Localised loyalty: how traveller insights help Hilton tailor offerings for CALA’s regional nuances
How a global research study uncovered unique travel preferences and habits to improve hospitality and customer satisfaction in the CALA region.
The challenge
Hilton, a global leader in hospitality, is continuing to invest in growth across key regions, with the Caribbean and Latin America (CALA) identified as a strategic priority.
To support this expansion, Hilton aimed to strengthen its Hilton Honors loyalty programme in the region. However, there was limited understanding of how CALA travellers’ motivations, habits and expectations might differ from existing, more U.S.-centred assumptions. This raised a key question: how relevant is the current offering and where does it need to evolve to better connect with local travellers?
The solution
We conducted a large-scale multi-country study with more than 3,000 travellers across the CALA region to uncover behavioural drivers and loyalty expectations.
The research combined several layers.
- A MaxDiff-based online survey helped prioritise what truly matters to travellers by identifying the relative importance of key loyalty features. This created a clear hierarchy of drivers and a behavioural “anchor” for decision-making.
- We then developed a segmentation based on travel behaviours, including hotel preferences, booking habits and reasons for joining loyalty programmes. This revealed distinct traveller clusters, giving Hilton a more actionable understanding of different customer needs within the region.
- Finally, we translated the findings into a concise and practical report, designed to support fast activation across teams. The focus was on clarity, prioritisation and ease of application in programme optimisation.
The impact
The study provided Hilton with a clear roadmap for evolving its loyalty strategy in the CALA region.
Beyond immediate programme improvements, the insights highlighted future opportunity areas such as sustaining member engagement after enrolment and better integrating local culture into the Hilton Honors experience.
By grounding decisions in regional traveller realities, Hilton is better positioned to build loyalty that feels locally relevant while staying globally consistent.
Curious for more on Hilton? Watch this interview with Talene Taab, Vice President and Brand Leader – Home2 Suites.
“The Human8 team’s dedication to presenting profound insights in an engaging and visually compelling manner has not only benefited the Hilton M&L (Marketing & Loyalty) team but also established a new benchmark for the presentation of customer insights within the organisation.”
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