EyeforTravel Research Case Study
Genera�ng a 22% ROI in 2008
Who can access the Hilton Portal?
Challenges &
Over 5,000 different devices but iPhone and WAP represent the major-
Constraints?
ity of the traffic.
Mobile marke�ng ini�a�ves
1. The biggest single issue
they raise is ge�ng
Hiltons marke�ng strategy has been about driving traffic to the portal
a�en�on for the space.
rather than mobile specific campaigns per se.
The numbers are
considered so small by
How do Hilton promote usage? comparison to regular
online commerce that
The message is conveyed to their consumers through exis�ng market- many dismiss it as a
ing messaging to both HHonors and non-HHonors profiled consumers. viable channel worth
They have mobile awareness to advise their consumers of the ability to a�en�on.
connect with Hilton in the mobile space.
2. Budgetary constraints.
Who are the current users?
Less money requires
crea�ve funding
Hilton report a steady increase in mobile usage and acceptance.
approaches to move
The majority of their users are profiled HHonors travellers who fall into
efforts forward.
the short stay (3 nights or less) and typically associated with mid-week
business travel.
The solu�on found?
The drop off in business travel as a result of our current economic cli-
Combined with crea�ve
mate has seen their use levels plateau a bit.
funding, quickly demonstrate
legi�mate ROI on the
product. From there
incorporate low to cost-
neutral solu�ons to raise
awareness.
What have the results
been like?
Hilton have experienced an ROI
in 2008 of 22:1 (considering all
development and maintenance
costs)
What they see going forward?
“We see nothing but upside
from a trending perspec�ve: Q1
experienced 190% increase in
revenue YOY”
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