what is a good rebutal? A customer value proposition (CVP) is a statement that a company uses to convince a customer to purchase its products or services over others (Indeed Editorial Team, March 2023). I think for the Hilton Hotel to be able to rectify its weaknesses in customer service, the company needs to consider the three moves that can help any hotel improve its cost competitiveness in the industry value chain. 1. Pressure distributors, dealers, and other supply chain partners to reduce their costs and markups. 2. Collaborate with these partners to identify win-win opportunities that derive higher added value (such as entry into the boutique hotel segment) to reduce costs. 3. Change to a more economical reservations and customer loyalty system