...SUBJECT: Case Study: Hilton Hotels – Brand Differentiation Through Customer Relationship Management List of Key Issues or Problems in the Case * Hilton’s strategy to maintain its leadership position in the US as well as in the international lodging market * Hilton’s focus on profitability and Return on Investment * Personalized customer service and development of Customers Really Matter initiative (CRM) * Implementation of a new enterprise system OnQ and the associated costs * Maintaining competition with other hotel brands Discussion questions 1. What is Hilton’s core business? The case presented in the book describes the evolution of Hilton Hotels Corporation, nowadays known as Hilton Worldwide. It is a public company founded in 1919 by Conrad Hilton. Hilton is one of the leading hospitality companies comprised of over four thousand hotels in ninety-one countries. Hilton’s web site states the following: “Ten brands, more than 4,100 hotels, and more than 300,000 Team Members across corporate offices and owned, managed and franchised properties make us the world’s leading hospitality company.” Hilton’s core business is to provide outstanding customer care of their guests, ensure their one of a kind experience while staying at the hotel. The acquisition of Promus Hotel Corporation in the year of 2000 added additional 1700 hotels to Hilton Worldwide. The company also invests heavily in the new hotel development, franchising and affiliating with real...
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...purpose of this case analysis is to address the key marketing issue for the Hilton Hotels. The marketing strategies Hilton should pursue in the hotel and gaming markets will be discussed and recommendations will be made. In addition, the use and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the case study and the use of secondary resources for support of the marketing strategies recommended for the Hilton Hotels. Market Summary Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the world's most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007). Market Demographics The demographics for a diverse company such as Hilton offer a wide variety of customers. Hilton's target market includes the everyday business traveler, families on vacation, leisure travelers, and the convention business segment. After the events of September 11, the hotel industry has...
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...purpose of this case analysis is to address the key marketing issue for the Hilton Hotels. The marketing strategies Hilton should pursue in the hotel and gaming markets will be discussed and recommendations will be made. In addition, the use and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the case study and the use of secondary resources for support of the marketing strategies recommended for the Hilton Hotels. Market Summary Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the world's most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007). Market Demographics The demographics for a diverse company such as Hilton offer a wide variety of customers. Hilton's target market includes the everyday business traveler, families on vacation, leisure travelers, and the convention business segment. After the events of September 11, the hotel industry...
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...purpose of this case analysis is to address the key marketing issue for the Hilton Hotels. The marketing strategies Hilton should pursue in the hotel and gaming markets will be discussed and recommendations will be made. In addition, the use and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the case study and the use of secondary resources for support of the marketing strategies recommended for the Hilton Hotels. Market Summary Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the worlds most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007). Market Demographics The demographics for a diverse company such as Hilton offer a wide variety of customers. Hiltons target market includes the everyday business traveler, families on vacation, leisure travelers, and the convention business segment. After the events of September 11, the hotel industry has seen...
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...subtitle] | | Hilton Hotel | | | | Index Hilton Hotel 2 About Hilton Worldwide 3 Mission 3 Vision 3 Objectives 4 Market Position and Services 4 SWOT Analysis of Hilton Hotels 4 Strength 5 Weakness 5 Opportunity 5 Threats 6 Challenges 6 Internal and External Environment 7 PESTLE Analysis 7 Economic Environment 8 Legal Environment 8 Technological Environment 8 Social Environment 9 Political Environment 9 Porter’s five forces model for Hotel Hilton 9 Current strategies 10 Offering Future Strategies 13 Recommendation 15 References 15 Hilton Hotel From Omaha to Rome there are about 500 Hilton Hotels located in between. Online transactions help in the development of Hilton Hotels. Among all hotels Hilton hotels are unique. In year 1919, in Cisco (Texas) Conrad Hilton bought first hotel. And this Hotel was inaugurated in year 1925 in Dallas which was named ‘Hilton’. In America during year 1943 Hilton hotels grown to first extensive hotels, this was situated for the facilities of industrial customers. Subsequently having huge development in their hotels, the owner of Hilton Hotels i.e. Conrad Hilton grown into the richest person around the whole world. Hilton hotels were operated outside America also. In Puerto Rico in year 1949 Hilton operated his 1st hotel outward of America. In year 1979 Conrad Hilton died and the whole business was owned by Barron Hilton (Hilton’s son). They opened around 500 new hotels in the whole...
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...Organizational and Social Environment Hilton hotel Prepared By Raize Hassam(CB004338) Module Code & Title Cohort FF1221 Date of Submission 15/09/2011 Instructor Ms. Sankapali Gunawardena Word Count 2000 Acknowledgement The authors would like to first of all thank her managing business lecturers Mrs.Shumara and Ms. Sankapali Gunawardena for all the support and guide he gave her to finish this assignment successfully. The authors would also like to thank her parents and friends for all their commitments and encouragement. Last but not the least the authors would like to thank the administration for all the facilities they have provided which made it easy to complete this assignment on time. Abstract As assigned by the lecturers Ms.Shurmara Fernando and Ms.Sankapali Gunawardena for the module Organizational and Social Environment, the authors were required to investigate research and observe an area of Internal and External Business Environment in any local business organization. Therefore the authors selected “Colombo Hilton Hotel” to do their research according to the assignment. So to do this research the authors visited Hilton Hotel in order to gather information...
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...Evaluatie case volgens mij. Structuur: 1. Bottom-line evaluatie 2. Evaluatiecriteria 3. Argumentatie 4. Actieplan Vragen: * Callcenters daadwerkelijk efficiënter en kostenbesparend? Merk differentiatie t.o.v. concurrenten opgeleverd? * Groei: gestandaardiseerde of targeted aanpak? * Evalueer het Customers Really Matters initiatief van Hilton Hotels. Hoe succesvol is dit project? * Hoe zou u het management van Hilton adviseren ten aanzien van verdere investeringen in Customer Relationship Management (CRM)? Is het noodzakelijk om verdere investeringen te doen of is het simpelweg voldoende om de status quo te handhaven? Welke aspecten van Hiltons CRM toepassing zou u willen verbeteren, en hoe zou u dat doen? Diversificatie, groei, verschil in klantenwaardering; maar toch dezelfde treatment. Wat ze goed doen is aansluiten bij de strategie. CRM systeem is geen doel op zich, maar een hulpmiddel. ‘relentless focus on measurement, executive championship, employee training and empowerment’ is de aanpak geweest om CRM in het Hilton DNA te krijgen. Doelen voor de best guests waren: 1. Recognition, 2. Personalisation, 3. Service recovery, 4. Customer analytics. Daarvan afgeleid: speed up reservation process, increase service quality en enable cross selling. Probleem is dat rigide wordt als company groeit. Voorbeeld: 50% gasten met pre-assignment kost flexibiliteit. Daarnaast is een probleem met pre-assignments dat reguliere gast-voorkeuren niet persé te allen...
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...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: ...
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...Morrison (2000) have produced definition of hospitality industry; which they see it as, compromises of commercial organisations that specialise in providing accommodation, food and drink through voluntary exchange, and highlighted that the issue of human exchange is a hart of the hospitality concept. Barrows and Powers (2009) have pointed out that hospitality industry includes hotels and restaurants and other kinds of institutions that offer shelter or food or both of them to people away from their homes. Research conducted by Hayes and Ninemeier (2009) have stated that hospitality industry has often been described as a people business. Hospitality industry is UK’S fifth largest employer and plays vital role in UK industry, employing more than 2.4 million people. Hilton Hotels Corporation is the leading global hospitality company with more than 3,000 hotels in over 74 countries (Hilton Worldwide; 2012). Understanding group behaviour in an organisational environment is a challenge and great managerial tasks. A leading author, Mullins (2007) has pointed out that organisational behaviour is concerned with study of the behaviour of the people within organisation. In his research Singh (2007) argued that organisational behaviour is a way of thinking and it is directly concerned with understanding, prediction, and control of human behaviour and application of knowledge in the organisation. Following, Fox (2006) has stated that organisational behaviour refers to people behaviour in the...
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...The Eight Building Blocks of CRM: Vision A successful CRM vision creates a positive perception of the enterprise, bolstered by loyal customer advocates. IT and operations leaders and CRM stakeholders should follow these six steps to a clear, actionable and successful CRM vision of how to get, keep, satisfy and increase customers. Key Challenges ■ Many enterprise IT operations and other leaders, as well as CRM stakeholders, find it hard to devise a well-thought-out CRM vision, even though it provides the basis for creating a customer-centric enterprise. ■ A number of enterprises are challenged to construct a customer-centric culture that can successfully capture, retain and grow their customer base, while realizing bottom-line growth. ■ Many enterprise IT and CRM stakeholders don't take time to craft clear customer objectives stated in a CRM vision, even though this, coupled with leadership, a supportive culture and properly oriented staff, contributes to success in customer interactions and in fulfilling business goals. Recommendations ■ Create a CRM leadership team. ■ Create a model of the ideal customer experience. ■ Create a corporate personality objective and model. ■ Understand the guiding principles of successful customer-centric strategies to help compose a vision of what the enterprise wants to deliver to customers. This will help enterprises plan and prioritize their investments, which improves the chances of success. 1. Vision 2. Strategy 3...
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........................................................................................... 9 PEST Analysis .............................................................................................................. 9 Political Factor .............................................................................................................. 9 Economic Factors....................................................................................................... 11 Social and Cultural Factors ....................................................................................... 12 Technology Factor...................................................................................................... 13 Porter’s 5 Forces Analysis for Hilton Hotel ................................................................. 14 Bargaining power of Customers ................................................................................... 15 Bargaining power of Suppliers ..................................................................................... 15 Threat of New entrants .................................................................................................. 15 Threat of Rivalry...
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...Hilton Hotel Corporation The Hilton Hotels Corporation, one of the leading international companies in the hospitality industry started with a humble beginning in 1919, when Conrad Hilton bought the first of what would later become an international chain of hotels and resorts, revered by competition and valued by customers, for the high quality of hospitality and leisure services provided as well as original hotel and travel concepts presented. With an international portfolio of 9 hotel brands that extends to up to 79 different countries worldwide, the Hilton hotel corporation has more than 3,400 hotels spanning the globe and approximately 22 million guests across all nine brands owned by Hilton. The goal Hilton aspires to achieve however is to be the first choice of guests, team members and owners alike, the paramount global hospitality company, which is reflected solidly within the company’s core values which are the drive of the corporation’s team members. H HOSPITALITY I INTEGRITY L LEADERSHIP T TEAMWORK O OWNERSHIP N NOW (Hilton worldwide, 2009) Through creating exceptional guest experiences, Hilton was able to ensure that each customer is made to feel valued. Challenges However, with an increasing number of competitors in an aggressive and quite competitive market, A diverse number of properties in 79 around the world, each with unique cultural norms and traditions and a changing hospitality market, due to the increasing bargaining power customers...
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...RESORT AND HOTEL OPERATION ARGUMENT ESSAY Name: Tuong Vy Dinh Student ID: din12236844 Subject: Resort and Hotel Operations Lecturer: Lynn Richardson Tutor: Ajay Khatter The development of hospitality industry has been putting more pressure on hotel and resort managers. They not only satisfy their customers’ service expectation but also please their hotel owners wants with limited budgets. Although the “balanced scorecard” has been applied recently, it seems to be hard for the managers to adjust the balancing between these desires of two important elements in hotel and resort processes. This essay will analyze these expectations, the application of balanced scorecard in the hotel and resort industry and exam whether it is helpful to solve to conflict between owner and manager or not. In the competitive environment, understanding what customer expect and want is the most significant step to have a good service. According to Parasuraman (1988) and Richard (1997), customer expectations are reflected the service quality and customer satisfaction. However, hotel guests do not use only unique expectation; they may adopt many types of desires to judge hotel service. Predictive expectation- prediction what level of service that the customer will receive and normative expectations – what service that the guest believe that the provider will offer to them, are the most prevalent types being used to evaluate (Tam, M 2005). Moreover, location, furniture, price, hotel category,...
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... | | |Inputs in Training and Development |5 | | |Importance of training and development |8 | | |Training Process |10 | | |Methods of training |13 | | |Case Study I: Hotel Taj President |18 | | |Case Study II: Hotel Hilton Towers |20 | | |Analysis of the case study comparisons |22 | | |Conclusion |23 | Nature of Training and Development In simple words, training and development refers to the imparting of specific skills, abilities, knowledge to an employee. A formal definition of...
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...Readings CIDCM Hilton Hotels: Brand Differentiation through Customer Relationship 2002 Hilton launched a CRM (“Customers Really Matter”) strategy, which was focused on improving service delivery consistently across the family of Hilton brands. After rapidly expanding since 1919, starting 1964 Hilton started diversifying their business by expanding into casinos and vacation ownership. 2005 Hilton bought back Hilton International and kept expanding “We need scale and breadth to be the first choice of the world’s traveler. WE want enough distinct product at different price points in order to be considered by guests across the full spectrum of segments and reasons for travelling.” Hilton OnQ: Implementation of a consistent IT infrastructure to enable the brand promise. Collecting customer data, preferences, and likings across all properties of Hilton to ensure fast, effective and excelling customer relationship management. Hilton did not bill owners of hotels for their technology implementation. Technology is there to reduce their costs and improve their revenues. “We all share the goal of driving profitability” OnQ as critical component of aggressive expansion strategy. OnQ stimulates cross-selling and managing customer relations at all touchpoints (before/during/after) Fostering a relationship with the customer throughout their lifecycle with ONE system for all properties helping recognition of customer needs and personalization of service...
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