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What should Hilton do in response to Starwood?

The Hilton HHoners case examines how Hilton can and should use frequency programs to deliver on customer needs, to create customer loyalty and to enhance franchise disciple. Loyalty is key in maintaining high Customer Lifetime Value (a theme will return to repeated over the term).

For this Case Write-up please answer the following questions:

1. Can you quantify the value of the HHonors program to Hilton? (remember that marketing is a numbers driven business) How does the value generated by the program compare to the program’s costs? (If needing to included extended calculation, then please include in an appendix.)

2. What should Hilton do in response to Starwood?



a. Length: This assignment should be NO MORE 2 pages double spaced (not including cover page, reference page and any exhibits in an appendix). DO NOT exceed this length.

b. Citation and references: Be sure to link your points and proposals to supporting details from the case and the text. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember every piece of information you use from an outside resource ought to have a citation after it and every citation needs to have a full reference at the end of your document. Please cite all of your sources (including the textbook) using APA format. Do you have questions about paraphrasing, quoting, citing sources, or including references? This short 14 minute video is from a woman who runs a university writing lab. It will take you through APA basics. Check it out at:


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