Skift Take
Nearly every hotel brand is targeting the luxury segment, and Hilton is no exception, and with this move, the brand is taking this approach by strengthening its relationships with influential travel advisors.
Sean O’Neill
Hilton on Tuesday announced a revamped program for select luxury travel advisors who book luxury hotels and resorts.
“This isn’t just a new name,” the company said of the invitation-only program, which is being renamed from Impresario to Hilton for Luxury. The program will add a “concierge desk” for agents. Hilton also plans to reward advisors who make more quality bookings.
Why it matters: The move signals Hilton’s increased focus on the luxury travel market and its efforts to strengthen relationships with leading travel advisors who cater to affluent clients.
Hilton for Luxury is one of the “preferential hotel programs” offered by groups such as Accor, Belmond, Four Seasons, Hyatt, Mandarin Oriental, Marriott and Rosewood to the highest performing certified travel agents.
Like similar programs, Hilton’s Preferred Hotel program offers customers benefits and privileges such as double Honors points for guests, free breakfast for two, potential upgrades, hotel credits, and early check-in and late check-out based on availability.
The big picture: Hilton’s program encompasses 100 hotels and resorts across five brands.
Waldorf Astoria Hotels & Resorts Conrad Hotels & Resorts LXR Hotels & Resorts Nomad Hotels Signia by Hilton
Hilton Program Updates
The biggest change, aside from the new website, is the “dedicated concierge desk,” a feature that luxury travel advisors had told Hilton they wanted to help with customer service.
Each hotel has a concierge on-site to ensure that the program’s features and benefits are delivered to guests, and the concierge can also assist advisors in resolving issues on their clients’ behalf.
The changes sounded promising to luxury travel advisor Samantha Rose: “Having great connections and partnerships with the properties you’re booking is crucial to ensure your customers receive the best possible care, and that if they need to get in touch with someone, they can be sure they can get in touch.”
Hilton also said it plans to offer rewards to travel advisors who book based on the amount of their bookings, but did not provide details.
“We are investing in building relationships with key travel advisors who influence the decisions of affluent travelers,” said Frank Passanante, Hilton’s senior vice president and head of global sales.
A new video from Hilton outlines the changes that will impact luxury travel advisors.