Why did Hilton see the importance of launching an offer tailored to the needs of SMEs? What do they represent for your group's business?
Marcus Jansa - Small and medium-sized businesses account for a total of 85 % of our visiting business travellers. So this is a traveller segment in its own right. What's more, throughout the pandemic, SMEs slowed down their activity only slightly, adapting to rapidly changing market conditions thanks to their flexibility. At Hilton, we have embarked on a long-term journey to digitise the SME customer experience based on a number of insights. Our...
Why did Hilton see the importance of launching an offer tailored to the needs of SMEs? What do they represent for your group's business?
Marcus Jansa - Small and medium-sized businesses account for a total of 85 % of our visiting business travellers. So this is a traveller segment in its own right. What's more, throughout the pandemic, SMEs slowed down their activity only slightly, adapting to rapidly changing market conditions thanks to their flexibility. At Hilton, we embarked on a long-term journey to digitise the SMB customer experience based on a number of insights. Our data revealed that within these businesses, three out of four customers booked their business trips themselves and managed them internally, without outsourcing. More generally, according to our 2024 Trends Report study, 80 % of travellers worldwide recognise the importance of being able to book their entire trip online. All this has led to the launch of the Hilton for Business programmedesigned for small and medium-sized businesses looking for a travel platform and loyalty benefits tailored to their specific needs, while reducing friction points from booking to invoicing. Having tested with a selection of SMEs We are delighted to officially launch this strategic solution, which will enhance the business travel experience of SMEs and their employees.
You're launching this Hilton for Business programme worldwide. Why such a broad horizon when SMEs tend to travel more domestically?
Marcus Jansa - Offering this service on a global scale enables us to meet the diverse needs of SMEs. As these companies operate increasingly on a global marketOur programme offers a consistent, high quality service wherever they are located. This approach not only meets the international travel needs of SMEs, but also ensures that those who travel primarily within a country also benefit from the options and resources that a global brand like Hilton can offer.
Here, the lobby of The Logan-Curio Collection hotel in Philadelphia.
Simple registration, integrated management tools, Hilton Honors programme: how do the main advantages of the programme meet the expectations of SMEs?
Marcus Jansa - The programme offers a comprehensive set of tools to improve the booking and management of business travel within SMEs, including rapid integration and seamless programme management. We understand the frustration of many customerss faced with lengthy and complicated registration processes. Hilton for Business registration has therefore been designed to make registration and verification quick and easy. Once registered, the customer and their employees have access to the booking site where all SME travellers can book their stays easily, with discounted rates among other relevant benefits. In addition to this, company directors and owners will have total control over the solution, or can delegate management of the programme to an unlimited number of administrators. Companies will also be able to track their future expenditureThis is because the Hilton for Business programme is based on a simple principle: the more employees are included, the more the company and their employees benefit from discounts on their entire portfolio and from travel rewards. The principle of the Hilton for Business programme is simple: the more employees are included, the more the company and their employees benefit from portfolio discounts and travel rewards.
Is it possible to get a clearer idea of the benefits that SMEs can expect?
Marcus Jansa - First of all reduced rates in Hilton's global portfolio of nearly 7,400 properties for bookings made through our Hilton Honors loyalty programme website or app. In addition to this, businesses that sign up to Hilton for Business receive 7,500 Hilton Honors bonus points after the first stay in a programme member's hotel, and then 5,000 bonus points after 10 nights spent by a programme member. All these bonus points points are held in the company's account and can then be distributed, either to the company itself and/or to any Hilton for Business participant.At the same time, individual travellers, whether owners or employees, will continue to earn Hilton Honors points on a personal basis, with all the associated benefits. In addition, individual travellers will be able to create separate personal and business profiles within their own account, allowing seamless differentiation and management between the two profiles within the loyalty programme.
How do the hotels with which SMEs have tariff agreements fit into this programme?
Marcus Jansa - If an SME already has locally negotiated rates with specific hotels, these rates will be honoured and can be booked through the online platform to take advantage of its benefits and reach. Otherwise, if a new account registers and meets the programme criteria of a Hilton Worldwide unmanaged guest account, the account will be accepted into the programme via direct bookings only.
Will having a dedicated programme also enable Hilton to better identify corporate customers from SMEs and, as a result, forge closer relationships with them in the future?
Marcus Jansa - Absolutely. The existence of a dedicated programme such as Hilton for Business will enable our group to better identify and meet the needs of our customers. better understand the needs of SME customers. This targeted approach opens up the prospect of more personalised services tailored to their needs, as well as closer, long-term relationships with these companies. So, by responding directly to their specific requirements, Hilton can create a more engaging partnership with businesses around the world. And mutually beneficial.
