Institute of Professional Education and Research

cmtp Presentation on Hilton Hotels

Presented by:GOVIND DHAKAD

• STARTED -1919 , went public in 1946• INDUSTRY - Hospitality• EXPANSION - Nationally (north America)

& Internationally• DIVERSIFICATION - Casino & vacation

ownerships• BRAND - 54 owned properties

462 managed properties

2390 franchised properties

Introduction

ENTITITESOF LODGING

INDUSTRY

OWNERS

BRAND

THE MANAGEM

ENT COMPANY

Introduction

• One of the biggest players in the US lodging industry.

• Need for integrated technology infrastructure called ONQ.

• For excellent services to customers and bring competitive advantage :CRM implemented

Identification of best guest through ONQ CRM

CRM INITIATIVE

• Use of technology to maintain a better relationship with best guest.

• Hilton 4 Categories of guest

BEST GUEST

4+ FAST REZ

LOCAL VIPs

Satisfaction and Loyalty Tracking (SALT)

Treatment of best guest

•Recognition•Personalization•Service Recovery•Customer Analytics

CHALLENGES FACED- GOING GLOBAL

• Access to capital high• Levels of employee turnover• Difficulty to achieve standardisation in service

delivery operations.

Competitors – 1 . Marriott International

2 . Intercontinental Hospitality group

3 . Star wood , Resort worldwide &

Global Hyatt corporation.

1.Marriott – tradition , size & segment diversification

2. IHG - larger in total size but less diversified

3. Others - better brand management but lacking in

strong presence in all segments.

HILTON BRAND – (The competitive edge)

DILEMMA

• The Blackstone acquisition offered the opportunity to decide whether the customer really matter initiative was worth reinvesting in or whether it had been a good program that had run its course?