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The loyalty program which Hilton Hotels Corporation offers is one of the most important tools of the company’s relationship marketing. One of the most valuable characteristic features of Hilton’s loyalty program is its uniqueness. Every customer is regarded as an individual and not as a part of some consumer segment; therefore he gets individual treatment when it comes to rewards for loyalty. For many customers, this feature is very important because they understand how important they are for the company. They can choose from a large variety of rewards which answer their needs the best.

“Make life more rewarding! Hilton HHonors® is the only guest reward program that lets you Double Dip® to earn both HHonors points and airline miles for the same stay with your choice of more than 55 airline partners at any of more than 2,700 Hilton Family hotels. ”(Hilton HHonors. Available at URL:http://hhonors. hilton. com/en/hhonors/index). Hilton Hotels Corporation has an opportunity to establish steady relationship with many of its customers due to its recognition in the world market. Hilton is “the most recognized name in the global lodging industry.

With new products and services, business and leisure travellers alike now have even more reason to say, “Take Me to the Hilton. ” (About Hilton Hotels. Available at URL: http://www. hilton. com/en/hi/brand/about. jhtml;jsessionid= HPGNOACLWLNMICSGBIU2VCQKIYFC3UUC). In many cases, Hilton’s world famous brand is the best tool of relationship marketing. Consumers want to stay at hotels which are well-known for their high consumer satisfaction. By maintaining the same image of high-quality service provider, Hilton is able to retain and acquire many customers.

Hilton Hotels Corporation considers innovation an important part of its relationship marketing strategy. Hospitality industry welcomes innovation because customers are very sensitive to the improvements made in hotels, especially customers with high income level which top hotels seek to target. The management of the company regards their innovative process as “evolution” and constantly makes decisions about renovations of the rooms, introduction of new facilities and new services.

Sometimes innovations can be very simple but they make customers return to the hotel many times in the future. According to the management of the company, many customers currently have a list of facilities which the hotel needs to have for them even to consider putting it on their list. Such facilities include internet access, conference centre, and certain level of comfort in the room. If all of the hotels in the chain provide these services, customers will never switch to the competitor.

In order to serve its customers better, Hilton Hotels Corporation has established high-speed Internet access in all of the rooms of Hilton chain throughout UK and Ireland by signing an agreement with BT PLC and STSN. This innovation can be considered one of the most successful steps in the company’s actions. According to Wolfgang M. Neumann, Area President for Hilton UK & Ireland “this landmark industry agreement underlines Hilton’s commitment to extraordinary levels of customer service.

A third of business travellers* say that not having easy Internet access when travelling creates business problems, especially in responding to office e-mail messages. We are working with key industry leaders BT and STSN to ensure these are problems the traveller won’t face when staying with Hilton. ” (HILTON ANNOUNCES LARGEST IN-ROOM BROADBAND INSTALLATION IN UK HOSPITALITY HISTORY. Available at URL: http://www. hilton. co. uk/corporateinfo/906_NewsRelease. jsp? nid=11237833).

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