Hilton’s Commercial Chief on 3 Consumer Trends Driving Product Changes

Hilton released an Ipsos poll on Wednesday that surveyed 14,009 adults across 13 countries about travel trends as the hotel giant continues to fine-tune its business in response to shifting consumer priorities.

Hilton has been striving to adapt to consumer trends, such as adding more dream-inspiring hotels to motivate people to join its loyalty program, exploring ways to simplify the booking of multi-generational trips, and investing heavily in smart TVs for guest rooms.

Skift spoke with Chris Silcock, president of global brands and commercial services, to gain insight into a few of Hilton's responses.

Adding aspirational hotels

Loyalty programs are increasingly an influential factor in traveler choices. The poll commissioned by Hilton found that 62% of travelers are very loyal to a hotel program. Among these global travelers, 66% are willing to spend a little more to continue to book with that brand.

In the poll, 58% reported using loya