JOHN
DEIGHTON
AND
STOWE
SHOEMAKER
Hilton
Hotels
regards
frequent
guest
programs
as
the
lodging
industry's
most
important
marketing
tool,
serving
to
direct
promotional
and
customer
service
efforts
at
the
heavy
user.
How
should
management
of Hilton's
international
guest
rewards
program
respond
when
Starwood,
a
competing
hotel
group
operating
several
brands,
ups
the
ante
in
the
loyalty
stakes?