At a time when app stores are crowded and brands and publishers have pulled their budgets from mobile apps, Hilton is seeing dividends.
The hotel chain’s Hilton Honors app, part of the brand’s loyalty program, is now a fundamental driver of hotel bookings. In fact, it is now bringing in 20 percent of all bookings across the company’s 14 brands, including Waldorf Astoria Hotels and Resorts, DoubleTree and Hampton, said Stuart Foster, Hilton’s vp of global marketing.
Foster believes the app, which debuted in 2014, significantly increases the brand’s ability to provide better hospitality, what he notes as Hilton’s No. 1 value across all brands. It’s what consumers really want when booking a hotel, said Foster. “We are seeing a huge explosion in the app space,” he said.
Through the app, Hilton’s 66 million members of its loyalty program can find and book rooms at more than 5,000 Hilton hotels worldwide, including straight from in-app promotions. Guests can also view their past activity, assemble their travel information, get access to free Wi-Fi and earn 500 extra Hilton Honors Points for booking from the app.
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