using mobile as a marketing strategy: digitizing the customer experience
TRANSCRIPT
REACH GUESTS ON THEIR TERMS: USING MOBILE AS A MARKETING STRATEGY
Peter Norris, Director Digital Marketing, Hilton Worldwide
47% of Facebook users have never interacted with Facebook on a computer
“Billions of times per day, consumers turn to Google…and at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan.”
Mobile Phone Q1 Y/Y: +39%
PC Q1 Y/Y: -28%
Tablet Q1 Y/Y: -26%
93% of Americans believe technology has made travel easier than it was a
decade ago
We’re on a mission to make it even easier still
700,000+ rooms || 4,400+ properties || 97 countries || 13 brands
Simplify and connect the guest experience via
cutting edge innovations
Utilize the latest digital marketing advances to identify
& drive mobile traffic
Duel Strategy Required
Find Convert
We took a Google product designed for the retail industry & integrated five paid search campaigns. Using Google location tracking via a user’s mobile device to understand the geographic location of the customers that clicked on our ads we were able to tie the click and hotel visit together.
20% of mobile SEM clicks resulted in a hotel visit; Applying a booking value to each visit would deliver a 33:1 ROI.
We served ‘geo-specific’ hotel search results as part of our recent ‘mobile radius targeting test’.
Searches for the keywords “hotels near me” and “hotel near me” via mobile devices spiked between 8pm & 1am on Valentines Day.
Embrace ‘built-for-mobile products like Google Hotel Ads.
From :
“Hilton is being used as part of the Alphas for triggering and were the first to submit Callouts”
Asking for more:
‒ Bid by day of week‒ Drove +30% increase in
Friday check-ins
‒ Advance Booking Window‒ Combining occupancy data
with bid strategy
From :
“We developed this feature as a specific outcome of Hilton’s frequent feedback so we hope they take advantage”
2.5m app downloads in 2015 vs. 879k in 2014.
A 3x increase
Researches Trip
Books Room
Checks In, Chooses Seat
TSA Pre✔,Goes To Gate
Pays For Coffee In Terminal
Deposits Check While Waiting
Orders Car Upon Landing
Makes Reservation From Car…
Customer journey is digit-ized …
…UNTIL YOU GET TO YOUR HOTEL
2nd Feb: 10m Digital Check-ins
Choose Your Room
WHEN they’re going,
WHERE they’re staying
WHICH ROOM they want before they arrive.
GUESTS DECIDE
Currently live in 120 hotels & across 50,000 rooms
Digital Key
THE APP ISSUES a Digital Key once your room is ready
WHEN YOU ARRIVE head straight to your room
WHEN IN RANGE of your door, Digital Key automatically
pops up onscreen
PRESS THE “UNLOCK” BUTTON on your screen to enter
the room
Customize TripCustomize your stay by requesting amenities – like extra pillows, snacks or drinks – before arrival.
Request items not only when you arrive, but at any other point during your stay as well.
What’s Next?
What’s Next?
7 million HHonors app
downloads
1 in 4 HHonors arrivals now use digital check-in
93% report being
“satisfied” or “extremely satisfied”
6.2 million new HHonors
members
Thank you, Peter