Business Services Industry
Hilton's marketing guided by online 'Family' members; case study.(Social Media)
B to B, May, 2008
Byline: PAUL GILLIN
Hospitality companies learn to sweat the details. In the ultracompetitive hotel industry, a chocolate on the pillow or a free tube of toothpaste can make the difference between a drive-by customer and a loyal fan.
Hilton Hotels Corp. is tapping into the power of online communities to augment its traditional research and respond more quickly to traveler needs in its Hilton Family line of hotels. The company's use of a full-service online community provider has transformed its approach to measuring and understanding customer satisfaction, said Christine Hight, Hilton Family's director of customer research. Company policy prohibits Hilton from identifying the vendor it uses to manage the community.
The Hilton Family's...
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