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분야
ppt2. Hilton : Consumer Loyalty
2.1 Hilton Honors Club
2.2 Points & Miles
2.3 Double Dipping
3. Hilton 분석
3.1 SWOT 분석
3.2 Map components of satisfaction
4. 경쟁사 Membership
5. 마케팅 전략
5.1 Pre Guest Arrival
5.2 Guest Stay
5.3 Frenchise
Consumer Benefits
포인트 보너스
호텔 부대시설 이용
객실 업그레이드
예약의 우선권
포인트 사용의 비제한
(Diamond member Only)
Check-in & out 편의
2. 3 Double Dipping
Consumer Benefits
비행기 탑승 없이도 적정 요금에 숙박
예약 및 투숙시 해당 항공사의 프로그램과 연계
호텔이용점수와 함께 해당 항공사의 마일리지가 자동으로 적립
3. 1 Hilton 분석 : SWOT
Strengths
Network of Hotels
Long established loyalty
program
Double Dipping
Upgrade to Gold status for
corporate customers
Threats
Starwood upping reward to
corporate customers
Franchisee defection
Increase operating cost
