Conrad N. Hilton opened the first Hilton-named hotel in 1925 in Cisco, Texas, 90 years later Hilton Worldwide is one of the fastest growing and largest hospitality company in the world. Their success has brought 12 world-class brands, 4,200 hotels, resorts and timeshare properties in 93 countries and territories. In 2012 Hilton launched the first hospitality application Conrad Concierge that let guest customize their stay by using their smart phone. Since 2012 the application has grown and added more features. Hilton has also added five different apps for customers to download. Hilton’s main app would be the Hilton HHonors. People are able to book a stay at one of their 4,200 hotels, check-in, order room extras, access Hilton HHonor Points, get information about upcoming trips, and more. Hilton received an award from GSMA for a Global Mobile Award.
Hilton puts a lot of thought into who their target audience is http://research-methodology.net/hilton-hotels-segmentation/ When it comes to their geographic segmentation, it changes from location to location. Depending on the location they could try to target business people, and another location could target young travelers. They target people middle and senior aged professionals with higher income. They target people with sense of achievement, high status and luxury. If a person is ambitious who likes to express their high status, then that is who Hilton wants to target.
With the number of apps being downloaded worldwide growing every year, Hilton should reach their 30-64 aged customers with the additional help of Facebook. Since this generation of people mostly use Facebook as their number one social media site, Hilton would be able to reach the greatest number of people with this strategy.
With the help of Facebook, Hilton will promote people to download their Hilton HHonors Application. This will help existing customers find easier ways to book stays and give potential customers the ability to see what Hilton has to offer. With this promotion, the goal is to get more people to download the app on their phone before finding out about another hotels app and liking the competition more. This will be a four-month campaign push to see how many more apps can be downloaded. Every week one Facebook post will go out about the application and after each month the number of the Hilton HHonors downloaded will be tracked. We will then compare the apps downloads, booked stays, and other used features on the app each month to previous months to see if the posts are actually working. With this campaign it is hoped to receive 150,000 more downloads. This campaign will not only help the app get more downloads, but by downloading the app people will have to submit their email which Hilton can later on use for other promotions and advertising. Lastly, it will generate more people to book stays at one of the many Hilton locations, with hopes of having a 15 percent increase in booked stays through the app. This campaign is to raise people’s awareness about Hilton and using Hilton’s own industry and resources to help their company grow.
Some of the Facebook posts that will go out during this campaign include.
-Download the official app for all of our district world-class brands. #HiltonHHonors
-Check out our Hilton HHonors app and see what you have been missing including speedy booking and hotel receipts at any of our 4,100 + hotels and resorts. #HiltonHHonors
-Tell us your favorite feature of the Hilton HHonors app!! #HiltonHHonors
-Book free stays with your Hilton Honors points by using the Hilton Honors app. #HiltonHHonors
Each post will use the hash tag #HilonHHonors to promote the app and with hope that people will use it on Facebook, and then on Twitter. Also each post will have a link to how they can download the app if it is by their iPhone, Android, or Windows.
As the weeks go on the goal is to have people talking about the app on all different types of social media. If there is a big take off with the campaign a commercial promoting the app, or even placement in a magazine could really let the campaign have a greater impact. My hope is that this campaign will grow app downloads, increase guest using the app, increase guest reservations as a whole, and be a top downloaded hotel app.
To make this campaign successful Hilton will need a few resources. They will need people to monitor the Facebook account by sending out the post and making sure they are getting positive comments back. They will also need someone to receive, track, and compare the data. If no tracking program exists already for Hilton, a small investment into an online tracking service may be beneficial as well.
Overall, the goal is for Hilton to increase brand awareness, gain more customer visits, generate customer information, and keep existing customers. With this campaign I feel this can really open up some great doors for Hilton and achieve these goals.