Hilton competitor analysis

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competitor analysis G I A N N A

P I S A N O

WHAT IS THE COMPETITION DOING?

Connie the Robot #HiltonAtPlay Partnerships Celebrity Influencers

connie

M E E T

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R O B O T

who is connie?

HILTON + IBM First hotel chain with a robot concierge Informs guests on local tourist attractions, dining recommendations and hotel features and amenities The more requests it answer, the more it learns, the smarter it gets Personalizes each guest's experience Continuing Hilton's history of innovation: 10 million digital check-ins, Uber ride reminders, digital keys

#HiltonAtPlay

C O N C E R T

S E R I E S

#HiltonAtPlay CONCERT AND EVENT SERIES Paramore, Neon Trees, Grimes, Halsey, Tegan and Sara Wide range of influencers using #HiltonAtPlay on many networks Use #HiltonAtPlay and tag @HiltonHHonors Conversational tweets that display something unique about the Hilton brand Over 2,000 Instagram posts, thousands of tweets with over 300,000 impressions in the past 7 days

partnerships

S P O N S O R S H I P S

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partners THE LATEST PARTERNSHIPS Uber: app integration for simplified travel experience GRAMMY Awards: Hilton Rock Star Contest to win a trip for two to see the show US Figure Skating: extended partnership another 2 years US Volleyball: renewed sponsorship through 2016 USA Gymnastics: extended partnership through 2016 Citi Bank: Citi Hilton HHonors Credit Card to earn bonus points on each stay and annual free weekend away USA Today: USA Today The Point Sweepstakes for prizes

celebrity influencers S T A R S

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influencers LATEST AND GREATEST CELEBS Hayley Williams from Paramore Jason Derulo Tegan and Sara Adam Lambert Elle King Kip Moore

take-aways

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W O R K I N G ?

take-aways HILTON'S STRENGTHS Unique, innovative partnerships with Uber and different sports organizations to reach a wide audience Value convenient and seamless travel for customers Wide variety of celebrity influencers and concerts across many genres Incorporate sweepstakes and events for HHonors members to attend Thousands of impressions on the popular #HiltonAtPlay

take-aways HOWEVER...

"Hilton is the hotel Twitter users hate the most, according to new study that analyses posts for negative language" Hilton found as hotel chain with most negative sentiment on social media Research found the chain's tweets to be 17% negative over 6 months So good work, Marriott influencers!

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