There are many pieces to a mobile campaign, from content to search to display advertising. The combination allows Hilton Worldwide to find success to connect with highly targeted consumer segments. Join Peter Norris, digital marketing director at Hilton Worldwide, as he walks through this cross-channel mobile marketing approach. Discover how Hilton uses the latest advances in mobile marketing to identify and drive mobile traffic, as well as connect guests' experiences.

1. REACH GUESTS ON THEIR TERMS:
USING MOBILE AS A MARKETING
STRATEGY
Peter Norris, Director Digital Marketing, Hilton Worldwide

4. 47% of Facebook
users have never
interacted with
Facebook on a
computer

5. “Billions of times per day,
consumers turn to
Google…and at these
times, consumers are
increasingly picking up
their smartphones for
answers. In fact, more
Google searches take
place on mobile devices
than on computers in 10
countries, including the
US and Japan.”

6. Mobile Phone
Q1 Y/Y: +39%
PC Q1 Y/Y: -28%
Tablet Q1 Y/Y: -26%

8. 93% of Americans believe technology
has made travel easier than it was a
decade ago
We’re on a mission to make it even
easier still
700,000+ rooms || 4,400+ properties || 97 countries || 13 brands

9. Simplify and connect the
guest experience via
cutting edge innovations
Utilize the latest digital
marketing advances to identify
& drive mobile traffic
Duel Strategy Required
Find Convert

10. We took a Google product designed for the retail industry & integrated five paid search
campaigns. Using Google location tracking via a user’s mobile device to understand the
geographic location of the customers that clicked on our ads we were able to tie the click and
hotel visit together.
20% of mobile SEM clicks resulted in a hotel visit; Applying a booking value to each visit would
deliver a 33:1 ROI.

11. We served ‘geo-specific’ hotel search results as part of our recent ‘mobile radius
targeting test’.
Searches for the keywords “hotels near me” and “hotel near me” via mobile devices
spiked between 8pm & 1am on Valentines Day.

12. Embrace ‘built-for-
mobile products like
Google Hotel Ads.
From :
“Hilton is being used as
part of the Alphas for
triggering and were the
first to submit Callouts”

13. Asking for more:
‒ Bid by day of week
‒ Drove +30% increase in
Friday check-ins
‒ Advance Booking Window
‒ Combining occupancy data
with bid strategy
From :
“We developed this feature as a specific
outcome of Hilton’s frequent feedback so we
hope they take advantage”

15. 2.5m app downloads in
2015 vs. 879k in 2014.
A 3x increase

16. Researches
Trip
Books
Room
ChecksIn,
ChoosesSeat
TSAPre✔,
GoesToGate
PaysForCoffee
InTerminal
DepositsCheck
WhileWaiting
OrdersCar
UponLanding
Makes
Reservation
FromCar…
Customer journey is digit-ized …

17. …UNTIL YOU GET TO YOUR HOTEL

18. 2nd Feb: 10m Digital Check-ins

20. Choose Your Room
WHEN they’re going,
WHERE they’re staying
WHICH ROOM they want before
they arrive.
GUESTS DECIDE

22. Currently live in 120 hotels & across
50,000 rooms
Digital Key
THE APP ISSUES a Digital Key once your room is ready
WHEN YOU ARRIVE head straight to your room
WHEN IN RANGE of your door, Digital Key automatically
pops up onscreen
PRESS THE “UNLOCK” BUTTON on your screen to enter
the room

24. Customize Trip
Customize your stay by
requesting amenities – like extra
pillows, snacks or drinks – before
arrival.
Request items not only when you
arrive, but at any other point
during your stay as well.

25. What’s Next?

26. What’s Next?

27. 7 million
HHonors app
downloads
1 in 4
HHonors
arrivals now
use digital
check-in
93% report
being
“satisfied” or
“extremely
satisfied”
6.2 million
new HHonors
members

28. Thank you, Peter