Adam Burke, senior VP-customer loyalty at Hilton Hotels, knows its time to focus on the 21-year-old Hilton Honors Loyalty Program during an economic
downturn. During times like this, loyalty and retention marketing become even more important. It’s cheaper to keep an old customer than go after a new one, especially when there are no marketing dollars to go after new customers.
Mr. Burke says, “Our Honors members tend to be the group that buoys us through a downturn. They are the core audience and tend to stay loyal and sustain the business especially through those downturns.”
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