Hilton

Hilton faced growing pressure from online travel agents, with guests increasingly discovering and planning trips outside of Hilton-owned platforms. This reduced direct revenue and limited ownership of the customer relationship.

Internally, Hilton’s digital estate spanned search, e-commerce, landing pages, mobile, Wi-Fi and in-room experiences. These touchpoints were often fragmented and under-utilised as connected, conversion-driving experiences. Hilton needed to improve performance across the journey while introducing new digital products that added genuine value before, during and after a stay.

383 partnered with Hilton to shape an end-to-end digital experience strategy focused on commercial impact. Our work began with quantitative analysis of how guests were using existing platforms across search, booking and on-property touchpoints.

This was supported by qualitative research exploring guest needs at each stage of the journey, from dreaming and planning through to experiencing and sharing. We complemented this with competitor and market analysis to identify where Hilton could meaningfully differentiate.

These insights informed a platform-led strategy built around experimentation, rapid prototyping and continuous optimisation, designed to scale globally and evolve over time.

That strategy was delivered through a suite of interconnected platforms supporting guests across the full journey.

• Hilton Explore evolved from an initial campaign concept into a global discovery and planning platform. Destination-led content, integrated mapping and experience discovery helped guests explore, compare and select hotels with greater confidence, moving Hilton earlier into the decision-making process.
• ‍Dynamic Landing Pages improved how guests arrived from search and campaigns, guiding them quickly to the right property based on intent, location and needs. These pages became a key driver of high-quality funnel entry and conversion.
• • You're Connected an on-property Wi-Fi experience transformed a previously overlooked moment into a valuable guest touchpoint, offering local content, services and partner integrations while creating a new commercial channel.
  • In-room TV experience, developed with LG, replaced clunky third-party hardware with a web-based, API-driven platform that delivered useful, personalised content and opened up new revenue opportunities.

All of this was underpinned by a shared design system, modular components and flexible APIs, enabling faster iteration, consistency across regions and reduced operational overhead.

Our work reshaped how Hilton engaged guests across the full journey, from early inspiration through to booking and on-property experiences. By connecting previously fragmented touchpoints into a cohesive platform ecosystem, Hilton has strengthened direct relationships with guests, improved booking performance and reduced reliance on third-party channels.

New digital experiences have unlocked additional revenue streams beyond room bookings, while shared foundations and components have enabled faster iteration and consistent delivery at global scale. The result is a more resilient digital ecosystem, designed to evolve with guest expectations and support long-term commercial growth.