A presentation on IT /e-Business with customer in mind

About Hilton
Hilton Hotels & Resorts (formerly known as Hilton Hotels) is an international chain of full service hotels and resorts, it is the flagship brand of Hilton Worldwide. It was founded by Conrad Hilton and is now owned by Hilton Worldwide Hilton hotels are either owned by, managed by, or franchised to independent operators by Hilton Worldwide

Objectives
VISION - To fill the earth with the light and warmth of hospitality MISSION - To be the preeminent global hospitality company - the first choice of guests, team members, and owners alike Applied IT systems/ e-business concepts to the current tourism and hospitality market situation in order to build sustainable competitive advantage Robert Webb, Premier 100 IT Leaders for 2012, Computerworld Magazine

Use of IT /e-Business
Information Technology as a connection between vision and world-class technology From core reservation and property management systems to high-speed Internet, data security, and in-room entertainment Ensured that their guests have a better experience Have been able to generate increased revenues

So how have they Innovatively used Information Technology and what are its competitive advantages?

OnQ Hilton
In May of 2003 Hilton Hotel Corporation announced the results of an IT program, in the works since the 1990s. This was a $50 million proprietary technology which would link all hotels, in all brands of this multi-national hospitality corporation. Hilton calls this package OnQ OnQ is the Hilton Family of Hotels' proprietary technology platform that integrates multiple capabilities onto one system to support hotel reservations & sales, guest service, operations and business intelligence-gathering activities

Continued..
OnQ integrates all the back office operations, as well as providing the front desk with the guests customer profile The guest profile includes recent stays and reports of any problems the customer reported OnQ provides guest information to team members on demand - prompting them to act "on cue" to guest preferences and service recovery alerts - delighting customers and helping create a bond of loyalty to the Hilton Family of Hotels Hilton is committed to use of IT, employing an IT department of over 500 people, spending about $132 million annually

Functioning of OnQ

Advantages of OnQ for Hilton

In a two year period, spending by its mostvalued guests grew by from 40% to 61% Increased use of online account management, by customers, has reduced the number call centers from six to four In 2004, the 20 largest hotels out of over 2000 - had $4 million annual savings due to improved operating efficiencies In addition to these quantifiable results, there are the more qualitative measures of increased guest satisfaction and loyalty

How CRM works

IPOD notecasts to Mobile phones reservations

Possible problems
Data Management

OutsourcedLack of control

Confidentiality

Cost of training

Lack of coordination

Solutions
Proper back up of data Effective training to handle data

Regular interaction with the outsourced team Efficient security systems to ensure confidentiality

Aligning IT with Business Objectives

We're passionate about delivering exceptional guest experiences

Plan
Model

Enables IT staff to deliver promise level of service

Manage

identifies resources needed to deliver IT services at committed service levels

Measure

Verify commitments and improve operations

Lessons learnt
Large Geographic spread

Increased customer expectations

Key tool for tracking and maintaining business operations

Accelerating technology innovation thats aligned to the business objectives

Thank You