Tailoring Hilton Property Pages for Distinct Brand Expression
Our hotels have unique stories to tell, and now their property pages can reflect that experience. A new set of flexible digital tools and features supports brand storytelling, drives guest engagement, and scales efficiently across Hilton’s global portfolio.
MY ROLE
I identified this initiative as a critical opportunity to elevate our property experience and led the early concepting work to shape the vision. I partnered closely with stakeholders and executives to align on priorities, secure buy-in, and build the roadmap. In the early phases, I contributed directly to exploratory design, then transitioned to directing the team as they carried the work forward.
THE TEAM
Bridging the Gap Between Brand Distinction and Digital Consistency
Hilton’s portfolio includes 25 distinct brands, each designed to serve a different kind of guest and travel experience. But on our digital platforms, most properties were limited to a rigid, one-size-fits-all template. Only a small percentage had access to an open-ended CMS that was powerful but hard to support at scale.
This imbalance made it difficult for properties to express what made them unique. They couldn’t showcase signature experiences, reinforce their brand identity, or highlight offerings like dining, wellness, or event spaces in a meaningful way.
Built for Expression, Designed to Scale
38%
Increase in engagement for Rooms & Suites content
56%
Increase in engagement for Dining & Drinks content
5%
Increase in room page load speed
The updated property page system gives Hilton hotels the tools to show up with clarity, character, and brand alignment. Properties can now express what makes them unique, guests engage with richer content, and teams across the business benefit from a flexible system that’s built to grow with the portfolio.
Mapping the Gaps in the Current Experience
We partnered with marketing and brand leads to understand where the current experience was falling short. We also studied guest expectations and conversion behavior across competitor platforms. Finally, we put early concepts in front of real users to better understand their needs and expectations.
Key insights included:
Properties needed more flexibility in layout, visuals, and messaging.
Guests responded strongly to immersive content like 3D tours, floorplans, and high-quality photography.
Brands wanted visual expression without losing consistency.
Internal teams required a sustainable model that avoided custom development for each page.
Scaling Smart: From New Brands to Collection Properties
We began by testing early iterations with newly acquired brands, where tailored storytelling was a critical differentiator. From there, we expanded to our lifestyle brands, refining the system’s flexibility and visual range. Finally, we brought the tailored approach to our Collection properties, where uniqueness is a core part of the brand promise.
Along the way, multivariate testing helped us optimize layout patterns, content types, and interaction models. The flexible template became a foundation we could test, learn from, and improve, while also enabling fast adaptation to new brands and property types.
This measured approach allowed us to deliver real value early, reduce risk in future phases, and ensure that what we built could scale across Hilton’s growing portfolio.
