Hilton Hotels & Resorts General Session

Hilton Hotels & Resorts General Session

Global Brands guiding principles Our objective: Drive premium market share through superior brand management. The brand encapsulates everything we do and deliver; it is our promise to consistently delight guests and to deliver consistent, market leading returns to our owners. Near term metrics: market share, guest loyalty, development pipeline and EBITDA Managing long-term value: Relevant, Balanced Innovation Balance between guest desires and the economic value in delivering that desire. Our innovation process starts with the customer, but ends with the owner Utilize shared research and innovation capabilities to understand guests desires, both today and tomorrow. Leverage Quality process ranging from customer surveys to physical inspections Brand Performance Support teams the field-based link between the properties and the Brand & HWW Superior Marketing and Communications Execute superior marketing and communications at both brand and hotel level; wrapping the product in a relevant, attractive and differentiated wrapper, putting that package where targeted customers can easily find it ultimately building emotional connection to the brand at every meaningful touch point Our Team Members embody the Brand Build mutually beneficial relationships with our team members The consistent delivery of our brand personalities - engaged team members united behind a meaningful and beneficial brand culture Mutually beneficial owner relationships We have a solution for almost every hotel owner, location and market opportunity Our brands must deliver superior returns for our owners. Our approach with owners is one of business partnership, based on open communication and close collaboration 1

Hilton Hotels & Resorts strategy guiding principles 1. We are a global brand with a common culture and brand architecture, but are optimized regionally 2. We are data driven with clear metrics of success 3. We must consistently deliver the tablestakes Bed, F&B, problem resolution, and loyalty recognition 4. Innovation must be a delighter for guest, enhance the brand, and increased revenue and/or profit for ownership. 5. Our standards are simple, with strongly enforced minimums that can flex up to set maximums based on local market conditions 6. Capital investments must be targeted to improve both guest preference & operating model efficiency 7. We will effectively partner with all commercial services and distribution to achieve our strategic vision 8. We will support the seamless relationship with HGV to benefit both brands, our guests, and HWW 9. As the flagship brand, the entire enterprise is invested in our success. Provide Tools & Resources Enhance Distribution Drive Marketing Message 2

Hilton Architecture Promise Our essence To ensure every guest feels cared for, valued and respected Refreshing Hospitality Worldwide Leverage existing brand management process and structure Our Strategy Smart capital investments that enable a more efficient operating model Strongly enforced product and service minimums that flex up Path forward 1 2 Room product The most important technical attributes of our hotels, must be innovative and take into account regional differences Food & Beverage Outlets and options that meet the needs of guests and provide improved ROI to owners 5 Global Brand Culture Group Relevant meeting options for groups of all types and sizes based on the premise of Easy and Effective HHonors Consistent recognition and delivery of on property services to our most loyal guests 3 4 Success metrics Market Share, Loyalty, Unit Growth, and EBITDA 3

WHAT S IT ALL MEAN?? SIMPLIVATE. - SLOW DOWN: Deliver the basics.a Great quality room, relevant F&B Experience, Recognize & Celebrate our loyal HHonors guests, and support Meeting & Event activities. - FOCUS: - Our Blue Energy Culture, Team member engagement, and Team member Training - EXECUTE: - Deliver a consistent guest experience products, services, aligned with the Marketing message. 4