Customer Mapping Journey

Booking

During Stay

Post Stay

Research

Inspiration

Social Media

Hiltons social media accounts, online review forums

Travel Websites

Using a mixture of travel blog websites, online review forums, and

AI Chatbots

Asking AI to research where to stay, to plan itineraries

Hilton

May book online with hilton via their online website, or through their mobile application

Online Travel Agency

Booking with an online travel agency, such as Expedia

Touchpoint

A place where the consumer and Hilton interact

Word of Mouth

Hearing from friends, family, accquaintances

Messaging staff

To solve customer complaints, order room service,

Loyalty Programme

those on the loyalty programme may use its benefits both within and outside of Hilton Hotels

Internet Research

Taking to the internet to research their stay

Gainpoint

Newsletters

Guests may be contacted via mailing lists

Internet

Online blog posts, public chat rooms, posts or advertisments on social media

Interest in booking

Looking to visit a Hilton Hotel

Check in/out

Use of concierge, digital checkout

Recreation

Sightseeing, Resturants, Cafes, Excercise, Spas

Interest

Painpoint

In person Research

Going to brick & mortar stores in order to do their research

Print Media

Adverts or reviews published in print media, such as physical newspapers

New initiative

Business

Meetings, office work in workspaces provided by Hilton

Social Media

Guests often post their stay online, both outside of, and within, the context of a review

Travel Agency

Booking with an in person travel agency

Travel Agency

Going to a travel agency store

Booking

Research

During Stay

Post Stay

Inspiration

Touchpoint

A place where the consumer and Hilton interact

Loyalty Programme

those on the loyalty programme may use its benefits both within and outside of Hilton Hotels

Word of Mouth

Hearing from friends, family, accquaintances

Messaging staff

To solve customer complaints, order room service,

Social Media

Hiltons social media accounts, online review forums

Travel Websites

Using a mixture of travel blog websites, online review forums, and

AI Chatbots

Asking AI to research where to stay, to plan itineraries

Gainpoint

Internet

Online blog posts, public chat rooms, posts or advertisments on social media

Hilton

May book online with hilton via their online website, or through their mobile application

Booking Questionnaire

Guests will fill out an optional questionnaire about their preferences, and expectations of their trip

Interest in booking

Looking to visit a Hilton Hotel

Recreation

Sightseeing, Resturants, Cafes, Excercise, Spas

Check in/out

Use of concierge, digital checkout

Newsletters

Guests may be contacted via mailing lists

Painpoint

Business

Meetings, office work in workspaces provided by Hilton

Print Media

Adverts or reviews published in print media, such as physical newspapers

Social Media

Guests often post their stay online, both outside of, and within, the context of a review

New initiative

Mckinsey Report

Our Solution

Personalisation & Big Data

We hope to streamline and improve the guests experience during and after their stay, to help convince them to return. We will lean into the current trends of personalisation and use of techology in the market, to maintain our competitiveness. We will do this by:

• Having guests fill out a survey about their preferences and expectations. This would help us present tailored suggestions to our customers during their trips, and to guide the direction of Hilton Honours' offerings.
• Improving the Hilton Honors Apps to allow for the ordering of room services, communication with staff, and the exploration of local offerings through the app, making the stay more personalised.

Our Solution

Personalisation & Big Data

We hope to streamline and improve the guests experience during and after their stay, to help convince them to return. We will lean into the current trends of personalisation and use of techology in the market, to maintain our competitiveness. We will do this by:

• Having guests fill out a survey about their preferences and expectations. This would help us present tailored suggestions to our customers during their trips, and to guide the direction of Hilton Honours' offerings.
• Improving the Hilton Honors Apps to allow for the ordering of room services, communication with staff, and the exploration of local offerings through the app, making the stay more personalised.

Our Solution

Personalisation & Big Data

This is where we will implement the core aspect of our transformation: the Prebooking Checklist. This checklist will give us the personal data we need to personalise their stay. Guests will then recieve a personalised list of suggestions based off of their responses to the questionnaire, which will be analysed by AI and compared alongside the responses other customers to ensure we are able to access truly unique data and provide superior personalised responses to our competitors.