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Hilton CEO Chris Nassetta is Hotel Check's guest-hotel-CEO blogger for April. He wrote his first post on Monday. Here is his second post (my emphasis in bold):
If you read my blog on Monday, you may remember that I am spending a few days working at one of our hotels as part of an immersion program. My rotation has already included time in the front office of our hotel greeting guests upon arrival, checking them in and assisting them with their luggage. This gave me the opportunity to speak with several of our valued HHonors members who were visiting our hotel.
If you have seen the movie "Up in the Air," you will know how passionate people can get about building up their hotel points. Once a guest joins our loyalty program, they rarely leave. In fact, research shows that the first guest-loyalty program someone joins is the one they remain loyal to for life. That type of allegiance is invaluable to our business, but we also understand that long-term customer loyalty needs to be earned and maintained over time. This means continuously thinking about new ways to keep our Hilton HHonors loyalty program in line with our guests' evolving needs.
As part of this, we constantly evaluate what these needs are. For example, we know that today value is more important to our guests than ever before. Though I believe the worst of the economic crisis is behind us, consumers and businesses are still being careful with their money. That's why we're striving to give our guests the biggest bang for their buck.
One way that we help not only Hilton HHonors members but all of our guests get the most for their money is with valuable promotions. For example, today I am announcing here for the first time that, beginning on May 10, guests can receive up to a 30% discount for stays between May 28 and September 6, 2010 at most of our 3,500 hotels around the world. The reduced rate also includes free breakfast. We are really excited about this promotion since it extends across all of our brands – from focused-service brands like Hilton Garden Inn, all the way to our luxury brands, Conrad and Waldorf Astoria.
We typically run more than 1,000 targeted promotions a year – and because of the scale of our business in 81 countries around the world, guests aren't bound by geography when they decide to spend points. One goal of these promotions is to attract new guests who will enjoy their experience so much that they will sign up for Hilton HHonors and will return for many more stays at our properties.
Our goal is to continue to invest in our HHonors program in order to reward our loyal guests. It's a two-way street: we want our loyalty members to stay close to us, and we want to stay close to them to make sure we're meeting their needs. I am pleased to say that we have more members than ever before as we recently surpassed 25 million members. Additionally, Hilton HHonors enrollment from January to March 2010 were the highest enrollment levels for the program during those months within the last four years. Some Hilton HHonors members – such as Mohammed Al Mazrooei, a Hilton HHonors member, who reached one million Hilton HHonors points on his 79th stay at Hilton Fujairah Resort – are Diamond members (our highest level) who have a lot more points than even George Clooney's character in "Up in the Air!
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