Strategic Management Hilton Hotel Research Paper

Strategic Management Hilton Hotel - Research Paper Example This report identifies numerous recommendations for business improvements as part of a radical change in strategic initiatives, including implementation of GPS technology for all staff members, training on guest-related cultural values, meetings and online blogs for discussion of staff issues, stress-reduction activities, the development of a talent manager at all facilities, reorganization of existing IT functions, and the development of a change manager to assist in avoiding employee resistance. This paper makes a conclusion that the Hilton Group, offering potential customers, using a loyalty, online or email mailing system, can offer free amenities, such as massage services or discounted in-hotel meal certificates, as part of a new customer relationship marketing focus to draw in higher volumes of customers. Since massage services are already provided in-house by dedicated staff members, there is little cost to the business to offer these free or highly-discounted services as a means to enhance brand image and also ensure higher guest volumes. These loyalty programs are recommended as alternative solutions, and also to improve customer service perceptions by potential guests, in the event that Hilton Group experiences significant and measurable declines in profitability and lost market share. Such systems can be developed at very little cost to the business, by using existing dedicated email and information technology systems, needing only to be monitored several times week ly by junior management personnel.