Serving more than 243 million members worldwide, Hilton Honors is an award-winning guest loyalty program that continues to evolve to meet the ever-changing needs of today’s travelers. As a result of its incomparable size and scale, Hilton Honors recognizes, rewards and builds long-lasting relationships with its member base through enterprise-wide alignment, operational precision, marketing excellence and disciplined, nimble execution.
In this session, Brad Anderson, Vice President of Hilton Honors, will provide insight into how Hilton Honors has consistently strengthened its program to become more personalized, flexible and adaptable to individual travel journey ambitions. From preparation to reimagination, he will discuss the importance of thoughtfully executing program launches and updates to align with the value that members expect.
Attendees will gain practical insights into leading large-scale loyalty change and positioning loyalty as a sustained driver of growth and competitive advantage within an organization.
Key discussion topics include:
- How Hilton approached and executed a global loyalty relaunch at scale, rooted in elevating the program to meet the needs of its large member base and travelers alike
- The program design and marketing positioning process to land at the launch concepts, including how elements like member feedback, travel behavior insights and related trends helped shape various program enhancements
- Strategies for communicating significant program changes to millions of members while also aligning with the goals of key company stakeholders - ensuring benefits, partnerships and technological innovations are beneficial and considerate of both parties
- Key lessons for brands preparing for major loyalty program transformation, such as the importance of valuing customer feedback, differentiating offerings to maintain visibility in the crowded loyalty space and balancing growth while strengthening relationships with current members