Put me in the skeptical category. The travel industry has done an excellent job truly understanding that price is king, finding ways to incrementally reduce service and amenities to minimize cost while sustaining demand - F9 and NK are the poster children. The average consumer may whine about poor service, but will have a very short memory, put up with increasing levels of inconvenience for a perceived good deal.

In the case of Hilton, my perception of the CCO: Characterize customer behavior, tailor each brand to offer the lowest level of service for a given price point. Expect the actual responsibilities are written in more colorful corporate-speak.