An Analysis of Hilton’s Mission of Vision
Since being founded by Conrad N Hilton in 1925, Hilton Hotel has expanded its presence to 104 countries. It is among one of the largest and fastest growing hospitality brands of the world that has 14 world class brands in its portfolio. Hilton hotels and resorts is the flagship brand of the Hilton Worldwide company. The world’s most known hospitality brand has achieved this on the basis of luxury and service quality. Its loyalty program has more than 60 million members.
To be the most hospitable company in the world – by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners and a positive impact in our Communities.
Hilton’s mission statement focuses on two aspects of its business mainly – hospitality and high positive impact. It believes in being the most hospitable company of the world which just sounds like promising the best quality of customer service like Amazon does. ‘Being most hospitable’ and ‘creating heartfelt experiences for guests’ which indicates a focus on service. A mission explains what a brand stands for. However, it is also used like a scale for day to day operations and decisions. For that reason it must be a little specific to guide the managers on important decisions. There are there more things included in the mission of Hilton, “meaningful opportunities for Team Members, high value for Owners and a positive impact in our Communities”. The mission statement of Hilton makes a very generic statement about the rest aspects of its business. Whether it is regarding its financial impact or corporate responsibility or organizational culture there is a very faint indication of what Hilton stands for in these areas. There is no indication of its financial status, its competitive position, products and services or any specific focus in the area of CSR. This mission must include more things but at the same time focus must be on including the relevant and being more specific.
To fill the earth with the light and warmth of hospitality –by delivering exceptional experiences – every hotel, every guest, every time.
A vision is the roadmap to future for any brand. In simple words, it sums what kind of future and brand imagines for itself and how it is planning to be there. A vision must be clear enough to show direction. So, a vision must not speak vaguely. All the focus on hospitality- at least that is what seems to be the focus of Hilton as appears from its vision statement. It is like saying we will continue to innovate and improve our services and products so we can provide the customers with the best in the world that is not a very specific statement and neither is that clear enough. Moreover, this mission statement leaves many things out of its ambit. There is no discussion of financial objectives, CSR, employees, and other important stakeholders. It is not just too broad to be utilized as a vision, it also shifts the focus from the other main objectives of the business. It does not explain what kind of financial future the company is trying to achieve. Other critical concerns are also left put like competition and market position.
Both mission and vision statements are two critical pieces of communication from the brand to its stakeholders – internal or external. So, apart from being concise, they have to be concrete and complete. Hilton’s mission and vision statements are incomplete in several aspects. It can be improve further to include the other key factors like market position, competition, important business goals and made more specific.
Hilton’s Business is based upon six important core values. They are noted here:
Hospitality: This is the first and most important passion of Hilton. It believes in delivering guest experiences that are most noted for excellence. It means guest experiences crafted to be five star. It is not just a core value, it is a promise from Hilton to the customers and the world.
Integrity: Another core value that is very important for Hilton. It believes not just in doing things right but also all the right things.
Teamwork: At Hilton you are inspired to work with the team. In everything that it does, it acts a team.
Ownership: A sense of belonging and being responsible for your actions and decisions.
Now: The focus must not shift from the most important things. There is always a sense of urgency and discipline in the air.