Chapter 1: Introduction

As opined by Holloway and Humphries (2022), tourism management can be defined as a multifaceted field that involves the strategic planning, development, marketing as well as oversight of all activities which are related to the tourism as well as hospitality industry. The actual aim for conducting this blog report study is to identify different products of tourism as well as analysing the different stakeholders and their role in the different organisations within the tourism industry. Apart from that, the main objective of this study is to conduct a strategic comparison between the largest hotel chain Hilton Hotels and holiday package providers as well as a tour operator Jet2holidays in the UK to identify different challenges and opportunities effectively.

In the UK, the hospitality sector is a large and significant part of the total economy of the nation as well as surrounded with the hotels, restaurants, pubs, bars, and catering services. This sector is a major employer as it employs approx. 330,000 people and significantly contributed to the UK’s GDP. In the UK, the hospitality sector is expected to grow from £43.60 billion in 2025 to £49.40 billion by the year of 2030 at a CAGR of 2.53% during the forecast period (giiresearch.com, 2025). On the other hand, the tour and travel sector that are considered under the tour operations sector are also major contributors to the economy as well. As per the report of statista.com (2025), in the year of 2023, approx. 38 inbound tourists were visited in the UK which was also over 20% higher than the previous year. In the year of 2025, the travel and tourism market in the UK is expected to reach £33.41 billion and by 2030 it is projected to reach £44.22 billion (statista.com, 2025).

Tourism products are referred to as a combination of tangible and intangible elements that make a visitor experience at a particular destination which includes attractions, facilities, services, and activities. In the same way, tourism products are vital for the tourists and destinations both as it influences the quality and enjoyment of a tourist's trip that ultimately enhances satisfaction. While, in the particular destination these help to generate revenue through different sectors (Page and Connell, 2020).

In this study, organisational as well as stakeholder analysis of the organisation's Hilton Hotels and Jet2holidays will be done. In addition to this, strategic comparison will also be conducted of both organisations for identifying different challenges and opportunities for the both organisation and tourism sector as well. Moreover, from the study findings proper recommendation will be made accordingly.

Chapter 2: Comparative Analysis of Organisational and Stakeholders

2.1 Overview of Organisations

Overview of Hilton Hotels and Its market position

Hilton is known as a leading global hospitality organisation with a large portfolio of 24 world class brands. In addition to this, the organisation has more than 8600 properties within 140 countries. In the year of 1919 the organisation was established as a brand and started a journey in the hotel sector in Cisco, Texas (stories.hilton.com, 2025). In the UK, the organisation has several properties in different popular locations such as the London Hilton on Park Lane, which was the first Hilton to open in the UK. In addition to this, other notable locations have included Hilton London Bankside, Hilton London Tower Bridge as well as Hilton London Wembley. In the UK, the organisation has more than hotels and they have planned to open more across the UK. In addition to this, within the UK, they offer a wide range of options for both leisure and business travellers. Hilton hotels is basically known for their commitment for delivering exceptional guest experiences as well as its dedication to its employees. The mission of the organisation is to "fill the earth with the light and warmth of hospitality,". Moreover, globally and internationally Hilton has been identified as a significant employer particularly of the young people and with a focus on training and development. Hilton has offered different programs like “Management Development Program (MDP)” and the “Engineering Graduate Development Programme (PACE)” for guiding the employees into leadership and technical roles effectively (jobs.hilton.com, 2025). Globally Hilton has a strong market position. As of July 2025, the organisation has a market capital of £47.71 billion that makes the organisation world's 328th most valuable organisation (companiesmarketcap.com, 2025). In addition to this, within the UK, they also have a strong market position within the hospitality sector and constantly rank as one of the most popular and well-known hotel brands across the UK. As per the report of statista.com (2025), it has been found that, in the UK among the other hotel brands Hilton Hotels has the highest brand awareness as 85% of respondents recognised the brand.

Figure 1: Brand Logo of Hilton

(Source: stories.hilton.com, 2025)

Figure 2: Brand Awareness of Hilton in UK

(Source: statista.com, 2025)

Overview of Jet2holidays and Its market position

Jet2holidays is known as a package holiday provider and tour operator in the UK and operates as a subsidiary of Jet2 plc. In the UK, Jet2holidays is one of the largest tour operators who have started their journey from the year of 2007 and they have offered a wide range of packaged holidays which have included city breaks and villa holidays, with flights, accommodation and transfers with minimum 22kg baggage allowance included (jet2holidays.com, 2025). Their package holidays that they offer to the destinations across the Mediterranean, Canary Islands as well as Europe and serving over 550 resorts. In addition to this, Jet2holidays is basically known for its ATOL and ABTA protection that ultimately helps ensure the customer's financial security. People can book their holidays packaged through online travel agents as well as the organisation also provide opportunity to the customers to book via the Jet2holidays call centre (jet2holidays.com, 2025). Currently the organisation has a devoted team which have over 14,500+ employees across the UK and overseas who effectively manage the over growing demand of Jet2.com and Jet2holidays properly (linkedin.com, 2025). In contrast to this, in terms of market positioning the organisation Jet2holidays is a prominent player in the UK package holiday market and they have also held the position of the largest tour operator. In the UK tour and travel sector Jet2.com and Jet2holidays operate jointly and offer both flights and package holidays that ultimately deliver a strong competitive advantage for the organisation. In the fiscal year of 2024, Jet2 Plc has achieved a record-breaking revenue of £3.5 billion which was a significant increase of 25% over the year. This strong performance basically happened due to the large number of passengers travelling with them and the airline carried over 14.5 million people during the period of time.

Figure 3: Brand Logo of Jet2holidays

(Source: jet2holidays.com, 2025)

2.2 Evaluating the Stakeholders

Stakeholders of Hilton Hotels their expectations and contributions

Key Stakeholders	Expectations of Stakeholders	Contributions of Stakeholders
Leadership	Expectations of the Leaders of Hilton Hotels is basically centred around a commitment to their core values, fostering an inclusive environment as well as driving the business success by a combination of strategic leadership styles as well as a focus on employee development.	The leadership of Hilton Hotels has significantly shaped the hospitality industry by innovation as well as focus on the employee’s well-being and has commitment to social impact. The leaders of the organisation actively work towards more sustainable stays by focusing on energy efficiency, reducing waste, and promoting responsible sourcing (stories.hilton.com, 2025).
Employees	The expectations of employees of the organisation Hilton is to get fair wages as well as a good working environment and culture to deliver the best services to the customers.	On the other hand, they have contributed to organisational success through their dedication. The employees of the Hilton deliver the excellent guest experiences, upholding ethical standards, and actively participating in professional development programs. In addition, team members of Hilton also provide actionable feedback that shapes their programs that ultimately drive towards the accountability of employees (travelwithpurpose.hilton.com, 2025).
Customers	Hilton has more than 180 million customers who have basically expected the consistent and premium guest experience, ethical business practices as well as personalisation and frictionless travel solutions from the organisation.	The guests or customers of Hilton have significantly helped to shape the organisation's sustainability and social impact programs by delivering regular feedback through the different surveys as well as focus groups (travelwithpurpose.hilton.com, 2025).

Stakeholders of Jet2holidays their expectations and contributions

Key Stakeholders	Expectations of Stakeholders	Contributions of Stakeholders
Customers	The customers of Jet2holidays are expecting a friendly and efficient service from the initial booking to in resort assistance which include helpful staff, clear communication, and a willingness to resolve any issues that may arise. In addition to this, they are also expecting more good value for their money, with transparent pricing and clear information about what is included in their package. However, Jet2holidays is mainly chosen for their competitive pricing.	The customers booking their package holidays with Jet2holidays which include flights, accommodation, transfers, and baggage allowance, directly generate revenue for the company. Apart from that, positive reviews and feedback from satisfied customers contribute to Jet2holidays' strong reputation as a reliable and trustworthy tour operator that helps to attract more customers (jet2holidays.com, 2025).
Employees	The employees who are also the stakeholder of the organisation Jet2holidays are generally expecting good wages as well as discounts from the organisation (glassdoor.co.in, 2025). In addition, they are also expecting a fast-paced environment as well as opportunities to meet new people and learn accordingly.	The employees of the Jet2holidays have contributed significantly to the organisational success by delivering the better customer services, hard work as well as maintaining a positive attitude particularly in the fast-paced environments.
Suppliers	Jet2holidays’s suppliers are basically seeking ethical practices as well as all legal compliance that needs to be followed by Jet2holiday.	Jet2holidays have a stable supplier base who have provided fantastic holiday experience to the customers. Organisations work with more than 3,900 non-hotel suppliers who help maintain the successful delivery of our services (jet2plc.com, 2025).

Chapter 3: Strategic Comparison- Consequences and Opportunities

3.1 Development of Tourism Product

Comparison of Tourism Products and Services of Both Organisation

Key Aspects	Hilton Hotels	Jet2holidays
Service Range	In the UK, Hilton Hotels offer a wide range of services as well as amenities which have “Hilton Hotels and Resorts” where people have got the mix of full-service hotels and resorts at one place.	On the other hand, Jet2holidays has provided their services by delivering package holidays to the people which is a combination of return flights, chosen accommodation (ranging from 2-5-star hotels) and return transfers as well.
Features	In all hotels of Hilton, they have standard hotel rooms, suites as well as connecting rooms are also available. In addition to this, on site restaurants and bars are common, with options ranging from casual to fine dining that makes Hilton unique. Apart from that, they have also offered digital keys where guests have used their smartphones to access their rooms (hilton.com, 2025).	While, in Jet2holidays low deposits are one of the key features of the organisation where people secure their holidays with a low £60 per person deposit. Apart from that, a minimum 22kg baggage allowance for the customers is also a unique feature of the organisation (jet2holidays.com, 2025).
Value Proposition	In the business operation of Hilton, they strive to make memorable and positive guest experiences by their various brands and offerings. In addition to this, they are also offering the exclusive benefits and rewards to the customers that give extra value within the business process and people choose Hilton over the other organisation.	On the other hand, Jet2holidays in the UK offers package holidays with great value and reliable customer service as well as their all packages comes with the ATOL and ABTA protection that proposes some extra values and during the package holidays selection UK’s people chose Jet2holidays (jet2holidays.com, 2025).
Customer Engagement	In the context of customer engagement, Hilton has provided the opportunity to all guests where they communicate with hotel staff and manage their stay through mobile messaging via the “Hilton Honors app” or SMS at over 2,300 properties. Thus, it ultimately helps to get better services and satisfaction.	In contrast to this, Jet2holidays utilised their customers data which have included booking information and website interactions to create a "single view" of the customer and deliver the best services and tailor offers that helps to increase the customer experience.
Innovation	The organisation Hilton has introduced the digital key features within the operational process where guests use their smartphones to check in, select rooms, and unlock their doors via the “Hilton Honors app” (hilton.com, 2025). Apart from that, Hilton has Xiao Xi chatbots that provide 24/7 support for travel-related queries that also improve customer satisfaction and reduce customer service costs.	On the other hand, Jet2holidays also leverage AI and automation for personalising customer interactions, streamline booking processes as well as enhance the overall travel experience (jet2traveltech.com, 2025). Moreover, they have also invested in SAF plants to reduce carbon emissions from their flights in addition, Jet2holidays also uses SAF at their select airports.

3.2 Strategic Consequences and Organisational Responses

Challenges that faced by both organisation

Hilton Hotels

“Providing Services Digitally”

The organisation Hilton is totally aware about the advanced technologies however, the organisation only promotes their services through their official websites only not utilising other online platforms. However, it has been found that tourists are more likely to do mobile search rather than desktop searches (Ni et al., 2022). Therefore, only promoting services through websites makes challenges for them and they invest a lot within the websites but not meet the people's expectations as a whole in terms of their competitors.

“Threat of Competitions”

Hilton’s one of the largest competitors is Airbnb as they have totally changed the hospitality market. Day by day Airbnb has brought much efficiency in the lodging that makes them more transparent as well as accessible. In addition, they have also provided safe, consistent and secure accommodations to the guests that ultimately fulfil the customers’ expectations and delivered the personalised experience and ultimately make challenges for the organisation Hilton to get more customers towards the brand.

“Implementing Sustainable Practices”

Hilton has been doing the sustainable practices however, in recent times customers are preferring the more responsible travel rather than the luxurious. The main reasons behind this are ethical, moral and responsible thinking of the customer. This makes the challenges for the organisation to make itself more advanced as environment friendly totally and they faced problems to get more environment responsible customers towards the brand.

Jet2holidays

“Operational Challenges”

The organisation Jet2holidays has faced challenges in their operations as during the peak seasons handling the lots of booking and ensuring smooth operations is one of the problems for the organisation. Apart from that, during the busy times maintaining adequate staffing levels is also a challenge for Jet2holidays to deliver the good customer service and efficient operations. Moreover, in the context of operation Jet2holidays has been investing in their IT infrastructure for improving the consumer service as well as supporting their growth; however, this also presents a challenge in terms of implementation and ongoing maintenance for the organisation that ultimately influenced the overall operations (ttgmedia.com, 2024).

“Competitor threat”

In the UK market, Jet2holidays has also faced the competition from the other holiday and travel organisations that ultimately poses the challenges for them. TUI group is one of the leading competitors of Jet2holidays as they offer a wide range of package holidays, flights, cruises, and hotel stays for the customers. In addition to this, some other organisations such as Loveholidays, On the Beach, EasyJet Holidays, First Choice and so on also make challenges by offering the package holidays to the customers in the UK market (ahrefs.com, 2025).

Figure 4: Different Challenges Faced by Hilton Hotels and Jet2holidays

(Source: Self-made)

Ways to address challenges by both organisations

The organisation Hilton has faced challenges for providing their service digitally, thus, the organisation needs to partner with an app development organisation for making an app where customers will get opportunity to book their bookings properly as well as get offers and rewards at one place that helps to reduce this challenge effectively. In addition to this, Hilton faced competition from the organisation Airbnb. Therefore, they can conduct proper market research to understand the pricing strategy of Airbnb as well as their operational strategy properly to make their hotels and services price based on the research findings that helps to reduce this issue. Moreover, in terms of sustainability practices they also face challenges. Therefore, they can introduce some sustainable initiatives within their hotels that help to attract lots of people and brand image may also foster.

On the other hand, Jet2holidays also faced challenges in the operational process for managing the large number of bookings during the peak sessions. Therefore, they can make a dedicated team for handling large numbers of bookings easily and all bookings may be considered effectively (Goecke, 2021). Moreover, Jet2holidays also faced competition related challenges, therefore, they also need to do market research with the professionals who deliver the better insights about the market that ultimately allows Jet2holidays to make their package holidays more affordable than the competitors.

Chapter 4: Conclusion and Recommendations

Summary

This blog report has been conducted with the aim of identifying different products of tourism as well as analysing the different stakeholders and their role in the different organisations within the tourism industry. For this study Hilton Hotels and Jet2holidays both organisations have been selected. In addition to this, stakeholder analysis has been done for the both organisations in this study and it has been found that employees of Hilton have provided actionable feedback that shapes Hilton programs which has ultimately driven towards the accountability of employees. On the other hand, Jet2holidays employees have contributed to organisational success by delivering the better customer services, hard work as well as maintaining a positive attitude that has also been identified.

Recommendations

As the both organisations have different stakeholders therefore, the Hilton Hotels and Jet2holidays both need to focus on these aspects to enhance the stakeholder management process. Therefore, they can determine each stakeholder's level of interest, power as well as influence to understand their priorities and potential impact that helps in the business success. Apart from that, in terms of sustainability both organisations need to revise their sustainability initiatives and introduce some sustainability initiatives that help to attract more consumers towards the brand as well as responsible business will also be made that ultimately enhance the brand image (Papadopoulou et al., 2022).

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Tourism Product Management and Industry Analysis- A Case Study of Hilton Hotels and Jet2holidays