HMG 6446 Hilton Hotels: Brand Differentiation through CRM

Assignment Questions

1. After reading this case study, what did you learn from it? As future hospitality leaders, how can you benefit from the Customers Really Matter initiative at Hilton Hotels?
2. What is Hilton’s core business (e.g. Franchisor, Management Company, etc…)? What is the value of a brand in the lodging industry? In other words, how a lodging brand provides significant value to its customers?
3. Evaluate the performance of the Customers Really Matter initiative to date. Please use some of the information provided in the case in addition to some of the exhibits (e.g. Exhibit 2 & 7) to support your answer.  
4. What do you think Hilton leadership should do after the Blackstone acquisition? Should they further invest in CRM or simply maintain the status quo? What aspects of Hilton’s CRM should be strengthened, if any, and how?