The Digital Transformation Strategy of Hilton During COVID-19

Abstract

With the impact of the COVID-19 epidemic, the world economy is in recession and the hotel industry is in a worrying situation. According to the financial and business environment analysis (SWOT model) of Hilton, we find that its operating conditions are poor with a great external threatening. Although Hilton has some digital strategy already, it still needs to build more digital transformation strategy based on data technology. On this basis, measures are proposed for digital transformation strategy for Hilton. After the comprehensive understanding of digital transformation strategy measures, the hotel market could make better strategic adjustments. These results offer a guideline to handle the COIVD-19 issues for other hotels.