Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Prize winner
Case
-
Reference no. 9-501-010
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 8 November 2005

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.
Location:
Industry:
Size:
USD1 billion revenues
Other setting(s):
1999

About

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.

Settings

Location:
Industry:
Size:
USD1 billion revenues
Other setting(s):
1999

Related


Awards, prizes & competitions