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- Creators: McWilliams, Claire
Description
Within the hotel industry, customers come first. Their satisfaction drives revenue and drives the industry forward. With the updates in technology, new Consumer Relationship Management (CRM) databases are being implemented to aggregate customer reviews into a single platform that is analyzed and creates policies to help increase overall satisfaction. Hotels are ranked within all customer review sites such as Trip Advisor and Yelp and the higher the scores and the rank, the more these review sites promote these establishments, and the more customers book at this hotel. Therefore, customer reviews directly affect the revenue of a hotel. A hotel with low scores and low customer satisfaction will not entice guests to book. This new era of technology and customer driven revenue is the motivator behind Hilton’s creation of the SALT database. This Satisfaction and Loyalty Tracking database helps improve loyalty within the Hilton brands.
This paper examines the overall use of CRM systems and then examines the property level satisfaction metrics that can be found on SALT. The two metrics that the individual property could have the most effect on with the lowest budget were determined to be Digital Key and Digital Check-In, which make up the Digital Platform. This Digital Platform is accessed through the Hilton Honors app, which is a loyalty program created by Hilton. There are four tiers of Honors Members within the loyalty program: Blue, Silver, Gold, and Diamond. Blue members make up most of the membership base in general, however, at the local property examined, 60% of all guests are Gold and Diamond. Therefore, the research done within this paper focuses on improving overall Digital Platform satisfaction of Gold and Diamond members who are key business travelers that bring in revenue to the specific property examine.
The research collected for this project was done through observations of guests from the perspective of a Front Desk Agent, interviews with guests, analysis of SALT scores and guest reviews, and firsthand experiences of using Digital Key at local competitors of the local property. Through these analyses, the main problems that were compiled were internet connectivity, confusing property layout, Digital Key allotment and activation, technological issues with the Digital Key and hardware at the property, Digital Check-In and room selection, and negative reception of Hilton Honors Members. The solutions that were suggested focus on excellent customer service, increased training of Front Desk Agents regarding Digital Platform and Hilton Honors recognition, adding wi-fi routers throughout the hotel, adding Hilton Honors stickers to entrances, adding digital reader maps, and having the Director of Front Office Operations ensure that they are updating the Digital Platform frequently with rooms for members to choose.
This paper examines the overall use of CRM systems and then examines the property level satisfaction metrics that can be found on SALT. The two metrics that the individual property could have the most effect on with the lowest budget were determined to be Digital Key and Digital Check-In, which make up the Digital Platform. This Digital Platform is accessed through the Hilton Honors app, which is a loyalty program created by Hilton. There are four tiers of Honors Members within the loyalty program: Blue, Silver, Gold, and Diamond. Blue members make up most of the membership base in general, however, at the local property examined, 60% of all guests are Gold and Diamond. Therefore, the research done within this paper focuses on improving overall Digital Platform satisfaction of Gold and Diamond members who are key business travelers that bring in revenue to the specific property examine.
The research collected for this project was done through observations of guests from the perspective of a Front Desk Agent, interviews with guests, analysis of SALT scores and guest reviews, and firsthand experiences of using Digital Key at local competitors of the local property. Through these analyses, the main problems that were compiled were internet connectivity, confusing property layout, Digital Key allotment and activation, technological issues with the Digital Key and hardware at the property, Digital Check-In and room selection, and negative reception of Hilton Honors Members. The solutions that were suggested focus on excellent customer service, increased training of Front Desk Agents regarding Digital Platform and Hilton Honors recognition, adding wi-fi routers throughout the hotel, adding Hilton Honors stickers to entrances, adding digital reader maps, and having the Director of Front Office Operations ensure that they are updating the Digital Platform frequently with rooms for members to choose.
ContributorsRezac, Cassandra Rose (Author) / Niebuhr, Robert (Thesis director) / McWilliams, Claire (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05