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  • Service Marketing Hilton Hotel

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    munna micheal
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    Starwood announced the launch of a new guest loyalty program called Starwood in February 1999 that included over 550 participating hotels worldwide with no blackout dates, capacity controls, paperless rewards, and hotel reimbursement. The program's manager, Diskin, faced the dilemma of whether to directly compete with other loyalty programs point-for-point or take a different strategic positioning. Key strategic issues included growing the limited network size and standardizing the program while recognizing profitable and loyal customers to drive branding.

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    Service Marketing Hilton hotel

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    Starwood announced the launch of a new guest loyalty program called Starwood in February 1999 that included over 550 participating hotels worldwide with no blackout dates, capacity controls, paperless rewards, and hotel reimbursement. The program's manager, Diskin, faced the dilemma of whether to directly compete with other loyalty programs point-for-point or take a different strategic positioning. Key strategic issues included growing the limited network size and standardizing the program while recognizing profitable and loyal customers to drive branding.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    12 views4 pages

    Service Marketing Hilton Hotel

    Uploaded by

    munna micheal
    Starwood announced the launch of a new guest loyalty program called Starwood in February 1999 that included over 550 participating hotels worldwide with no blackout dates, capacity controls, paperless rewards, and hotel reimbursement. The program's manager, Diskin, faced the dilemma of whether to directly compete with other loyalty programs point-for-point or take a different strategic positioning. Key strategic issues included growing the limited network size and standardizing the program while recognizing profitable and loyal customers to drive branding.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 4

    Starwoods announcement

    • The wall street journal of Feb2, 1999 announced the


    birth of Starwood guest program
    • It included more than 550 participating properties
    worldwide
    • Four features were
    • No blackout dates
    • No Capacity Control $50 ad camapaign
    • Paperless Reward
    • Hotel Reimbursement
    Diskins Dilemma
    • Do we have to compete point from point
    • Do we have to take a different positioning
    • Do we have to hold on to loyal members and
    differentiate honors from starwood and other
    competitors
    Strategic Issues
    • Limited Network Size and Distribution
    • Standardization
    • How to recognize profitable and loyal
    customers
    • Branding

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