Hilton Worldwide: Giving Chinese consumers a reason to connect

More than half of the business of the Hilton hotel chain comes from its loyalty scheme members. This article explains how the hotel tackled low participation rates in China, where consumers were more familiar with discount programs than loyalty schemes.

Hilton Worldwide: Giving Chinese consumers a reason to connect

Low Lai Chow

The Hilton Worldwide network – which spans 91 countries with over 3,900 hotels and 645,000 rooms on inventory – includes ten brands that cover every price point and segment. These brands include Waldorf Astoria and Conrad in the luxury segment, as well as full-service brands such as Hilton, DoubleTree and Embassy Suites. These are unified by the hotel group's loyalty scheme, Hilton HHonors.

While Hilton Worldwide is "one of the most geographically distributed hotel brands around the world", Alfie Yee, its Marketing Senior Director for Asia Pacific,...

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