Epsilon’s Internet tools help improve hotel’s customer loyalty program with real-time account viewing, personalized messaging

Epsilon announced today that it completed the first phase of several planned enhancements to the Hilton HHonors® web site to offer real-time account information and personalized messaging. Hilton HHonors is one of the world’s leading guest reward programs; several hundred of its members visit the site each hour for up-to-the-minute account and reward redemption information.

Epsilon is the database services provider for Hilton HHonors, and was contracted to develop the web interface and message management tools for the Hilton HHonors web site at www.hiltonhhonors.com. The web site allows Hilton HHonors members to manage their accounts over the Internet with real-time viewing of personalized account information, including point balance, detailed hotel stay transaction data from the past 18 months, eligible hotel rewards, and redeeming points for hotel reward certificates.

In addition to the real-time account viewing, the HHonors site also incorporates personalized, targeted messaging. Members receive relevant messages posted within their account screen. Messages can notify members of the next tier level they qualify for, tier bonuses they qualify for, or even rewards they qualify for based on the available points in their account. It helps members make travel decisions based on accurate account information and provides Hilton HHonors with a new level of communication with members.

“Technology is driving personalization to a highly customer-focused level, and that’s what we’ve done for HHonors Online,” states Bryan Kennedy, vice president of technology at Epsilon. “The type of system we developed for Hilton HHonors would enable many companies to manage customer interactions with coordinated marketing across many channels, such as web site, call centers, and outbound direct mail. With Hilton HHonors, it’s a first major step in the development of real-time, individualized communication.”

“With HHonors Online, we’re striving to give our customers more control over both their own account information and their time,” stated Mary Beth Parks, vice president - marketing of Hilton HHonors Worldwide. Members have told us they value being able to interact with HHonors when it’s most convenient for them. And, they are receptive to receiving truly personalized messages that are more timely via the Web than in nearly any other communications vehicle.”

Epsilon’s tools for the Internet can be customized for any specific marketing need, has multi-platform compatibility, and can be used with any front-end web site and any back-end data warehouse. The open architecture is scalable and plugs into existing web sites and back-end legacy systems or marketing databases. This helps companies use the latest tools available without having to upgrade their systems or avoid using valuable legacy data.

Hilton HHonors® is a guest reward program that gives frequent travelers a faster way to earn the rewards they want most. Enrolled members can earn HHonors points in addition to airline miles - a benefit called Double Dip® earnings—for every business-rate stay at more than 450 participating Hilton and Conrad International hotels around the world.

Membership in Hilton HHonors is free. Visitors to Hilton’s Internet site at www.hilton.com can complete an online enrollment form by clicking HHonors on the home page. Or, to enroll instantly in the program and make reservations, consumers in the U.S. and Canada may also call 1-800-HILTONS. Outside the U.S. and Canada, travelers may call the Hilton Reservations Worldwide office in their area. Travelers also may pick up an enrollment form with a temporary membership card at any participating Hilton or Conrad International hotel worldwide.

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