discounted rate offered to the series leader and additional facilities such as complimentary breakfast, special sightseeing arrangements etc.

10. ADHOC Group Is a One-off group, not meeting any other group definition. Includes groups booked by wholesalers or travel agents and this business again depends on special discounted rate offered. 11. Incentive Group Incentive groups are the ones where the purpose is to reward the participants. This is done by the hotels themselves in order to create brand value and by various corporate in order to meet the social benefits provisions of their employees. Thus the pillar of this segment lies on brand loyalty shown by the corporate and factors such as rates plays an indirect role. 12. Conferences Guests, who are travelling as a group, have booked function space in the hotel. The rate for the group may or may not be the same, as the corporate rate for transient guests from that company. Facilities such as conference rooms and other business facilities along with the rate factor acts as a deciding aspect for the coordinator to book the conference at a hotel. Room inventory, room size, and category of rooms also fall in criterias for the final agreement. 13. Events This segment can be further categorized as Delegation Event such as State or Ministerial visits, Corporate Event includes business guests in the hotel, for the purpose of conducting a launch, road show, demonstration, fashion show, beauty pageant or similar corporate events, Wedding Event includes groups attending a

wedding, held in the hotel, sister hotel or elsewhere in the city, Events: Fairs includes groups attending an event, held primarily outside the hotel, like trade fairs, car shows, etc. Break off events might take place in the hotel (guests could either be participating in the fair or could be visitors). Factors such as rates, room inventory, location of the hotel along with brand image and awareness creates an interim part of the decision making for the group, corporates or individuals

Fig: Expected Demand Change in Guest Segmentation

Fig: Changes in International and Domestic Travel Profile

Fig: Top Distribution Channels

HILTON MARKETING STRATEGIES

People in India are very pricing conscious and hotels have a huge market share in India, but slowly and gradually trends are changing; now people are becoming more brand and quality conscious. Go Branded, Go for HILTON slogan hit the market at the right time and brought enormous response in terms of sales. Price wise Hilton services are at par or almost cheaper than the services of its competitors. I found that HILTONs biggest strength is that people have trust in its commitments regarding the qualities of its products and after sales services.

CONTRACTING

Corporate and Leisure Contracting Rate Grids based on volume commitment are provided to all sales team members. If rate falls within the rate grid guidelines, letter to signed by City DOS and Account manager. If rate does not fall in rate grid based on volume commitment , prior approval via email needs to be taken from DBD/ Revenue Manager and thereafter letter to be issued co signed by City DOS and Account Manager. Copy of letter to be sent to DBD and Revenue Manager. Account Managers responsibility to fill in CREF form and send to the DBD and Revenue Manager for further action. Rate Letter formats will be provided to all sales people who can effectively change the contact details and insert the rate grid based on volume onto the letter. Conference & Event

Date: Name of Sales Manager

Name of Company : Name of Guest : Designation: Event Type: Contact Person for details: Contact no: Name of Decision Maker : Contact No: Hilton HHo nors Members: Number of Guest Rooms

Hiltons Sales and Market Share.

SWOT ANALYSIS OF HILTON

STRENGTHS:

Hilton Hotel Corporation (HHC) is a well established organization and industry leader in the hotel, hospitality and gaming industry

HHC is well diversified across the industry with hotels in the high end, business and mid-priced classes in their product mix

HHC also possesses solid integration features such as owning the companies that manufacture its furniture and has invested in online reservation travel enterprises

WEAKNESS:

HHC may be two narrowly focused making it vulnerable to a downturn in the global economy and other world-wide catastrophes that could limit global travel such as the bird-flu and a significant terrorist strike HHC may be vulnerable to workers strikes and crack down on undocumented workers in the U.S. Most of its holdings are in the U.S.

OPPORTUNITIES:

HHC should offer an array of distinctive and specialized services to the high end guests and high rollers such as Wedding planning & hosting Spas that specialize in personal services Personal trainers HHC should look to expand into or acquire a cruise line A cruise ship is little more than a hotel that floats this would essentially match what it currently does with its leased properties Gaming activities would escape regulation, etc. Take advantage of emerging markets, especially with business class and midpriced markets

THREATS:

HHC must be careful not overextend its efforts to mix entertainment and gaming Also the extension of credit and other side effects of gaming can slowly but surely nibble away profits September 11th was a major blow to the hotel industry. A similar event could result in another down turn.

GRAPHICAL DATA INTERPRETATIONS

1. Which brand of Hilton do you mostly use?

From the Pie Chart it is clear that majority of the respondent own (23%) of total respondent use Hilton, followed by Double Tree (21%). Thus Hilton found to be leader in consolidated market share of Hotel industry.

2. How did you know about Hilton?

As is evident from the graph majority of users get information about the hotel and latest sales offers from friends & newspaper. This gives an insight that the media that can be effective in conveying sales promotion offers is print media (newspapers). If we look at another feature that has been brought out by the survey is the fact that majority of people prefer Hilton by reading about it in newspaper. This can be concluded from the fact that 41 percent of the customers are those who seek information from Newspaper.

3.

Are you satisfied with the hotel you are staying in?

It is clear from the chart that most of people are satisfied with their hotel.

4. Is price an important attribute?

Most of the respondent feels that price is the important factor.

5. Do you know Hilton customer care services are available 24x7?

Most of the people dont know that Hilton customer care services are available in 11 Indian Languages.

6. According to you, which of the following brands serve good quality rooms at reasonable prices in India? [Rate your answer on the rating scale of 1-7, rate 1 for very poor and 7 for excellent].
CostR t g ain

100% 4 90% 80% 70% 60% 50% 6 40% 30% 20% 10% 0% 5 4 5 1 Acer 2 1 3 4 0 6 5 5 0 8 1 4 5 12 8 4 8 9 9 1 2 14 6 6 6 4 7 6

1 2

6 6

13 13

11

6 9 1 1 1 1 6 1 1 0 LG Rate 7 1 1 3 IBM 0 8

HPDell HCL PCS Zenith Compaq Rate 1 Rate 2 Rate 3 Rate Brands 5 Rate 6 Computer 4 Rate

7. Which of the following brand of Hilton would you choose to stay in?

Majority of the people said they will choose Hilton Garden Inn.

8. Age group that responded to the questionnaire?

From the chart we can interpret that majority respondents are of age group 18-25 in the research, 21% are of age group 26-35, 10% are of age group, 3% are of age group.

9. Gender of the people who responded to the questionnaire?

In this research majority of respondents are male. There are 61 male respondents and 9 female.

RECOMMENDATIONS & SUGGESTIONS

LIMITATIONS OF THE STUDY

CONCLUSION

BIBLIOGRAPHY

ANNEXURE
QUESTIONNAIRE
) Which brand of Hilton do you mostly use ? Conrad Hotels [ ] DoubleTree [ ] Embassy Suites Hotels [ ] Hampton Inn & Suites [ ] Hilton [ ] Hilton Garden Inn [ ] Homewood Suites By Hilton [ ] 2) How did you know about the type of Hilton Hotel you are staying right now? Newspaper [ ] Television [ ] Friends and Family [ ] Magazine [ ] Others [ ] 3) Are you satisfied with the hotel you are staying in? Yes [ ] No [ ] 4) Is price an important attribute ? Agree [ ] Strongly agree [ ] Disagree [ ] Strongly disagree[ ] Neither agree nor disagree [ ]

5) Do you know Hilton customer care services are available 24x7? Yes [ ] No [ ]

6. According to you, which of the following brands serve good quality rooms at reasonable prices in India? [Rate your answer on the rating scale of 1-7, rate 1 for very poor and 7 for excellent]. Quality Rating

Cost Rating

Conrad Hotels DoubleTree

Embassy Suites Hotels Hampton Inn & Suites

Hilton Hilton Garden Inn Homewood Suites By Hilton

7) Which of the following brand of hilton would you choose to stay in ? Conrad Hotels DoubleTree Embassy Suites Hotels Hampton Inn & Suites Hilton Hilton Garden Inn Homewood Suites By Hilton [ [ [ [ [ [ [ ] ] ] ] ] ] ]

8) Age group that responded to the questionnaire? 18-25 [ ] 25-35 [ ] 36-50 [ ] 50 and above [ ] 9) Gender of the people who responded to the questionnaire? Male [ ] Female [ ] 10) Personal Details