1

Hilton and Modern Day Tourism

Madelaine Vitan

RPTA 96D

Shirsat
 2

Hilton Hotels & Resorts (Hilton Worldwide) has its roots starting in 1919 when Conrad

Hilton bought his first hotel. It is now a global company consisting of about 550 + locations

containing 5400 properties with more than 880,000 rooms in 106 countries and territories.

(Hilton Worldwide, 2018) It has multiple brands serving various clienteles, some franchised and

some as part of joint ventures.

Hilton has become dedicated to being eco-friendly and accomplishing sustainability

goals. The hotel group is praised for its LightStay policies and program. What is LightStay? It is

in a written document that outlines Hilton’s environmental and sustainability goals to be

followed at each of its hotels. It is a proprietary plan of corporate responsibility and contains a

performance measurement platform having measurable goals. The company set its sustainability

goals aggressively and developed and effectively implemented LightStay as the proposed

enabling technology to achieve them. (Hilton Worldwide: LightStay -- Environmental Leader,

2018) It was implemented in 2009 & 2010. It calculates and measures the environmental and

societal impact of every Hilton branded hotel on their communities. LightStay measures “energy

use, water use, waste output, and carbon output at every Hilton Worldwide hotel around the

globe.” (Ibid.) It even records the weather situations to put energy and water use in context.

LightStay requires each Hilton hotel to monitor and complete improvement projects

throughout the year to improve the sustainability scores. The program is comprehensive and tells

each hotel to calculate scores in each sustainability area, and provides information on trending

and benchmarking, including historical observed circumstances. The LightStay environmental

and energy management system simplifies energy, water, and waste performance into simple

scores. It tracks the goals and the progress toward each goal. Historical context has special

importance as it allows each hotel to forecast future needs in energy and water consumption and
 3

their impact on costs and expenses. Management can then take anticipated and corrective actions

and the elements of risk and surprise are reduced. Sustainability best practices can also be

identified. I should add that local conditions might require the relevant hotel to be creative in

setting goals and improvement processes. Also, even the construction of new hotels and

improvements to existing hotels require sustainability practices. For example, what building

materials may or should be used? (Ibid.)

It is important to also note that LightStay has allowed every Hilton hotel to be certified

to the ISO 14001 environmental management standard and the ISO 50001 energy management

standard. ISO stands for International Organization for Standardization. In the six years between

2010 and 2016 Hilton Worldwide has reduced energy consumption by 14.5%, water

consumption by 14.1%, and waste output by 27.6%. LightStay also has allowed Hilton

Worldwide to save $550 million during that time. (Ibid.)

As I noted, Hilton operates multiple brands, and they are generally customized to specific

purposes and clientele. The brands are listed below. (Hilton Worldwide, 2018) The purpose of

each brand is very similar to that as stated by Hilton, and so is perhaps a little hokey.

1. Waldorf Astoria: A luxury brand offering unique services and generally they are well

known landmark hotels. They can be found in select major cities and resort areas around the

world.

2. Conrad:A luxury and resort hotel, stylish with services connected to “today's” sophisticated

traveler. Mostly found around Asia and in certain major cities in the US.

3. Canopy: Offers a “Positive” and fresh neighborhood stay and style. A city center hotel,

found in select cities in the US; also in Iceland in Croatia.

 4

4. Hilton: A global leader in hospitality on six continents, perhaps a bit pedestrian when

compared to the other Hilton brands.

5. Curio: Unique hotels appealing to travelers seeking local discoveries. A luxury hotel that

can be found all around the globe, in popular or more secluded areas.

6. Doubletree: Described as warm and comfortable that gives the traveler a human

experience. Hmm? Sounds like it is out of a brochure. A full-service hotel, found in most major

North American cities.

7. Tapestry: This is designed to give the independent traveler peace of mind. A city center or

suburban hotel, with a modern look that can be found in cities across the US.

8. Embassy Suites: An upscale all-suites extended-stay hotel giving a complimentary

breakfast and other amenities.

9. Hilton Garden Inn: Designed to help you work smarter, eat well, and sleep deeply.

10. Hampton: Delivers quality, value and consistency. It has service with a smile.

11. Tru: This brand is new and offers a simplified style that is “spirited” and is value oriented.

Guests share a “zest” for life and a desire for human connection.

12. Homewood Suites: “Make yourself at home” for any length of visit; an extended-stay hotel

found in either city centers or suburban areas.

13. Home2 Suites: All suites for extended stays. (Might be used for temporary housing for a

relocating traveler.)

14. Hotel Grand Vacations: Provides all the benefits of owning your own vacation home without

the hassles; a vacation ownership hotel.

The Hilton brand has over 5,000 properties, with ten out of the 14 different brands being

franchised. Those hotels are the World of Astoria, Home 2 suites, Hilton Hotel, Hilton Garden
 5

Inn, Doubletree, Embassy Suites, Hampton Inn, Homewood Suites, Conrad Hotels, Hilton grand

vacations. In order to franchise with Hilton you must start of by submitting an application, which

costs $95,000. Once Hilton has accepted the application they require you to take the training

programs that they offer. Hilton will then grant the franchise a non-exclusive license to use their

system during the term of the Franchise Agreement to operate a franchised hotel. The franchisee

is then responsible for management of the hotel, complying with the franchisor’s requirements.

Tourism is a commercial organization and the operation of vacations and visits to places

of interest. Tourism is the world's largest industry which is always evolving as it stimulates

economic growth and job creation. In tourism you can travel for business or leisure and it also

can be domestic or international. Tourism is a product of modern social arrangements, beginning

in western Europe in the 17th century, although it has antecedents in Classical antiquity.

(Tourism | Definition, History, Types, Importance, & Facts). Tourism involves a person stepping

outside of their usual environment and exploring a new one. Tourism can also benefit the city’s

economy bringing a lot of business and jobs with the people living the area. Creating

opportunities like tour guides, hotel staff, as well as restaurant staff (7 advantages of Tourism).

With the tourism industry rising it creates plenty activities and attractions that bring people in the

area, which include theme parks, monuments, museums, and authentic cuisines. Tourism also

has some environmental advantages as it creates a sense of importance in a city’s history in

preserving the area.

With tourism it motivates people to travel because they have a desire to explore and learn

about different cities and the city’s culture (7 advantages of Tourism). Other reasons people are

motivated to travel could be for business, pleasure, romance, knowledge, and change. Tourist can

give pride to the local communities and them the opportunity to look into their history and
 6

heritage. Traveling to a new area is an effective way for a person to gain firsthand knowledge

about a place compared to seeing it online or in paper. This give tourist the opportunity to

expand their horizons and learn new cultures that differ from their own.

The tourism industry has given itself an important role globally for many individuals and

families who want to travel to different destinations around the world. The reasons why many

people travel to different destinations around the world can be for purposes pertaining to leisure

and an escape from the normal routine of life. Aviation and the tourism industry go hand in hand

when it involves the mode of transportation for travelling, in which Aviation has impacted the

tourism industry in significant ways.

Transportation is extremely important in the tourism business by promoting cultural

diversity, experience, and appreciation through travel. From gas powered, electric, wheeled, to

air travel, transportation is different in every country. More developed countries make use of

cars, buses, planes, trains, etc. Some underdeveloped countries transport by means of boats,

animals, even by bicycle. Increasing tourism would be extremely hard, without a way to get

people to far away destinations. Two important forms of transportation around the world would

have to be airplanes and buses, for their ability to travel far or near.

The tourism industry has made major contributions to the global economy. In 2016,

tourism supported 292 million jobs and $7.6 trillion to the World GDP (“Tourism.” Tourism:

Aviation: Benefits Beyond Borders, aviationbenefits.org/social-development/tourism/). Aviation

played a big part in this contribution, in which it helped aid many developing countries with new

revenue and better economic standards. Countries in Africa are an example of how Aviation

benefited these two factors. African countries overall employed 4.9 million individuals in areas

concentrated on the steady influx of oversea visitors who travel by air, along with aviation
 7

contributing $36 billion to the GDP of African economies in 2016 (“Tourism.” Tourism:

Aviation: Benefits Beyond Borders, aviationbenefits.org/social-development/tourism/). Aviation

transportation can also bring economic prosperity to towns and cities. The impacts of tourists

visiting these areas can bring a rise in tax dollars that can be used to fund certain projects for

communities that reside in those areas (Walker, John R. Exploring the Hospitality Industry.

Third ed., Pearson, 2019. P. 33). Aviation transportation is also a factor in the cost of air flights,

tourism products, and destinations. Its impact has caused a shift in the reduction of flight costs,

along with more competition between airline companies. Examples are Southwest, JetBlue, and

Spirit. The reason for their low cost in flights are because their planes are strictly 737s. Because

of this, airline companies are able to set money aside to pay their employees, do maintenance

checks, and prevent themselves from going bankrupt (Walker, John R. Exploring the Hospitality

Industry. Third ed., Pearson, 2019. P. 34).

The future of Aviation transportation will also transform in different ways. One of the

ways in which this type of transportation will change is that a lot more people will be flying.

According to the International Air Transport Association, by 2035, 7.2 billion people will be

flying to their destinations contrast to 2016 which was 3.8 billion people (Rosen, Eric. “14 Ways

Air Travel Will Change in the Next Decade.” The Points Guy, The Points Guy, 23 Sept. 2017,

thepointsguy.com/2017/09/how-air-travel-will-change-soon/). A rise in individuals participating

in aviation travel will help many industries grow in terms of creating jobs and bring prosperity to

many cities and towns that need the revenue to help their communities, along with improving

and bringing more attractions to tourists who visit the area. Another way that aviation

transportation will transform in the future is that its environmental impact on the world will be

eco-friendly focused, such as reducing carbon emissions. The situation regarding the reduction in
 8

carbon emissions is that 68 countries, who represent international aviation, have created goals to

achieve carbon-neutral growth by 2020 (Rosen, Eric. “14 Ways Air Travel Will Change in the

Next Decade.” The Points Guy, The Points Guy, 23 Sept. 2017, thepointsguy.com/2017/09/how-

air-travel-will-change-soon/). These goals are centered on cap-and-trade policies similar to what

oil and gas industries uphold to. Aviation transportation will also have more flexibility in

accepting different payment methods, such as bitcoin and venmo. This will be very convenient

for many airline passengers who don’t have cash and/or credit cards to pay for their airline trips,

especially for individuals who don’t have an acceptable credit score to receive airline points

through credit cards. An example of an airline that is currently using this type of method is Peach

Airlines, which is an airline company based in Japan (Rosen, Eric. “14 Ways Air Travel Will

Change in the Next Decade.” The Points Guy, The Points Guy, 23 Sept. 2017,

thepointsguy.com/2017/09/how-air-travel-will-change-soon/).

Aviation and the Tourism Industry go hand in hand in being important roles for global

growth. Aviation and Tourism have given people the ability to find convenience in travel by

offering payment options that can benefit them more easily financially. Aviation and Tourism

has also brought efforts, by the representation of certain countries, to foster cap-and-trade

policies that can help benefit the world environmentally. Overall, Aviation and the Tourism

Industry are what has made the world move towards the future and progress.

Buses are one of the most common ways of local travel for many and are an essential part

of the economy for many societies around the world. Buses can be used for different transport

services such as long distance, urban, park and ride, school, etc. For countries who don’t have

access to cars, buses are the best option for them. It is helpful for tourists to use when getting

around in new places, when they don’t have a car. A bus is also used for travelling longer
 9

distances, as a cheaper option. They emit 20% less carbon monoxide, and 75% as much nitrogen

oxides per passenger mile than an automobile with a single occupant (Transit 2017). Taking

buses over cars would mean a greater decrease in pollution. This could improve the overall look

of a tourist destination that may feel outdated or crowded. By providing a healthy environment

people are more likely to travel to or through that destination. Local economies benefit from

reduced costs associated with traffic accidents, allowing them to invest the money in the

community and attractions. Tourists are more likely to visit places that are beautiful, and as safe

as they can be.

With the development of technology rising fast, bus transportation systems being

modified with some of the same ideas that cars are. Buses may help reduce carbon emissions by

eliminating the need for many private cars, but they still produce them. Businesses in the US,

such as Proterra, are developing batteries for a more efficient electric bus. The plan in london is

use low emission buses by the year 2020, while in Scotland has some hydrogen powered buses.

There are currently over 2,000 diesel-electric buses operating, as of 2018 (Frangoul, 2018). An

electric conversion will mean that buses will become more efficient, and are able to travel for

longer periods of time. Innovative designs are being used to increase space on buses and make

bus stops safer for everyone, promoting a safe travel environment for both locals and tourists.

Transportation in the travel industry is always changing, but will always continue to achieve the

goal of attracting tourists.

Every year, tens of millions of travelers choose to fly to destinations around the world

for vacations and leisure. Flying has become the principal mode of transportation for the

hospitality and tourism industry, and numerous airlines compete to attract the most travelers

through different business practices and methods. One of the principal domestic airlines in the
 10

United States is Southwest Airlines. Southwest runs their airline with unique practices, however,

it has resulted in the airline being profitable for its entire 44-year history and remains to be one

of the most popular airlines for domestic vacationing. Southwest’s success has radiated

throughout the airline industry and has caused other airlines to adopt similar practices in order to

maintain the superiority of air travel.

At any major hub for Southwest Airlines, a traveler with a simple sense of aircraft

knowledge will notice a stark difference that Southwest holds to other airlines. Southwest

maintains one of the largest aircraft fleets in the world, however, this fleet is comprised of one

type of aircraft: the Boeing 737. The singular use of the 737 means that Southwest can cut down

on maintenance costs dramatically by only having to service one type of aircraft and enabling the

interchanging of parts across the entire fleet. The 737 is an incredibly versatile aircraft and

proves to be capable of reaching any of the destination’s Southwest offers from any of its hubs.

Southwest maintains of fleet of 527 737s and the one plane show has proved to save the airline

valuable time and resources.

Possibly the biggest difference between Southwest and its competition is it’s unique and

efficient method of service. Unlike the traditional network airlines, such as United and Delta,

Southwest uses a boarding style that cuts down on the time the aircraft is on the ground. Usually

when a passenger boards an aircraft they already have a specific assigned seat that could be

anywhere throughout the aircraft and this process often creates chaos while boarding and delays

departure times. Southwest’s style couldn’t be more different in that they have three boarding

groups, however there are no assigned seats, instead passengers board and pick seats at their

discretion and whichever boarding group one belongs to dictates how quickly they get to board.
 11

The aircraft does not make any money while it’s on the ground, so Southwest’s method is to

lessen that time as much as possible and create a more efficient boarding process.

The airline has a reputation of being more no frills than many of its competitors, however, this

has worked to it’s advantage, as when a ticket is purchased it doesn’t matter where a passenger

sits, as all the seats are identical and there are very few perks to behold, however, this guarantees

that all the passenger expect the same level of service. The continuous policy of 2 free checked

bags has also won the airline huge popularity among travelers who are commonly slapped with

fees over checked baggage on other airlines. The food and beverage service is also kept simple

with just snacks and beverages, which contributes to an easy clean up and a quick turnaround

time.

The final factor that influences the success of Southwest is the general happiness and satisfaction

of its employees and guests. Southwest has more unionized employees than any other airline and

they are also some of the best paid airline employees in the industry. Southwest has never had a

strike, and flight attendants are often being viewed doing comedic routines during safety briefs

and are generally known to be very satisfied with their company. Passengers know what to

expect when they fly Southwest, and the blatant truthfulness of the airline and their generous

policies and prices have proven to be hugely popular. Overall, Southwest has succeeded so much

over its history due to the simplicity and efficiency it has implemented and the competitive

nature of it’s prices and policies that cannot be matched or appropriated by any other airline.

Southwest is a prime example of the success that the airline industry has had over the past

half a century, however, new technology is emerging, and airlines have been adapting to meet

these new needs. More traditional airlines are evolving to have higher capacities and as a result

less comfort than in previous decades. The surge of travelers has created a need for more seats
 12

and if necessary less frills to accommodate the huge number of passengers. Airlines are testing

how many passengers they can pack into one aircraft to maximize profits.

Another dramatic change that is occurring in the airline industry is a shift to more efficient

aircraft. Traditionally, long routes that were often oversees were flown with massive aircraft that

held several hundred passengers and had as many as 4 engines, as with the Boeing 747. The

global concern over climate change, however, has spawned a new breed of long-range dual

engine aircraft that focus on efficiency and range rather than passenger quantity. The best

example of this trend is the Boeing 787 Dreamliner which is designed for maximum fuel

efficiency and has one of the longest ranges of any commercial aircraft.

In future years, I see the demise of large capacity aircraft such as the 747 to be imminent and

instead to see several new models of fuel efficient and long-range aircraft to be developed and

grow in popularity, such as the 737 MAX and Airbus NEO series. I also expect to see the

number of passengers in these aircraft increase and the amenities to slowly disappear with the

world population growing, and the demand on air travel to be ever greater. Time will tell what

the future hold for air travel, however, Southwest will likely continue it’s path of success through

its efficiency and simplicity.

 13

References

Hilton Worldwide. (2018, October 10). Retrieved from www.hilton.com/en/corporate.

Hilton Worldwide: LightStay -- Environmental Leader. (2018, October 10). Retrieved from

www.environmentalleader.com/products/hilton-worldwide-lightstay.

Walton, J. (2018, September 5). Tourism | Definition, History, Types, Importance, & Facts.

Retrieved October 11, 2018, from https://www.britannica.com/topic/tourism

Travis Bennett, T. B. (2014, May 23). 7 Advantages of Tourism in an Economy. Retrieved

October 11, 2018, from https://blog.udemy.com/advantages-of-tourism/

“Tourism.” Tourism: Aviation: Benefits Beyond Borders, aviationbenefits.org/social-

development/tourism/

Walker, John R. Exploring the Hospitality Industry. Third ed., Pearson, 2019.

Rosen, Eric. “14 Ways Air Travel Will Change in the Next Decade.” The Points Guy, The Points

Guy, 23 Sept. 2017, thepointsguy.com/2017/09/how-air-travel-will-change-soon/

 14

Schleeter, R. (2013, December 11). Social, Environmental and Economic Impacts of Bus Rapid

Transit. Retrieved October 13, 2018, from

http://wrirosscities.org/research/publication/social-environmental-and-economic-impacts-

bus-rapid-transit

Frangoul, A. (2018, March 29). Over 1,000 miles on a single charge: A glimpse into the future of

bus travel. Retrieved October 13, 2018, from https://www.cnbc.com/2018/03/29/future-

travel-california-made-bus-travels-1000-miles-on-single-charge.html

Transit, N. E. (2017, July 18). National Express Transit Blog. Retrieved October 13, 2018, from

https://www.nationalexpresstransit.com/blog/9-benefits-of-public-transportation

Brancatelli, J. (2017, June 04). Southwest Airlines' Seven Secrets for Success. Retrieved from

https://www.wired.com/2008/07/southwest-airlines-seven-secrets-for-success/