Skift Take

Hilton has released a "trends report" aimed at consumer news sites. These three points are noteworthy for industry insiders.

Sean O'Neill

Hilton on Thursday released its annual whitepaper on consumer travel trends. (Find it here.) The hotel giant is typically quite savvy about how it uses such reports to garner "earned media" coverage for its brands.

Here are three trends that most caught our attention.

Hilton's Mobile App

From January to June 2023, 9.7 million guests checked in via Hilton's app, the company said. At first glance, that sounds impressive – a 17% year-over-year increase.

Yet context is helpful. Hilton welcomed nearly 200 million guests in 2022, so call it half that in the first of this year. That tells us only a small minority of guests are checking in via an app.

Hilton's performance is probab