Hilton Hotels, a global hotel brand, set up a system to analyse data from its reservation and property management systems and demographic information from its Hilton Honours programme to identify customers most likely to use the company’s hotels. With support from this analysis the company’s CRM programme was able to create targeted direct mail campaigns and pass information that helped its hotel managers in their seasonal planning....

BPIR Categories

4.1.1 Identify market segments & target customers
10.2.1 Establish info/knowledge management systems

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