Hilton Essay

852 Words4 Pages
MGSC 6201 Hilton Hotel Case I. Business Context / Key Business Drivers Hilton Hotels is one of the largest lodging companies in the world today. The company: * Operates in 91 different countries with 11 different brands * Encompasses 3,897 hotels with over 642,000 rooms * Is the 38th largest private company in the US. Today, the company’s success and growth is largely attributed by the practice of franchising. Since Hilton Hotels is one of the most identifiable names in the hospitality industry (Due to a strong reputation of excellent guess service), finding franchisees to provide capital has never been a problem. Clearly this evident since in 2007 about 81% (2390/2906) of the hotels were franchised. With these capital investments from franchisees, Hilton can support its growth and sustain its business. To maintain and attract franchises, Hilton must continue to provide higher returns for its franchisees. To address this problem, the company looks toward Customer Relationship Management processes (CRM) in order to improve guest service delivery and consistency across all brands of the company. II. Initiative Objectives / Benefits The major objectives of the OnQ CRM initiative were: * To ensure outstanding guest service was consistent amongst all the various brands worldwide. * To improve service delivery by using comprehensive costumer profiles to provide better service prior to arrival, during the stay, and after departure. * To foster and solidify the relationships with their best customers. * To measure their results through customer analytics. Hilton Hotels expected to receive several benefits from the CRM initiative: * Hilton hoped to maintain and grow their customer base. * Hilton hoped to reduce cost while generating more revenues for their franchisees. * Hilton expected their franchisees to invest
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