A team of three students from the University of Maryland has
won the 2022 Adobe Analytics Challenge, hosted in partnership with Hilton.
The competition challenged entrants to reimagine the
digital travel experience by using insights from Hilton’s anonymized customer
data pulled from more than 7,000 properties around the world.
Six finalist teams used Adobe Customer Journey Analytics to
create strategies to engage customers from specific traveler segments.
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The winning University of Maryland team examined the customer
journey of those booking with Hilton to understand how consumers are making
decisions digitally across devices and to recommend how to increase online
bookings and customer loyalty.
The team found that “a robust digital presence
is key for businesses to be successful with rapidly changing consumer
expectations and booking patterns.”
“This group of
passionate and engaged future marketing and technical leaders inspire us and
help provide valuable new insights on how to create an even more frictionless
travel experience for our guests as they dream, explore and book with us
online,” says Jess Petitt, senior vice president of commercial strategy,
insights and analytics at Hilton.
“We cannot wait to see where these talented individuals go in their careers.”
Selected by a five-person
panel including Hilton executives and industry leaders, the winning team
received a prize of $35,000.