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It is an interesting period for Hilton during the time period of the case study, and Jeff Diskin, head of the Hilton Hhonors program is at impasse at what strategic action should be taken at Starwood’s announcement of their new loyalty program. Based on the information provided in the case study and what we have analyzed, the following are our recommendations for what Hilton’s next steps should be:
Customer Relationship Management & Growth
Hilton should continue with utilizing their website and online tools to manage their relationship with Hhonors members. Doing so is a low-cost method of obtaining information regarding members’ wants and needs and the analytics from the data may be used in many different ways to bring the high level of service and amenities that the program has consistently offered and that the members expect. These include logging guests stay preferences, sending notifications to potential reward recipients, keeping members up to date with their current point status, including their point status with participating business partners. Hilton should also seek to enlarge its network by ensuring that they not only have owned or franchised hotels in major cities, but at key locations in those cities, so that members will have better opportunities to stay at Hilton versus spending nights at competitor’s properties.
Partnerships
Continuing to use the Hilton brand name to build new Hhonors program partnerships with businesses has the potential to benefit Hilton in two ways:
1. New partnerships have the potential to provide new opportunities for members to accumulate points. By using vendors at high-end business the Hhonors program will gradually allow members to accumulate points in faster increments. This also may help to keep costs from increasing too rapidly due to members being able to accumulate and redeem points

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