Recommendations and Conclusion
The Hilton HHonors program is aimed achieving customer retention and brand loyalty, and despite it not being sold to clients, it is recommendable to consider it as a product/service when formulating strategies to increase its efficiency. The recommendations discussed in this section are based on this consideration. As a service, Hilton HHonors has the general attribute of intangibility, which necessitates physical evidence. Hilton uses a loyalty card as this physical evidence, and thus creating a perception of superiority gained by having this card would be interpreted as meaning that joining the HHonors is a status symbol. The status of a client in this loyalty program is dependent on his/her frequency of travel; hence, the color on these cards would be something customers pride in, and one that makes them to be admired among their peers.
The place, Hilton Hotels' facilities, should similarly match the perceived level of service associated with each card; this can be achieved through a review of standard operating procedures and re-training personnel. Promotion is integral to the achievement of the above recommendations, especially because this element of the marketing mix will allow the desired perception to be communicated to the target market. The element of price may seem inapplicable to the Hilton HHonors; however, before a client joins this program, he or she must have paid for the firm’s services. Additionally, the discounted prices should not imply a decline in value provided; instead, the corporation should focus on offering a higher level of service to members of this program, as they represent loyal clients. The process of service delivery within Hilton Hotels should match the perceptions created through promotion. The hotel chain should emphasize a service culture that fosters development of sustainable brand loyalty that would be integral to the success of the Hilton HHonors program. Lastly, Hilton Hotels should recruit individuals whose personality and beliefs align with the objectives of the HHonors program; this approach would ensure proper implementation of proposed strategies and commitment to organizational goals.
