Hilton Credit Card Refresh

Summary

I played a crucial role in leading the comprehensive refresh of Hilton's credit card lineup, aimed at introducing new benefits to expand our cobrand portfolio and enhance relevance for emerging segments. This initiative was designed to incentivize high-value spending and deepen customer loyalty to Hilton. We focused on aligning our offerings with the evolving needs of our target audience, ensuring that Hilton credit cards stood out against competitors by offering unique advantages.

Value Propositions

Additionally, we introduced compelling value propositions to maintain Hilton's leading position across each card price point, aiming to solidify customer loyalty and encourage repeat business. A creative revamp of the Hilton Honors credit card art was also undertaken to ensure the brand's visual representation was modern and appealing, enhancing brand perception and attracting a diverse customer base.

Outcome

We successfully updated the product line, creating clear differentiation from competitors and establishing Hilton as a leader in the hospitality credit card market. Benefit adjustments were implemented to drive incremental spending, including:

• New accelerators and earned value opportunities encouraging increased stays at Hilton properties.

• Purchasing points at gas stations, online retailers, supermarkets.

• Waivers for foreign exchange rates and rental car protection.

These enhancements resonated with customers and have enhanced their overall travel experience while bringing American Express and Hilton millions in spending each year.