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    Hilton Case Study - Final

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    Adam Wicaksono
    The document is Hilton Worldwide's annual strategic marketing plan for 2016. It discusses Hilton's background and history, their customer relationship management (CRM) initiative called "Customer Really Matters", which includes their loyalty program Hilton Hhonors and proprietary property management system OnQ. It outlines their focus on different customer segments and expanding CRM capabilities through online account management, additional loyalty benefits, and social media integration to drive future customer loyalty and growth.

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    © All Rights Reserved
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    Hilton Case Study - Final

    Uploaded by

    Adam Wicaksono
    607 views28 pages
    The document is Hilton Worldwide's annual strategic marketing plan for 2016. It discusses Hilton's background and history, their customer relationship management (CRM) initiative called "Customer Really Matters", which includes their loyalty program Hilton Hhonors and proprietary property management system OnQ. It outlines their focus on different customer segments and expanding CRM capabilities through online account management, additional loyalty benefits, and social media integration to drive future customer loyalty and growth.

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    This is the presentation about the OnQ Hilton Case Studies.

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    Hilton Case Study_Final

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    The document is Hilton Worldwide's annual strategic marketing plan for 2016. It discusses Hilton's background and history, their customer relationship management (CRM) initiative called "Customer Really Matters", which includes their loyalty program Hilton Hhonors and proprietary property management system OnQ. It outlines their focus on different customer segments and expanding CRM capabilities through online account management, additional loyalty benefits, and social media integration to drive future customer loyalty and growth.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    607 views28 pages

    Hilton Case Study - Final

    Uploaded by

    Adam Wicaksono
    The document is Hilton Worldwide's annual strategic marketing plan for 2016. It discusses Hilton's background and history, their customer relationship management (CRM) initiative called "Customer Really Matters", which includes their loyalty program Hilton Hhonors and proprietary property management system OnQ. It outlines their focus on different customer segments and expanding CRM capabilities through online account management, additional loyalty benefits, and social media integration to drive future customer loyalty and growth.

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    HILTON W ORLDW IDE

    ANNUAL STRATEGIC MARKETING PLAN


    2016

    Sept, 29th 2015, Conrad Bali Hotel

    Brand Differentiation through Customer


    Relationship Management

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Video Hilton Introduction

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

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

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    1
    Hilton Hotels
    Background

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Conrad Hilton (18871979)

    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

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Hilton H otels
    Corp acquires
    Hilton
    International

    Our Brand Positioning


    Full Service

    Luxury

    Focused Service

    Extended Stay Suites

    Time Share

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Customer Really Matter (CRM) Initiative

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    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

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Loyalty Management Programs

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Video Hilton Hhonors

    Our Key Segments

    Business Segments

    Convention Segments

    Leisure Segments

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Normalflow between hotel and customer

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    Sector targeted by HILTON HHONORS


    PROGRAM

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    B2B flow between HILTON and every


    sectors targeted

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    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

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    The Future of CRM at Hilton Worldwide

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    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
    Hiltons Central Reservation
    System

    Social Media
    Integration

    Video Hilton Worldwide

    Thank You
    Terima kasih

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

    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

    ANNUAL STRATEGIC MARKETING PLAN 2016 | HILTON WORLDWIDE

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