NEW YORK— Hilton Hotels Corp. president and COO Matthew Hart said that frequent guest programs had become such an important driver in hotel marketing that companies without a significant frequency program were at a competitive disadvantage when seeking to acquire other hoteliers. Speaking at the NYU Hospitality Industry Investment Conference here, Hart said the existence of such programs at Marriott International, Starwood Hotels & Resorts Worldwide, and Hilton gave them the upper hand in pursuing deals. Hart added that in 2004 the companys Hilton HHonors program ensured a minimum of 40% occupancy in all Hilton Hotels.
