When it comes to the hospitality industry, Hilton is one of the biggest names out there. Hilton also has a mid-priced, no-frills hotel chain called the Hilton Garden Inn.
So, who is the Hilton Garden Inn target market? And is there such a thing as an ideal Hilton Garden Inn customer?
In this article, we will study the Hilton Garden Inn target market and understand why they choose to stay at a Hilton Garden Inn when they have plenty of alternatives available to them.
Who is the Hilton Garden Inn Target Market?
To best understand the Hilton Garden Inn target market we need to understand why someone would choose to stay at a Hilton Garden Inn rather than other similar hotels like Best Western, Hampton Inn, or even a Holiday Inn.
And while Hilton Garden Inn hotels are not extremely expensive in most cases, is price a key reason why people choose it over a luxury hotel or over a business hotel like a regular Hilton, a Marriott, or a Four Seasons?
Similarly, why do people on vacation choose a Hilton Garden Inn when there are many other compelling alternatives like cute bed-and-breakfasts or boutique hotels? And finally, why spend money on a hotel like the Hilton Garden Inn when there are decent budget hotels available or even Airbnb alternatives?
These questions are important because they help us understand the Hilton Garden Inn target market and especially understand how they make decisions when selecting hotels. Answering these questions also helps us divide the Hilton Garden Inn target market into the following customer segments:
- People who prefer the Hilton Brand
- People who like the familiarity of the Hilton Brand
- Business Travelers on a model budget
- People on vacation who prefer a reasonably-priced hotel
- Backpackers and students
- People who are looking for a hotel that provides value for money
- Travelers for whom a Hilton Garden Inn is the most convenient option
Let’s look closely at each of these segments of the Hilton Garden Inn target market.
#1. People who prefer the Hilton Brand
People who strongly prefer the Hilton brand clearly are a Hilton Garden Inn target market.
These are people who have had a good experience with a Hilton Garden Inn in the past or maybe they’ve heard good things about it from friends and family.
They know what to expect when they stay at a Hilton Garden Inn and they’re comfortable with the brand. For these people, Hilton Garden Inn is their first choice when it comes to hotels.
What this means for Hilton Garden Inn is that they need to make sure that they’re living up to the expectations of these customers. They need to provide a consistently good experience so that these customers keep coming back.
#2. People who like the familiarity of the Hilton Brand
Sometimes when traveling, people just want to know what they’re getting into. They don’t want any surprises and they prefer to stick with brands that they’re familiar with.
For these people, Hilton is a safe choice. They know that they can expect a certain minimum level of quality and service when they stay at a Hilton Garden Inn hotel. This makes them a safe Hilton Garden Inn target market.
For instance, when someone’s traveling to a new destination for work, they might not have time to explore different hotel options. In this case, they would likely just book a room at the Hilton Garden Inn closest to their meeting or conference.
#3. Business Travelers on a model budget
Many businesses have a preferred hotel that their employees must book when they travel for work. For smaller businesses or businesses on a tight budget, Hilton Garden Inn is often the preferred hotel.
This is because Hilton Garden Inn offers a good value for the price. Business travelers are often able to get a room at a Hilton Garden Inn for a reasonable price. And while the rooms might not be as luxurious as a regular Hilton or Hyatt, they’re usually clean and comfortable.
So, for businesses that are looking to save money, Hilton Garden Inn is an attractive option. This makes business travelers on a tight budget a key Hilton Garden Inn target market.
#4. People on vacation who prefer a reasonably-priced hotel
Sometimes when people travel on vacation, they like to splurge and stay at a luxurious hotel. But other times, they just want a clean and comfortable place to stay without spending a lot of money.
For people who fall into the latter category, Hilton Garden Inn is often a good choice. They can usually find a Hilton Garden Inn hotel in most destinations and they know that they’ll be able to get a room at a reasonable price.
An advantage of staying at a hotel rather than a bed-and-breakfast or an Airbnb is that people can usually get a room with more amenities like a pool or a fitness center. So, for people who are looking for a good value, Hilton Garden Inn is an attractive option.
#5. Backpackers and students
Backpackers and students traveling on a tight budget often stay at hostels. But sometimes, they want a little more comfort and privacy than a hostel can offer.
In these cases, they might choose to stay at a Hilton Garden Inn. Hilton Garden Inn hotels are often a good choice for backpackers and students because they offer a reasonable price for a private room.
What’s more, Hilton Garden Inn hotels are often located in central areas, so it’s easy for backpackers and students to get around and explore the city. This makes them a key Hilton Garden Inn target market.
#6. People who are looking for a hotel that provides value for money
Many people choose to stay at a Hilton Garden Inn hotel because they feel like they get a good value for their money.
Hilton Garden Inn hotels often offer a good balance between price and quality. They’re usually not as expensive as luxury hotels, but they offer more amenities and better service than budget hotels. Also, many Hilton Garden Inn rooms can accommodate families or small groups, so people can often get a good deal by booking a room at a Hilton Garden Inn.
For people who are looking for a hotel that provides value for money, Hilton Garden Inn is often a good choice. This makes them an important segment of the Hilton Garden Inn target market.
#7. Travelers for whom a Hilton Garden Inn is the most convenient option
The final segment of the Hilton Garden Inn target market that we will review chooses Hilton Garden Inn simply because it is the most convenient option.
This might be because they are traveling to a location where there is no other hotel that they like. Or, it might be because there is a Hilton Garden Inn hotel located close to their final destination.
For instance, if a Hilton Garden Inn is attached right to a major tourist attraction, then it might be the best option for people who are looking for a convenient place to stay.
This market segment may not be loyal to Hilton Garden Inn, but they still choose the hotel chain because it is the most convenient option. They may just as well choose another hotel next time they travel if it is more conveniently located.
Conclusion
The Hilton Garden Inn target market includes a range of people who travel for business or leisure but who like the experience of staying at a hotel with a good reputation and a known brand. These people either prefer a Hilton Garden Inn hotel or appreciate the familiarity of the Hilton Brand.
Business Travelers on a model budget also select Hilton Garden Inn for its affordable rates. Hilton Garden Inn offers amenities that these travelers need like a hot breakfast, free wifi, and a fitness center or pool.
For the same reasons people on vacation who prefer a reasonably-priced hotel also often select Hilton Garden Inn. Families or small groups often find that the hotel’s accommodations best suit their needs as well.
Backpackers and students also find that Hilton Garden Inn’s locations are often centrally located and easy to get around the city. The price for a private room is also appealing to this group.
People who are looking for a hotel that provides value for money also find Hilton Garden Inn to be a good choice. The hotels offer a good balance of price and quality as well as more amenities than a budget hotel.
The final segment of the Hilton Garden Inn target market chooses the hotel chain because it is the most convenient option. This might be because they are traveling to a location where there is no other hotel that they like or because a Hilton Garden Inn hotel is located close to their final destination.