What is the secret behind the success of Hilton? After 100 years in business and a $23.33 billion, the answer seems to lie in its ability to adapt.
Read on to find out how the Hilton brand has used hospitality technology and embraced the communication evolution to stay relevant and competitive.
The technology test
The hotel industry is largely split into two groups of thinking. There are those that are stuck in the past and shun most technological advancements in favour of traditional alternatives that are often dubbed as being more authentic. Then there are those who are always looking to adopt the latest tech and jump on the digital bandwagon without question.
Where Hilton has found success is right in the centre of these two ideals. The company’s approach involves keeping an open mind about new technologies but ensuring that they are worth the investment. The adoption process is built on three considerations:
1. Will the new technology improve the customer experience?
2. Will it streamline hotel operations and help staff?
3. Can it be rolled out globally to all properties to maintain consistency?
Ahead of the game
Hilton prides itself on being ahead of the game and this is another reason it’s been able to navigate increasingly busy waters. Chief Marketing Officer, Geraldine Calpin has previously revealed, “Innovation has always been the bedrock of our brand. For example, we were the first hotels with air conditioning and TVs in guest rooms.”
Over the decades, Hilton has stayed on the cutting edge of hospitality technology in order to deliver a unique customer experience. One such example is the development of its own brand mobile apps for both Android and iOS. The apps streamlined the booking process for customers around the world – perhaps nothing new today but, Hilton was amongst the first in the industry to take this approach.
Harnessing technology for smarter customer experiences
Among the numerous examples of cutting-edge technology being integrated into Hilton’s business practises, there are a few key innovations which really stand out. The Digital Key feature, which can be found within the Hilton Honors app, allows members to use their mobile phone for everything from booking a room and check in, to unlocking the door and ordering room service.
Hilton has also begun deploying other popular technologies such as VR to provide virtual tours and apps such as Fun Finder which allows guests to find local attractions. Theses technological integrations are all examples of how Hilton has progressed ahead of the competition with the help of modern innovations.
A big part of Hilton’s marketing mantra revolves around the importance of customer feedback and consumer-generated content. “Consumer-generated content has become a main pillar for us on social media and it’s been highly successful in that we see a deeper level of engagement with this type of content” stated Calpin.
Having a simplistic and easily navigated online system that allows customers to actively engage and leave feedback has helped Hilton to increase its online presence, provide honest feedback to potential customers and engage more effectively with its guests.
Increase Direct Bookings This Quarter? #1
It seems that the days of booking trips and holidays through travel agentsContinue Reading
How do you Create a Great PPC campaign?
Welcome to the 21st Century… if you haven’t done so already, it’s time to get your business on board the digital marketing train, before all your competitors disappear down the tracks. But where to start? One of the most popular forms of paid search marketing – advertising that exploits the power of search engines (i.e. […]Continue Reading
Converting Lookers into Bookers: Building a Hotel Distribution Strategy That Works
It’s an understatement to say that, in recent years, marketing a hotel has become more complicated. The digital revolution has expanded booking opportunities – leading to a dizzying array of online travel agents (OTAs), website opportunities and social media platforms to take advantage of, and direct booking engines to build and deploy. So, where does […]Continue Reading
Personalisation Leads to Higher Engagement in The Hotel Business
In the hospitality and travel market, email marketing can be personalised effectively. This is accomplished through a variety of simple techniques. By building customer profiles for your niche market, it becomes simpler to personalise emails that will address every client individually. Tips to use personalisation as part of hotel marketing solutions: Use names: The easiest […]Continue Reading
Management of Hotel Reputation Is Critical
For any business to succeed it has to have a strong reputation in the market. While the reputation of any business was subject to word of mouth publicity, things have changed in this digital age. Now it is the virtual world or the internet, which makes or breaks a business’s reputation. Reputation does matter As […]Continue Reading