Publications
Publications
- October 2000 (Revised November 2005)
- HBS Case Collection
Hilton HHonors Worldwide: Loyalty Wars
By: John A. Deighton and Stowe Shoemaker
Abstract
Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct "heavy half" to their customer base, and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing.
Keywords
Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry
Citation
Deighton, John A., and Stowe Shoemaker. "Hilton HHonors Worldwide: Loyalty Wars." Harvard Business School Case 501-010, October 2000. (Revised November 2005.) (request a courtesy copy.)