MCLEAN, Va. — Hilton is following up on the success of its first-ever celebrity-focused campaign starring Anna Kendrick with new “Expect Better. Expect Hilton.” TV commercials and social content.
The new campaign, which will roll out over the coming months, showcases the benefits guests receive when they book directly with Hilton’s 17 brands.
Since the launch of Hilton’s “Expect Better. Expect Hilton.” campaign in September 2018, booking intent has increased nearly 10 per cent among people who would normally book through third-party travel companies. Recent data also shows a significant increase in consumer perception that they are getting the best price when they book direct with Hilton. The company also reports a significant uptick in new guests who have not previously stayed with the brand and membership in the Hilton Honors rewards program has seen a 20-per-cent increase over the previous year.
The message also appears to resonate with younger consumers, specifically millennials and Generation Z, where Hilton has also seen a double-digit per-cent increase in leisure consideration among consumers ages 18 to 34.
“‘Expect Better. Expect Hilton.’ is a campaign truly rooted in a singular message we heard from our customers — that we have all been conditioned to expect less when we travel. And at Hilton, we are determined to change that,” says Kellyn Smith Kenny, Chief Marketing Officer, Hilton. “We want this campaign to continue to give voice to the consumer. It’s all part of Hilton’s ongoing effort to be the traveller’s champion, and through developing more direct relationships with our guests, we’re able to provide more seamless, personalized and stress-free trips from the planning stage to the trip’s completion.”