Guest Loyalty: Hilton embraces 'games-players'
It's no secret in the hotel loyalty business that Hilton HHonors has been probably the least creative and attractive among the major programs in recent years. Fortunately, its management has recognized that weakness and begun to address it, albeit cautiously. While competitors such as Starwood, which includes the Sheraton, Westin and other brands, and to a lesser extent the InterContinental Hotel Groups Priority Club, came up with various promotions quarter after quarter, Hilton's strategy seemed heavily reliant on name-recognition and reputation. Jeff Diskin, senior vice president for global customer marketing at Hilton Worldwide, said in an interview last week that the company considers the quality of its hotels and the distribution of its network to be its main strengths.