Hilton Launches New Wireless Device

SAN JOSE, CA— Hilton Hotels has launched a new wireless device for retrieving, changing, and booking reservations at any of its U.S. Hilton, Hilton Garden Inn, and Conrad hotels. The wireless application, which was developed with OpenGrids FastBook solution, can be downloaded from Hilton.com onto any PDA that uses a Palm operating system. The company is currently beta-testing a WAP system for mobile phones, which is expected to be released later this quarter. The wireless PDA application, which underwent a three month pilot test, allows users to search for hotel information, get directions, book rooms, and access loyalty program information, as well as view a hotels phone number, address, and a brief description. “We limited the information based on what is a necessity,” said Virginia Suliman, director e-business interface technologies for Hilton. Suliman noted that the device is geared towards business travelers on the go, and that it is particularly useful for Hilton HHonors members. Because PDAs have a small screen size with limited usability, booking reservations are often cumbersome and time consuming. However, Suliman noted that, “Honors members profiles are kept on file, which definitely speeds up the process for them.” In addition, Hilton has limited the number of required fields needed on a wireless device in order to expedite the booking process for non-loyalty club members. Since the device was launched on June 14, Suliman said the company has tracked “more usage than [it]anticipated.” “Consumers have really been asking for it,” she said. “Its a unique service, and now is the time to learn about wireless. You gain a lot if you get out there early and fine tune it [before your competitors].” She noted that Hilton plans to increase the functionality of its wireless application in the near future by adding more dynamic maps and interactive directions, as opposed to static information. Currently, the number Hilton brands offered through OpenGrids solution is limited and does not yet include Doubletree, Embassy Suites, Hampton Inn, or Homewood Suites.