Institute of Professional Education and Research cmtp Presentation on Hilton HotelsPresented by:GOVIND DHAKAD
Introduction• 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
OWNERS ENTITITES OF LODGING INDUSTRY THEMANAGEM BRAND ENTCOMPANY
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
CRM INITIATIVE• Use of technology to maintain a better relationship with best guest.• Hilton 4 Categories of guest BEST GUEST LOCAL VIPs 4+ FAST REZSatisfaction 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.
HILTON BRAND – (The competitive edge)Competitors – 1 . Marriott International 2 . Intercontinental Hospitality group 3 . Star wood , Resort worldwide & Global Hyatt corporation.1.Marriott – tradition , size & segment diversification2. IHG - larger in total size but less diversified3. Others - better brand management but lacking in strong presence in all segments.
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?