As the development of technology, the digital business of the hotel industry has become an indispensable factor for hotel development. In the process of development, hotels need to use digital analysis to understand customer needs.
As a result, Hilton is one of the largest and fastest growing hotel companies in the world. Nowadays, it has 18 brands and nearly 6,000 hotels in 117 countries (Hilton, 2020). Hilton is looking for more and more innovative technology to attract growing digital customers. For these customers, using Hilton Honors app on their mobile devices before, during and after their stay.
For Hilton, with the development of technology, it is very important to create digital check-in and digital keys to make customers’ lives easier. As a result, Hilton customers can use the app to operate on their smartphones and tablets. This not only provides convenience to customers but also saves time.
This is very convenient for Hilton’s digital check-in. This reduces the amount of time customers have to line up in the hotel lobby. Since 2014, customers can use Hilton’s app to clearly understand the location of elevators and emergency exits, as well as the layout of each room (Southan, 2016). Customers can also click on a room to see the room type. This customer brings more options. On the other hand, in 2016, Hilton partnered with Google Maps to enhance floor plans for different hotels (as the photo shown) (Southan, 2016). Through the floor plan, customers can choose their favourite room according to their preferences (Southan, 2016).
On the other hand, Hilton launched its digital key mobile app in 2015, which is one of the success stories (Mullen, 2017). By 2017, more than 1,000 hotels around the world have applied digital keys (Tricia, 2017). This app allows customers to check-in online and then enter the room with a digital key. This reduces the queue time. As the Tricia (2017) said it:
“With the help of Hilton Digital Key, I entered the room in less than five minutes after leaving the shuttle.”
In addition, when the customer enters the hotel category, the key will turn green in the application, and press the key to open the door (Tricia, 2017). On the other hand, digital keys can also be used as remote controls. When customers call room service, they can press the phone on the bed, sofa or desk, and the door can be unlocked (Southan, 2016).
On the other hand, the digital key brings convenience to customers, but its privacy also meets certain requirements. Since customers using digital keys are all honorary members of Hilton, and each digital key is tied to a specific device, it cannot be shared to another device (Mullen, 2017). This customer’s security and privacy are guaranteed. For security reasons, every time a customer applies for a digital key, Hilton Honors will send an email to the customer, and they need to confirm before they can use the digital key (Mullen, 2017). In addition, customers can have key cards if they use digital keys. There is no impact between the two.
In addition to the Hilton Honors app, in addition to the online check-in and digital keys, customers can still use the Hilton Honors app to control the TV, lighting and air conditioning in the room. These digital features can help customers be more convenient and relaxed while they are staying. On the other hand, Hilton can collect customers’ opinions and preferences on hotels through the Hilton Honors app (Hilton, 2017). As a result, using analytics and digital technology can also help Hilton better understand guests, track behaviour patterns, make recommendations and communicate their preferences, and communicate with them to help them find local hotspots or mark offers to increase value.
In summary, Hilton offers customers more convenience with its Hilton Honors app. This allows customers to experience the feeling of home to the greatest extent during travel or business, and makes them more relaxed. In addition, Hilton collects big data to understand more customer needs, and innovates more and more digitally to attract customers. However, the development of digital business models has not only brought more opportunities to Hilton hotels, but also brought some challenges. With the development of technology, digital business models have become an important aspect of the development of the hotel industry. In the future, the digital development of hotels is inevitable. Using increasingly digital applications or management methods can not only attract more customers, but also have an important impact on the future development of hotels.
Reference list:
- Mullen, R. (2017). How Hilton sees digital today and in the hotel of the future. PhocusWire. Received from https://www.phocuswire.com/How-Hilton-sees-digital-today-and-in-the-hotel-of-the-future
- Southan, J. (2016). Interview: technology innovation at Hilton. Business Traveller. Received from https://www.businesstraveller.com/features/interview-geraldine-calpin-global-head-marketing-digital-hilton/
- Tricia, P. (2017). Hilton digital key. Hilton. Received from https://hiltonsuggests.hilton.com/hilton-digital-key/
- Hilton (2017). Hilton’s Connected Room. Youtube. Received from https://www.youtube.com/watch?v=n0KKG5ZdBq0
- Hilton (2020). Our Brands. Hilton. Received from https://www.hilton.com/en/corporate/
Spring’s Blog 
Thanks for your blog, so I could understand the development of the hotel industry. Hilton operates its app so well, then they could collect data and provide convenient services.
Also, I’m considering whether they have other ways to do their online services such as third-party websites and social media platforms. I would be grateful if you could provide more information.
And I do think this Hilton Honors app could improve customer loyalty because people may rely on this app due to the convenient features like the digital key. Meanwhile, the platform gives sufficient information to customers. These great services would enhance the consumer experience. Therefore, it may be a good way for Hilton to appeal to customers to log in to this app and enrich their consumer database.
赞赞