MCLEAN, Va. — Hilton and BuzzFeed have launched a new partnership that will pair content from BuzzFeed’s travel brand, BringMe, with Hilton’s direct-booking benefits.
Through the partnership, Hilton is now the exclusive global hotel partner and the official title sponsor of BringMe. The partnership includes an extensive affiliate program that directs readers to Hilton promotions in relevant BringMe content and utilizes BuzzFeed’s marketing operating system, including native and experiential strategies.
“Today’s consumers are rapidly evolving their content-consumption habits, which means getting the right message in front of the right customer at the right time requires innovation and agility,” says Kellyn Kenny, Chief Marketing Officer, Hilton. “We’re partnering with BuzzFeed because [it has] the tools to showcase Hilton’s incredible portfolio of brands and award-winning Hilton Honors loyalty program in a way that will inspire millions of travellers around the world.”
Industry trends reveal that younger audiences tend to focus on overall travel experiences, rather than singular made-for-Instagram moments, trust peer-to-peer influence over big aggregators to guide their travel planning and are more likely to book with a company with a strong corporate-responsibility record. Through the partnership, Hilton aims to position itself as a bridge and travel champion for younger audiences as they increasingly travel more, for both business and leisure.