Social Spotlight: Hilton’s pandemic strategy proves the business value of social
Overview
For more than a century, Hilton has built its reputation on raising the standards of the guest experience. In fact, many of the staple offerings in the hospitality industry today—room service, the minibar, central reservations systems—were once Hilton innovations.
And even though it’s been four decades since minibars made their glorious debut, Hilton continues to innovate. Several years ago, they introduced their Hilton Honors app and Digital Key technology to provide guests with a contactless check in/check out experience. Their Five Feet to Fitness™ offering includes 11 different fitness equipment and accessory options so guests can work out in the privacy of their room. And their recent CleanStay program promises guests more rigorous cleaning and inspection protocols in the wake of the pandemic.
As an industry pioneer, many brands look to Hilton as a shining example of how to address the evolving needs of today’s traveler, and rise to the challenge of reinventing the hospitality experience.
Challenge
While the effects of the pandemic have been devastating across the board, one of the hardest hit industries was Travel and Hospitality. Like most hotels, resorts and other travel destinations, the initial challenge for Hilton was managing the fallout from cancellations.
But as time went on, the challenge became (and still remains) the general sentiment toward travel. In addition to the everyday challenge of standing out among other hotel choices, Hilton also needed to overcome new hesitations and objections about travel during a pandemic. Their business depended on it. So, what did they do? In short, they listened.
Strategy
Hilton’s strategy to inspire renewed trust and confidence in both travel and their brand appears to include three insight-driven pillars: product innovation, marketing creative and customer connection. Let’s unpack each pillar and discover how your brand can use social insights to drive similar business strategies.
Product innovation
During a pandemic, travelers’ priorities change. When they’re searching for a hotel, they care less about amenities and service, and more about cleanliness and protection. In order to compete with the comfort and safety of people’s own homes, Hilton created a program that would ensure the same diligence and care in cleaning their hotel rooms. In partnership with trusted household cleaning brand, Lysol, the brand launched Hilton CleanStay in select hotels.
When you’re ready to travel again, we’ll be ready to welcome you with an all new standard for hotel cleanliness and disinfection across our 18 brands.
Today, we’re announcing Hilton CleanStay, developed with RB, maker of @Lysol and Dettol. https://t.co/8rM7mi0PUt pic.twitter.com/lEmzaYVIBr
— Hilton (@Hilton) April 27, 2020


Hilton's pandemic-inspired strategy underscores the tangible business advantage of timely social engagement during times of crisis.

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Hilton's extreme attention to applied social media for its pandemic strategy underscores the vital role of digital engagement in fostering brand resilience and demonstrating a high level business value during unprecedented circumstances.

Hilton's pandemic strategy, showcasing the crucial role of social in preserving business continuity and promoting recovery post-COVID era through digital engagement platforms.

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Social Spotlight: Hilton's astute pandemic strategy demonstrates the undeniable value of effective social management in preserving and enhancing business interests during times of crisis.

Hilton's pandemic strategy, showcasing the strategic value of utilising social platforms for business resilience and engagement during global crises.