Geolocation and beacons need to address specific needs, says Hilton’s Mark Weinstein at Millennial 2020.
Location technology is a central aspect of Hilton’s mobile marketing.
But as Mark Weinstein, SVP for Customer Experience, Engagement, Loyalty & Partnerships at Hilton, the use cases are clear: experimentation and novelty are fine, but nothing gets full adoption unless it serves a key need for hotel guests and staffs.
“There is no place for ‘technology for technology’s sake,’” Weinstein told attendees at day two of the Millennial 2020 conference.
Spotify And Live Nation On Location
Location technology is a playing a central role in a Hilton marketing collaboration with music streaming service Spotify and concert promoter Live Nation aimed at Hilton Honors loyalty members, Weinstein noted.
The program was kicked off in conjunction with last month’s Grammy Awards. With “Music Happens Here,” Hilton Honors members are entitled to receive special offers for concert experiences as well as curated walking tours of Hilton locations via Spotify.
“It’s an opportunity to connect with our guests in a personal way. We have Hilton Honors members getting exclusive access to ‘Money Can’t Buy Experiences,’” Weinstein said. “But now the next level involves a content partnership with Live Nation and Spotify to show where music happens in travel around the world.”
The first episode appears next week. The band OneRepublic is kicking it off in Los Angeles, where people can get a tour of the city and explore “the dive bars where bands first got their start” among other locales.
“Travel and music have always had a passionate connection,” Weinstein said. “It’s not just about creating experiences, but offering inspiration for every traveler. On top of the exclusive content for Hilton Honors members, we’re offering custom curated playlists for walking tours of places like New York City, where you can experience how John Lennon was inspired to write Imagine at the midtown Hilton on a piece of the hotel’s stationery. It will play the song and then direct you to the next location on the musical walking tour.”
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