Loyalty Program

Hilton sees loyalty surge from higher traveler engagement

Jul 30, 2019 / Hilton
Hilton
Hilton

New tools geared for driving engagement at Hilton have created strong growth in its loyalty program. But does Marriott also get part of the credit?

Hilton Hotels & Resorts is seeing an uptick in loyalty in its Honors program thanks to what it describes as better engagement with members.

Hilton CEO Chris Nassetta shared that engagement with its loyalty members was double what it was six years ago - up to 50 percent from 20–30 percent before. The Honors program surpassed 94 million members this quarter.

What’s behind the uptick? Nassetta said that improvements to Honors at lower tiers of elite status have helped drive interest in the program. Hilton early in 2017 retooled Honors to add better spending tools for travelers without massive point balances.

Digital Marketing

How San Francisco boosted Chinese bookings by 30 percent

Jul 30, 2019 / China
Shutterstock
Shutterstock

Outbound Chinese visitors represent an increasingly important part of San Francisco’s tourist model, constituting 23 percent of international tourist spending in 2018.

San Francisco Travel Association, which strives to promote the city and its surroundings as a top global destination, is not resting on its laurels or relying on its enviable range of attractions to maintain the city’s upward trend. Rather, the organization, which is partly responsible for eight consecutive years of tourism growth in the city, asked how it could better open itself up to Chinese visitors.

The company used its rich Chinese-American heritage as a starting point and sought to connect outbound travelers with Chinese communities already present in the city via WeChat and Weibo. In recent years, SFTA and Hylink have worked together to craft and execute a range of award-winning campaigns.

Business Travel

Hotel chains demonstrate common B2B eCommerce website blunders

Jul 30, 2019 / Forrester
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Shutterstock

Hotels can earn customers’ loyalty by providing better personalized recommendations that understand their individual price/value tradeoff.

Value to the business traveler is a combination of many factors, including hotel quality and travel time to the target location. They are willing to pay a small premium (within the limits of our company’s policy and what we can sneak past our manager) for higher value, but they can’t ignore price completely.

Value is a combination of several factors - such as quality, diverse supplier, delivery date, green item, etc. - that each person will weigh differently. For instance, some business travelers will go the extra mile if there is a gym on-site, whereas others will pay extra to avoid a commute. In this context, the hotel sites’ filter by distance is misguided; it’s travel time and cost that matter.

Digital Marketing

What every hotelier must know about EU’s payment rules

Jul 30, 2019 / Data Security
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Shutterstock

Just as hoteliers have become used to GDPR, another piece of European Union legislation, the Payment Services Directive regulations, known as PSD2, is set to go into effect.

PSD2 regulations (overruling legislation dating to 2007) cover online customer authentication, and full compliance is required by 14 September for companies either in the EU or those who do business with companies or customers in the EU, which is also true of GDPR.

The main takeaway for hoteliers, sources said, is that they need to have their booking and payments technology seamlessly up to scratch and working across all markets to avoid the risk of guests dropping out of booking processes and buying rooms elsewhere.

Digital Marketing

What you need to know about Google Ads’ “Store / Hotel Visits”

Jul 30, 2019 / Screen Pilot (sponsored)
Google
Google

Google came out with another way marketers and hoteliers can measure the performance of campaigns through Store Visits or for hotels, Hotel Visits.

Hotel Visits can measure whether or not users actually visited your property. Google uses cell towers, wifi signals and more to tell whether or not you’ve actually visited a property and you aren’t just staying next door or across the street.

This is useful because it is often possible that a potential customer clicked on an unbranded ad and then went on to book through an OTA, call the hotel directly for their booking or booked through another device. All of these scenarios would result in no revenue being tied back to your unbranded campaign until now that is.