Strategy
|| ABOUT
DoubleTree by Hilton is looking to address competitive pressures from home-sharing platforms enhance operational sustainability to maintain its market position. This effort intended to provide evidence of underperforming sectors within DoubleTree and offer recommendations for improving guest experiences and increasing revenue for the global company.
role
Hospitality Consultant
Research Lead
client
date
category
DoubleTree by Hilton
May-July 2023
Market Research, Economic Analysis, Client Management
|| PROBLEM
The DoubleTree brand is committed to providing exceptional hospitality experiences to its guests. In today's rapidly evolving market, it is crucial for a hotel to stay ahead of the competition and meet the ever-changing needs and expectations of its customers.
This effort was intended to examine what has amounted to the brands success, analyze what contributes to the brands weaknesses, determine how environmental and internal changes can threaten the brand, and where there is opportunity for growth in the future.
|| RESEARCH
I conducted a strategic evaluation using PESTLE and Porter’s Five Forces, identifying threats from disruptive platforms and operational strengths, such as Hilton’s 65% waste reduction and 43% lower water usage initiatives. I also supported and analyzed findings from interview research from a series of key DoubleTree stakeholders.
The effort also included analyzing customer data, which helped identify noise complaints and limited in-room amenities as recurring pain points affecting 20% of dissatisfied guests.
|| SOLUTION
Recommendations included an integrated marketing strategy leveraging user-generated content and personalized digital campaigns to increase customer engagement. Additional key improvements also included soundproofing renovations and premium in-room amenities to elevate the guest experience and reduce complaints by an estimated 15%.
These strategies are projected to increase guest engagement by 25-30% and improve Net Promoter Scores (NPS), strengthening DoubleTree’s competitive positioning in the hospitality sector while aligning with Hilton’s global sustainability goals.