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Scoop.it!
"Hotels and auto racing teams seem unlikely bedfellows but Hilton's partnership of the McLaren Formula One team is an exception. The hospitality giant has developed innovative initiatives which drive a return and insulate it from the unpredictability of race results ..." 
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This post relates to positioning (creating a unique image for a brand), an aspect that we do not focus a lot on in Customer Service in Tourism, but it relates to marketing. Hilton's partnership with McLaren Formula One and the initiatives resulting from it make it attractive to Formula One fans, a specific type of target market (companies typically have target markets that they focus their initiatives on).
The Hilton would typically aim at the luxury market, as is also evident in the post. See the mention of loyalty among guests and how the Formula One experience contributes to establishing loyalty. We focus on loyalty in section 16:3 Customer loyalty.
Of particular interest is the mention of the Hilton's brand values, Hospitality, Integrity, Leadership, Teamwork, Ownership and Now. See section 8.2.2: Providing a supportive environment, where it is mentioned that safety, courtesy, show and efficiency are useful values for most businesses in the hospitality and tourism industry.
Finally, the mention of 'member-only competitions offering prizes such as VIP trips to races where the winners eat at the same restaurants as the drivers and stay in the same hotels as them' may point to Maslow's esteem needs.