During CES 2025 in Las Vegas—one of the world’s premier tech events—cutting-edge technology and innovative customer processes were expected to take center stage. However, for one Hilton customer, a Hilton Diamond Member participating in a special customer program, the experience turned into a frustrating ordeal that severely undermined his trust in simple digital transactions.
A Promise That Was Not Fulfilled
Under the Hilton customer program, guests were promised a $150 credit issued in the form of a Visa Prepaid Card. This credit was intended to enhance the Las Vegas experience by providing an additional bonus. For the affected customer, however, this promise turned into a bitter disappointment: despite repeated attempts, he was unable to access the guaranteed funds.
A Technical Glitch at the Heart of the Issue
The incident centers on a simple yet significant technical malfunction. When attempting to integrate the Visa Prepaid Card into his online banking system—specifically through bunq—the customer repeatedly encountered an error related to the 3D Secure (3DS) function. This security measure, designed to ensure smooth and secure transactions, appears to have been poorly implemented in this instance—a flaw that is particularly unacceptable in an environment like CES 2025.
Lack of Customer Support and Communication Breakdown
Adding to the technical failure, a severe breakdown in communication among the involved companies has only deepened the customer’s sense of betrayal:
• Insufficient Responses: Emails sent to Hilton, Visa, Pathward.com, and bhnetwork.com have so far gone unanswered.
• Issues with Visa: An inquiry sent in English to anfragen.europa@visa.com was not adequately processed.
• Denied Support: Pathward.com has refused responsibility and support, while bhnetwork.com has also failed to respond.
This communication gap has left the affected customer feeling deceived—a sentiment that carries extra weight given the high expectations associated with a global tech market and a renowned brand like Hilton.
Consequences in the Context of Modern Tech Customer Processes
This incident highlights the challenges even established companies face in the digital age. In an environment where technological excellence and seamless customer processes are assumed, this error in the 3D Secure integration is not only a technical failure but also a significant letdown in customer service. For the affected Hilton customer, the bottom line is clear: he was promised $150 that he now cannot access—and he feels profoundly betrayed by a trusted brand.
