The Next Frontier

As travel trends shift and evolve, the hospitality industry is undergoing a transformation to cater to the changing needs of travellers. Aindrila Mitra speaks to Ben George, senior vice president and commercial director for Asia Pacific at Hilton about travelling in a post-pandemic world, the role of AI in hospitality, and the growing demand for travel in Asia.

How has Hilton modified its strategy to fill the need gap of post-COVID travellers?

There are a couple of things here. We had three years where customers couldn't travel and all they did was dream. What did we do behind the scenes? We spent time looking at our story and what we tell customers, from a marketing perspective. We were initially promoting destinations. We thought about shifting our go-to-market story, because we can't control how you get from point A to point B.

What we can control, and what's important to us, is your experience. This led to our global marketing campaign, 'It Matters Where You Stay', and it has been the biggest campaign in our history.

Which Hilton properties have performed well in the last year in the Indian market?