1) What functionls) do frequency programs serve? What, in your mind, are the necessary features of a successful frequency program? 2} What are the strengths and weaknesses of the Hilton HHonors program? 3} Can you quantify the value of the HHonors program to Hilton? How does the value compare to the cost of the program? 4} Do we have any way to estimate the optimal level of spending on the Hilton program? 5} How should Hilton react to Starwood's salvo