Hilton Hotel Case Study : harvard business review
Hilton Hotels: Brand Differentiation through Customer Relationship Management
Syndicate 6
Hilton was perhaps the most internationally recognizable name in the lodging industry, in large part due to the role that the Hilton family had played throughout its history. It all started in 1919, when Conrad Hilton bought his first hotel. Since then, we’ve led the industry with our innovative approach to products, amenities and service. Today, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader of hospitality. Take a look at some of our most important, guest-focused firsts along the way. The Hilton Hotels brand remains one of the company's flagship brands and one of the largest hotel brands in the world. The company places marketing emphasis on both business travel and leisure travel with locations in major city centers, near airports, convention centers, and a number of vacation resorts and leisure-oriented hotels in popular vacation destinations around the world. Hilton hotel corporation define itself as brand management company devoted to taking care excellent care of its guest who collectively took over 50 million trips accounting for over 100 million rooms nights in the United States each year. But the firm also catered to the needs of hotel owner and estimated that there were several billion dollars of real estate invested in the Hilton brand. Hilton Hotel Corporation built their nervous system, comprehensive, integrated infrastructure which is called OnQ. This technology was an enabler for employees to deliver great customer service, OnQ was an ambitious custom-built enterprise system to support the property level operations of each hotel in the Hilton family. Given the critical role played by OnQ in enacting the brand promise, Hilton felt that outsourcing was not a viable option. Providing outstanding service was an objective formalized in 2002 under the guise of a new initiative: customer really matter (CRM).
The Customer
Syndicate 6
Hilton was perhaps the most internationally recognizable name in the lodging industry, in large part due to the role that the Hilton family had played throughout its history. It all started in 1919, when Conrad Hilton bought his first hotel. Since then, we’ve led the industry with our innovative approach to products, amenities and service. Today, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader of hospitality. Take a look at some of our most important, guest-focused firsts along the way. The Hilton Hotels brand remains one of the company's flagship brands and one of the largest hotel brands in the world. The company places marketing emphasis on both business travel and leisure travel with locations in major city centers, near airports, convention centers, and a number of vacation resorts and leisure-oriented hotels in popular vacation destinations around the world. Hilton hotel corporation define itself as brand management company devoted to taking care excellent care of its guest who collectively took over 50 million trips accounting for over 100 million rooms nights in the United States each year. But the firm also catered to the needs of hotel owner and estimated that there were several billion dollars of real estate invested in the Hilton brand. Hilton Hotel Corporation built their nervous system, comprehensive, integrated infrastructure which is called OnQ. This technology was an enabler for employees to deliver great customer service, OnQ was an ambitious custom-built enterprise system to support the property level operations of each hotel in the Hilton family. Given the critical role played by OnQ in enacting the brand promise, Hilton felt that outsourcing was not a viable option. Providing outstanding service was an objective formalized in 2002 under the guise of a new initiative: customer really matter (CRM).
The Customer