Hilton Case Study_Final

HILTON W ORLDW IDE ANNUAL STRATEGIC MARKETING PLAN 2016

Sept, 29th 2015, Conrad Bali Hotel

Brand Differentiation through Customer Relationship Management

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Video   Hilton  Introduction

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Overview 1) Hilton Hotels Background 2) Customer Really Matter (CRM) Initiative 3) Loyalty Management Programs 4) The Future of CRM at Hilton Worldwide

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1 Hilton Hotels Background

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Conrad Hilton  (1887–1979)

founder of the Hilton Hotel empire and grew it into one of the largest private companies in the U.S., consisting of over 3600 hotels worldwide. He formed the Hilton Hotels Corporation in 1946 and expanded his operations outside of the US. He died in 1979. ANNUAL  STRATEGIC  MARKETING  PLAN  2016    |    HILTON  WORLDWIDE

HILTON History The  first  hotel   formally  named   a  H ilton opens  in   Dallas,  Texas.  

Caribe  Hilton   opens  – first   American  hotel   outside  U.S

First  H ampton   Inn   Opens  in   Memphis,  TN

Introduces   Hhonors loyalty   program

1919 1925 1946 1949 1954

1967

Conrad Hilton   purchases first hotel  in  Cisco Texas

Hilton  buys  Statler Hotel  Company   for  $111  m illion   dollars

Hilton  buys  Statler Hotel  Company   for  $111  m illion   dollars

Hilton   purchases   Promus  Hotel   Corporation

1984 1987 Launches   Hilton   Garden  Inn

1991

Hilton   acquired  by   Blackstone

Creates   global   corporate   identity

Launches   Home2  Suites

1997 1999 2006 2007 2009 Establishes   Hilton  Grand   Vacations   Company

Doubletree   merges  with   Promus Hotel   Corporation

Hilton  Hotels   Corp   listed   on  NYSE

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Hilton  H otels   Corp   acquires   Hilton   International

Our  Brand  Positioning Full  Service

Luxury

Focused  Service

Extended   Stay  Suites

Time  Share

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Customer Really Matter (CRM) Initiative

2

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Customer  Really  Matter  Initiative Recognition

OnQ

Personalization Service Recovery

SALT

Customer  Analytics ANNUAL  STRATEGIC  MARKETING  PLAN  2016    |    HILTON  WORLDWIDE

Customer   Really   Matters

The  OnQ Platform  and  the   Guest  Cycle

OnQ Implementation

Unique  Selling  Proposition Organic Growth Internal diversification Call Centre facility Cross Selling Customer Segmentation

Creating Competitive Advantage for Hilton Hotel

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Loyalty Management Programs

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3

Video   Hilton  Hhonors

Our  Key  Segments

Business Segments

Convention Segments

Leisure Segments

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Normalflow  between  hotel  and  customer

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Sector  targeted  by  HILTON  HHONORS   PROGRAM

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B2B  flow  between   HILTON  and  every   sectors  targeted

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Hilton  Hhonors Membership  Program • Digital  Check-­‐in • Compimentary in-­‐room  and   lobby  standard  Internet   Access • Quick  reservations  and   check-­‐ins • Express  check-­‐out

• Automatically  receive  a  15% bonus  on  all  the  HHonors Base   Points  you  earn. • Complimentary  access  to  fitness   centers  and  health  clubs • Two  complimentary  bottles  of   water  per  stay  

• Automatically  receive  a  25% bonus  on  all  the  HHonors Base  Points  you  earn. • Space-­‐available  upgrade  to  a   preferred  room • Specific  offering  for  each   hotels

• Automatically  receive  a  50% bonus  on  all  the  HHonors • Executive  Floor  Lounge  Access

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The Future of CRM at Hilton Worldwide

4

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Letting   customers   manage  their   HHonors Account  online  

Expand  Profile   Preferences: Additional  Services  (Golf,   Spa,  Theatre  packages,   Concert  Tickets)

Develop  Web-­‐based   Connections   Let   Corporate   Travel  Dept.   directly   book  rooms  from   Hilton’s   Central  Reservation   System  

Social  Media   Integration

Video   Hilton  Worldwide

Thank You Terima kasih

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OnQ Project No 1 2 3 4 5

OnQ Project Application   Development Hardware Sales   and   Event Globalizing New   Hardware  &  Infrastructure   deployment

Budget  (USD) 2002 2007 40 mio 53  mio 22  mio 40  mio 40  mio

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