Vague or Incomplete

Short on specifics about where the company is headed or what the organization is doing to
prepare for the future
Hilton meets this feature because in the vision Hilton has Continuously improving performance
Not forward-looking
Doesnt indicate whether or how management intends to alter the company current focus
Forward looking statements are statements that are not historical facts and are generally, but not
always, identified by the words "expects", "plans", "anticipates", "believes", "intends", "would",
"may", "could" or "should" . Hilton intends to build on the rich heritage
Too broad
So inclusive that the company could head in most any direction, pursue most any opportunity, or
enter most any
Hilton has a focused vision is to be the first choice of the worlds travelers then it is not Too
broad

Bland or uninspiring
Lacks the power to motivate company personnel or inspire confidence about direction
Hilton has Creating a culture of pride and Increasing shareholder value

Not distinctive
Provides no unique company identity
Hilton offers a strong identity Around the World and thanks to that is recognized with great
prizes. Hilton has identity

Too reliant on superlatives

Doesnt say anything specific about the companys strategic course beyond the pursuit of such
accolades as, best, most successful, leader of, etc
Hilton has a clear focus is be the first choice of the worlds travelers.