This website uses cookies to ensure you have the best experience. Learn more

Hilton Hotels Essay

3147 words - 13 pages

ASSIGNMENT 1 – Hilton Hotels

February 11, 2014

1. Evaluation of CRM
We believe that Customers Really Matter (CRM) and we do our best to prove it every single day. We aim to ensure that our customers will choose our brands over others when it comes to their next travels. What makes us different in the eye of the consumer is the way we manage our relationship with them. We believe that information technology (IT) and brand management are closely interrelated; and no successful company can survive on the global market without a sophisticated information technology system. This is why we designed OnQ, which is the company’s IT system used throughout our ...view middle of the document...

Increased Customer Loyalty
The implementation of the CRM helped in the construction of a strong customer database. This database, contained information on past transactions in addition to customers’ preferences including reservations and past reviews together with suggestions for future improvements. Having in mind that every customer is evaluating us from a personal perspective, it is safe to state that a relationship with a client is a very personalized and often difficult task to achieve or attain. Recognizing that each customer has a unique lifestyle and needs, we created a Loyalty program of Best Guests to manage our most valuable customers that includes Hilton Honors program, 4+ group, Fast Rez, and local VIPs. We did not only focus on the elite or so called platinum members, but instead our customer relationship initiative targets four customer categories which increases the pool of possible long-term relationships.
Every day we print our Best Guests arrival list, where guests are ranked by their importance along with the related personal information. By having this data already available before their arrival allows us to offer them unique experiences on a constant basis. Knowing in advance what our guests might want or need reduces the costs of serving them. Our service recovery aspect helps us regain the trust of the customers that have experienced less than the absolute best during their stay. The system allows us to track down the problems related to the rooms or to anything in the hotel that broke down or malfunctioned during their stay. We can respond quickly, fix these problems or possibly reimburse our clients fully or partially. In addition, constant monitoring and analyzing customer satisfaction levels and feedback allows us to better understand how all of our efforts are blending in together. Through The Satisfaction and Loyalty Tracking (SALT) survey, customers give their feedback and suggestions on how we can improve their experiences in our hotels. SALTs are constantly being analyzed by our managers which use them as a point of reference; oftentimes, being the first thing to be looked at in the morning. This tool aids in understanding what customers actually want; instead of making our own assumptions.
The American Customer Satisfaction Index (ACSI) which is an economic indicator that measures satisfaction of consumers across U.S. economy shows that from the implementation of the CRM initiative in 2002 and up to 2013, 9 years out of 12 (except 2003, 2007, and 2013) we were ranked the best in the U.S. market. In 2013, we took the second place with a total of 80 points out of 100, only surpassed by Marriott International which has accumulated 82 points out of 100. Our focus which was incorporated into four main aspects: recognition, customization, service recovery, and customer analytics led to customer satisfaction, and the overall success of the CRM implementation. In the hospitality business, building customer loyalty...

Other Essays Like Hilton Hotels

Evaluate What Determines the International Success of Hotel Companies and Recommend, with Justification, Which Hotel Company Is the Most Successful in Managing Internationally

2884 words - 12 pages competitiveness/competitive advantage of hotel companies. The paper contributes to knowledge of hotel internationalization by a rigorous review of contemporary research and suggests a research compass for the future. Internationalization might have been one of the favorable expansion and goal for many companies in the hotel industry. Famous corporations such as Accor, Hilton Hotels and Global Hyatt were definitely the leaders in the industry according to

Porter's Model Global Hotel Industry Essay

2726 words - 11 pages Global Hotel Industry I. Porter’s Five Forces analysis Threat of rivalry is high because: • The most part of the market is controlled by few companies with the same or similar strategy, size and capacity. Big companies around the world such as Hilton Hotels, Four Seasons, etc. have absorbed the little companies and few have remained. (For ex. Multibrand Strategy has been adopted by most of the companies, and this has strengthen the companies

Term Paper Hospitality Marketing

3797 words - 16 pages world with 125 ocean beaches, most beautiful beaches. Vietnam is the twelfth country is the world's most beautiful bay of Ha Long Bay and Nha Trang Bay. HOTEL AND RESORT BUSINESS IN VIETNAM AT PRESENT Report Service Sector Survey 2011 hotel conducted by Grant Thornton Vietnam shows the information about financial situation as well as marketing activities of hotels and resorts Vietnam for fiscal year 2010 .To facilitate the presentation, the

Banyan Tree Resorts

2106 words - 9 pages Banyan Tree Hotels and Resorts Service Marketing School of Business Table of content I. Table of Content ……………………………………………………………….. page 2. II. Introduction and Overview ……………………………………………… page 3. III. Questions ……………………………………………………………………… page 4 – 8. - Q.1 ………………………………………………………………………… page 4. - Q.2 ………………………………………………………………………… page 4 – 5. - Q.3 ………………………………………………………………………… page 6. - Q.4

Internal and External Customers

1117 words - 5 pages , directors, agents, and managers for the corporation. The major company has this in place and other policies or procedure that employees must adhere too. References Hilton Hotels Corp. recognized as Leader in Implementing a Balanced Scorecard. (2000, September 27). Retrieved from Joseph, C. (2012, December 14). What is an Internal Customer & a External Customer? Retrieved from http


751 words - 4 pages Transportation Nigeria has attained a high level of good transportation system especially Airline and Road Transportation, investment opportunities are still needed in water recreation transportation and rail services. Hospitality The hospitality sector of the tourism industry seems to be the most competitive area with the presence of starwood Hotel Groups, owners of Sheratons, Hilton, Le Meridien, Shangra Lai the Asian Hotel giant in

Hnd Hospitality

1970 words - 8 pages over 14 different sectors and 80 different job types. Sizes range from small, individual venues (80% employ fewer than 5 people) to huge multinational, multiple-service establishments, global corporations such as Hilton Worldwide or Marriott Hotels exist alongside small start-ups, often not in direct competition but instead providing contrasting services to a consumer demographic that is as broad as the multitude of establishments available

The Role of Human Resources Management in Improving an Organisation

3229 words - 13 pages the organisation as well as that the financial resources for staff training and development are not wasted. Another industry example drawing a connection between staff development and lower staff turnover is the Hilton Hotel group. In a worldwide survey of 1500 'team members' conducted anonymously in May 2006, 40 per cent said that the opportunity for development through Hilton University, the group's online learning platform, was the main reason

Marketing Plan

5167 words - 21 pages 2007 ♣ Have contractual agreements with five large chain hotels groups at their Southern California locations (Hilton, Marriott, Hyatt, Sheraton, etc.) by the end of 2007 ♣ Have contractual agreements to extend services with three of the hotel chains to all California locations by June 2008 ♣ Increase awareness of company to hotels by 30% by June 2009 ♣ Look into expanding our market nationally by 10% towards the end of December 2008

Marriott Corporation

4191 words - 17 pages : The Cost of Capital 298-101 Exhibit 3 Information on Comparable Hotel and Restaurant Companies Company and Nature of Business Arithmetic Average Return a Geometric Average Return a Equity Betab Market Leveragec 1987 Revenues ($ billions) Marriott Corporation (Owns, operates, manages hotels, restaurants, airline and institutional food services) Hilton Hotels Corporation (Owns, manages, licenses hotels; operates

STR 581 Week 6 Capstone Final Exam

1813 words - 8 pages • target pricing • going-rate pricing 14. Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. • psychographic • geographic • demographic • behavioral 15. A group of college graduates decides to start a business. Though they are knowledgeable in various business domains

Related Papers

Hilton Hotel Essay

1582 words - 7 pages 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

Article Over Seattle Defense Essay

544 words - 3 pages preferences, sending notifications to potential reward recipients, keeping members up to date with their current point status, including their point status with participating business partners. Hilton should also seek to enlarge its network by ensuring that they not only have owned or franchised hotels in major cities, but at key locations in those cities, so that members will have better opportunities to stay at Hilton versus spending nights at

Dfv Zdsgg Essay

592 words - 3 pages SWOT Analysis: The following SWOT Analysis sheds some light on some of the pitfalls and opportunitiesthat await the Hilton Hotels Corporation. Strengths • Hilton Hotel Corporation (HHC) is a well established organization and industryleader in the hotel, hospitality and gaming industry • HHC is well diversified across the industry with hotels in the high end, businessand mid-priced classes in their product mix • HHC also possesses solid

Waste Water Management Essay

2431 words - 10 pages certifications for quality and environmental management throughout their hotel chain. With over 3,750 properties in 85 countries, the Hilton earned the largest volume certifications of commercial buildings ever (Hilton Worldwide, 2011). Achieving a prestigious certification such as the ISO, provides a competitive edge to hotels and promotes a greener future in the tourism industry. Hotels are using 36,500 to 73,000 gallons of water per room