Hilton Aims to Drive Business Through Uber Partnership

In the ongoing quest to lure Millennials, Hilton is hitching a ride on the Uber bandwagon. The hotel chain announced a partnership with the car service this week, allowing its guests to create ride reminders that pop on smartphones with the address of their Hilton property already loaded up. With one tap, a vehicle will be sent for pickup—perfect for attendees whose minds might lose track of time because they are caught up in business. As a bonus, Hilton is offering its guests who sign up for Uber $20 off their first ride. Additionally, Hilton and Uber will team up in 20 U.S. cities on an initiative allowing HHonors members to see the top restaurants and nightlife venues selected by Uber riders in that destination. The hope is to create a guide for hotel guests and attendees to use to better explore a city’s local scene. "This is the first time any company has leveraged Uber riders' most frequented destinations to provide local recommendations,” notes Rich DiStefano, senior director of mobile products at Hilton Worldwide.