COMPARATIVE TABLE

Strengths

Weaknesses

Opportunities

Threats

• The loyalty program (Hilton, 2024b) provides poor benefits, the most atrractive perks are available to all members, and people are automatically a member once they’ve made a booking.
• A lower level of digital smart service compared to competitors, Marriott and Accor made a signicicant progress in providing personalized digital services, details are stated in the competitor analysis table.

Weaknesses

Souce: Hilton,2024

Strengths

• Global brand, Hilton has a collection of 19 brands in more than 7000 locations (Hilton,2024d). This will give Hilton a great brand reconigtion.
• Mature loyalty program, on average, 55% of hotel visitors are Hilton Honour Members (Business traveller, 2017). Therefore, Hilton has a large amount of loyal consumers.

• Competitors are trying to take advantage from digital transformation. Hotels need to understand how to use new technology to stay competitive (Lam and Law, 2019). Hilton’s main competitors, Accor, IHG and Marriott are all trying to adopt digital strategy and it is mentioned in their annual report, details are stated in the competitor analysis section.

• Complaints about loyalty program. We analyzed the reviews in Trustpilot and figured that Hilton rated only 1.8 out of 5 in this website, and 52% of reviews are rated 1 star. Many complaints are talked about the limited perks offerd by loyalty program, one comment said: “Marriott Bonvey is a much better program. (Trustpilot, 2023)” Therefore, to develop the loyalty program and improve consumer experience is urgently needed.

Threats

• The increasing demand for personalized services, as what have been mentioned above, one customer trend in hospitality is that there is an increasing need for more personalized services.
• The use of AI, large amounts of data are increasingly important to the hospitality, AI systems have demonstrated a remarkable ability to learn from data and derive insightful patterns that may be utilised to anticipate and identify occurrences. (Doborjeh et al., 2021)
• Hilton could benefit from further developing brands and experiences tailored for Millennial and Gen-Z preferences (Skift, 2019)
• Embracing innovation and agility can better position Hilton to respond to rapidly changing market trends and outpace competitors (Deloitte, 2024)
• Specific strategies should target reviving Hilton's performance in urban markets reliant on business travel (Davis, 2024)

Opportunities