Hilton Seeks More Partnerships to Entice Low-Tier Loyalty Members
Skift Take
It's easy for hotel chains to spend time and resources on their highest loyalty spenders. But there is plenty of money to be had at the other end of the tier as well.
More than ever before hotel brands are determined to maximize revenue from their loyalty offerings. Hilton is looking to do this at both ends of the spectrum.
The hotel chain is actively looking to engage more with low-tier Hilton Honors members, in order to increase wallet share, CEO Chris Nassetta said on Hilton’s second-quarter earnings call with analysts last week. This is predicated on introducing more loyalty partnerships with third parties, according to the company.
While engagement from high-level members remains steady — and is a crucial part of revenue per available room (RevPAR) growth — Nassetta
