Skift Take
Hilton gets an A-plus for piggybacking Adobe Analytics' annual student challenge, as it gains a fresh perspective on how to capture more business. It may not have counted on just how complex this particular segment can be though.
Hilton is finding out new ways to tap into one of the fast-growing segments of hospitality — thanks to a student competition.
The hotel group has just finished hosting an analytics challenge with Adobe Analytics. It asked students to identify the differences between business and leisure travelers, while keeping an eye on the emergence of the blended traveler.
Students were able to analyze live data from Hilton before pitching their "engagement strategies" targeted towards different traveler segments.
The hunt for new ways to target customers was prompted by the pandemic, according to Jess Petitt, senior vice president of commercial strategy, insights and analytics at Hilton. “We get much of the same travel patterns as we have in the past, but then you don’t get all of things back," he said. "You get some segments of our business back, but you’ve also created new types."
While "bleisure" has been discussed for a while, the hotel group
