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  • October 2000 (Revised November 2005)
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Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker
  • Format:Print
  • | Language:English
  • | Pages:18
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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.)
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About The Author

John A. Deighton

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Related Work

    • October 2000 (Revised November 2005)
    • Faculty Research

    Hilton HHonors Worldwide: Loyalty Wars

    By: John A. Deighton and Stowe Shoemaker
Related Work
  • Hilton HHonors Worldwide: Loyalty Wars By: John A. Deighton and Stowe Shoemaker
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