What is the CORE business of Hilton Hotels?

• The core business of hilton is the hotel and highly competitive lodging business
• Early the business was started as mobley hotel in 1919
• Later it was changed to hilton corporation in 1946
•  There is rapid growth in lodging and diversification in casino and vacation
• Acquisition of promos hotel corporation
• 3000 properties mark with presence in 78 countries, a workforce of 100,000
• 50 million trips accounting for 100 million room nights in united states
Discuss the challenges to be addressed in Hilton hotels

• The IT is intertwined with brands, so consistent infrastructure culture is needed to build brand promise
• Onq is embodied both the one-stop shopping nature of integrated solution serving customer in a cue
• The burden of integration ends up falling on the brand
• Deployment of new hardware and infrastructure and onq maintenance
• Company billing reflects on risk-sharing on own profitability
• Customers should provide with full service, so the technology component must work flawlessly together
Evaluate the direct and indirect impact of CRM initiative on efficiency and effectiveness of
operations

Direct CRM initiative 

• The technology enabler is onq CRM a far-flung customer data
•  Hilton newsletter primarily focused on four categories of the best guest
• Built a closer relationship throughout the life cycle to interact with a family of brands
• The firm identified recognition, personalization, service recovery, and customer analytics for a good relationship
Indirect CRM initiative 
• Onq reservation allows agents to access the caller and enables better cross-selling
• Gold and diamond level members also had benefits to access through my way
• The trade-off is pre-assignment can lose flexibility with so many customer