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Advisory Report

Introduction

The Leisure Industry, especially hotel business are booming nowadays, it always been and will always be active and needed by people all over the World. This paper is a report about a specific Hotel that has been existed in a top list hotel for quite a while now. Many U.S hotels are now competing with each other in the business class hotel segment. While the brands stood for quality, there was less standardization of operations in hotel chains than in many other services. Hilton is the main topic of this report, it contains the analysis of Hilton’s H-Honors program strength and weaknesses, from their clients, members, guests and corporate travel departments, Value and Cost generated. The Form of the report is about Hilton H-Honors Worldwide Loyalty Wars.
The main purpose of this report is to answer the three questions from the article Hilton H-Honors Loyalty Wars, and to pass the midterm exam of service marketing subject that is provide by Petra Christian University Exchange Program.

Study Questions
1. What are the strengths and weaknesses of the Hilton H-Honors program from the standpoints of:
a. Hilton Hotels Corp and Hilton International
b. Member properties (franchised hotels)
c. Guests
d. Corporate Travel Departments
2. How does the value generated to Hilton by the program compare to its cost?
3. What is Starwood attempting to do and how should Jeff Diskin respond?

I. A). What are the strength and Weaknesses of the Hilton H-Honors program from the standpoint of Hilton Hotels Corp and Hilton International?
Hilton Hotels Corporation (HHC) based in Beverly Hills, CA and Hilton International (HIC) headquarters is in London, England; were a two separated companies who had reached an agreement in 1997 reunifying the Hilton brand worldwide. The cooperation on sales and marketing, standardize operations and running the Hilton H-Honors loyalty program was successful in 1998 and was looked at as the strength of Hilton, especially when...