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Remaking the Hilton Hotels Brand

Video Interview With Marketing Chief Jeffrey Diskin

By Published on .

In 1996, Hilton Hotels Corp. consisted of 220 hotels. Now, a decade later, it encompasses nine different brands operating 3,000 hotels in 65 countries -- a massive expansion that has also witnessed a revolution in the company's marketing strategies refocused on the guest experience rather than the physical plant.

$1.2 billion
The revitalization of the brand included the buy-back of the rights to the Hilton Hotels name around the world as well as a $1.2 billion renovation plan that will eventually remake the physical experience of Hilton facilties worldwide.

Jeffrey A. Diskin, senior VP-brand management for Hilton Hotels, has been leading the charge in these efforts and met with Advertising Age to discuss the massive project intended to dramatically remake the Hilton image as well as the attitudes and working habits of its hotel staff members.

Top marketing officer
Mr. Diskin who has been the top Hilton marketing officer since June of 2004, joined the company in 1989 as manager of business programs. He spent many years prior to his latest promotion as president-chief operating officer of the Hilton HHonors Worldwide program and was responsible for establishing the HHonors hotel guest-loyalty program -- a guest-centric research and services operation whose techniques and goals foreshadowed much of what became his current marketing strategies.

Before joining Hilton, Mr. Diskin held a number of customer-service and creative-management positions at Marketing Performance & Innovation, a subsidiary of United Airlines.

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