Skift Take
Just about every hotel brand is trying to target luxury, and Hilton’s no different. Its approach with this move is strengthening relationships with influential travel advisors.
Hilton said on Tuesday it had revamped its program for select luxury travel advisors booking its high-end hotels and resorts.
"It's not just a new name," the company said about the invitation-only program, which has rebranded from Impresario to Hilton for Luxury. The program adds "a concierge desk" for agents. Hilton also plans to reward advisors who make a lot of high-quality bookings.
Why it matters: This move signals Hilton's increased focus on the luxury travel market and its co