Hilton shifts from person-to-person transaction in B2B sales reorganisation

Hilton has reorganised its B2B sales operation over several years in response to corporate buyer changes
The company has adopted a three-pronged model for different customer types and needs
Some accounts use digital self-serve portals while large accounts receive personal advisors
Frank Passanante discussed the transformation at the GBTA conference in Chicago
The restructure has aligned sellers with distinct sales rhythms and engagement methods

Hilton has spent several years reorganising its global sales operation for business travel in response to changing corporate buying patterns. The company has shifted from a person-to-person transaction model to a three-pronged approach serving different customer needs. Hilton has aligned sellers with distinct sales rhythms and customer engagement strategies following the post-Covid transformation of B2B buyer behaviour.

Frank Passanante, Hilton’s senior vice president and global head of sales, spoke at the Global Business Travel Association conference in Chicago this week about the overhaul. The old model assumed a standard transaction process, but Hilton now categorises customers into three groups. Some accounts operate through digital self-serve portals for both shopping and booking. Other customers buy digitally but require support when they encounter problems. The remaining large accounts receive personal advisors for complex negotiations.

Frank Passanante shared: “B2B buyers have dramatically changed post-Covid. Sellers are now aligned with different sales rhythms, different things they do with customers, different ways of going to.”