Hilton’s Group Sales and Strategic Accounts VP Gerilyn Horan Discusses Business Travel, Sustainability, and Hilton’s Strategy for 2025

Thursday, November 7, 2024

As the world gradually recovers from the pandemic, Hilton continues to build on its legacy as a leading global hotel brand. In an exclusive interview with Travel and Tour World, Gerilyn Horan, Vice President of Group Sales and Strategic Accounts at Hilton, discusses Hilton’s strategies for capturing the growing business travel market, the company’s innovative sustainability initiatives, and its future growth trajectory in the lead-up to 2025. Here are the key insights from our conversation.

Hilton’s Approach to Business Travel Growth

As Horan points out, the resurgence of business travel has been one of the more encouraging trends in 2023 and 2024. With business travel rebounding both in the United States and globally, Hilton has positioned itself to take advantage of this growing market. The pandemic-induced disruptions in business travel have given way to a strong resurgence, with companies around the world gradually resuming face-to-face meetings, conferences, and incentive travel.

One of the ways Hilton is capturing this growth is through targeted programs like Hilton for Business, which serves the needs of small and medium-sized businesses (SMBs). “Business travel is back,” Horan emphasizes, noting that while large corporate travel has typically been managed by travel management companies (TMCs) and corporate travel programs, smaller companies often lack access to such resources. Hilton’s Hilton for Business program is designed to fill that gap, offering small and medium-sized companies access to discounts, rewards, and a seamless digital experience for managing their travel needs. This program is a key initiative in Hilton’s strategy to build loyalty among SMBs, which collectively represent a significant share of the business travel market.

In addition, Hilton has been leveraging technology to enhance the business travel experience. The company has integrated advanced booking systems, allowing businesses to easily register and book travel through an online platform. This not only simplifies the booking process but also enables companies to manage their travel expenses more efficiently. Travelers who register through the program also earn loyalty points, which can be redeemed for future stays, further incentivizing repeat business from small and medium-sized enterprises.

Tailoring Solutions for Various Meeting and Incentive Needs

The diversity of Hilton’s portfolio is another key strength in catering to the wide range of meeting and incentive needs. With an expansive collection of brands under the Hilton umbrella—including Waldorf Astoria, Conrad, Curio, and Hilton Garden Inn—the company is well-positioned to offer solutions for meetings of all sizes and scopes.

According to Horan, Hilton’s approach is highly tailored to the specific needs of each client. “It depends on the type of meeting, the industry, and what the customer is looking for,” she says. This flexible approach is critical in an industry where event organizers have varying needs depending on the scale of the event, the nature of the business, and the desired outcomes. Whether a client is planning a large-scale corporate conference or an intimate executive retreat, Hilton’s vast portfolio offers options that can be customized to suit the occasion.

Hilton’s luxury brands—particularly Waldorf Astoria, Conrad, and LXR—have experienced significant growth in recent years, driven in part by increasing demand for premium meeting and event venues. Horan highlighted the upcoming reopening of the Waldorf Astoria New York in spring 2025 as one of the most highly anticipated developments in Hilton’s luxury portfolio. “We’re very focused on growing our luxury brands,” she notes, citing a strong pipeline of new hotel openings in the luxury segment.

This focus on luxury has been complemented by Hilton’s dedication to delivering exceptional customer experiences. By combining world-class facilities with innovative technologies, Hilton ensures that meetings and events hosted at its properties offer a seamless and memorable experience for all participants.

Sustainability Initiatives at Hilton

Sustainability remains a cornerstone of Hilton’s strategy, with the company continuing to expand its efforts in this critical area. As Horan discusses, Hilton has developed a range of tools and initiatives to help event organizers minimize the environmental impact of their meetings. One of the key tools in this effort is Hilton’s *LightStay* platform, which allows hotels to measure and manage their environmental and social impact. The platform provides real-time data on energy and water consumption, waste production, and carbon emissions, helping Hilton properties identify opportunities for improvement and achieve sustainability goals.

Horan also mentions the *Meeting Impact Calculator*, an innovative tool that enables event organizers to assess the carbon footprint of their events at Hilton hotels. This tool offers transparency, giving clients the ability to see the environmental impact of their meetings and make informed decisions about offsetting their carbon emissions. “At the end of the meeting, if they choose to, they can offset their impact,” she says, highlighting Hilton’s commitment to sustainability.

In addition to technological solutions, Hilton’s sustainability initiatives extend to its operational practices. From sourcing local and sustainable ingredients for its catering services to reducing single-use plastics, Hilton is continuously exploring ways to reduce its environmental footprint. By incorporating sustainability across operations, Hilton is setting an example for the industry.

The Outlook for 2025 and Beyond

Looking ahead, Horan expresses optimism about the future of the travel industry, particularly as we approach 2025. She notes that businesses are now booking further out, signaling a return of confidence in long-term planning for meetings and events. This is a marked change from the post-pandemic period, when companies were more hesitant to commit to long-term bookings due to the uncertainty of travel restrictions and health concerns.

Horan predicts that 2025 will be a “booming” year for business travel, as companies seek to reconnect with clients and colleagues through in-person events. The return of large-scale events and conferences is expected to drive significant demand for hotel rooms and meeting spaces, particularly in key business hubs like New York, Las Vegas, and other major cities. Hilton is well-positioned to capitalize on this demand, with a strong pipeline of new properties, including luxury openings, that cater to the evolving needs of business travelers.

Moreover, Hilton’s investment in technology and innovation will continue to play a critical role in its growth strategy. The company is exploring new ways to integrate data insights and artificial intelligence into its operations, allowing it to better anticipate the needs of travelers and offer personalized experiences. By staying ahead of technological advancements, Hilton aims to enhance the guest experience while optimizing its operations for greater efficiency.

Hilton’s Role in the Future of Business Travel

As the global travel landscape continues to evolve, Hilton remains a key player in shaping the future of business travel. The company’s focus on delivering exceptional customer experiences, coupled with its commitment to sustainability and innovation, sets it apart as a leader in the hospitality industry. Whether serving the needs of small businesses through tailored programs like *Hilton for Business* or hosting large-scale conferences at its luxury properties, Hilton is dedicated to meeting the diverse needs of its clients.

Looking forward to 2025, Hilton’s strategy is clear: invest in growth, embrace innovation, and remain committed to sustainability. With a strong foundation built on over a century of excellence in hospitality, Hilton is poised to lead the industry into a new era of travel, where business success and environmental responsibility go hand in hand.

In conclusion, Gerilyn Horan’s insights highlight the key areas where Hilton is making strides in the business travel sector. From tailored solutions for SMBs to cutting-edge sustainability tools, Hilton continues to innovate and adapt to the changing needs of its clients. As the company prepares for significant growth in the coming years, it remains focused on delivering exceptional experiences that not only meet the demands of today’s travelers but also contribute to a more sustainable and inclusive future for all.

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