June 2008: Hilton Distribution Improv Presentation Market Outlook

Despite the increase in travel websites and Internet booking tools, travel agents still play a predominant role in the hotel booking process. It is important for hotel sales managers to understand the different distribution channels that contribute to keeping their hotel rooms filled. However, misconceptions about bookings can often cause confusion and hold hotels back from fulfilling their true booking potential.

Opportunity

Hilton Hotels Corporation began when Conrad Hilton purchased his first hotel in Cisco, Texas back in 1919. Since then, Hilton has grown to become the most recognized name in the global lodging industry. Hilton Corporate owns over 500 hotels in cities all over the world, comprised of 11 brands, including Hampton Inn, Homewood Suites, Doubletree, Embassy Suites, Conrad Hotels, and the Waldorf Collection.

The Distribution Department of The Hilton Family approached TribeAgency to design a full day seminar presentation for hotel managers and owners to educate them on existing and emerging distribution channels and industry strategies. The Distribution Department had given presentations in the past, but wanted to surpass all expectations and create a new seminar that would impress sales managers and inspire better distribution understanding and practices.

Solutions

TribeAgency eagerly stepped up to the plate, determined to create a seminar that would not only "wow" seminar attendees, but exceed the Hilton team's expectations as well. To really take the presentation to the next level, TribeAgency set out to improve upon three main areas: content clarity, visual interest, and interactivity.

To improve content clarity, TribeAgency gathered content from the various Distribution Department members and pulled the information together into a cohesive outline. The new content organization focused on the goals of the presentation with an emphasis on the specific priorities of sales managers and hotel owners. Editing was crucial to the process, as TribeAgency cut over ten hours worth of varying content down into a digestible format to fit a seven hour presentation.

Once the presentation content was organized and polished, TribeAgency developed a theme, including a seminar brand name and logo, specifically for the presentation. The theme was carried out through introductory segments for each section of the presentation, and in all supplementary materials including leave behind CD-ROMs of the presentation and prize items.

TribeAgency developed the final presentation in Flash, which provided ultimate motion design flexibility, and also allowed presenters to easily navigate through the presentation using a menu to skip to desired sections. To aid the presenter further, TribeAgency programmed wireless presentation remotes to coordinate with the presentation, allowing the presenter to wirelessly navigate within a linear or non-linear sequence, and bring up separate animations during stretch breaks or lunch periods. This added touch ensured a smooth and seamless flow from start to finish.

Finally, to make the presentation more interactive, TribeAgency designed review sections sprinkled throughout the presentation with specially branded giveaway prize items given to attendees with correct answers.

Results

The Distribution Department of the Hilton Family was hoping to bring some energy to the same old tired seminar. In the end, they were able to deliver a presentation that excited both audience members and presenters alike. As a result, hotel managers and owners are better educated on their possibilities and best practices when it comes to distributing their hotel product.