During the “Creating a Culture for Success: How Hilton’s Optimization Program Enables It to Meet Key Business Objectives” session, the executive discussed Hilton’s optimization initiatives, as well as tactics it has experimented with to drive sales. Members of its Hilton HHonors rewards program have also proven to be valuable consumers to target on mobile and on desktop. “We did a major redesign across all of our sites about four years ago,” said Paula Sappington, director of digital optimization and customer insights at Hilton Worldwide, McLean, VA. “Once we were ready to launch it, we realized we needed to optimize almost immediately. “Most of our customer base still books on desktop, but as we all know, mobile Web and mobile apps are growing.” Get the full story at the Mobile Marketer