Hilton checks in
millennial-friendly hotel brand with mobile-centric features
Hilton Worldwide is ramping up to
target millennial travelers with the introduction of its midscale Tru by Hilton
brand, which possesses a digital-first mentality with features such as mobile
check-in, room selection, keyless room entry and a reimagined front desk.
Following a fruitful year in
mobile, Hilton is expanding on its current offerings and bringing an even more
laser-focused mindset to its newest brand, which is designed to appeal to a
wide range of travelers bound together by youthful energy and a millennial
outlook. Tru by Hilton guests will be able to leverage their smartphones as the
ultimate travel companions, thanks to a slew of digital features such as
complimentary Wi-Fi and Digital Key entry.
“Millennials, seemingly more than
any other demographic, seek instant gratification,” said Ryan Williams, vice
president of travel at Millward Brown Digital, Seattle. “Some hospitality
brands are embracing this challenge with mobile features like digital key
entry, mobile check-in, in-app room selection, mobile concierge, video
streaming, etc.
“And, as these features catch on,
other brands will have to implement like offerings to remain in the millennial
consideration set.”
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