REACH GUESTS ON THEIR TERMS: USING MOBILE AS A MARKETING STRATEGY

Peter Norris, Director Digital Marketing, Hilton Worldwide

47% of Facebook users have never interacted with Facebook on a computer

“Billions of times per day, consumers turn to Google…and at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.”

Mobile Phone Q1 Y/Y: +39%

PC Q1 Y/Y: -28%

Tablet Q1 Y/Y: -26%

93% of Americans believe technology has made travel easier than it was a

decade ago

We’re on a mission to make it even easier still

700,000+ rooms || 4,400+ properties || 97 countries || 13 brands

Simplify and connect the guest experience via

cutting edge innovations

Utilize the latest digital marketing advances to identify

& drive mobile traffic

Duel Strategy Required

Find Convert

We took a Google product designed for the retail industry & integrated five paid search campaigns. Using Google location tracking via a user’s mobile device to understand the geographic location of the customers that clicked on our ads we were able to tie the click and hotel visit together.

20% of mobile SEM clicks resulted in a hotel visit; Applying a booking value to each visit would deliver a 33:1 ROI.

We served ‘geo-specific’ hotel search results as part of our recent ‘mobile radius targeting test’.

Searches for the keywords “hotels near me” and “hotel near me” via mobile devices spiked between 8pm & 1am on Valentines Day.

Embrace ‘built-for-mobile products like Google Hotel Ads.

From :

“Hilton is being used as part of the Alphas for triggering and were the first to submit Callouts”

Asking for more:

‒ Bid by day of week‒ Drove +30% increase in

Friday check-ins

‒ Advance Booking Window‒ Combining occupancy data

with bid strategy

From :

“We developed this feature as a specific outcome of Hilton’s frequent feedback so we hope they take advantage”

2.5m app downloads in 2015 vs. 879k in 2014.

A 3x increase

Researches Trip

Books Room

Checks In, Chooses Seat

TSA Pre✔,Goes To Gate

Pays For Coffee In Terminal

Deposits Check While Waiting

Orders Car Upon Landing

Makes Reservation From Car…

Customer journey is digit-ized …

…UNTIL YOU GET TO YOUR HOTEL

2nd Feb: 10m Digital Check-ins

Choose Your Room

WHEN they’re going,

WHERE they’re staying

WHICH ROOM they want before they arrive.

GUESTS DECIDE

Currently live in 120 hotels & across 50,000 rooms

Digital Key

THE APP ISSUES a Digital Key once your room is ready

WHEN YOU ARRIVE head straight to your room

WHEN IN RANGE of your door, Digital Key automatically

pops up onscreen

PRESS THE “UNLOCK” BUTTON on your screen to enter

the room

Customize TripCustomize your stay by requesting amenities – like extra pillows, snacks or drinks – before arrival.

Request items not only when you arrive, but at any other point during your stay as well.

What’s Next?

What’s Next?

7 million HHonors app

downloads

1 in 4 HHonors arrivals now use digital check-in

93% report being

“satisfied” or “extremely satisfied”

6.2 million new HHonors

members

Thank you, Peter