To give the people what they want, hotel brands have to find a way to connect the experiences they offer with the consumers who want them. Hilton has found that using its mobile app is one of the best ways to do this. In fact, the brand saw a 77% year-over-year increase in Hilton Honors Point redemption during the first nine months of 2022 for its reimaginedHilton Honors Experiences which allows members to redeem their points for members-only events and experiences that go beyond room nights. In 2022, Hilton saw 26 million Hilton Honors Points redeemed across just three events: its McLaren VIP experiences in Singapore, Miami and the United Kingdom.
Jennifer Chick, SVP, Global Head, Hilton Honors, Customer Engagement & Partnerships, noted on November 10th, during an exclusive media preview of the brand’s2023 Global Trends Report, that the brand wants its guests to be using its app all the time – not just when they’re on property. For this reason, it has partnered with companies such as Lyft, Live Nation and Ticketmaster to create multiple reasons and touch points for guests to keep coming back to the app. When guests use their Hilton mobile app to book a ride through Lyft, they automatically earn points for the transaction. And guests can redeem Hilton Honors points for Lyft rides, concert tickets, or even purchase products via Amazon.
Supporting the Environment with Tech
Consumers are quickly becoming interested in how they can help preserve the world around them, especially by supporting local communities and staying in hotels that are doing their part to be more sustainable.
In fact, Hilton has seen enormous demand for sustainable travel experiences, said Jean Garris Hand, Vice President, Global ESG, during the media preview. Hilton is finding ways to offer a more sustainable experience to guests including: offering locally sourced food, allowing guests to use the website/mobile app to find hotels with EV charging stations, providing paperless check-in via the mobile app, and creating Digital Key technology to divert plastic from landfills.
“Using our Digital Key technology, we’ve diverted 125 tons of plastic from landfills,” Garris Hand noted. “Also, we are constantly using our LighStay ESG platform to quantify and report our energy and water use, emissions, social impact (donations/volunteering), and more across all of our properties.”