Hilton HHonors Worldwide: Loyalty Wars: (Due Week 9, Oct. 29-Nov. 2) Compare the Hilton HHonors reward programme with other reward programmes you know about or have researched. Be sure to discuss the differences, how they value guests and their offerings. Does the value of the Hilton program justify its’ cost. Explain in terms of the value of a customer. What is Starwood trying to do and how should Jeff Diskin respond?
The Hilton HHonors Worldwide reward programme can be compared with several other loyalty or recognition programs offered by leading hotel chains of the world. Similar programs are being offered by many airlines, department stores, car rentals, video and book retailing, credit cards, movie theaters and several other international entities in the service industry. The first one that can be considered in this regard is the Priority Club Rewards offered by IHG (Intercontinental Hotels Group). The IHG group comprises of Intercontinental Hotel and Resorts, Crowne Plaza Hotel and Resorts, Holiday Inn, Holiday Inn Express, Hotel Indigo Staybridge Suites and Candlewood Suites. (Ref: https://secure.priorityclub.com/hotels/). The program is offered across 4,500 properties operated worldwide by the group. The program is open to everyone free of cost. It allows the members to earn points not only by staying in any of the member hotels but also by earning Priority Club points when purchasing goods and services with any of their partners or earn miles with their partner airlines. The partners are specially customized in accordance with prevalent tastes and popularity in different parts of the world and include leading brand names in airline industry, fashion retailers, vacation and tour operators, mobile and telecom services, car rentals, home and furnishings, electronics, computers, etc. The choice of partners is vast as compared to Hiltons’ rewards program. In many territories local co-branded credit cards are also offered which entitle members to...
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