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IFR Journal of Economics and Business
Management
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Address: Building No. 7, Dahiat Al-Rasheed-Borda Street, Amman, Jordania, 11831
Comparative Analysis of the Personal Branding Process of the World's Leading Hotel and Restaurant Entrepreneurs © 2024 by IFR Journal of Economics and Business
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6
ARTICLE TYPE: Research Article
Comparative Analysis of the Personal Branding Process of the World's
Leading Hotel and Restaurant Entrepreneurs
Hoang-Tien Nguyen
WSB Merito University Gdansk, Poland
Corresponding Author:
Hoang-Tien Nguyen
How to cite:
Nguyen, H.-T. (2024). Comparative analysis of the personal branding process of the world's leading hotel and restaurant
entrepreneurs. IFR Journal of Economics and Business Management, 1(1), 6-17. https://doi.org/10.70146/ebmv01i01.002
DOI: 10.70146/ebmv01i01.002
Received: 02-08-2024
Accepted: 17-08-2024
Revised: 23-08-2024
Published: 30-08-2024
Abstract: Background: The first part of the article focuses on building a theoretical basis for personal
branding in the restaurant and hotel industry. Content includes the definition of personal branding, its
importance to business success, and its link to corporate reputation. Personal branding strategies
mentioned include quality of service, creating awareness and differentiation, and commitment to
values and goals. This section concludes by highlighting important factors in personal branding. Part
two analyzes and compares the personal branding process of two entrepreneurs, John Willard
Marriott and Conrad Nicholson Hilton. Each section focuses on an overview including biography,
personal brand development strategies, as well as successes and challenges. This section ends by
comparing the personal branding process of both, covering similarities and differences. Part three
provides solutions and recommendations from the lessons of Marriott and Hilton, suggesting specific
strategies for building and managing personal brands in the restaurant and hotel industry. This
session focuses on applying the lessons from two successful entrepreneurs to business practice,
helping other entrepreneurs in the industry develop their personal brands effectively and sustainably.
Keywords: Hotel and Restaurant, Entrepreneurs, Branding Process.
INTRODUCTION
In the restaurant and hotel industry, building and managing a personal brand is an indispensable
part of business strategy. Personal branding not only plays an important role in creating the first
impression with customers but is also a decisive factor in the success and development of a
business. To better understand this process, it is necessary to delve into the fundamental aspects of
personal branding and analyse the strategies that top entrepreneurs have adopted to achieve
success.
IFR Jr Eco Bus Mgn; Vol-1 (2024), Issue-1 (Jul-Sep) 6-17
Comparative Analysis of the Personal Branding Process of the World's Leading Hotel and Restaurant Entrepreneurs © 2024 by IFR Journal of Economics and Business
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In this analysis, the authors decided to choose two businessmen, John Willard Marriott -
businessman and founder of the Marriott International hotel group. He is known for building one of
the largest hotel chains in the world and is one of the richest people in America. And Conrad
Nicholson Hilton - a famous American businessman, founder of the world famous hotel chain Hilton.
He is known for his success in the hospitality industry and also for his charity work.
The goal of this research is to learn and analyse the personal branding process of two leading
entrepreneurs in the restaurant and hotel industry, thereby drawing valuable lessons and suggesting
recommendations for them. Other entrepreneurs want to grow their personal brands. Through the
topic, we aim to learn about important factors about personal branding that affect businesses, as well
as commitment to values and goals - the decisive factors in building a successful personal brand. .
With a focus on studying leading entrepreneurs such as John Willard Marriott and Conrad
Nicholson Hilton, it is hoped that this research will provide insight and practical lessons for
developing personal brands in the future. The restaurant and hotel industry This study contributes to
clarifying the success process of two of the world's leading businesses in the hotel and restaurant
industry, providing insight into the nature of personal branding that affects business success in this
industry.
By analysing and comparing the strategies, successes, and challenges that Marriott and Hilton
have experienced in the process of building their personal brands, valuable lessons can be learned.
This will provide a solid basis for proposing solutions for businesses in the hospitality industry.
In addition, this study also helps clearly identify the importance of personal branding. The
personal brand of a business leader not only affects the business's reputation and customer trust in
the business, but also affects the cooperation between partners in the business field. The personal
brand of the business leader is like the image of the entire business, affecting the success or failure
of a business. Therefore, if you want to achieve success in the business field in general or the hotel
and restaurant business in particular, you need to build a solid personal brand.
1: Theoretical Basis of Personal Brand Building in the Hotel Industry
1.1. The Concept of Personal Branding in the Hotel and Restaurant Industry
1.1.1. Defining Personal Branding in the Hotel and Restaurant Industry
Personal branding has been around for a long time and was actually mentioned when Tom
Peters authored an article called “The Brand Called You” in a 1997 issue of Fast Company magazine.
In this article, he talks about how everyone is a brand and has a chance to stand out. Personal brand
is the totality of other people's perceptions, assessments, and feelings about an individual.
According to Dan Schawbel, a figure considered a master of personal branding, defines: Building
a personal brand is the process by which individuals/entrepreneurs differentiate themselves to stand
out from the crowd through Identify and articulate unique professional or personal value propositions;
and then communicate consistent messages and images to achieve a specific purpose. In this way,
individuals will gain increased recognition as experts in their field, build reputation and credibility,
promote career advancement and build confidence.
In the hospitality industry: Personal brand is the image, reputation and recognition that an
individual creates in the industry. Branding communicates the style and identity of the hotel
restaurant. A brand represents the hotel restaurant's values and mission, and is the hotel restaurant's
commitment to its customers. A well-thought-out, quality brand helps hotels and restaurants increase
competitiveness in the market and gain trust from customers.
1.1.2. The importance of personal branding to business success in the hospitality industry
Increase brand awareness:
In a competitive market, a prominent personal brand helps businesses attract the attention of
potential customers. Helps businesses stand out among competitors, create a unique and
memorable impression in the minds of customers. Demonstrate the business's expertise and
knowledge in the industry, building trust with customers. In addition, the reputation of the founder or
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Comparative Analysis of the Personal Branding Process of the World's Leading Hotel and Restaurant Entrepreneurs © 2024 by IFR Journal of Economics and Business
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8
leader directly affects the perception of the business.
Attract and retain talent:
Attract potential candidates with a dynamic, creative working environment and associated with
an outstanding personal brand. Retain talented employees with opportunities to develop personal
brands, associated with business success.
Increase business efficiency:
Reach new potential customers through the influence of your personal brand. Promote sales
revenue and increase business profits. Personal branding helps enhance brand value, create
competitive advantage and strengthen position in the market.
1.1.3. The Connection between Personal Brand and Corporate Brand
Today, the role of personal branding always has a huge impact on corporate brand image.
Especially for businesses in the start-up phase, the business's brand is not yet known to many people.
There are quite a few businesses that were born and developed at an explosive pace mainly thanks to
the catalyst that is the personal brand of the leader.
In the initial stages, the owner with his reputation is a guarantee of certainty and safety for the
company. Based on his personal brand, he can get loans or be trusted and introduced by familiar
customers. Even when a business has grown, the head of the organization still has great influence.
Personal brand and corporate brand are closely linked to each other, especially in the early
stages, the corporate brand must rely on the personal brand to be known by many people. But to
develop and survive, businesses cannot depend on individuals. A business brand must build its own
identity and conquer the hearts of customers through the quality of its products and services to gain a
foothold on the silent battlefield.
Corporate reputation is built from personal reputation. The image and reputation of the leader
and key employees directly affect the perception of the business. Personal branding helps enhance
reputation in the industry, build a competitive position and attract potential partners.
Besides, an individual's expertise, knowledge, ethics and personality create reputation for the
business. The leader's personal brand represents the business' reputation, demonstrates
commitment to product and service quality, enhances reputation in the industry, creates a competitive
position and attracts potential partners.
1.2. Personal Branding Strategies in the Hospitality Industry
Identify yourself and your goals:
The first step is to identify your strengths, skills, expertise and values. In what field do you want
to become an expert? What is your goal? For example, you want to become a famous chef, talented
bartender, or excellent hotel manager. Defining clear goals will help you build a suitable strategy and
focus on the important factors.
Developing expertise and skills:
The hotel and restaurant industry requires high expertise and diverse skills. Participate in
specialized courses and seminars to improve knowledge and skills. Gain practical experience through
work and projects. Share knowledge and experiences through articles, blogs, or lectures. Improving
your expertise and skills will help you assert yourself and build credibility in the industry.
Building a professional image:
Professional image is an important factor in building a personal brand. Pay attention to clothing,
gestures, language and communication style. Use high-quality images in your profile, website and
social networks. Participate in networking activities and build relationships with industry experts.
Professional images will help you make a good impression with customers, colleagues and partners.
IFR Jr Eco Bus Mgn; Vol-1 (2024), Issue-1 (Jul-Sep) 6-17
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Interact and build relationships:
Interacting with customers, colleagues, and industry experts is an important factor in building a
personal brand. Show enthusiasm, openness and willingness to support. Build cooperative
relationships and mutual support. Participate in community activities and demonstrate social
responsibility. Interacting and building relationships will help you expand your network, increase your
credibility and create a strong personal brand.
1.3. Important Factors in Building a Personal Brand
1.3.1. Service Quality
Service quality is an important factor in building a personal brand. Customers often evaluate an
individual based on their experience with the service that individual provides. Therefore, providing
quality services that exceed customer expectations is the best way to build trust and credibility for
your personal brand. This includes understanding and meeting customer needs as best as possible,
resolving issues quickly and effectively, and creating memorable customer experiences.
1.3.2. Create Awareness and Differences between Brands
To build a strong personal brand, individuals need to create awareness and differentiation
between themselves and their competitors. This can be achieved through developing a distinct style,
a unique and creative approach, and creating unique experiences for customers. This recognition and
differentiation helps the individual stand out in the minds of customers and creates a deep
impression of the personal brand.
1.3.3. Commit to Values and Goals
Commitment to values and goals is an important element in building a personal brand. Having a
clear mindset about your personal values and goals, and demonstrating your commitment to these
values and goals through your daily actions, helps create a strong and powerful image. Trusted
personal brand. Customers often want to work with individuals who have similar values and goals to
their own, so demonstrating this commitment can help create attraction and strengthen customer
relationships.
1.4. Important Factors in Building a Hotel Restaurant Brand
1.4.1. Brand Name
The hotel restaurant name is very important. The name must express the restaurant's
personality, be easy to remember and read for customers. The brand name will influence the
customer's first impression of what the business serves and what customers can expect when they
come to the business's hotel restaurant.
1.4.2. Logos
Although symbols can be the main components of a logo, they are not always necessary. In fact,
if properly selected fonts can also be highly effective in brand marketing on signs, websites, menus
and advertisements.
1.4.3. Slogan
A slogan is a brief statement (usually no more than 5 words) about a business's brand.
Customers can often hear slogans on advertisements or see them underneath logos. These
statements can be considered a shortened form of the hotel restaurant's mission statement.
1.4.4. Website to Build Hotel Restaurant Brand
Although a website is not something that greatly affects a restaurant's success, it is also a part
of branding. A business's website will likely be the first impression customers have of your business.
Therefore, designing an attractive website that provides enough information about the business,
service quality and customer experience is very important.
1.4.5. Ensuring Brand Consistency:
Once you have fully identified the elements to build a hotel restaurant brand, it is important to
connect and ensure the unity and integrity of the brand.
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Inconsistency in brand promotion can lead to confusion among customers and will affect
corporate brand recognition.
2: Comparative Analysis of the Personal Branding Process of the World's Leading Hotel Industry
Entrepreneurs John Willard Marriott and Conrad Nicholson
2.1. Overview of John Willard Marriott and Conrad Nicholson Hilton
John Willard Marriott and Conrad Nicholson Hilton are two famous businessmen in the tourism
and hotel industry:
John Willard Marriott
Born: September 17, 1900 - Died: August 13, 1985
Founder and owner of Marriott International, one of the world's largest hotel groups. Start your
career by owning a small ice cream shop, then expand your business into cafes and restaurants. Build
your personal brand by focusing on quality, service and commitment to customers.
Conrad Nicholson Hilton
Born: December 25, 1887 - Died: January 3, 1979
Founder of Hilton Corporation, one of the largest and most prestigious hotel groups in the world.
Started his career with the acquisition of a small hotel in Texas, then expanded his business
nationwide and then worldwide. Hilton also focuses on service quality and building a strong personal
brand.
Both of these businessmen have greatly contributed to the development of the tourism and
accommodation industry worldwide through building and developing large hotel groups with high
standards of service and quality.
2.2. Analyzing John Willard Marriott's Personal Branding Process
2.2.1. Biography and Early Steps in the Industry
John Willard Marriott was an American businessman born on September 17, 1900 and died on
August 13, 1985. John Willard Marriott Born into a poor family of 8 children in Utah, from the age of 8
John Willard Marriott had to follow his father to herd sheep. At the age of 21, returning from a 2-year
mission, facing a recession and family bankruptcy, John Willard Marriott realized he needed to do
something to escape this situation. In 1937, John Willard Marriott was diagnosed with cancer and
only had about a year to live. However, his great desire did not stop him and in fact, he lived another
50 years.
Around 1953, the first step in the industry was a small beer bar of the Marriott family that opened
in downtown Washington DC and attracted passersby. Hot Shoppes - a food brand was born with a
series of smart advertising strategies that have brought the beer shop to great success.
In 1957, after a period of prosperity in the restaurant segment, John Willard Marriott ventured
into the hotel business and launched the first hotel named Marriott Twin Bridges Motor. 25 years
later, Marriott has become a strongly growing corporation not only in the US but also spreading
throughout the world.
With a development direction for all walks of life, Marriott International Group does not stop at
just one hotel brand but also expands share purchases to gather other brands globally. That is the
appearance of more than 30 brands such as Bulgari Hotels & Resorts, Autograph Collection, AC
Hotels by Marriott or most recently Starwood Hotels.
2.2.2. Personal Brand Development Strategy
John Willard Marriott has built his personal brand by focusing on quality, service and
commitment to customers. He is known for his business motto "Customers are the most important",
and he always puts customer satisfaction first. This has helped him build a strong and reputable
brand in the tourism and accommodation industry
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Known as a fair-minded person with a humanitarian heart and a hard-working style, always
aiming for perfection, John Willard Marriott has strived to lay the first bricks for the world-famous
hotel empire after this.
Mr. Marriott is a devout Catholic, he always spends 10% of his total income to contribute to the
churches he frequents and often does charity work.
There are many anecdotes about him, typically the story is still mentioned today: In June 1960,
the newly opened Hot Shoppe restaurant in Arlington was where Marriot welcomed black guests,
eliminating every rule, law and racism in Virginia.
In 1935, Marriott was diagnosed by doctors with malignant cancer and could only live from 6
months to 1 year. However, he did not give up and continued to work and expand his business. And in
fact, Marriott then lived another 50 years.
In 1973, Marriott once again became a hero to non-smokers when he dedicated entire floors of
three of his Washington hotels to them. The American Hotel and Motel Association has said that his
hotel is the pioneer in providing such a pure "paradise".
2.2.3. Successes and Challenges
In the process of building his personal brand, John Willard Marriott faced many successes and
challenges:
Success:
In 1932, with 7 Hot Shoppes branches in the inner city, Marriot had the idea of expanding his
restaurant outside. Marriott's 8th Hot Shoppe store was located next to the airport and he found that
many people often came there. Buy food for lunch on the plane. It was that discovery that gave
Marriott the idea of selling ready-to-eat meals to airlines in 1937. Soon, Marriott was providing food
for more than 20 daily flights at that airport.
By 1953, Marriott was the owner of 56 restaurants, serving 30 million guests each year. After
World War II, his restaurants were scattered everywhere from New York to Florida and the western
regions of the United States. In 1952, shares of Hot Shoppes Corporation began to be marketed.
In 1957, Marriott opened its first hotel called Marriott Twin Bridges Motor in Washington. A
decade later, the group's name was changed to Marriott Corporation and soon its shares were listed
on the New York Stock Exchange. On its 50th anniversary in 1977, the corporation surpassed the
billion-dollar revenue mark.
He passed away at the age of 85, but the "legacy" he left behind for the Restaurant - Hotel
industry is extremely great. The truths of John Willard Marriott have become inspiration and business
secrets for many entrepreneurs around the world. Currently, Marriott International also marks its
presence in Vietnam by owning 4 large hotels: JW Marriott Phu Quoc Emerald Bay, Renaissance
Riverside (HCMC), JW Marriott Cam Ranh Bay Resort & Spa (Khanh Hoa), JW Marriott Hanoi.
Marriott International has become one of the leading hotel brands in the world, with a reputation
for quality service and excellent management skills. Thanks to its global expansion strategy, Marriott
has expanded its presence from the US to international markets, creating a rich and diverse hotel
network.
Challenge:
Although he did not attend high school, John Willard Marriott tried to take a community college
course and after much effort, he finally managed to study at the University of Utah. During his studies,
he had to work hard to pay his own tuition. After many years of struggling to earn money to pay for his
university tuition, he finally received his diploma in 1926.
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With $1,500 in savings and a loan of another $1,500, Marriott opened a small beer store in
Washington, DC in 1927. During the summer, Marriott's beer garden did brisk business. However, in
winter, sales are extremely low. Realizing that the business of this product was only seasonal,
Marriott decided to serve more food and the first Hot Shoppe store was born.
In 1937, John Willard Marriott was diagnosed with cancer and only had about a year to live.
However, his great desire did not stop him and in fact, he lived another 50 years.
2.3. Analyzing the Personal Branding Process of Conrad Nicholson Hilton
2.3.1. Biography and Early Steps in the Industry
Conrad Nicholson Hilton was born on December 25, 1887 in the city of San Antonio in the US
state of New Mexico. He was born into a farming family whose father was Augustus Halvorsen Hilton
- of Norwegian descent, and mother Mary Genevieve - of German descent. In 1870, his family began to
move to America. To make money to make ends meet, Mr. Augustus runs a grocery store and also
uses his house to rent out rooms.
From a young age, he worked at his father's grocery store. Later, this store was also converted
into a 10-room hotel. It can be said that this is the foundation that helped him become familiar with
the hotel business model. Growing up, he accumulated more experience and expanded his
understanding and vision when participating in politics and being a representative of the State
Legislature of New Mexico. Then he decided to become a banker.
After the war ended, he moved to another American state, Texas. In 1919, with $5,000, he tried to
buy a bank but this was unsuccessful. Instead, he turned to buying a 40-room hotel called Mobley in
Cisco, Texas. From this humble beginning, he expanded his hotel system quickly and effectively.
Mobley Hotel became the starting point for the strong development of Conrad Hilton Center and later
projects such as Dallas Hilton, Abilene Hilton and Waco Hilton.
After Mobley's success, he continued to build and acquire other hotels to form his own hotel
chain. These include the Dallas Hilton high-rise, opened in 1925; Abilene Hotel in 1927, Waco Hilton
Hotel in 1928. Especially the El Paso Hilton high-rise building opened on November 20, 1930. This
building was developed into Hilton Hotels Corporation in 1946. Also in his hotel chain is the
Albuquerque Hotel - the first hotel built in his birthplace, New Mexico.
Over the next decade, Conrad continued to expand his hotel chain to California, Chicago and New
York. He made many acquisitions including the Stevens Hotel in Chicago and the Waldorf-Astoria in
New York. The Stevens Hotel was then the largest hotel in the world, later renamed the Conrad Hilton.
The Waldorf-Astoria is considered an iconic building of New York, where it has welcomed many US
presidents. In 1946, Conrad Nicholson Hilton founded Hilton Hotels Corporation and in 1948, Hilton
International Company was born.
During the 1950s and 1960s, Conrad Hilton's worldwide expansion of hotel chains facilitated the
growth of American tourism. Hilton is known as the world's first international hotel chain. It also sets
international standards for hotel room quality today. The Hilton brand owns 188 hotels in 38 different
cities in the US. Some typical hotels include Conrad Maldives - a hotel with an undersea mansion
spanning two islands in the Indian Ocean, Conrad Pezula - a hotel once honored by CNBC as "the
most beautiful hotel in the world". gender", …
2.3.2. Personal Brand Development Strategy
Vision and mission:
In the hotel industry, Hilton has defined a strong vision: to become a pioneer, bringing luxury and
class experiences to customers around the world. Their mission is not only to provide excellent hotel
service, but also a commitment to quality, creativity and hospitality.
Core values:
Quality: Hilton is committed to always striving to provide the best services and facilities to customers.
Innovation: They continuously innovate to meet changing customer needs and stay ahead of the
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13
market.
Hospitality: Hilton offers guests a warm and thoughtful welcome like home.
Integrity: They maintain honesty and ethics in all business activities.
Build image:
Personal image: Conrad N. Hilton is known as a successful, prestigious and visionary businessman.
His elegant and luxurious style makes a strong impression on partners and customers.
Brand image: The iconic Hilton logo with a stylized "H" represents luxury and class. The main colors
are red and white, symbolizing passion, enthusiasm and sophistication.
Communication:
Public relations: Hilton actively participates in social and charitable activities and builds good
relationships with the media.
Marketing: They use a variety of marketing channels such as advertising, PR, and online marketing to
reach potential customers.
Content Marketing: Hilton shares inspiring stories about their hotel brand and services.
Digital: Make the most of social networking platforms to interact with customers.
Communication goals: Increase customer awareness of the brand. Create a prestigious and classy
image to attract potential customers and increase revenue.
Reputation management:
Hilton always pays attention to customer feedback and strives to improve service quality. They
quickly and effectively resolve all customer complaints. Always maintain an active social media
presence and engage with customers.
Thanks to an effective personal brand development strategy, Conrad N. Hilton has successfully
built the Hilton brand into one of the most prestigious and classy hotel groups in the world.
2.3.3. Successes and Challenges
Conrad Nicholson Hilton, one of the greatest entrepreneurs in the history of the travel industry,
has achieved many remarkable successes in building his personal brand, while also facing many
challenges:
Success:
Conrad Hilton's career in expanding the hotel system and network became stronger from the
1950s and 1960s with coverage around the world. This has created a very favorable condition for the
development of American tourism as well as the overseas development of American corporations.
Hilton is known as a leading international hotel brand chain. first in the world.
And this has also created the establishment of a quality hotel system with current international
standards for hotel rooms. In the US alone, Conrad Hilton owns 188 hotels in 38 different cities. Some
typical hotels of Conrad Hilton include the Conrad Maldives hotel with an undersea restaurant
stretching across two islands in the Indian Ocean. Not only that, this hotel also has an underground
wine cellar with more than 20 thousand bottles of wine. Besides, the Conrad Pezula hotel built in
South Africa is also an extremely typical project. The price for one night at this hotel is up to 8000
USD. In 2008, CNBC honored this as "the most beautiful hotel in the world". Mr. Nelson Mandela, the
late President of South Africa, was the first guest of this special hotel.
Challenge:
In 1930, the economic crisis occurred, causing Conrad Hilton to face many difficulties and
almost go bankrupt due to insolvency. He lost management and control of some of his hotels.
However, his experience and talent in hotel management helped him be retained for the management
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14
position of a brand chain. And since then, Conrad Hilton has gradually recovered and begun to regain
control of his hotels. The Waldorf Astoria Hotel in New York is a hotel that Conrad Hilton is extremely
interested in and has the desire to buy. However, the owner did not want to sell to him because
Conrad Hilton had too many other hotels in his hands and they were afraid he would destroy the
architecture and structure of the building.
When he heard that someone else wanted to buy it back, Conrad decided to use his own money
to buy it back instead of using money from Hilton Corporation.
2.4. Compare the Personal Branding Process of Marriott and Hilton
2.4.1. Similarities
2.4.1.1. The first step of starting a business
Both Marriott and Hilton started from humble backgrounds and their families were not wealthy.
Marriott started with a small brasserie, while Hilton started with a 40-room hotel.
2.4.1.2. Committed to quality and service
Both entrepreneurs focus on providing the best quality and service to customers. Marriott has
the motto "Customers are the most important", while Hilton is committed to the mission of bringing
luxury and class experiences to customers.
2.4.1.3. Scale development
Marriott and Hilton have expanded their hotel chains from humble beginnings to become large
and prestigious hotel groups globally.
2.4.1. 4. Team building
Marriott and Hilton both focus on employee training and development. They understand that
employees are key to creating the best customer experience. Both corporations emphasize building a
team of professional and passionate employees.
2.4.1. 5. Social contribution
Both Marriott and Hilton have charitable activities and social contributions. Marriott always
spends a portion of its income on charity and church support, while Hilton also actively participates in
social and charitable activities.
It can be seen that the personal branding process of Marriott and Hilton has many similarities.
Both corporations focus on service quality, innovation, and team building. Thanks to these strategies,
they have successfully built prestigious and classy brands in the global hotel industry.
2.4.2. Differences
2.4.2.1. Core values
Marriott focuses on employee training and development, creating a professional and passionate
team. Happy and competent employees are an integral part of creating the best customer experience.
Hilton focuses on values such as quality, innovation, hospitality and integrity. They are
committed to always strive to provide the best service and facilities to customers and maintain
honesty and ethics in all business activities.
2.4.2.2. Build image:
Marriott is known for its image of being fair and dedicated, while Hilton is known for its image of
elegance and luxury. Both use communication strategies to create and enhance their brand image,
but have different styles and approaches.
2.4.2.3. Brand development strategy
While Marriott focuses on customer engagement and service quality, Hilton places emphasis on
innovation and luxury experiences. Marriott focuses on making customers feel comfortable and
satisfied, while Hilton focuses on creating a classy and luxurious experience.
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Overall, both John Willard Marriott and Conrad Nicholson Hilton have been successful in building and
growing their personal brands, each pursuing a different direction and strategy but achieving respect
and prestige. reputation in the hotel and tourism industry.
3: Solutions
3.1. Lessons Learned from the Personal Branding Process of Marriott and Hilton Personal Branding
Process of John Willard Marriott and Conrad Nicholson Hilton, Finds Valuable Lessons that can be
Learned from the Success of Both Entrepreneurs.
Both Marriott and Hilton entrepreneurs started from humble and difficult beginnings. Marriott
started his career by owning a small ice cream shop and Hilton by buying a small hotel. Through
constant efforts, they have expanded their business and built a strong hotel chain.
They are all focused on providing the best quality and service to customers. Marriott and Hilton
are both committed to putting customers first and working to meet their every need. This has helped
them build reputation and trust from customers. Demonstrate dedication and compassion in
business. Marriott always spends a portion of its income on charity and Hilton also actively
participates in social activities. Their contributions not only do good for the community but also
create a positive image for their brand.
Both entrepreneurs faced many challenges in the process of building their personal brands. From
having to overcome economic crises to dealing with bankruptcy and loss of control situations,
Marriott and Hilton have shown perseverance and creativity to overcome every obstacle. Marriott and
Hilton have both achieved great success in the tourism and hospitality industry, building leading
corporations in the world. Their success is measured not only by financial figures but also by the
lasting impact and legacy they leave on the industry.
In summary, through Marriott and Hilton's personal branding process, we learned that
perseverance, dedication, and commitment to quality are important factors in achieving business
success. At the same time, facing and overcoming challenges is also an indispensable part of every
entrepreneur's successful journey.
3.2. Recommended for Entrepreneurs who want to grow their Personal Brand in the Restaurant and
Hotel Industry
John Willard Marriott, founder and owner of Marriott International, started his career by owning a
small ice cream shop and later expanded his business into cafes and restaurants. He built his
personal brand by focusing on quality, service and commitment to customers. Marriott is known for
its motto "Customers are the most important" and always puts customer satisfaction first. He is also
known for his humanitarianism and commitment to charity, which has helped him build a strong and
reputable brand in the industry.
Conrad Nicholson Hilton, founder of Hilton Group, also has an impressive journey in building a
personal brand. He started by buying a small hotel in Texas and then expanded his business
nationwide and worldwide. Hilton also focuses on service quality and building a strong personal
brand. He is known for his strong vision and mission to bring luxury and classy experiences to
customers around the world.
For entrepreneurs looking to grow their personal brand in the restaurant and hotel industry, there
are some recommendations:
Focus on quality and service: Put customers first and always strive to provide the best quality
and service possible. Positive feedback from customers can help build credibility and increase your
ability to attract new customers.
Build vision and mission: Clearly define the brand's goals and vision, and commit to
implementing them consistently and with direction.
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Create a personal and brand image: Develop a strong and unique personal and brand image that
reflects your values and vision in every aspect of your business.
Participate in social and charitable activities: Build positive relationships with the community and
create a positive influence in society through charitable and social activities.
Maintain honesty and ethics: Always maintain honesty and ethics in all business activities, and
promptly resolve all customer complaints.
CONCLUSIONS
John Willard Marriott and Conrad Nicholson Hilton, two people from different social
backgrounds and statuses, have spent their lives constantly striving and learning to build two
extremely unique hotel and restaurant chain brands. famous globally. The clear definition of the
company's vision and mission has helped them establish and implement the most suitable
development strategies for their business.
In the service sector, especially in the restaurant and hotel industry, nothing is more important
than creating a great customer experience. Therefore, both place special emphasis on providing high
quality services, from products to services and employee training. Their goal is to provide customers
with a memorable and impressive experience every time they visit their facilities.
For decades, Marriott and Hilton have continuously innovated to meet changing market
requirements, while maintaining their corporate identity and core values. This continuous innovation
not only helps them maintain their position in a fiercely competitive environment but also preserves
the original vision and mission of the business.
The personal brand of a business leader not only affects the business's reputation and customer
trust in the business, but also affects the cooperation between partners in the business field. The
personal brand of the business leader is like the image of the entire business, affecting the success or
failure of a business. Building and maintaining a strong, reputable personal brand helps businesses
attract potential customers and retain current customers. This reputation also makes the business
more attractive to those who want to experience their products and services, thereby creating a
stronger and more sustainable source of new customers.
Businesses in the hotel and restaurant industry today need to learn how to build personal brands
from famous businessmen, such as John Willard Marriott and Conrad Nicholson Hilton, so that their
businesses can grow and their brands grow stronger and sustainable development.
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