Global Online Services 2011. © 2012 Hilton Worldwide Confidential and Proprietary The Online Channel Global Online Services 82% of all travel planning.

Global Online Services

2011

© 2012 Hilton Worldwide Confidential and Proprietary 2

The Online ChannelGlobal Online Services

• 82% of all travel planning starts on the web

• At Hilton Worldwide, the online category is our fastest growing and highest yielding channel

• Travelers visit an average of 12 websites prior to booking a hotel, often finding websites on search engines (Google, Yahoo!, Bing, etc.)

• The channel is evolving rapidly; “Online” marketing requires much more than a great brand website

Search engine management

Growth of mobile online

Increased use of tablets (i.e., iPad)

Expansion of social media

© 2012 Hilton Worldwide Confidential and Proprietary 3

Leading the IndustryHilton Online Services

Hilton has historically led the way online, with many industry “firsts”:

• Online Booking – via Central Reservation System

• Fully Functional iPhone Apps – Enables mobile phone users to book a hotel room, change a reservation and check HHonors status

• e-Events – Allows event planners to book up to 25 guest rooms, meeting space, food and beverage and audio/visual equipment online 24 hours a day, 7 days a week

• eCheck-In – Provides Gold and Diamond members the ability to check-in remotely via the Internet

• Compare Hotels – Lets hotel shoppers compare multiple hotels at one time

• Room Floor Plan – Permits Homewood Suites guests to select a room during the reservation process

• eFolio – Allows guests to view their hotel charges and print or save copies

• RAPID! – Helps external groups, such as a convention bureau, make reservations electronically

1995Launched

Hilton brand website

1996Online Reservation system milestone:

First month of 1 million online reservations

2001Integrated

Promus brands online

2002Enhanced

Online Reservation

System

2005Added eEvents online for U.S.

properties

2008Launched

International websites for

Japan, Germany, UK

2010Began

comprehensive brand website

Re-Architecture “Global Web”

2011Launched first “Global Web” components

including: all new Reservation System,

Mapping Solution and Corporate website

© 2012 Hilton Worldwide Confidential and Proprietary 4

Overview – Online TodayGlobal Online Services

Global Online Services uses advanced technology, strategic partnerships and unparalleled global scale to help hotel owners and operators maximize web-generated revenue.

These efforts ensure that Hilton Worldwide retains our clear leadership position. Hilton.com is the largest hotel website in the world and annually generates:

• 300 million visits• 38 million+ room nights• $5 billion+ in revenue

We are constantly improving and updating our systems, including:

Online Reservations System All new 2011

Best-in-Class Brand Websites All new 2011/2012

Robust Content and Hotel Descriptions All new 2011/2012

Customized Local Hotel Websites as appropriate New 2010 – 2012

Industry-Unique EDGE Demand Generation Program All new, beginning in 2012

© 2012 Hilton Worldwide Confidential and Proprietary 5

Online Reservations SystemGlobal Online Services

The new online reservation system provides higher conversion and a lower time to book

• New widget with predictive typing

• Integrated HHonors rewards search

• Ability to enter special rate codes

Improved Search Results Page• Multiple views: List, Gallery and Map

• Larger hotel images

• Supports strike-through prices

• “Narrow your search” filters

- Amenities- Hotel brands- AAA ratings

© 2012 Hilton Worldwide Confidential and Proprietary 6

Best-in-Class Brand Websites with Robust Content and Hotel DescriptionsGlobal Online Services

• During 2011/2012, Hilton is re-architecting all brand websites and hotel property pages

• Working with innovative partners, we are developing a new foundation that is purpose-built for the evolving digital landscape

• The new websites will:

‒ Showcase the distinct attributes of each brand and every hotel

‒ Provide updated, robust and relevant content for every property

‒ Support search engine optimization (SEO) and deep linking specialized landing pages

‒ Support targeted online campaigns

‒ Be translated into multiple languages for global relevancy

© 2012 Hilton Worldwide Confidential and Proprietary 7

Customized Local Hotel Websites and In-Language SupportGlobal Online Services

•Local hotel websites are often appropriate for properties with unique architectural characteristics or that offer specialized services.

•In-language support is critical for relevance in the markets where Hilton operates.

© 2012 Hilton Worldwide Confidential and Proprietary 8

Centrally managed, optimized investment in direct response media across brands and hotels

• Funded on pay per stay• “Transparent” monthly performance reporting and tracking

Every hotel supported with eCommerce services• Single point of contact for all online services• Hands-on promotional content support• Advanced search engine optimization• Online media planning and commercial management• Advice for and assistance with authoring replies to online reviews• Mobile marketplace support and management

Industry-Unique EDGE Demand Generation ProgramGlobal Online Services

A turnkey solution addressing all the challenges of online at a hotel level

…for today and tomorrow

eCommerce

Demand Generation (DG)

© 2012 Hilton Worldwide Confidential and Proprietary 9

Industry-Unique EDGE Demand Generation ProgramGlobal Online Services

• Internal and hotel/owner briefings (x12) conducted, over 3,000 attendees

• Hotel budget advisory distributed: BPS and eCommerce supporting with hotel queries