Download - Hilton case
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HILTON HOTELS: BRAND DIFFERENTIATION
THROUGH CUSTOMER RELATIONSHIP
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Sector InformationHospitality
Hospitality management involves dealing with people through out the day- with guests and colleagues in your own and other departments. The work culture involves good teamwork and leadership. Hospitality management is primarily concerned with food and the accommodation needs of the guest, and more importantly their comfort, at all times.
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Statistics showing largest hotel in terms of revenue in 2014.
InterContinental Hotel Groups (UK) – 22.8 billion US dollars
Marriott International (US) – 13.8 billion US dollars Hilton Worldwide (US) -10.5 billion US dollars Starwood Hotels & Resorts (US) – 5.98 billion US
dollars Accor (France) – 5.86 billion US dollars Wyndham Hotel Group (US) – 5.28 billion US dollars Hyatt Hotels (US) – 4.42 billions US dollars
*www.statistica.com
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Name of the Hotels GroupNo. of Hotels
No. of Rooms
Marriot International/ Starwood Hotel & Resorts Worldwide 5456 1071096
Hilton Worldwide Holdings 4480 737922
Intercontinental Hotels Group 4963 726876
Wyndham Hotel Group 7760 671900
Jin Jiang International/ Plateno Hotels Group 6000 640000
Choice Hotels International 6379 504357
Accor Hotels 3815 500366
Best Western Hotels & Resorts 3903 303768
Homeinns Hotels Group 2787 311608
Carlson Rezidor Hotels Group 1092 172234
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Top Ten Hotels In Terms Of Hotels And Rooms As On 30 Sept. 2015
0
200000
400000
600000
800000
1000000
1200000
No. of HotelsNo. of Rooms
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HILTON AT GLANCE It is the most recognized corporation
company Hilton hotel stands as the stylish,
forward thinking global leader for hospitality
Today Hilton is welcoming guests in its more than 4,700 hotels, resorts and time share properties comprising more than 775,000 rooms in 104 countries
It has more than 4000 employees working
It was founded by Conard Hilton in Cisco, Texas in 1919
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To fill the earth with the light and warmth of hospitality – by delivering exceptional experiences – every hotel, every guest, every time.
Vision
MissionTo be the most hospitable company in the world by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners and a positive impact in our Communities.
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H-OSPITALITYI-NTEGRITYL-EADERSHIP T-EAMWORKO-WNERSHIPN-OW
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Matt HartPresident /COO
Ian CarterCEO/International
Tom KeltnerCEO/Americas
Tim HarveyEVP/CIO
Ernie WoodenEVP, Brands
Ken smithEVP, Operations
Americas
Bala Subramanian
SVP, Global Distribution Services
Doubletree
Conard
Embassy suites
Hamton inn
Hilton garden inn
Hilton
Homewood suites Waldorf=Astoria
Adam BurkeSVP, Cusomer Loyality HHonors
Ted RatcliffSVP, Operations-East
Steve CowanG.M., Doubletree &
Embassy Suites Crystal City
ORGANIZATION STRUCTURE
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History 1919 - Conrad Hilton buys The Mobley, a hotel in Cisco, Texas. 1925 - Conrad Hilton opens the high-rise Dallas Hilton, the first
hotel to carry the Hilton name 1927 - Hilton expands to Waco, Texas, and opens its first hotel with
cold running water and air-conditioning in public areas. 1943 - Hilton become the first coast-to-coast hotel group in the
United States after purchasing the Roosevelt and Plaza hotels in New York City.
1955 - Hilton creates its first central reservation office, called HILCRON. Reservations can be made at any Hilton by telephone, telegram, or Teletype
1965 - Launch of Lady Hilton, the first hotel concept designed exclusively for women travelers. Select hotels feature women-only floors and rooms, and provide special amenities tailored to women.
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History 1995 - The first Hilton website launches: www.Hilton.com 2000 – Acquired Promus Hotel Corp. pushed Hilton close to
1700 properties 2005 - Hilton Hotels Corporation bought back Hilton
Internationals. Bringing about 400 Hilton Properties 2006 - September announces the opening of the 1000 hotel in
North America since the acquisition of Promos 2011 - Hampton Hotels is named the #1 franchise opportunity
in Entrepreneur Magazine's Franchise 500® ranking 2013 - Hilton returns to the New York Stock Exchange, to trade
under the same ticker symbol HLT
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BLACKSTONE GROUP The Blackstone group defined itself as “a leading
global alternative asset manager and provider of financial advisory services.”
It claimed the position of “largest private investor in hospitality worldwide and prior to the Hilton hotels acquisitions, owned more than 100000 hotel rooms including mid-tier brand La quinta and luxury brand LXR.
Hilton was taken private by Blackstone group for a reported $26 billion.
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Revenue and competitive measure by brand by year
*CASE DATA
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1 2 3 4 5 6$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
Waldorf=Astoria collection
Room revenueADRRevPARRevPAR Index
ROOM REVENUE OF Waldorf=Astoria Collection
*CASE DATA
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1 2 3 4 5 6 70
5000000
10000000
15000000
20000000
25000000
30000000
2001 2002 2003 2004 2005 2006 2007
24824937248642912428215125803572274752612742128928626204 Total cellCall center data
CELL CENTER DATA
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CONVERSION RATIO
*CASE DATA
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17*CASE DATA
CALL CENTER DATA
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Luxury segment
Full service
Focused service
Extended Stay Suites
Vacation ownership
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Competitors In The Market Starwood Hotels & Resorts Hilton Worldwide Marriott International InterContinental Hospitality Groups Accor Wyndham Hotel Group Hyatt Hotels
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Three main aspects of Hilton
OnQ
CRM
SALT
CRMCustomers
Really Matters
SALTSatisfaction And Loyalty
Tracking
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OnQOnline Profile
Pre-ArrivalArrival
In-Stay
Departure
Post Stay
Guest Profile
Manager Regardless of where or how a guest chooses
to make reservation,
company would know who they are
and how would they like to be
treated.
Before guests arrive, hotel could communicate with
and welcome themUpon the guest’s arrival hotel could serve and recognize them the way they choose.
During a guest’s stay, hotel can ensure accommodation
which include their preferences and could
exceed their expectations.
Upon departure, hotel could expedite check-out
according to the guest’s
needs.
After visit, hotel likes to know about the guest’s experience so that hotel could serve them better in future.
At the Hilton Family of Hotels, they are passionate about taking care of their best
Guests.
Hotels Unique Guest Experience
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How does CRM using OnQ works?
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Website
OnQ CRM
OnQ PROPERTY MANAGEMENT SYSTEM
Third party distribution channels
Traveler
OnQ RESERVATION Front
Desk Staff
Admin. Assistance
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WHAT IS CUSTOMER RELATION MANAGEMENT ?
“Customer Relationship Management” is all aspects of interactions and relationship that a company has with its customers.
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Four categories of best guests
Active members under Hilton Honors programme 4+ - those guests were with four or more stay in a
year Fast Rez – guests who signed up for an online
reservation account Local VIPs
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CRM
Personalization
Identification and
Recognition
Customer
Analysis
Service Recovery
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SALT(SATISFACTION AND LOYALITY TRACKING)
Willingness to return
Overall experience of the customer
Ability of the customer to recommend
Improvements and suggestions
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Whether CRM is worth reinvesting or not?
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Option 1:- Elimination of CRM
Demands something new
Risk of Breakdown
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Option 2:- Effective use of data
Synchronization of OnQ & CRM
Needs consistency and flawlessly execution of work
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Thank you