Hilton isn't the only hotel company intent on launching new brands. But it remains to be seen whether there's a breaking point for having way too many hotel brands.
Hilton CEO Christopher Nassetta said that he doesn’t ever expect his company to give up trying to persuade consumers to “stop clicking around.”
“We want to have more direct relationships with our customers,” Nassetta said at last month’s Skift Global Forum in New York City, adding that having consumers book direct is beneficial not only for Hilton and its hotel owners but for guests too.
“We know a heck of a lot more about them … so we can deliver in a customized, personalized way what they want,” Nassetta said. “You get a better value. You get the best price by buying with us. Points with real value. Access to digital tools through our app. By engaging with us and knowing more about you, we can customize the experience. You get better value and a better experience.”
Bottom line: Don’t ever expect Hilton to cease working to convince consumers to “stop clicking around.”
“You’re going to see that forever. It will take on different forms and iterations, but it will never go away,” Nassetta said.
Brand Proliferation Continues
Another thing we can expect to continue to see from Hilton is the launch of new brands. Nassetta said that while Hilton has 14 brands today, it is also considering adding “three or four more.”
Nassetta hinted that these new brands would include a five-star luxury soft brand collection, a sort of “Hilton Plus” brand, an urban micro brand, and a “hostel on steroids.”
“In 2018, you will see our urban micro [brand] come out,” Nassetta said.
Watch the entire interview above. Or consider reading more coverage of the Skift Global Forum.
At this year’s Skift Global Forum in New York City, travel leaders from around the world gathered for two days of inspiration, information, and conversation for panels such as this as well as solo TED-like talks on the future of travel.
Visit our Skift Global Forum site for more details about 2018 events.
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Tags: hilton, sgf2017, skift global forum
Photo credit: Hilton CEO Christopher Nassetta spoke at the Skift Global Forum in New York City on September 26. Skift