Noelle Eder, is elevated EVP & Chief Information and Digital Officer and Martin Rinck joins the newly-created role of EVP & Chief Brand Officer. Chris Silcock will see his role expended to Marketing and Loyalty & Partnerships organizations in addition to overseeing the Global Commercial Organization.

Facing important global challenges and the pressure of other hotel groups, Hilton is willing to boost innovation in customer experience to differenciate.

Eder’s expanded role will deliver technology alignment across the business and continue the ongoing digital transformation benefiting Hilton’s guests, owners and team members. states the press release.

Noelle Elder joined Hilton two years ago. She managed to lead Hilton's digital transformation.

Martin Rinck has been working at Hilton for nearly 12 years, spending 10 years as the Area President for Asia Pacific.

Christopher J. Nassetta, President and Chief Executive Officer, Hilton explained: Our innovation is what differentiates us. Through the launch of our new brands and industry-leading technologies, we are redefining the hospitality experience.