Hilton case study : How Hilton address customer decision journeys!
HILTON Hotels & Resorts
Hilton hotels group facilitates the complex decision journey
by implementing the following Communication Channels to
connect with the target customers
Official site, Tablet app, Site search ,
Reservation, Destination guides &
Guest loyalty program
SEO, Email newsletter
Go Mobile suites
for iphone, ipad & android app
Facebook, Twitter, Youtube, Pinterest
Key digital marketing strategies
Global site in many different
SEO, Organic and Paid Search, Traffic
Hilton customizes their site
experiences under the multilanguage concept which caters for
tourists from all over the world.
Hilton purchases their own brand
keywords and does well on SEO
of having a very good rank on
many search engines as website
traffic and stability are two of the
keys to successful marketing.
Email newsletters(Media) ,
Hilton wants to keep updating
their loyal customers with the
latest activities, promotions and
events of their group by sending
them electronic newsletters.
Search platform on their
Hilton includes a search platform
on their website to make search
easier for customers.
Video and photo displays
Hilton posts videos and photos
featuring special events and
activities happening at their
hotels and resorts.
Suggestions for improvement on Social network
Hilton hotel has been doing very well on
both main social accounts; Twitter and
However, sharing customer’s hotel
experiece on platform like Youtube and
Vimeo is also worth considering.
Hilton can also create a message board for
guests to leave their comments on their
hotel experience (with a manager to follow
Finally, engaging more on new social
network like instagram, pinterest & google+
may help spread the name.
Where does sharing fit into the
• Sharing on social media platforms will
generate more communication with
the customers both online and on
mobile platforms (as suggested on the
previous slide). In
addition, monitoring and updating
information regularly will provoke
• Frequent sharing will increase
customer’s awareness, bring to better
position on search engine, create
quality of the organic search and help
Giving the similar strategies and tools, to better
compete with OTAs, Hilton has already started
including the following:
Go mobile (iphone, ipad and other smart phones)
with hilton application
Of course, a continuation to strive for improvements is
• It is vital for hotels to use various electronic platforms to
connect with their customers as the world has become more
advanced on communication technology.
• It is clear that to increase sales or to spread the hotel
image, hotels need to be closely connected with people
throughout the world.
• As technology keeps on advancing and improving, hotels need
to invest on keeping up with new ideas, trends and social
• There is always room for improvement.
MBA 2B - Online Business
Taweechurn Duangnet, Nokky
Kwan Chun Wai, Cliff