Hilton Hotels Corporation (NYSE:HLT) announced today that its Hilton Family of Hotels, through a proprietary, common technology platform called OnQ(TM), will take customer loyalty to a new level within the hospitality industry. OnQ will improve guest recognition at check-in and provide more enhanced levels of service based on real-time access to guest preferences, information about Hilton HHonors guest reward program membership status, and past and future guest stays across all brands.
This integrated technology currently is available at more than 90 percent of the company`s owned, managed and franchised Hilton, Doubletree, Embassy Suites Hotels, Hampton Inn, Hampton Inn & Suites, Hilton Garden Inn and Homewood Suites by Hilton hotels, with nearly all remaining hotels integrating by year-end 2003.
“The Hilton Family of Hotels will be the only hospitality company utilizing a single, integrated technology platform across all brands and sharing real-time information across every guest touch point—the hotel front desk, reservations, the HHonors Service Center and our brand websites,” said Tom Keltner, president - brand performance and franchise development group.
Based on personal profile information the guest provides to the company via hotel or central reservations, Hilton Family of Hotels websites, or through Hilton HHonors membership, a “Guest Profile Manager” will be created for frequent guests. This frequent guest base largely is comprised of HHonors members and guests who have stayed at the Hilton Family of Hotels approximately four times in the past year. The profile data, combined with guest stay history information, will enable front desk team members to recognize guests at check-in and provide more personalized service, including:
— Welcoming a guest back to our Family when he or she typically stays at another of our hotels in the Hilton Family and is staying for the first-time at one of the sister brands; — Delivering top four guest preferences; — Accessing real-time information about an HHonors member`s reward status; — Making requested adjustments to a guest`s personal profile; and — Changing a future reservation from the hotel in which a guest currently is staying.
OnQ will represent the front desk team members` “personal assistant” at check-in as it enables them to personalize the guest travel experience by knowing which of the Hilton Family of Hotels a guest has stayed at recently and what a guest`s top four preferences are, including but not limited to:
— Smoking or non-smoking room; — Type of bed (king or double/double); — Floor level; and — Room location relative to the elevator, among other preferences.
“We also can address service issues that may have arisen during a past guest stay, resulting in increased service recovery and follow-through dedication to guest satisfaction,” said Keltner. “Combined with recognition of our most frequent guests, we anticipate greater return intent on the part of our loyal guests, increased market share, and increased profitability year-over-year for owned, managed and franchised hotels as a result.”
Representing a significant competitive advantage, Hilton is the only major company in the hotel industry that is able to do this successfully—directly as a result of deploying shared and consistent technology within every brand, every hotel, central reservations, the HHonors customer service center and the brand websites. By year-end 2003, Hilton will have deployed this single, integrated technology platform across the entire business, which means that information can flow quickly and freely where it is needed most without having to be reloaded or reformatted to conform to the often conflicting needs of multiple different systems.
“The name, OnQ (pronounced “On Cue”), supports the Hilton Hotels Corporation `Customer Really Matters` (CRM) strategy and represents information that is available to team members on demand, prompting them to act on guest `cues`—preferences and service-recovery alerts—that will delight customers and create a bond of loyalty to the Hilton Family of Hotels,” said Tim Harvey, chief information officer for Hilton Hotels Corporation. “OnQ also represents an integrated suite of tools that `cue` hotel operators to respond decisively to current market conditions and make informed business decisions based on historical trends and competitive data.”
The intuitive Microsoft Windows(R) design is user-friendly and integrates all of the primary functions of a hotel, including front office, housekeeping, accounting, finance, human resources, night audit, groups and packages, revenue management, and forecast management, among others.
“One of the many advantageous features of OnQ is that it enables hotel management to forecast business trends and make market-driven business decisions based on revenue maximization tools built into the system,” continued Harvey. “In addition, front-desk team members are benefiting from computer-based training that is completed in less than half the time usually required, due to the user-friendliness of the software, resulting in greater operational efficiency and cost savings.”
Hilton Hotels Corporation is recognized internationally as a preeminent hospitality company. The company develops, owns, manages or franchises more than 2,000 hotels, resorts and vacation ownership properties. Its portfolio includes many of the world`s best known and most highly regarded hotel brands, including Hilton(R), Conrad(R), Doubletree(R), Embassy Suites Hotels(R), Hampton Inn(R), Hampton Inn & Suites(R), Hilton Garden Inn(R), Hilton Grand Vacations Company(R) and Homewood Suites by Hilton(R).