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?