Hilton takes personalisation into the bedroom

bride in a hotel room on the wedding day

The Hilton Worldwide hotel group wants to get personal in its hotel rooms, making their guests feel more comfortable and cared for than at other hotels.

From setting the temperatures to just how guests like it, to programming the TV to host all their favourite channels, the hotel chain says personalisation is the “next big thing”.

According to CNBC, Hilton’s Chief Marketing Officer, Geraldine Calpin, said the digitisation of rooms is the latest gamechanger.

“If we know that you like your room at 70 degrees (via) your phone, we will set it for you before you get there,” she told CNBC’s Marketing Media Money’ TV show.

“Equally, and very important, the entertainment system in our hotels, (we will be) personalising that so that if you watch your preferred channels, CNBC (for example), those will be on your TV when you walk into the room.

“So that’s what we believe is coming next, really personalising it, making it simple, making it easier for our customers.”

Calpin added that security has been another big issue to get right, after Hilton launched its ‘digital key’ to 250 hotels in 2016. Per CNBC, this allows HHonors loyalty members to check-in the day before they arrive, select their room off a hotel floor plan, and other fun features.

The HHonors’ silver, gold and diamond members can skip the physical check-in process and use their smartphone to open their hotel room door.

Per CNBC, by the end of  2017, a whopping 2500 hotels will have this feature available.

It comes off the back of Hilton’s ‘Stop clicking around’ campaign that urged guests to book direct with the hotel group rather than through OTAs. It even went as far as to say it had won the fight against OTAs recently.

Per CNBC, Calpin said the digital key was five years in the making.

“We did extensive testing across numerous hotels. And because of the unique systems that we have in our app and inner door locks, we have had no issues with security,” she said.

Calpin also said they created the ‘Stop clicking around’ campaign for each of their brands worldwide.

“It was a big bet for me as (an) early start as the CMO. But we have seen great success in terms of customers understanding that better value,” Calpin said told the network.


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