Hilton Worldwide is an American global hotel company. It is owned by the Blackstone Group, a private equity firm. As of August 2012, Hilton brands included 3,897 hotels with more than 642,000 rooms in 91 countries. Hilton HHonors is Hilton's guest loyalty program in which frequent guests can earn points and airline miles by staying at various brands in the Hilton family. The Hilton Honors program is one of the largest programs of its kind with more than 30 million HHonors members. The program has partnerships with most major airlines where guests can “double up” and accumulate points and airline miles simultaneously during their hotel stay. Like loyalty programs, there are different membership levels that guests can achieve based on the number of stays and points accumulated each year. The higher the level, the more benefits members receive. Membership levels are as follows: • Blue (obtained upon registration) • Silver VIP (obtained after 4 stays or 10 nights) • Gold VIP (obtained after 20 stays, 40 nights or 75,000 base points) • Diamond VIP (earned after 30 stays, 60 nights or 120,000 base points) Diamond VIP is the highest level, these members enjoy benefits such as access to the Executive Level lounge at Hilton hotels, free internet access in the room, guaranteed 48-hour reservations, a "Diamond VIP Desk" that members can call for priority reservations and trip planning, a dedicated VIP queue at major hotels, the best pre-allocations of available rooms and special hotel amenities such as room upgrades and arrival amenities. The program has seen significant growth in China, which alone saw a 79 percent increase in Hilton HHonors members in 2011. This was attributed to middle of paper...... automakers, restaurants , casinos, etc. to convention centers and large conferences will also help Hilton expand the size of its network. • Hilton should create a unique stay experience that cannot be imitated by other chains. To do this, every hotel management must invest in their employees by training them on how to make guests feel special. Through a mass customization strategy, employees are able to identify the wants and needs of each customer. For example, a guest might want coffee served in their room in the morning. This information can be found on the database. Even though it seems simple, the customer feels unique. Once customers leave satisfied with the service at Hilton, they will come back no matter what other loyalty programs offer, because most customers tend not to change their habits when they are satisfied..