Photo Credit: Hilton CEO Christopher Nassetta spoke on-stage at Skift Global Forum on September 26, 2023. Skift
Hilton CEO Chris Nassetta defended the company's need for 28 brands as a data-driven strategy rather than sprawl, while also pointing to AI as the next lever for fixing guest problems in the moment.
LinkedIn X Facebook Email Gift What evidence supports Nassetta's claim that new brands don't cannibalize existing Hilton properties? How will Hilton measure the success of AI-driven real-time problem resolution versus its current points-based approach? What are the risks of running 28 brands, and how does Hilton keep each brand's identity distinct for guests? Select a question above or ask something else
Pressed on The Angle podcast this week about why Hilton runs 28 brands, CEO Chris Nassetta argued the portfolio isn't sprawl but a data-backed answer to what owners and guests keep asking for.
Nassetta's first defense was that Hilton shows relative restraint compared to Marriott, Accor, and Hyatt. "Our core competitors have like 38, 42, 45."
Another justification for brand proliferation was demand. Every Hilton brand with at least 100 open hotels outperforms the average of its local competitors on revenue per available room, he said.
Nassetta said the additional brands don't steal business from other hotels in the
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Tags: artificial intelligence , brands , Chris Nassetta , Christopher Nassetta , customer service , graduate hotels , hilton , hotel brands , marketing , the prompt , undergraduate by hilton
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