As part of a $550 million technology roll out across multiple brands, Hilton Worldwide will offer Hilton HHonors loyalty members the ability to select individual rooms once a booking is made.
It is applicable for desktop and mobile reservations at Waldorf Astoria, Conrad Hotels, Hilton Hotels, Hilton Garden Inn, Homewood Suites, and Home2 Suites brands by the end of summer, and DoubleTree and Embassy Suites in the fall.
The project will encompass around 650,000 rooms worldwide by the end of the year.
"Everyone will be forced to play this way eventually, it is just a question of how quickly you get there," said Jim Holthouser, executive vice president of global brands for Hilton Worldwide.
An online Hilton survey conducted earlier this month suggested 84% of business travellers would welcome the option to choose their own room.
Holthouser says loyalty members will also be able to bypass the front desk and unlock rooms with a smartphone virtual room key, using similar technology as Starwood Hotels & Resorts which is piloting a program at two of its Aloft branded hotels.
