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Hilton Hotels - Hbr

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Submitted By marypetalo85
Words 7229
Pages 29
810-S01
JULIO 23, 2008

LYNDA M. APPLEGATE
GABRIELE PICCOLI
CHEKITAN S. DEV

Hoteles Hilton: Diferenciación de marca a través de la gestión de la relación con el cliente
A inicios del año 2008, la Corporación Hoteles Hilton estaba preparada para un tremendo crecimiento global –con una meta agresiva de abrir 1.000 hoteles en Norte América en cinco años, y
1.000 hoteles en el resto del mundo en diez años. La compañía acababa de ser comprada y retirada de la cotización en Bolsa por el Grupo Blackstone1 por unos $ 26.000 millones, con una prima del 32% sobre el precio por acción de $32,05 al día previo al anuncio. El anuncio de la toma por parte de
Blackstone claramente delimitó el camino a seguir: “Blackstone tiene intenciones de invertir en las propiedades y marcas Hilton a nivel mundial, y hacer crecer el negocio para beneficio de los propietarios, franquiciados y clientes… Esta transacción trata de construir el primer negocio global de la hospitalidad.”
Pero el crecimiento no sería fácil en el altamente competitivo negocio mundial del hospedaje. Los retos en este mercado históricamente incluían el acceso al capital, altos niveles de rotación de empleados y una dificultad para alcanzar la estandarización, típica en la entrega de las operaciones de servicio. Las mejorías en la entrega de servicios y consistencia a lo largo de la familia de marcas
Hilton eran el principal enfoque de la estrategia CRM – Los Clientes Realmente Importan (CRM –
Customers Really Matter) que la firma lanzara en 2002. Con cinco años invertidos en el CRM, la compra por parte de Blackstone brindaba la oportunidad de evaluar los resultados a la fecha y de trazar un plan de acción a seguir.

Antecedentes de los Hoteles Hilton
Tal vez Hilton sea el nombre más reconocido internacionalmente en la industria del hospedaje, en gran parte debido al rol que la familia Hilton

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