How Hilton Overhauled B2B Sales and Adapted to Post-Covid Corporate Buying
Hilton restructured its global B2B sales into three distinct tracks, grew its digital platform, and partnered with Navan for direct connections.
Stock photo for illustration only, not from the actual event
- Hilton split its B2B sales into three customer tracks to match post-Covid corporate shopping habits.
- The Hilton for Business platform has surpassed 400,000 enrolled companies.
- Direct connections with Navan pipe negotiated rates straight into corporate booking systems.
- Internal sales teams are continuously trained using scrimmage-style coaching models.
Global hospitality giant Hilton spent years reorganizing its B2B sales machinery because many corporate buyers no longer wish to purchase hotel rooms through traditional sales approaches.
Frank Passanante, Hilton's senior vice president and global head of sales, noted in a Skift interview at the Global Business Travel Association conference in Chicago that corporate purchasing behaviors have transformed dramatically following the pandemic.
"B2B buyers have dramatically changed post-Covid"
Frank Passanante
Moving away from a one-size-fits-all person-to-person model, Hilton shifted its strategy toward three distinct prongs tailored to different corporate requirements. These include largely unmanaged accounts served through digital self-service portals for shopping and booking.
Stock photo for illustration only, not from the actual event
The second group consists of digital-first buyers who occasionally require human assistance during hiccups, while the third group represents large managed accounts where direct sellers act as personal advisors for complex negotiations. Sales representatives are now aligned with distinct sales rhythms and customer interaction methods.
Hilton's strategic overhaul highlights a broader hospitality trend toward flexible, cloud-based infrastructure and direct distribution channels. By bypassing traditional barriers and integrating directly with corporate travel platforms like Navan, major hotel chains can protect their negotiated rates and curb booking leakage.
On the digital front, the Hilton for Business platform launched in 2024 has grown to over 400,000 enrolled companies, although users continue to await advanced budgeting, spend-tracking, payment, and travel-coordinator tools slated for upcoming releases. Furthermore, Hilton's direct booking integration with Navan—launched in July—delivers negotiated rates straight from reservation systems to corporate platforms to combat rate suppression, a model that competitors are reportedly testing as well.
Source: Skift
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