Loyalty Wars (Spanish version)
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.
Collection: HBSP (USA)
Ref: HBS-503S28
Format: PDF
Number of pages: 20
Publication Date: Oct 12, 2000
Language: Spanish
Review date: May 30, 2001
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Description
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.
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Year: 1999
Geographic Setting: California
Industry Setting: Lodging
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