Brands & Branding and Private Labels Case Study

Bollenbach: Consolidating the Hilton Brand

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Abstract:
Hilton Hotels Corporation (HHC) is a leading hospitality company with revenues of $3,819 million in 2003. The company owns, franchises, manages, and develops hotels, resorts and timeshare properties. The Hilton chain operates under several brand names including Hilton, Doubletree, Embassy Suites Hotels, Hampton, Homewood Suites by Hilton, Hilton Garden Inn, Hilton Grand Vacations and Conrad. It operates over 2,400 hotels, mostly in the US. It also operates in 15 other countries. This case talks about the business operations of the company and also discusses the brand building efforts adopted by HHC through HHonors (the guest loyalty rewards), OnQ technology (CRM-driven enterprise solution that provided access to guest profiles across all points of contact), advertising Campaigns and IT initiatives (such as self service check-in kiosks).

Pedagogical Objectives:

• The business operations of the Hilton family of brands
• The nature of each brand
• How HHC can enhance each of its brand’s performance?
• he pros and cons of the brand building efforts of HHC.

Keywords : Stephen Bollenbach, CEO initiatives, Hotels & Resorts, Hospitality Industry, Luxury Hotels, Hotel Management, Brand building, honors - the guest loyalty program, One Services-CRM, Brands & Branding Case Study, Franchised hotels, Managed / leased hotels, Timeshare Properties Ad Campaigns, Self-service kiosks, Business Operation