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