HotelsMag October 2016 | Page 53

SALES & MARKETING

KEYLESS :

A YEAR LATER AT HILTON

ONE DIGITAL KEY USER HAS ALREADY UNLOCKED 350 DOORS .

This past August , Hilton Worldwide celebrated the one-year anniversary of Digital Key . Since its launch in 2015 , Digital Key has opened 2 million doors for Hilton HHonors members at over 400 hotels . HOTELS spoke with Dana Shefsky , director of digital product innovation at Hilton , about the first year of Digital Key and what ’ s next for the app .

HOTELS : How much are hotels investing in the program ? Any ROI to report ? Dana Shefsky : Our hotels make a minor investment to retrofit door locks to ensure they ’ re compatible with Digital Key , and our brands have helped subsidize a good portion of the costs . We ’ ve seen Digital Key have great ROI for our properties as it drives loyalty and repeat use . Nearly half of all Digital Key guests have used the feature more than once , and our top Digital Key user has unlocked 350 doors . H : What has changed most over the year of the mobile key ? DS : We have found efficiencies for scaled expansion , and plan to reach more than
Since its launch in 2015 , Digital Key has opened 2 million doors for Hilton HHonors members at over 400 hotels .
By BRITTANY FARB GRUBER associate editor
700 hotels by the end of 2016 , including hotels representing each of our 13 brands . We are seeing a 13.5 % increase in adoption week-to-week . H : What challenges have you encountered ? Any security issues ? DS : One of the biggest obstacles we faced was ensuring the technology would be functional throughout the entirety of each hotel . Just like a traditional keycard , guests use Digital Key to access more than just their hotel room – places like elevators , parking garages and fitness centers all need to be fully compatible . Our repeat usage
" THE SAFETY AND SECURITY OF OUR GUESTS AND OUR TEAM MEMBERS IS ALWAYS A TOP PRIORITY ."
- DANA SHEFSKY , HILTON WORLDWIDE rate is testament to our guest ’ s acceptance of this technology as safe and secure . H : How is the Hilton HHonors app tied into the Digital Key ? DS : Digital Key is one of the many features guests find on their Stay Card when they open the Hilton HHonors app . We have worked hard to make the Hilton HHonors app a one-stop shop . Digital Key is available on the Hilton HHonors app along with features like digital check-in with room selection and Uber Local Scene .
Digital check-in with room selection is another feature that allows guests to check in to the hotel digitally , select their exact room and opt to use Digital Key . Once checked in , Digital Key will activate as soon as the guest ’ s room is available .
The Hilton HHonors app will soon also feature additions like in-app real-time chat and Pin My Room . In-app real-time chat will connect Hilton HHonors members directly to front desk team members to answer requests ranging from late check-out to requesting a toothbrush . Pin my Room will allow guests to mark rooms they loved staying in , so they can choose the same room for their next visit . H : What ’ s next for Digital Key ? DS : We have lots in store for Digital Key ’ s second year . Digital Key recently made its international debut in Singapore , and 2017 will be a year of accelerated international expansion . We will also introduce an update that accommodates multiple Digital Keys per room to make vacationing with families and friends more convenient . H : What kinds of guests are most likely to use Digital Key ? DS : Digital Key is available to all Hilton HHonors members who download the Hilton HHonors app and have an active reservation . Specifically , we have seen that guests who choose to use our digital check-in feature are also using Digital Key . Digital check-in with room selection is used nearly 1 million times per month , and 70 % of those who use digital check-in also use Digital Key .
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