...Hilton core business: Hilton Group of hotel is one of the renowned names in the lodging industry. With close to 3000 properties and 500,000 rooms in 78 countries, it is among the top most brands in the hospitability sector. It is a brand management company, catering to the needs of millions of travellers around the globe. With about several billion dollars of real estate invested in Hilton brand of hotels, it offers distinct products across a whole range of consumer segments. Being a brand management company, Hilton hotels own many properties and also franchises its brand name to the property owners who chooses to invest with them. While offering its brand, Hilton wishes to create a unique standardized experience for all the customers across the world. At the same time, Hilton offers property owners an immediate recognition, more footfalls, advertisements and other branding benefits so as to have the best guest experience associated with the Hilton Hotel Brand name. Hilton competitive advantage lays on both its size and diversification as it is present in almost all the segments of the industry. Unlike their competitors who are either big but less diversified or are diversified but lack presence in all segments, Hilton brands offer whole gamut of products in all segments. As per my analysis Hilton hotel is mix of both sales oriented and market oriented firm with the belief of putting customer needs first. Their Customer Really Matter initiative and the subsequent OnQ program...
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...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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...Hilton core business: Hilton Group of hotel is one of the renowned names in the lodging industry. With close to 3000 properties and 500,000 rooms in 78 countries, it is among the top most brands in the hospitability sector. It is a brand management company, catering to the needs of millions of travellers around the globe. With about several billion dollars of real estate invested in Hilton brand of hotels, it offers distinct products across a whole range of consumer segments. Being a brand management company, Hilton hotels own many properties and also franchises its brand name to the property owners who chooses to invest with them. While offering its brand, Hilton wishes to create a unique standardized experience for all the customers across the world. At the same time, Hilton offers property owners an immediate recognition, more footfalls, advertisements and other branding benefits so as to have the best guest experience associated with the Hilton Hotel Brand name. Hilton competitive advantage lays on both its size and diversification as it is present in almost all the segments of the industry. Unlike their competitors who are either big but less diversified or are diversified but lack presence in all segments, Hilton brands offer whole gamut of products in all segments. As per my analysis Hilton hotel is mix of both sales oriented and market oriented firm with the belief of putting customer needs first. Their Customer Really Matter initiative and the subsequent OnQ program...
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...Hilton Hotel 1. What is Hilton’s core business? Hilton was one of the most internationally recognized names in the hospitality industry and lodging industry. Hilton began its operations in 1919 with the Mobley Hotel in Cisco, Texas under the guiding leadership of Conrad Hilton. In 1946, the company became public with 15 properties in 11 states. In 1946, Hilton concentrated in the domestic growth in the lodging segment and started to diversify its business into casino and vacation. As one of the largest scale hotel management companies in the world, Hilton acquired Promus Hotel Corporation, and that transaction pushed Hilton close to 1,700 properties. Nowadays, Hilton’s properties are present in 78 countries and are over 3,000 properties. The mission statement of Hilton Hotel Corporation is “To be the preeminent global hospitality company – the first choice of guests, team members, and owners alike”. Obviously, Hilton’s core business would be the leader in global hospitality company. Hilton works aggressively to gain competitive advantage over other competing hotels so as to retain its global image and reputation and be the first choice of the people travelling around the world for business or leisure. 2. Blackstone’s intention to grow the business and brands globally – After the takeover of Hilton by Blackstone group, the main intention of the group is to invest in Hilton and other brands from around the world which will help them to grow...
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...The 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...
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...Hilton Hotels: Brand Differentiation through Customer Relationship Management Business Context * Founded by Conrad Hilton in 1919, began it’s operations with Mobley Hotel in Cisco, Texas * In 1946 went public as Hilton Hotel Corporation and had 15 properties in 11 states * The chain in 1964 spun off the International business into a separately traded company Hilton International that was sold * In 1964 divided the domestic lodging segment into: * Casinos * Vacation ownership * In 2000 acquired Promus Hotel Corporation, took Hilton’s close to 1700 properties marks. * In 2005 Hilton Hotels bought back Hilton International Co. * Hilton opened 1,000th hotel in North America since 2000 reaching a presence in 78 countries and over 100,000 employees. Key Business Drivers * Retain their excellent services improving Hilton experience * Aggressive growth strategy * Enhancing the value of its brands portfolio * Keep its leadership in the market Initiative Objectives/Benefits Objectives | Benefits | Introduce the Customers Really Matter promise | * Recognition * Personalization of the customer experience * Service recovery | Foster a closer relationship with best guests | * Improving customer loyalty | Improve the flexibility of the company | * Storing detailed information about customers * Use the SALT survey, key component of CRM | Initiative Challenges Challenges | Solutions | Make CRM part...
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...Hilton Case Executive Summary As the most recognized brand name in the lodging industry, Hilton is a diversified cooperation for its strong presence in all segments of hotels, casinos and vacation ownership. In terms of organizational strategy, Hilton Hotels Corporation relies on its scale, gaining members through its loyalty program and continuously expanding its hotel network. Beginning with acquisition of Promus Hotel Corporation, It now owns, manages, or franchises a portfolio of brands which includes Waldorf-Astoria Collection, Conrad International, Hilton Hotels, etc. With the focus of Customer Really Matter strategy, Hilton Hotel Corporation has invested much in CRM since 2002 aiming to build a broad customer base and the premier global hospitality business. Hilton Hotels Corporation considers customer as the most important component of their business, so they developed objectives to build a close long-term relationship with their customers. To provide consistent and outstanding service to its customers, the CRM initiative was primarily focus on its four categories of Best Guests: members of Hilton Honor program, 4+, Fast Rez members and local VIPs. Hilton achieves this tight relationship through recognition, personalization, service recovery, and customer analysis. Refer to the endnotes ix and x, the net revenue per call is a measure of efficiency of call center and that the conversion ratio measures how many calls were “closed” turning callers into bookers...
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...Hilton Case Executive Summary As the most recognized brand name in the lodging industry, Hilton is a diversified cooperation for its strong presence in all segments of hotels, casinos and vacation ownership. In terms of organizational strategy, Hilton Hotels Corporation relies on its scale, gaining members through its loyalty program and continuously expanding its hotel network. Beginning with acquisition of Promus Hotel Corporation, It now owns, manages, or franchises a portfolio of brands which includes Waldorf-Astoria Collection, Conrad International, Hilton Hotels, etc. With the focus of Customer Really Matter strategy, Hilton Hotel Corporation has invested much in CRM since 2002 aiming to build a broad customer base and the premier global hospitality business. Hilton Hotels Corporation considers customer as the most important component of their business, so they developed objectives to build a close long-term relationship with their customers. To provide consistent and outstanding service to its customers, the CRM initiative was primarily focus on its four categories of Best Guests: members of Hilton Honor program, 4+, Fast Rez members and local VIPs. Hilton achieves this tight relationship through recognition, personalization, service recovery, and customer analysis. Refer to the endnotes ix and x, the net revenue per call is a measure of efficiency of call center and that the conversion ratio measures how many calls were “closed” turning callers into bookers...
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...The 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...
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...on Hilton HHonors PENDAHULUAN Hilton Hotel merupakan gabungan dari Hilton Hotels Corporation ( HHC) yang berpusat di Beverly Hills California dan Hilton International (HIC) yang berpusat di London. Hilton adalah salah satu jaringan terbesar di industri perhotelan dunia dengan faktor utamanya adalah chain brands, yang meliputi pelayanan reservasi, operasi penjualan lapangan, administrasi program loyalti dan manajemen properti hotel. Hilton mempunyai total 492 hotel dengan kapasitas 154.000 kamar yang berada di beberapa Negara. Pesaing terdekat Hilton adalah Marriot International, Starwood Hotels and Resorts, dan Hyatt. Dalam usaha memenangkan persaingan pada tahun 1998 Hilton mengeluarkan program Hilton HHonors (program penghargaan kepada tamu Hilton) adalah sebuah Keanggotaan program Hilton HHonors terbuka bagi siapa saja yang mendaftar, dengan tanpa dipungut biaya. Anggota memperoleh poin di account Hilton HHonors setiap kali mereka menginap di hotel-hotel HHC dan HIC. Setelah terkumpul poin dalam jumlah tertentu, mereka dapat memanfaatkannya untuk menginap di hotel-hotel HHonors, atau menggunakan poin-poin tersebut untuk membeli produk atau jasa dari perusahaan partner, atau bahkan menukarkan poin tersebut dengan jarak mil pada program penerbangan. Ada empat ranking keanggotaan – Blue, Silver, Gold dan Diamond. Blue member lebih ditujukan kepada konsumen yang menginap selama minimal sekali dalam setahun. Silver, untuk konsumen yang menginap selama 4 kali atau...
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...CRM – The Strategic Imperatives G. SHAINESH Professor of Marketing Indian Institute of Management Bangalore shaineshg@iimb.ernet.in Session Coverage • Explosion of CRM in Marketing and IT • Enablers for the Growth of CRM • Criticality of Customer Relationships • Why Businesses Should Adopt CRM? • Implementing CRM G. Shainesh. IIM Bangalore 2 Explosion of CRM in Marketing & IT • Academics as well as practitioners • Conferences • Journals – Special Issues • Associations & Forums • Centers for CRM • IT Solutions – Siebel, E.piphany, Oracle, SAP, Sage CRM, Microsoft Dynamics, SugarCRM, Salesforce G. Shainesh. IIM Bangalore 3 Enablers for the Growth of CRM • Emergence of service economy, • Emergence of market economy, • Global orientation of businesses, and • Aging population of the economically advanced economies G. Shainesh. IIM Bangalore 4 Enablers for the Growth of CRM ---1 • Emergence of service economy – 60-80% of GDP of developed nations – ~56% in India – greater customer orientation in services due to simultaneity / inseparability – Services early adopters of CRM • hotels, airlines, banking, financial services, telecom and retailing. G. Shainesh. IIM Bangalore 5 Enablers for the Growth of CRM----2 • Emergence of market economy – Deregulation of industries across the world in the 90s • banking, telecommunications, broadcasting and airlines – Market oriented economy necessitated customer focus and boosted the importance...
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...Question ONE: 1.1 a) Productivity software is a category of application programs that helps users to produce things such as documents, databases, graphics, worksheets and presentations. b) Business software is any software or set up computer programs used by business users to perform various business functions. c) Communication software is used to provide remote process access to system and exchange files and messages, text, audio and or video formats between different computers and users. d) Multimedia software allows you to using a mixture of sound, picture, film and writing. System software has been developed to solve a particular problem for users to perform work on specific tasks or to provide entertainment. System software enables the Application software to interact with the computer and help the computer to manage its internal and external resources. Application software. After the Application software has been installed, you can start running the PC. Application software enables you to perform specific tasks – solve problems, perform work or entertain yourself. Difference between System software and Application software. System software manages and operates computer hardware and thereby providing a platform for Application software. Application software subsist of system software with the ability to employ certain computer functions as per user requirement. 1.2 Cloud storage is a concept of data storage where the digital data is stored in logical pools...
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...Management5 Hilton UK6 The workforce6 Recommendations8 References9 Introduction An organization is a unit consisting of people structured in a particular manner and managed so that they could achieve one particular goal. It is basically a system of coordinated activities of a number of people together. Organizations have different structures that create positions and determine different members, positions, activities and relationships. How jobs need to be assigned, responsibilities and authority to be given to carry out different tasks. Organization is usually set up in different manners as to achieve their target. An organization structure helps it to excel and achieve those targets, if the structure is not correct it can play a major role in hindering the progress of the organization. It is structure of an organization that ensures that the organization will work smoothly as per the intentions. It is something that needs to be decided in the early development of organization as it is a way to maximize and enhance the efficiency and profitability of the organization. By defining a structure; the lines of authority in an organization are cleared hence helping to know who has what responsibilities. (Business dictionary, 2012) By taking under consideration Hilton Hotel UK, we can explain what their business management is all about. There are a few different types of organizational structures that we are going to highlight and find out which structure Hilton hotel follows: ...
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...offering new features - no blackout dates, no capacity control, paperless rewards, and hotel reimbursement- that might increase operating costs and lead to higher staying costs. The imminent problem for Hilton is whether to compete point for point or take a different approach to its existing reward program in order to be distinct from Starwood. Below are recommended action plan for your consideration, towards the implementation of a balanced program in order to gain a competitive advantage, whiles retaining our valued guests. The Solution: Instead of matching with Starwood's new strategy, Hilton should take a different approach to its existing loyalty program and focus on how to make it more attractive in order to maintain its current customer base and to attract new ones. There are two reasons why this solution is the best: • Starwood has been trying to develop the Starwood brand. On the other hand, Hilton HHonors guest reward program has a competative advantage over Starwood's program because Hilton's loyalty program has been successful compared to others in the hotel industry. The most important feature of the program that distinguishes itself from competitors is Double Dipping which lets guests earn milage for the same stay in partner frequent-flyer programs. Hilton is the only hotel chain that offers this opportunity. Additionally, becoming a loyalty program member gives another advantage to Hilton's program. In as little as 4 stays per year, or 10 nights, membership...
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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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