Hilton has shifted its focus to luxury hotels in order to appeal more to affluent tourists who desire a wider range of redemption options for their loyalty program.
The hotel giant celebrated a landmark Monday, when its 1,000th luxurious and lifestyle hotel opened globally. It expects to open more than 150 new luxury and lifestyle hotels this year. That’s about three new properties per week.
In an interview with Skift at the NYU Hospitality Investment Forum, Chris Silcock, President of Global Brands and Commercial Services, said that “our more than 218 millions Hilton Honors members are inspired by these experiences, and they’re motivated in part to consolidate spending and gain access to luxury hotels.” Silcock is also scheduled to speak in New York City, on June 4, at Skift’s Data and AI Summit.
Add More Luxury to the Mix
Hilton will only have 3% of their rooms in the category of luxury by March 2024. It had roughly three times as many rooms in the luxury category.
