Hilton hotels: Brand

differentiation through CRM

Group 1.
1 Achintya srivastava -007
2. Abhinav Malik - 002
3. Jayesh kukreti - 063
4. Anuj Khandelwal - 026
5. Subham Jha -133
6. Vaishali R.- 152
What is Hiltons core business?

Hiltons core business was that of lodging. It was the most

internationally recognizable name in lodging industry.
Although later it diversified into casinos and vacation ownership. It
started its core lodging business in the year 1919 with the mobley hotel
in Cisco
2. Evaluate the performance of customers really matter
initiative to date
Customers really matter initiative was taken into account so as to standardize the service
quality that Hilton hotels and its franchises were offering in the various countries. The OnQ
technology was also bought in for this purpose.
It was a 100% internal source.
It was focused on fostering a closer relationship with best guests throughout there lifecycle.
There segmentation strategy was based on recognition, personalization, Customer analytics
From exhibit 7 we determine that the conversion ratio had always been around 40%.
Although there were certain problems faced by them as well eg the no of calls,
complacency after early success.
Hilton CRM has been successful till date
3. What do you think Hilton leadership should do after the Blackstone acquisition?
Should they further invest in CRM or simply maintain the status quo? What aspects
of Hilton's CRM should be straightened, if any, and how?

They should further invest on CRM because there are still certain aspects in the customer service
that are not exploited properly and are not met.
They should try and focus on they below points:
Customer service efficiency; Customer satisfaction; customer loyalty
They should optimize the information transfer system, they should improve the joint process
between automation and manual work, execute it consistently and flawlessly.
They should utilize data for cross channel application for customer service and experience.
Using social media tools to connect with customers.
They should improve guest personalized experience by analyzing the data.
They may strengthen the connection with online travel mobile apps.