1. What is Hilton's Core Business?
Hilton is one of the most internationally recognized names in the lodging industry. It began as a single hotel in Cisco, Texas in 1919 started by Conrad Hilton and over the next almost hundred years developed into a portfolio of nearly 3,000 properties in 78 countries and a workforce of nearly 100,000 people. In order to finance the quick expansion model, Hilton Hotels Corporations morphed into a franchising model. Total real estate investment is measured in billions of dollars and the company simply did not have the means to raise the capital any other way. Hilton Hotels defined itself as a brand management company whose main focus was to take excellent care of its guests who took over 50 million trips each year. Hilton created or acquired over a dozen brands to ensure they can compete among all segments of the market. Hiltons brands include: Waldorf-Astoria, Hilton Hotels as well as Hampton Inn and Doubletree Guest Suites. The company is able to provide higher returns for the investors by leveraging their brand and aligning their interest with investors interests. Hilton has developed a proven system which includes: superior knowledge of the market place, alignment with real estate property owners and investors, superior IT capabilities and most importantly very recognizable and trusted brand names built on years of customer satisfaction.
2. Evaluate the performance of the Customer Really Matter initiative to date. Customer Really Matter (CRM) was initiated by Hilton Group in 2002 in order to increase the level of service by integrating customer’s information and preferences then use it to customize and improve the service that the each customer will receive on their next stays. The objectives of CRM
- Fostering a closer relationship with best guests throughout their life cycle of interaction with Hilton group. - Recognize guests at the reservation center to...
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