Nancy Deck and her team have built one of the world’s most successful loyalty programs for the hospitality industry. As Vice President of Multi-Brand & Loyalty Marketing, she is globally responsible for championing the Hilton HHonors brand and developing worldwide marketing strategies that create awareness, preference and market share for HHonors and the ten distinct hotel brands in the Hilton Worldwide portfolio.
Recognizing that we live in the era of “the empowered customer,” she insures that HHonors guests receive more choice, more customization and more personalization. As a global organization with 10 hotel brands, 3,800 properties in 90+ countries and millions of travelers each year, the program’s size and scale offered an unparalleled opportunity to understand guests’ needs and desires. Extensive consumer research enabled her to shift the conversation from points to possibilities, and effectively re-launch the Hilton HHonors global brand.
In addition to overhauling the HHonors user experience by providing greater flexibility and a simplified tiered point system through a global website redesign, she appointed regional marketing directors to determine market needs and better tailor messages. For example, in China, a greater understanding of rewards membership is required, while North America emphasizes the unforgettable memories gained through HHonors. Her initiatives with social media from a virtual treasure hunt for “Fast Ways to Free Stays” to a “Virtual Concierge” test program have been extremely well received.
The HHonors’ member benefits extend beyond free hotel rooms and upgrades and programs with travel partners. They include a Global Shopping Mall with 20,000 products that can be purchased with points; Experience Rewards, which allow members to redeem points for once-in-a-lifetime experiences, like flying a fighter jet; and Charitable Programs that provide points to members who make contributions to certain organizations, while also providing both cash and in-kind donations.
Nancy Deck is also recognized by the Hospitality Sales and Marketing Industry Association as one of the “Top 25 Minds in Hospitality Sales and Marketing.” We think her mind is of interest to all in marketing—regardless of the business category.