TravelClick has expanded its partnership with Hilton Worldwide to provide expanded tools for data analytics. Through this partnership, Hilton will more extensively uses TravelClick’s data-driven Demand360, Rate360 and Agency360 solutions at the corporate level and exclusively endorse them for all Hilton properties to advance decision-making, optimize channel mix and maximize revenue per available room.
As part of the partnership, Hilton and TravelClick will work together to increase adoption and utilization of TravelClick’s three business intelligence products across the Hilton portfolio. Hilton will also be an active partner in new product development and innovation.
“It is critical that we seek tools and technologies that enable our hoteliers to improve performance and stay competitive,” Kelly Phillips, SVP, transient sales and distribution, Hilton, said in a statement. “By expanding our partnership with TravelClick, we will be able to increase both corporate and individual property success – from gaining future visibility into markets to identifying which agencies are booking with the competition.”
According to Greg Sheppard, SVP of Business Intelligence Products at TravelClick, the company has been partners with Hilton for several years, but during 2016 both companies began discussions on how to further the use of TravelClick’s data at the property level.
“[Hilton] believes in the power of data to impact RevPAR and more, and we’ve held a lot of discussions about data,” Sheppard said. “With Hilton’s portfolio of hotels, from limited service to luxury properties, these tools can help any of its hotels take action and make changes regardless of where they are positioned.”
Sheppard said that group business continues to be a strong driver for hotels in 2017, with good upward momentum so far during the year’s first quarter. Additionally, TravelClick data shows transient bookings are up for Q1 and Q2, but he cautioned that it’s important for hotels to keep an eye on their pickup and make sure the bookings come through.
“The source of positive momentum and challenges [in 2017] varies by market,” he said. “Some concerns include increased supply, alternative lodging competitors going through periods of growth and third-party sites driving rates down, and there is a lot of uncertainty right now surrounding travel. But the trend we are seeing is the increased usage of data, and I see it first hand because I’m in a position where I can work with brands like Hilton, and other groups worldwide, who are looking for new ways to drive RevPAR.”