Organic helped Hilton reach the world with one super-smart digital platform.
It speaks 22 languages and brings 10 distinct brands to life.
At Your Service from Booking to Checkout
Hilton's 10 brands needed to stand out not only from other hotel chains and online travel agents but from each other too. Each brand had to speak to its own customers in its own voice. Behind the scenes, outdated and incompatible tech needed to be upgraded and shared. Thanks to the data, we came to understand the nuances of business and leisure travellers. And we found the connections needed to develop a platform that could accommodate a global audience.
Our checklist for going global:
- Increase brand differentiation & loyalty
- Optimize natural search
- Streamline booking & increase upsell opportunities
- Increase HHonors membership & engagement across brands
- Make site maintenance more efficient through shared tools
Why go to Hilton.com?
Hilton's competition is both hotels and online booking services. With the lowest price on every hotel room just a click away, our properties needed to prove their worth. We had to turn each property's site into a booking destination and show off the value of Hilton HHonors.
Ten Brands, One Platform
Our solution was to create a single global site architecture featuring three design systems, one for each of Hilton's hotel classes.
With this platform, each hotel brand's site now reflects its own personality to match the expectations and sensibilities of its distinct guests. Hilton HHonors is also consistently integrated into each site, improving membership and customer engagement.
A hotel's site experience should reflect
its unique version of hospitality.
Waltzing into the Waldorf is different than stepping into the Hampton Inn, so it only made sense to create unique brand experiences.
Overall, Hilton's conversion rate saw a 4-time incremental improvement compared to the competition.
20% lower bounce rates
Not only did the redesign allow people to complete tasks in less time, it gave them engaging content to inspire their upcoming trip.
38% higher enrollment
The seamless inclusion of the Hilton HHonors loyalty program improved the online enrollment rate by 38% YOY.