Hilton’s Commercial Chief on 3 Consumer Trends Driving Product Changes
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Hilton is adding boutique hotels, connecting rooms, and smart TVs to adapt to travelers seeking unique properties, multigenerational trips and streaming entertainment.
Hilton released an Ipsos poll on Wednesday that surveyed 14,009 adults across 14 countries about travel trends as the hotel giant continues to fine-tune its business in response to shifting consumer priorities.
Hilton has been striving to adapt to consumer trends, such as adding more dream-inspiring hotels to motivate people to join its loyalty program, exploring ways to simplify the booking of multi-generational trips, and investing heavily in smart TVs for guest rooms.
Skift spoke with Chris Silcock, president of global brands and commercial services, to gain insight into a few of Hilton's responses.
Adding aspirational hotelsLoyalty programs are increasingly an influential factor in traveler choices. The poll commissioned by Hilton found that 62% of travelers are very loyal to a hotel program. Among these global travelers, 66% are willing to spend a little more to continue to book with that brand.
In the poll, 58% reported using loya
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