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Hilton will not personalise websites
Travolution Summit special report: Hilton Hotels Corporation has chosen not to go down the personalisation route with its websites despite developments in that area from many travel and hotel companies.
Speaking at the Travolution Summit, senior vice president for commercial development and IT Tim Davis said the chain wanted to let consumers choose for themselves when and what they book.
“Some are putting a lot of effort into predicting what people want but we don’t believe in investing in that technology. We have a different approach that enables consumers depending on their motivation, business or leisure, to shop when they want and buy what they want. It’s about self-selection.”
HHC recently introduced a meeting booking facility to its online service, which already allows consumers to research, book and receive a confirmation online.
The group plans to add an online check-in facility to websites later this year.
Davis added that the online boom was not only being driven by technology but also changes in consumer trends.
“It’s the growth ‘generation x’ which has grown up with mobile phones and PCs and of silver surfers who are more affluent, active and experienced than ever before but also more choosey in the way they buy.”
Report by Linda Fox
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