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Saturday, January 31, 2009

American Express and Hilton

I read in the Wall Street Journal that the U.S. Hospitality Association reported that the current vacancy rate for hotels was approaching a twenty-five year low. American Express is considering a program where a card user could book three nights at any domestic U.S. Hilton and receive a fourth night absolutely free. One spin on the old 3+1 package was that the customer could opt for a single night voucher after spending three nights.

This effort was purported to be placed out there on the web via social networking. This "viral online" push would create a trackable infusion of three night stays at Hilton by American Express card users. The experiment seems to have met failure. If one searches the vast internet, there is no mention of the program. All of us realize that social online networking is still in its' infancy yet Hilton and American Express could have done a much better job.


Brian Lem said...

Great blog! Apparently, social networks may have some limits in their effectiveness. Also, regardless of the media, the message needs to be consistent and persistent.


JD Holzgrefe said...

Thank you Brian. I like your blog as well.