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Hilton Introduces First Global Brand Platform “Hilton. For the Stay” Putting the Hotels Back into Hotel Marketing

For the Stay &#8211; The Go Lobby

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MCLEAN, Va. – <a href="https://www.hilton.com/en/" target="_blank" rel="noreferrer noopener">Hilton</a> is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay.

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<a href="https://www.youtube.com/playlist?list=PLLV950EiSCvNryJ0sEhCqOeUudJNO5rIy" target="_blank" rel="noreferrer noopener">”Hilton. For the Stay</a>” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel.&nbsp;

Hilton is debuting “It Matters Where You Stay,” a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton team members around the world today.

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In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter.&nbsp;

“Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, chief marketing officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.”

Hilton and TBWAChiatDay New York, Hilton’s agency since 2017, used TBWA’s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay.&nbsp;&nbsp;

“With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’”

“IT MATTERS WHERE YOU STAY” CAMPAIGN

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The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more.&nbsp;

In one of the featured TV spots, “Haunted,” the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised.

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“Confirmed Together” zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking.

And in “Extra Storage,” Paris Hilton has an innovative solution for her extra luggage.

The campaign includes television, audio, social media, print, and out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts &amp; Sciences.&nbsp;

To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay – whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring “Hilton. For the Stay” to life.&nbsp;

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“In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own,” said Amy Ferguson, chief creative officer, TBWAChiatDay New York.

For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. “Hilton. For the Stay” encompasses the brand’s world-class hospitality; from innovations such as <a href="https://stories.hilton.com/releases/hilton-debuts-industry-leading-tech-enhancements">Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members </a>&nbsp;and through thoughtful service, proving out that it matters where you stay.

More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at <a href="https://stories.hilton.com/forthestay">Stories.Hilton.com/ForTheStay</a>. To start planning for future stays and earn exclusive perks, visit <a href="https://www.hilton.com/en/" target="_blank" rel="noreferrer noopener">Hilton.com</a> and sign up for Hilton Honors – it’s free and easy to join.&nbsp;

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Hilton shakes up hotel advertising with its first global brand platform “Hilton. For the Stay" featuring Paris Hilton and Catherine O'Hara.

“Hilton. For the Stay” Debuts, Putting the Hotels Back into Hotel Marketing

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MALÉ, Maldives – Leading global hospitality company <a href="https://www.hilton.com/" target="_blank" rel="noreferrer noopener">Hilton</a> (NYSE: HLT) today announced the opening of <a href="https://www.hilton.com/en/hotels/mleaihi-hilton-maldives-amingiri-resort-and-spa/" target="_blank" rel="noreferrer noopener">Hilton Maldives Amingiri Resort &amp; Spa</a>, marking the expansion of Hilton’s award-winning flagship brand into the Maldives. The all-villa resort features an array of thoughtful amenities which are new to the archipelago, setting a new benchmark in hospitality that will captivate the next generation of travelers. Hilton Maldives Amingiri is the fourth resort under the company’s portfolio of brands in the country, complementing <a href="https://waldorfastoriamaldives.com/" target="_blank" rel="noreferrer noopener">Waldorf Astoria Maldives Ithaafushi</a>, <a href="https://www.conradmaldives.com/" target="_blank" rel="noreferrer noopener">Conrad Maldives Rangali Island</a> and <a href="https://www.saiiresorts.com/maldives/lagoon/" target="_blank" rel="noreferrer noopener">SAii Lagoon Maldives, Curio Collection by Hilton</a>, bolstering Hilton’s ability to take care of different travelers and their unique needs in one of the world’s most sought-after destinations. The hotel is owned by Amingiri Holdings Pvt Ltd and managed by Hilton.

“The Maldives is one of the most desired vacation destinations for travelers around the world – seeing a continued pace of bookings even throughout the last two years when it was the first country to open its borders to international travelers during the pandemic. The expansion of our flagship brand here underscores our commitment to bringing our world-class brands to key locations, and we are confident Hilton Maldives Amingiri Resort &amp; Spa will build on our legacy of delivering an exceptional stay to delight and inspire our guests,” said Alan Watts, president, Asia Pacific, Hilton.

“Today’s milestone launch is a celebration of our shared vision with Hilton to deliver the most exceptional levels of service and hospitality in the Maldives. At Amingiri Holdings, we are committed to continuously contribute to the Maldivian economy and further strengthen its tourism industry, and Hilton Maldives Amingiri Resort &amp; Spa will enable us to continue with this mission,” said Daniel Welk, Amingiri Holdings Pvt Ltd.

Nestled in Amingiri Island in the North Malé Atoll, Hilton Maldives Amingiri is directly accessible from Velana International Airport via a scenic 20-minute premium speedboat ride. The resort features 109 expansive beach and overwater villas, each offering a private pool and enticing views of the surrounding turquoise lagoon. Embodying a harmony of Maldivian accents and contemporary touches, the villas invite an abundance of natural light through its floor-to-ceiling windows, enhancing a refreshing colour palette that mirrors the warm hues of the sea and sky. 

Designed to immerse guests in nature’s wonders, the overwater pool villas are outfitted with stairs to lead directly to the island’s lagoon, and a hammock by the pool to enjoy the melody of waves; while beach villas feature direct access to sparkling white sand, a deck swing and a gazebo on the shore. All villas boast generously proportioned bathrooms with ocean-facing bathtubs, as well as indoor and outdoor rain showers that create a sense of relaxation.

A key highlight of Hilton Maldives Amingiri is the six-bedroom Amingiri Residence, the ideal escape for larger groups of travelers looking for privacy in its truest sense. Set apart on a landscaped cove, the residence will welcome guests with its own arrival pier and a dedicated sundeck with uninterrupted 360-degree views of the Maldivian horizon when it debuts in November 2022.

“Hilton Maldives Amingiri represents what we continually strive for in our brand portfolio – innovative offerings and exceptional stays complemented by our signature hospitality. Introducing several new concepts to the Maldives, such as a rooftop lounge exclusive to teenage guests, a cocktail lab and the six-bedroom residence, Hilton Maldives Amingiri is set to capture guests of all ages looking to reconnect during their stay with their selves, nature or close ones,” said Alexandra Jaritz, senior vice president, Brand Management, Asia Pacific, Hilton.

Home to six distinctive dining concepts, Hilton Maldives Amingiri will take guests on a culinary sojourn. From Origin, a dining experience that celebrates sustainable seafood sourcing, ageing techniques and a food-upcycling approach, to all-day dining restaurant Habitat, to rustic beach restaurant Beach Shack with its feet-in-the-sand dining experience, the resort’s dining offerings are thoughtfully curated to satisfy every palate.

Celebrating tea cultures from all over the world, modern-day tea house Sip Tea Lounge’s extensive tea collection allows guests to refresh and relax over rare flavors and perennial favorites. Champagne and gin are on showcase at the adults-only overwater bar Eden, while poolside bar Aura features a cocktail lab dedicated to the art of mixology.

A slew of inspiring experiences await seasoned holidaymakers and junior explorers: Krakengiri Kids’ Club features an outdoor children’s play pool and mini splash park, while rooftop bar Re:Fuel offers teenage guests a tranquil retreat and a hidden entrance designed exclusively for them. Purposefully designed as a sanctuary, Amingiri Spa offers an extensive menu of rejuvenating treatments and purifying hammam rituals that bring an enlightened sense of wellbeing.

For more information or to make reservations, guests may visit <a href="https://www.hilton.com/en/hotels/mleaihi-hilton-maldives-amingiri-resort-and-spa/" target="_blank" rel="noreferrer noopener">Hilton Maldives Amingiri Resort &amp; Spa</a> or call +960 664 63 64.&nbsp;

<a href="https://stories-editor.hilton.com/apac/wp-content/uploads/sites/3/2022/06/Hilton-Maldives-Amingiri-Resort-Spa-Factsheet.pdf" target="_blank" rel="noreferrer noopener">Click here for the Hilton Maldives Amingiri Resort &amp; Spa Fact Sheet</a>.

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Hilton Maldives Amingiri Resort &amp; Spa is part of <a href="http://hhonors3.hilton.com/en/index.html" target="_blank" rel="noreferrer noopener">Hilton Honors</a>, the award-winning guest-loyalty program for Hilton’s 18 distinct hotel brands. Members who book directly on the hotel’s website will have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of points and money to book a stay, an exclusive member discount, free standard Wi-Fi and the Hilton Honors app.

To celebrate the opening of Hilton Maldives Amingiri Resort &amp; Spa, guests can enjoy a special opening offer when they book and stay between July 1 and September 30, 2022 for a minimum of four nights. The offer includes complimentary daily breakfast and return premium speedboat transfers. Hilton Honors members enjoy full points for their stay as well as&nbsp;5,000 opening bonus points with this offer. Terms and conditions apply.

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Hilton – Asia Pacific

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MALÉ, Maldives – Leading global hospitality company Hilton (NYSE: HLT) today announced the opening of Hilton Maldives Amingiri Resort &amp; Spa, marking

Hilton’s Flagship Brand Makes Highly Anticipated Debut in the Maldives

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With a threat as massive as climate change, we all must do our part. For some, that means examining your habits at home. For others, change starts in the workplace. Watch to learn how Hilton team members around the globe are shaping and carrying out our Travel with Purpose mission.

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A six-part sustainable travel docuseries explaining some of the world’s biggest environmental challenges and offering solutions as to how we can all play a part in creating a more sustainable world.

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The final episode of "Extending Our Stay" shows how Hilton team members around the world are working to build a more sustainable future

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We all have our reasons for taking a trip. We travel to experience new cultures, to check out new hotels, to complete our bucket list, and to expand our worldviews. But it’s important to remember that when we’re away from home, we’re visiting someone else’s. In this episode of "<a href="https://stories.hilton.com/extending-our-stay">Extending Our Stay</a>", Hilton team members share how they give back to their local communities, and we provide actionable tips on how you can be a more informed and respectful traveler on your next vacation.

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The 5th episode of "Extending Our Stay" encourages travelers to do right by the communities they visit, like taking the “Pono Pledge” in Hawaii

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We all have our reasons for taking a trip. We travel to experience new cultures, to check out new hotels, to complete our bucket list, and to expand our worldviews. When’s the last time you thought about where your water comes from? 

On this installment of "<a href="https://stories.hilton.com/extending-our-stay">Extending Our Stay</a>," travel to Hawaii and Peru to visit with experts who help us explore this question and encourage us to rethink our relationship with water. Understand the effects of shortages, learn why pollutants are such a large threat to our coral reefs and local communities, and get tips on what you can do to conserve water and help keep it safe.

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The 4th episode of "Extending Our Stay" shows how organizations in Hawaii & Peru are raising awareness of the decreasing safety of our global watersheds.

Episode 4: Access To Safe Water - Extending Our Stay - Hilton

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Travel to Hawaii’s Big Island to see the effects of plastic debris firsthand and discuss the implications for other oceans and shorelines around the world. In this installment of "<a href="https://stories.hilton.com/extending-our-stay">Extending Our Stay</a>," learn more about what happens when plastic isn’t recycled, how it impacts our ecosystems, and what you can do to limit your use of it both at home and on vacation.

The third episode of "Extending Our Stay" explores the impact of plastic debris firsthand on Hawaii’s Big Island

Episode 3: Impacting Plastic Pollution - Extending Our Stay - Hilton

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“Eat local” is a common phrase—but why is it so important to know where your food comes from, and how can that knowledge impact your carbon footprint? In this episode of "<a href="https://stories.hilton.com/extending-our-stay">Extending Our Stay</a>," we answer these questions and hear from leaders in the food and beverage space who are experimenting with untraditional production and sourcing methods to drive change in their industries.

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The second episode of "Extending Our Stay" showcases solar rooftop cooking and sustainable wine and beer production

Episode 2: Eating & Drinking More Sustainably - Extending Our Stay

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When it comes to food waste, spoiled groceries and overflowing buffet plates are just the beginning. The entire supply chain of food production is riddled with waste. But despite all this, world hunger numbers continue to rise. In this episode of "<a href="https://stories.hilton.com/extending-our-stay">Extending Our Stay</a>," learn more about why, and get tips on what you can do to make more sustainable dining decisions at home and while traveling.

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The first episode of "Extending Our Stay" teaches us about food waste. Tips on more sustainable dining decisions at home and while traveling.

Episode 1: The Impact of Food Waste - Extending Our Stay - Hilton

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Over the last century, Hilton has grown from a single hotel in Cisco, Texas, to nearly 5,500 hotels and 14 brands in 106 countries and territories. Hilton’s hotels have hosted more than 3 billion guests since 1919 and enlisted nearly 10 million Team Members in the company’s mission to fill the Earth with the light and warmth of hospitality.

The Hilton Effect is the positive, world-altering impact that Hilton has had, and continues to have, on billions of lives and thousands of communities around the globe – pioneering new travel markets and bringing people and cultures together to make the world feel smaller, while expanding horizons and opportunities.

https://vimeo.com/295386484 Over the last century, Hilton has grown from a single hotel in Cisco, Texas, to nearly 5,500 hotels and 14 brands in 106

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The Hilton Effect – Full Video

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<a href="https://www.canopybyhilton.com/" target="_blank" rel="noopener">Canopy by Hilton</a> is a vibrant boutique lifestyle brand, providing guests a place in the neighborhood to relax and recharge with simple, guest-directed service, comfortable spaces, an energizing atmosphere, and thoughtfully local choices. Each hotel is designed as a natural extension of its neighborhood and delivers a fresh approach to hospitality and the guest experience. The Canopy portfolio includes more than 35 open properties around the globe with 28 under development across 16 countries and territories. Experience a positive stay at Canopy by Hilton by booking at <a href="https://www.canopybyhilton.com/" target="_blank" rel="noopener">canopybyhilton.com</a> or through the industry-leading <a href="https://hiltonhonors3.hilton.com/rs/hilton-honors-mobile-app/" target="_blank" rel="noopener">Hilton Honors app</a>. <a href="https://hiltonhonors3.hilton.com/en/index.html" target="_blank" rel="noopener">Hilton Honors</a> members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Canopy by Hilton at <a href="https://stories.hilton.com/canopybyhilton">stories.hilton.com/canopybyhilton</a>, and follow the brand on <a href="https://www.facebook.com/CanopybyHilton/" target="_blank" rel="noopener">Facebook</a>, <a href="https://instagram.com/canopybyhilton" target="_blank" rel="noopener">Instagram</a>, <a href="https://twitter.com/canopybyhilton" target="_blank" rel="noopener">Twitter</a> and <a href="https://www.pinterest.com/CanopybyHilton/" target="_blank" rel="noopener">Pinterest</a>.

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Spanning five continents with more than 40 properties, <a href="https://www.hilton.com/en/conrad/">Conrad Hotels &amp; Resorts</a> has created a seamless connection between bold design, impactful experiences and curated contemporary art to inspire the conscientious traveler. Conrad is a place where guests are empowered to explore through intuitive service and experiences that authentically connect them with local culture. Experience an inspiring stay at Conrad Hotels &amp; Resorts by booking at <a href="https://www.hilton.com/en/conrad/">conradhotels.com</a> or through the industry-leading <a href="https://www.hilton.com/en/p/hilton-honors-mobile-app/">Hilton Honors app</a>. <a href="https://www.hilton.com/en/hilton-honors/">Hilton Honors</a> members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Conrad Hotels &amp; Resorts at <a href="https://stories.hilton.com/conradhotels.com">stories.hilton.com/conradhotels</a>, and follow the brand on <a href="https://www.facebook.com/ConradHotels/">Facebook</a>, <a href="https://www.instagram.com/conradhotels/">Instagram</a> and <a href="https://twitter.com/conradhotels">Twitter</a>.

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<a href="https://www.hilton.com/en/curio/">Curio Collection by Hilton</a> is a global portfolio of more than 120 one-of-a-kind hotels and resorts handpicked for their distinct character. Curio Collection properties offer guests the ability to experience independent hotels, offering authentic, curated experiences through local offerings and elevated amenities, while providing the benefits of Hilton and its award-winning guest loyalty program <a href="https://www.hilton.com/en/hilton-honors/">Hilton Honors</a>. Experience Curio Collection by Hilton by booking at <a href="https://www.hilton.com/en/curio/">curiocollection.com</a> or through the industry-leading <a href="https://hiltonhonors3.hilton.com/rs/hilton-honors-mobile-app/">Hilton Honors app</a>. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Curio Collection by Hilton at <a href="https://stories.hilton.com/curio">stories.hilton.com/curio</a>, and follow the brand on <a href="https://www.facebook.com/CurioCollection/">Facebook</a>, <a href="https://www.instagram.com/curiocollection/?hl=en">Instagram</a> and <a href="https://twitter.com/CurioCollection">Twitter</a>.