Hilton Hotels regards the frequent guest program in the industry as the most important marketing tool, directing marketing efforts on the heavy users. What to do Hilton, if a competitor ups the ante? This case demonstrates the efficiency of the frequency-marketing in industries with a very distinct “heavy half” to discuss their customer base and allows the students what to do if Sheraton and Westin seemingly overdo a good thing.

Hilton Hotels regards the frequent guest program in the industry as the most important marketing tool, directing marketing efforts on the heavy users. What to do Hilton, if a competitor ups the ante? This case demonstrates the efficiency of the frequency-marketing in industries with a very distinct “heavy half” to discuss their customer base and allows the students what to do if Sheraton and Westin seemingly overdo a good thing.
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from
John Deighton,
Stowe Shoemaker
Source: Harvard Business School
18 pages.
Publication Date: Oct 12, 2000. Prod #: 501010-PDF-ENG
Hilton HHonors Worldwide: Loyalty Wars solution HBR case