Marketing Momentum

Thursday, March 09, 2006

Hilton Develops Microsites for Specific Audiences

According to ClikZ, Hilton is trying to increase its online booking and is attempting to do so by launching dozens of microsites designed for specific target audiences - government and military travelers, wedding planners, and U.S. Olympics sports organizations just to name a few.

Online bookings, which cost the company less and enables it to implement CRM initiatives with customers, grew 30 percent from 2004 to 2005, and are fast approaching $2 billion in revenues.
Bala Subramanian, senior VP of distribution and brand integration for Hilton Hotels, stated "Anything that people book online costs a third of what it costs if they call us, and it costs one tenth of what it costs if they come through an intermediary."

Plus, online booking makes it possible for a hotel guest to enter Hilton's CRM system well before check-in, so it could potentially offer revenue producing services like a pre-ordered dinner for someone who will be checking in late.

It's another pioneering move in online target marketing. Not to sound too critical, but after seeing Hilton's busy homepage, I can see why they may need microsites.

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