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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

Conrad Punta de Mita. Litibu, Nayarit. Mexico. Photo by: Victor Elias Photography.

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Beach-Bound Countdown: Hilton Survey Highlights 2022 Summer Travel Trends

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Well-positioned to emerge from the pandemic stronger than ever, Hilton delivered a record year of development achievements. Credit: Hilton

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Hilton Celebrates Growth and Development Milestones as Company Prepares for a New, Reinvigorated Era of Travel

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Talene Staab, Global Head of Tru by Hilton

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Hilton Appoints Talene Lanuza Staab as Global Head of Tru by Hilton

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5 Questions for Phil Cordell, Hilton Global Category Head, Hilton Lifestyle Brands &#038; Global Brand Head, Canopy by Hilton

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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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Director, Global Consumer Communications

Media Contact

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Paris Hilton with dog at hilton hotel extra storage for the stay

For The Stay - Extra Storage Paris Hilton - Stories From Hilton

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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Michael Geheren

<a href="https://stories.hilton.com/trends-report-media">&gt;&gt; Trends Survey Media Kit</a>

Survey Spotlights Increased Travel Demand, Reaffirms Need to Unplug, Recharge and Reconnect

MCLEAN, Va. - With Memorial Day, the unofficial start of summer, just a month away, one reality is clear: Americans are desperate for a vacation and are feeling the effects. According to a recent Hilton survey of U.S. travelers*, more than three in four (76%) respondents experience negative feelings when they go too long without a vacation, with burnout (41%) and boredom (36%) being among the top emotions.

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Beyond spotlighting the undesirable impacts of missing vacation, the survey also revealed the reason for the demand. Though respondents report needing a break, more than half (51%) of Americans feel guilty for taking that time off, even as 41% report that relaxation begins as soon as they turn on their “out of office” email response.&nbsp;

Matt Schuyler

"This summer, a record number of people are predicted to emerge from their pandemic bubbles and take much-needed breaks from their everyday lives to recharge, relax and experience the world around them once again."

Chief Brand Officer, Hilton

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“Inspired by our 2022 trends report, we conducted a new survey to further illustrate how the events of the last two years have affected traveler preferences and passions," said Matt Schuyler, chief brand officer, Hilton. "We have gained a deeper understanding of what people will be craving this summer travel season – from more time with their four-legged friends to more everything beachfront – and are confident that our 18 award-winning brands are well-positioned to deliver on these new guest preferences.”

The survey, conducted by Wakefield Research, uncovered four key themes:&nbsp;

Pets will be this summer’s favored travel companions

Hilton’s <a href="https://stories.hilton.com/trends" target="_blank" rel="noreferrer noopener">global trends report&nbsp;showcased</a>&nbsp;that there is a new, important traveler to consider post-pandemic: the family pet. More than half of survey respondents who are pet owners (55%) are planning to travel with their pets this summer. In fact, 58% would prefer to travel with their pet rather than a friend or family member.&nbsp;

To meet this growing demand, as of April 1, 2022, Hilton now offers more than 5,000 pet-friendly hotels globally across its portfolio, including seven pet-friendly brands in the U.S. and Canada - Canopy by Hilton, Embassy Suites by Hilton, Hilton Garden Inn,&nbsp;Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton and Home2 Suites by Hilton.

More than 5,000 pet-friendly hotels globally

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<img class="wp-image-8751" style="width: 20px;" src="https://stories-editor.hilton.com/wp-content/uploads/2022/04/Screen-Shot-2022-04-24-at-7.38.38-PM.png" alt="" /> Canopy by Hilton Austin Downtown

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Holistic wellness will be at the forefront of travelers’ minds

An overwhelming 98% of survey respondents acknowledged they prioritize wellness activities while on vacation. Today, travelers are focusing on their overall well-being and will be looking for experiences beyond access to the spa and gym that focus on connecting the mind, body and spirit – and wellness priorities vary from traveler to traveler. For example, Americans feel mentally refreshed on vacation when they get a feel for the local culture (41%) or turn their phone off and unplug (33%). Women, in particular, are likely to prioritize reconnecting with family and friends (46%), while men are likely to prioritize healthy eating (34%).&nbsp;

Hilton recognizes the importance of holistic wellness as part of the overall guest experience, from check-in to check-out. Hotels&nbsp;are incorporating design elements and introducing amenities that are scientifically designed to create feelings of warmth and relaxation as well as renewed energy and focus – from the floor-to-ceiling windows in meeting and banquet spaces in locations like&nbsp;<a href="https://www.rwlasvegas.com/" target="_blank" rel="noreferrer noopener">Resorts World Las Vegas</a>&nbsp;to wellness-minded amenities, like teas that prevent elevation sickness at&nbsp;<a href="https://www.hilton.com/en/hotels/bogcchh-hilton-bogota-corferias/" target="_blank" rel="noreferrer noopener">Hilton Bogota&nbsp;Corferias</a>.&nbsp;

Combating burnout, Americans are rethinking their 9-to-5

While they may be focusing more on wellness, American workers are still not taking time to unplug and recharge from work. More than a quarter (28%) of employed Americans disclosed that, since 2019, they have failed to use all their paid vacation days, with 51% of those respondents admitting it’s because they feel guilty about taking time off.&nbsp;

With the shift from work-life balance to “work from anywhere,” many have goals to integrate fun into their workday. With workers taking advantage of flexible office time or shortened summer Fridays, 40% of respondents will consider their summer a success if they spend a workday in a beach chair instead of an office chair.

.Younger generations are more likely to embrace ‘Bleisure’ travel, with Gen Z and Millennials much more likely to consider joining a work call in a swimsuit than Boomers.

‘Bleisure’ travel

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Hilton is adapting to this new reality of work-life by offering portfolio-wide booking options that integrate both business and leisure, like&nbsp;<a href="https://www.workspacesbyhilton.com/" target="_blank" rel="noreferrer noopener">WorkSpaces by Hilton</a>, a work-from-hotel solution for both corporate customers and individuals seeking office space to increase efficiency in their workday. Hotels are answering this need with creative, on-property experiences and packages, such as Wi-Fi blocking jackets to help travelers fully unplug at&nbsp;<a href="https://www.hilton.com/en/hotels/avlcuqq-the-foundry-hotel-asheville/" target="_blank" rel="noreferrer noopener">The Foundry Hotel Asheville, Curio Collection by Hilton</a>&nbsp;in Asheville, N.C., or the “<a href="https://www.conradpuntademita.com/offers/" target="_blank" rel="noreferrer noopener">Stay Longer and Work from Paradise</a>” package at&nbsp;<a href="https://www.conradpuntademita.com/" target="_blank" rel="noreferrer noopener">Conrad Punta de Mita in Mexico</a>.&nbsp;

The refreshed definition of “Relaxation” is simply “Resorting”

This summer, people are looking to relax and reconnect with loved ones but want to avoid the hassle of complicated travel planning. According to the survey, 85% of people agree that booking at an all-inclusive resort is the best way to reduce the stress of planning, and more than one third (37%) of respondents feel mentally refreshed on vacation when they don’t have to worry about leaving the resort during their stay.

Whether it’s enjoying a host of outdoor activities at&nbsp;<a href="https://www.hilton.com/en/hotels/iahwrqq-the-woodlands-resort/" target="_blank" rel="noreferrer noopener">The Woodlands Resort Curio Collection by Hilton in Texas</a>, savoring a coastal European escape at&nbsp;<a href="https://www.hilton.com/en/hotels/rjkochi-hilton-rijeka-costabella-beach-resort-and-spa/" target="_blank" rel="noreferrer noopener">Hilton Rijeka Costabella Beach Resort &amp; Spa</a>&nbsp;or kicking back at overwater bungalows at&nbsp;<a href="https://www.hilton.com/en/hotels/noudidi-doubletree-noumea-ilot-maitre-resort/" target="_blank" rel="noreferrer noopener">DoubleTree Noumea Ilot Maitre Resort</a>, Hilton offers a range of resorts around the world for travelers looking to indulge.&nbsp;

When it comes to&nbsp;<a href="https://stories.hilton.com/uploads/2022/04/Hilton-All-Inclusive-Fact-Sheet.pdf" target="_blank" rel="noreferrer noopener">all-inclusive</a>&nbsp;vacations, Hilton is redefining the experience with new world-class resorts. These include the recently-opened&nbsp;<a href="https://www.hilton.com/en/hotels/cunqrhh-hilton-cancun/" target="_blank" rel="noreferrer noopener">Hilton Cancun, an All-Inclusive Resort</a>, which blends Mexican heritage and modern sophistication, and the upcoming opening of&nbsp;<a href="https://www.hilton.com/en/hotels/cunhihh-hilton-tulum-riviera-maya-all-inclusive-resort/" target="_blank" rel="noreferrer noopener">Hilton Tulum Riviera Maya All-Inclusive Resort</a>, an eco-chic getaway nestled in a secluded bay overlooking white sands and blue waters.

Whether traveling to a resort destination or city center, Hilton Honors members can reduce stress and maximize their time off through exclusive benefits and discounts and by engaging with on-property digital innovations, like contactless arrival. &nbsp;

Enabling guests to bypass the front desk and go straight to their room, these convenience-driving technologies within the Hilton Honors app include Digital Check-in,&nbsp;<a href="https://stories.hilton.com/releases/hilton-debuts-industry-leading-tech-enhancements">Digital Key</a>&nbsp;and&nbsp;<a href="https://stories.hilton.com/releases/hilton-debuts-industry-leading-tech-enhancements">Digital Key Share</a>.

For more information on the new survey findings and for a complete view of the “<a href="https://stories.hilton.com/trends" target="_blank" rel="noreferrer noopener">The 2022 Traveler: Emerging Trends and the Redefined Traveler, a Report from Hilton</a>,” visit&nbsp;<a href="http://stories.hilton.com/trends">stories.hilton.com/trends</a>. To start planning summer getaways and earn exclusive perks, visit&nbsp;<a href="https://www.hilton.com/en/" target="_blank" rel="noreferrer noopener">Hilton.com</a>&nbsp;and enroll in Hilton Honors for free.&nbsp;

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The Hilton Survey was conducted by Wakefield Research (<a href="https://www.wakefieldresearch.com/" target="_blank" rel="noreferrer noopener">www.wakefieldresearch.com</a>) among 1,000 Nationally Representative US Adults Ages 18+, between March 11th and March 16th, 2022, using an email invitation and an online survey. The data was weighted to ensure an accurate representation of US adults ages 18+.

Director, Global Enterprise Communications

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Trends Report Summer Press Release - Stories From Hilton

Americans are desperate for a vacation and are feeling the effects. Hilton report reaffirms need to unplug, recharge and reconnect.

Hilton Survey Highlights 2022 Summer Travel Trends - Stories From Hilton

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MCLEAN, Va. - Well-positioned to emerge from the pandemic stronger than ever, Hilton delivered a record year of development achievements. Already one of the world’s largest hotel companies, <a href="http://www.hiltonworldwide.com" target="_blank" rel="noopener noreferrer">Hilton</a> opened 414 properties, adding more than 67,100 rooms to its system, further emphasizing the scale, presence and leading brands of the company’s global portfolio. “After a year of recovery and growth, it has been incredible to witness the resiliency of the travel industry and our team’s ability to embrace change while serving more guests in more hotels around the world,” said Chris Nassetta, President and CEO, Hilton. “We believe the desire to travel, experience new cultures and connect with others is core to the human experience. I can speak for all of us at Hilton when I say we’re looking forward to welcoming our guests and helping them make new memories in 2022.” Global development efforts have continued to show strong performance through the pandemic. Hilton ended 2021 with more than 6,800 hotels across 18 brands in six continents, with robust net unit growth of 5.6%. The company’s development pipeline includes nearly 2,670 hotels representing approximately 408,000 rooms, nearly half of which are under construction. “Hilton’s development continues to be a key performance indicator of how well-positioned we are for the long-term,” said Kevin Jacobs, CFO and president, global development, Hilton. “Hotel owners choose to work with us because of our premium commercial performance. With our capital light business model, we strive to maximize net unit growth, while continuing to deliver value for all our stakeholders.” Celebrating A Year of Market and Category Milestones <ul> <li>Historic Las Vegas Development: Hilton notably expanded its presence in the Las Vegas market, which is now home to 13 brands, including all three of our luxury brands, 36 hotels and more than 12,000 rooms. In June 2021, Hilton and Genting Group partnered in the historic opening of <a href="https://www.hilton.com/en/p/resorts-world-las-vegas/" target="_blank" rel="noopener noreferrer">Resorts World Las Vegas</a>, the largest multi-brand resort in Hilton’s history, integrating three premium brands – the largest Conrad Hotels &amp; Resorts property in the world, one of the first LXR Hotels &amp; Resorts locations in the U.S. and a marquee Hilton Hotels &amp; Resorts hotel. Additionally, Curio Collection by Hilton re-emerged in Las Vegas with the introduction of <a href="/curio/news/virgin-hotels-las-vegas-curio-collection-debuts">Virgin Hotels Las Vegas, Curio Collection by Hilton</a>.</li> <li>Significant All-Inclusive Expansion: <a href="/hilton/news/hilton-cancun-opening-expands-hiltons-footprint">Hilton’s all-inclusive portfolio</a> expanded in 2021 with openings in the Caribbean and Latin America, including <a href="https://www.hilton.com/en/hotels/cunqrhh-hilton-cancun/" target="_blank" rel="noopener noreferrer">Hilton Cancun, an All-Inclusive Resort</a>, <a href="https://www.hilton.com/en/hotels/pvrpahh-hilton-vallarta-riviera-all-inclusive-resort/" target="_blank" rel="noopener noreferrer">Hilton Vallarta Riviera All-Inclusive Resort</a>, <a href="https://www.hilton.com/en/hotels/curryqq-mangrove-beach-corendon-curacao-all-inclusive-resort/" target="_blank" rel="noopener noreferrer">Mangrove Beach Corendon Curaçao All-Inclusive Resort, Curio Collection by Hilton</a> and <a href="https://www.hilton.com/en/hotels/czmpdup-the-yucatan-playa-del-carmen-all-inclusive-resort/" target="_blank" rel="noopener noreferrer">The Yucatan Playa del Carmen All-Inclusive Resort, Tapestry Collection by Hilton</a>.</li> <li>Hilton’s lifestyle brands gained momentum in Europe, the Middle East &amp; Africa (EMEA) and Brazil. Canopy by Hilton made its debuts in France, UK and Spain. Motto by Hilton announced plans to open its first hotel in Europe with Motto Rotterdam Blaak in the Netherlands in 2022. Additionally, Brazil welcomed two Hilton brands with the debuts of <a href="/canopy/news/canopy-by-hilton-makes-debut-in-brazil">Canopy by Hilton Sao Paulo Jardins</a> and <a href="/tapestry/news/tapestry-collection-by-hilton-debuts-in-brazil">Almenat Hotel, Tapestry Collection by Hilton</a>.</li> <li>Asia Pacific Growth: <a href="/hilton/news/hilton-grows-in-japan-with-hilton-nagasaki-opening">Hilton Nagasaki</a>’s flagship opening marked the company’s 500th hotel in Asia Pacific, while <a href="https://www.hilton.com/en/hotels/lhwtrhi-hilton-lanzhou-city-center/" target="_blank" rel="noopener noreferrer">Hilton Lanzhou City Center</a>’s opening marked the 400th hotel in the Greater China and Mongolia region.</li> <li>Washington, D.C. Expansion: The company introduced its 25th hotel within the portfolio in Washington, D.C. with the debut of <a href="/hilton/news/hilton-debuts-25th-property-in-washington-dc">Hilton Washington DC Capitol Hill</a>.</li> </ul> Recognizing Year of “Firsts” for the Brand Portfolios with Market Expansions <ul> <li>Waldorf Astoria Hotels &amp; Resorts expanded the brand’s West Coast presence with the opening of <a href="/waldorf/news/dana-point-calif-welcomes-waldorf-astoria">Waldorf Astoria Monarch Beach Resort &amp; Club</a> in Dana Pointe, California and signed <a href="https://newsroom.hilton.com/waldorf/news/waldorf-astoria-canopy-by-hilton-plan-osaka-debut">a </a><a href="/waldorf/news/waldorf-astoria-canopy-by-hilton-plan-osaka-debut">milestone management agreement</a> with Orix Real Estate Corporation to expand the brand into Osaka, Japan in 2025.</li> <li>The management agreement was signed for the first Conrad Hotels &amp; Resorts property in California with <a href="/conrad/news/conrad-hotels-resorts-signs-conrad-los-angeles">Conrad Los Angeles</a> (opening Spring 2022) as well as the first in Tulum with <a href="/corporate/news/hilton-expands-mexico-portfolio-with-three-resorts">Conrad Tulum Riviera Maya</a>.</li> <li>LXR Hotels &amp; Resorts was introduced in Africa and the Indian Ocean with <a href="/lxr/news/mahe-seychelles-welcomes-lxr-hotels-resorts">Mango House Seychelles</a> and in Asia Pacific with <a href="/lxr/news/lxr-hotels-resorts-debuts-in-kyoto-japan">ROKU KYOTO, LXR Hotels &amp; Resorts</a>.</li> <li>Signia by Hilton debuted with the conversion and rebrand of <a href="/signia/news/signia-by-hilton-orlando-bonnet-creek-debuts">Signia by Hilton Orlando Bonnet Creek</a>. Additionally, <a href="/signia/news/signia-breaks-ground-at-georgia-world-congress-center">Signia by Hilton Atlanta</a> broke ground at Georgia World Congress Center.</li> <li>Curio Collection by Hilton surpassed 100 properties worldwide with the opening of <a href="/curio/news/sable-at-navy-pier-opens-atop-chicagos-landmark">Sable at Navy Pier Chicago, Curio Collection by Hilton</a>.</li> <li>DoubleTree by Hilton extended its international reach to its 50th trading market with the opening of DoubleTree by Hilton Frankfurt Niederrad, the brand’s first in Germany.</li> <li>Tapestry Collection by Hilton introduced properties in Europe and the Chinese Mainland, including <a href="/tapestry/news/tapestry-collection-by-hilton-debuts-in-europe">Atocha Hotel Madrid, Tapestry Collection by Hilton</a> and <a href="/tapestry/news/chinese-mainland-welcomes-tapestry-collection">Hollick Hotel Wen’an, Tapestry Collection by Hilton</a>.</li> <li>Motto by Hilton announced plans to open its first hotels in Europe and Latin America in 2022 with Motto Rotterdam Blaak in the Netherlands and Motto Tulum in Mexico.</li> <li>Hilton Garden Inn entered into Australasia, South Korea, Thailand and Indonesia’s capital city Jakarta with <a href="https://www.hilton.com/en/hotels/alhgigi-hilton-garden-inn-albany/" target="_blank" rel="noopener noreferrer">Hilton Garden Inn Albany</a>, <a href="https://www.hilton.com/en/hotels/selgigi-hilton-garden-inn-seoul-gangnam/" target="_blank" rel="noopener noreferrer">Hilton Garden Inn Seoul Gangnam</a>, <a href="/hilton-garden-inn/news/first-hilton-garden-inn-hotel-in-thailand-opens">Hilton Garden Inn Phuket Bang Tao</a> and <a href="/hilton-garden-inn/news/hilton-garden-inn-brand-debuts-in-jakarta-indonesia">Hilton Garden Inn Jakarta Taman Palem</a>, respectively. Additionally, the brand launched its <a href="/hilton-garden-inn/news/hilton-begins-large-asia-pacific-franchise-model">large-scale franchise model in China</a>, welcoming investors and independent owners to explore franchising opportunities.</li> <li>Hampton by Hilton celebrated milestones throughout the year, surpassing 2,700 open hotels and expanding into Ireland, Uzbekistan and Qatar, as well as the Cayman Islands with <a href="https://www.hilton.com/en/hotels/gcmgchx-hampton-grand-cayman/" target="_blank" rel="noopener noreferrer">Hampton by Hilton Grand Cayman</a>. Hampton also remains the fastest-growing international hotel brand in China, marking 200 open hotels, with a total of 600 signed development deals within the country. Additionally, starting 2022 strong, the brand was recognized for the 13th year in a row as the No. 1 hotel franchise by <a href="/corporate/news/hilton-reigns-as-top-hotel-franchise-for-the-13th-consecutive-year">Entrepreneur’s Franchise 500®</a>, tying the record for most total No. 1 rankings in the Hotels &amp; Motels category.</li> <li><a href="/tru/news/tru-by-hilton-marks-milestone-with-200th-hotel">Tru by Hilton</a> opened its 200th hotel, adding nearly 100 hotels during the pandemic, and announced expansion into the Caribbean and Latin America, with developments in Brazil, Costa Rica, Dominican Republic, Mexico and Puerto Rico.</li> <li>Homewood Suites by Hilton unveiled a comprehensive brand refresh with a game-changing, all-new prototype – <a href="/homewood/news/homewood-suites-by-hilton-unveils-brand-refresh">‘Prototype 10.0’</a> – designed to offer added value and versatility for owners and developers, while exceeding the needs of guests who want the comforts of home.</li> <li>Home2 Suites by Hilton became one of the fastest-growing hotel brands as it reached <a href="/home2/news/home2-suites-by-hilton-hits-500-hotels-milestone">500 open properties</a> in just 10 years and touts the largest pipeline in the U.S., with 437 properties in development. The brand also <a href="/home2/news/home2-suites-by-hilton-debuts-in-asia-pacific">debuted in China</a>, with the opening of the first of 1,000 Home2 Suites by Hilton properties in the region.</li> </ul> <a href="https://stories-editor.hilton.com/wp-content/uploads/2022/01/Hww-Growth-Development-Infographic3.jpg"><img style="display: block; margin-left: auto; margin-right: auto;" src="https://stories-editor.hilton.com/wp-content/uploads/2022/01/Hww-Growth-Development-Infographic3.jpg" width="650" /></a><a href="https://stories-editor.hilton.com/wp-content/uploads/2022/01/Hww-Growth-Development-Infographic3.jpg">Download Infographic Here</a> In addition to development milestones, Hilton continued to <a href="/trendsreport">innovate to meet the evolving needs of travelers</a> with the introduction of industry-leading programs and products, such as <a href="/corporate/news/hilton-introduces-confirmed-connecting-rooms">Confirmed Connecting Rooms by Hilton</a> and <a href="/corporate/news/hilton-debuts-industry-leading-tech-enhancements">Hilton Honors Digital Key Share</a>, and the evolution of brand standards, including expanding its <a href="/home2/news/hilton-mars-petcare-pair-for-petfriendly-travel">pet-friendly offerings</a>. To learn more, visit <a href="http://newsroom.hilton.com/">newsroom.hilton.com</a>.

core/freeform

Well-positioned to emerge from the pandemic stronger than ever, Hilton delivered a record year of development achievements.

Hilton Celebrates Growth, Embraces New Travel Era

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This week, <a href="http://www.hiltonworldwide.com" target="_blank" rel="noopener noreferrer">Hilton</a>&rsquo;s Lifestyle Brands announced more than 10 <a href="/brand-communications/news/hilton-lifestyle-brands-announces-11-global-signings">new global property signings</a> across both <a href="https://www.hilton.com/en/motto/" target="_blank" rel="noopener noreferrer">Motto by Hilton</a> and <a href="https://www.hilton.com/en/tempo/" target="_blank" rel="noopener noreferrer">Tempo by Hilton</a>, two of the latest brands in the expanding Lifestyle category.&nbsp; Here, Phil Cordell, global category head, Hilton Lifestyle Brands, shares his insights on the lifestyle sector, provides details on Hilton&rsquo;s three lifestyle brands and explains how he connects with local communities when traveling. Cordell has more than three decades of travel industry experience, launching iconic Hilton brands such as Hampton, Home2 Suites and Tru. He now oversees the strategic growth and development of Hilton&rsquo;s Lifestyle category, which includes <a href="https://www.hilton.com/en/canopy/" target="_blank" rel="noopener noreferrer">Canopy by Hilton</a>, Motto by Hilton, and Tempo by Hilton.&nbsp; Can you give us some history on the lifestyle concept and explain Hilton&rsquo;s take on the category? PC: When it started, lifestyle hotels represented more of the &ldquo;cool kid&rsquo;s club.&rdquo; They had dramatic lighting, loud music and were considered by many people to be unapproachable. At Hilton, we wanted to make lifestyle approachable but still aspirational, design-driven and culturally relevant. Our target audience doesn&rsquo;t want a cookie-cutter approach. They want a great vibe and an authentic experience. So, we created properties that are comfortable yet also have that unique &ldquo;Instagrammable&rdquo; factor.&nbsp; How is staying at a Hilton lifestyle hotel different than a traditional hotel experience? PC: Certain hotels have a very distinct feel. It&rsquo;s as if everything came from a catalog. The furniture is almost overly curated and matching, and the space is very segmented. At our lifestyle hotels, there is a managed inconsistency. There's a sense of familiarity, but there's also a sense of novelty. We use this idea of 60-30-10. Sixty percent of the experience delivers enough familiarity that a customer will feel comfortable. The next 30% makes someone think, &ldquo;That's more than I expected.&rdquo; And the final 10% is the &ldquo;wow&rdquo; factor. For example, a craft cocktail from the bar would be slightly different than what you would expect, but not so unusual that you don't want to try it. At our lifestyle hotels, guests can expect somebody at the front desk who's plugged into the local neighborhood, who knows the fun spaces to check out and can be a resource throughout the stay. The hotels are intimate and approachable and have public spaces that invite you in. You can be casual and comfortable, yet still feel a bit pampered.&nbsp; Can you describe the different brand personalities of Motto, Tempo, and Canopy? PC: Motto is targeted to the urban explorer and for those who want to be in the city center. The rooms have a smaller, more efficient footprint, yet also provide flexible layouts and the ability to connect up to nine rooms for larger group travel. Our hotels provide a launchpad to the local scene, not the tourist attractions. Motto is for someone who is more cost-conscious yet wants to enjoy quality, locally driven food and drinks. It&rsquo;s designed to be a community hub in the heart of up-and-coming urban areas. Tempo targets a bit of a broader guest demographic, providing an elevated yet approachable experience that meets both professional and personal travel needs. You&rsquo;ll find more consistency here, but there will be some unique touches at each property, whether through design or food and drink offerings. Tempo hotels, which will be in suburban-urban areas, have a more contemporary design and uplifting atmosphere. Finally, Canopy is all about experiencing a destination like a local. It&rsquo;s a vibrant, boutique hotel brand for those who want to explore but also prefer a more elevated and upscale experience. Each property feels like an extension of the neighborhood, with locally inspired design elements and Team Members who are experts on the newest hot spots in town. Canopy provides a sophisticated yet comfortable reprieve. How do you foster innovation and creative thinking among your Hilton team? PC: I view our lifestyle space as an area where we have license to play around, test, learn and innovate. We are thoughtful and directional but not prescriptive. We give ourselves permission to try a lot of things. If you allow your team to think differently and encourage that type of thinking, cool stuff will happen. We find inspiration everywhere. For example, one of our colleagues was walking in New York, looking down at her phone, and some guy said to her, &ldquo;Do you ever take a minute to look up?&rdquo; When she shared that story, it resonated with us. We thought about how to incorporate the &ldquo;look up&rdquo; ethos into our brands. It fit perfectly with the motivated, driven mindset of Tempo&rsquo;s target audience. So, we now incorporate &ldquo;look up&rdquo; moments into the guest experience&mdash;whether through a unique piece of art on the ceiling or a front desk interaction where our Team Members will always look up and make eye contact with a guest.&nbsp; You&rsquo;re a seasoned traveler who has spent most of your adult life at far-flung locations. What&rsquo;s your personal travel style like? PC: There are a few travel habits I&rsquo;ve acquired over the years. For one, unless it's an extremely long trip, I never check a bag. I also reuse the plastic dry cleaner bags, layering them in to keep my packed clothes from getting wrinkled. On a more meaningful level, on every trip I take, I do at least one thing that connects me to the local community. It could be going across the street to a new local coffee place or visiting a cool little donut shop that just opened. It makes every trip a learning experience and a bit of an adventure. <h5>About Tempo by Hilton</h5> <a href="https://www.hilton.com/en/tempo/" target="_blank" rel="noopener noreferrer">Tempo by Hilton</a> is a stylish and contemporary lifestyle hotel brand with more than 10 properties under development. Pioneering a new hospitality category, Tempo by Hilton is dedicated to exceeding the expectations of the ambitious, modern traveler and offering accommodations thoughtfully designed to help guests relax and recharge, including an open lobby concept with dedicated spaces to relax, work and dine, as well as premium culinary options, such as the brand’s signature coffee fuel bar, a casual breakfast cafe and an inviting bar experience. Created to serve a rising class of highly discerning guests committed to personal growth and development, Tempo by Hilton amenities include well-being offerings, state-of-the-art fitness facilities and programs, flexible meeting and working spaces and more. Learn more about Tempo by Hilton at <a href="/tempo">newsroom.hilton.com/tempo</a>.

hilton/brand

Phil Cordell, Hilton's Lifestyle brand leader, talks travel; hotel experiences; innovation; and his brands, Canopy, Motto and Tempo.

Q&A with Phil Cordell, Lifestyle Category Head

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MCLEAN, Va. - <a href="http://hiltonworldwide.com/" target="_blank" rel="noopener noreferrer">Hilton</a>&nbsp;(NYSE: HLT) today announced the appointment of Talene Lanuza Staab as Global Head of Tru by Hilton, the fastest-launching hotel brand in industry history. Effective March 11, Staab will serve as the chief strategist and champion for Tru, overseeing the brand&rsquo;s product and service positioning, distribution strategies, and owner relations. &ldquo;Since we welcomed our first Tru in 2017, we have opened more than 50 properties across the United States and currently have more than 300 hotels in the pipeline,&rdquo; said Bill Duncan, Global Head, All Suites, Focused Services and Owner Relations Category. &ldquo;With such an aggressive development strategy, we knew we needed a leader with both extensive brand management experience and an excellent reputation within the owner community. Talene&rsquo;s background made her the perfect fit, and we could not be more excited to continue on this incredible trajectory with her at the helm.&rdquo; Staab, a 25-year Hilton veteran, brings to Tru a unique blend of hospitality experience spanning owner relations, sales, brand performance support and brand development. As Vice President, Owner Experience &amp; Engagement, Staab oversaw the team responsible for advancing overall owner value and satisfaction, building a best-in-class experience for Hilton&rsquo;s owner community. Prior, Talene served as Senior Director, BPS &ndash; Canopy by Hilton, where she focused on the brand&rsquo;s development and was instrumental in advancing its service and hospitality culture. &ldquo;This truly is Hilton&rsquo;s most dynamic year yet,&rdquo; said Staab. &ldquo;I could not be more proud and grateful to be leading one of our most innovative brands as we celebrate 100 years of hospitality. Together with the Tru team, I am excited to continue bringing the unprecedented Tru experience to more and more guests during this unique time in our history.&rdquo; Staab holds a bachelor&rsquo;s degree in Hotel &amp; Business Administration from the University of New Hampshire. She is based in Hilton's global headquarters in McLean, Va., and reports directly to Bill Duncan, Global Head, All Suites and Focused Service Category. Alexandra Jaritz has accepted the newly created role of SVP, Focused Service Brand Management (APAC), where she now leads the positioning of Hilton Garden Inn and Hampton by Hilton brands in this important growth region, including China. Jaritz is based in Singapore and continues to report directly to Bill Duncan. As the previous Global Head of Tru by Hilton, Jaritz led the creation and launch of the Tru brand in record time.

Talene Lanuza Staab is selected as Global Head of Tru by Hilton, the fastest-launching hotel brand in industry history

Talene Lanuza Staab, New Global Head of Tru

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Brand Bar - tru - Stories From Hilton - APAC

Brand Bar &#8211; tru

<a href="https://www.trubyhilton.com" target="_blank" rel="noopener">Tru by Hilton</a> is a game-changing hotel brand with 222 open locations across North America, providing guests with a consistent, fun experience at an affordable price. Spirited, simplified and grounded in value, Tru by Hilton is designed for cross-generational appeal. Efficiently designed modern guestrooms feature rolling desks, oversized windows for natural light and bright, spacious bathrooms. Guests can enjoy complimentary hot breakfast and free Wi-Fi. Premium snacks, light meal options and single-serve wine and beer are available for purchase at the 24/7 Eat. &amp; Sip. market. Experience a positive stay at Tru by Hilton by booking at <a href="https://www.trubyhilton.com" target="_blank" rel="noopener">trubyhilton.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 Tru by Hilton at <a href="https://stories.hilton.com/trubyhilton">stories.hilton.com/trubyhilton</a>, and follow the brand on <a href="https://www.facebook.com/TrubyHilton/" target="_blank" rel="noopener">Facebook,</a> <a href="https://www.instagram.com/trubyhilton/?hl=en" target="_blank" rel="noopener">Instagram</a> and <a href="https://twitter.com/TrubyHilton" target="_blank" rel="noopener">Twitter</a>.

For The Stay - Extra Storage Paris Hilton - Stories From Hilton - APAC

For the Stay - The Go Lobby - Stories From Hilton - APAC

Over the last 100 years, Hilton has become synonymous with growth and development in travel destinations near and far. From the <a href="https://stories.hilton.com/hilton-history/hiltons-first-hilton">first-ever Hilton hotel</a> in Dallas in 1925 to the <a href="https://stories.hilton.com/hilton-history/expanding-beyond-the-continental-united-states">first Hilton located outside the continental United States</a> in San Juan in 1949 to recent openings ranging from the <a href="https://stories.hilton.com/releases/hilton-maldives-amingiri-resort-spa-opens">first flagship Hilton property in the Maldives</a> to the <a href="https://stories.hilton.com/releases/hampton-by-hilton-debuts-in-the-latvian-capital">first Hampton by Hilton in Latvia</a> to the <a href="https://stories.hilton.com/releases/conrad-los-angeles-opens-the-grand-la-downtown-luxury-hotel">first Conrad in Los Angeles</a>, the company has continued to blaze a trail of innovation with hospitality.

As Hilton prepares to reach its latest global growth milestone, Stories from Hilton caught up with <a href="https://stories.hilton.com/bio/kevin-jacobs">Kevin Jacobs</a>, CFO and president, global development.

Why is the 7,000th hotel milestone significant?

Hilton was founded upon the premise that travel can make the world a better place. We believe the desire to travel, experience new cultures and connect with others is core to the human experience. As we continue to grow, so does our impact around the world. Reaching 7,000 hotels worldwide demonstrates the scale of destination options for our guests and the positive influence Hilton has had on the communities where we operate.

Kevin Jacobs

As we continue to grow, so does our impact around the world. Reaching 7,000 hotels worldwide demonstrates the scale of destination options for our guests and the positive influence Hilton has had on the communities where we operate.

Chief Financial Officer and President, Global Development, Hilton

What impact did the pandemic have on development and did Hilton see any slowdown in signings?

At its onset in 2020, the pandemic did slow development. But as we have emerged from the challenges of the last couple of years, recovery in growth has been strong. Prior to the pandemic, our net unit growth was around 6% to 7% annually, and we have continued growth in recent years at above 5%, which is a testament to the strength and value of our brands, network, and business model. As we reported in our first-quarter earnings this year, we’re confident that we will return to that pre-pandemic growth rate over the next few years.&nbsp;

We continue to lead the industry in new development signings because owners and developers recognize the power of our growing network of properties across a range of award-winning brands. They also appreciate our continued investment in new technologies to enhance the stay experience, and, of course, the loyalty of our 133 million <a href="https://www.hilton.com/en/hilton-honors/" target="_blank" rel="noreferrer noopener">Hilton Honors members</a> who are always looking to travel.&nbsp;

Speaking of growth – Hilton has long touted its commitment to organic growth, building brands from scratch. Can you explain the benefit of this strategy over acquisitions?

We strive to be the top choice for owners and developers as they grow their portfolios. Our continued commitment to driving industry-leading premiums among the brands we have developed in-house allows us to meet ever-changing guest needs and gives us a competitive advantage.&nbsp;

Our teams are great at building brands. We are fortunate to have a diverse portfolio of hotel offerings that span the market across multiple segments and price points, and we have had great success growing organically. We view acquisitions through a financial and strategic lens, and we have not seen anything that makes sense for us.&nbsp;

How do you decide where, when and what brand is most appropriate for a new hotel development?&nbsp;&nbsp;

There are many factors that go into where and when we open a hotel. We work closely with our partners to assess the market’s travel demand, competitive set, and community before we agree to put our flag on a property. Our goal is to serve our guests anywhere they want to be for any stay occasion. Whether our guests are staying at a <a href="https://stories.hilton.com/brands/tru-by-hilton">Tru by Hilton</a>, <a href="https://stories.hilton.com/brands/doubletree-by-hilton">DoubleTree by Hilton</a> or <a href="https://stories.hilton.com/brands/waldorf-astoria">Waldorf Astoria</a> property, we aim to deliver the stay experience that fits their preferences.&nbsp;

Which region(s) and brand(s) are seeing the biggest growth lately?

We’re growing everywhere, which is exciting. In the United States – where we’ve operated the longest – we continue to see growth opportunities, especially in secondary markets where we don’t yet have a presence. We have also introduced new brand offerings in the U.S. and around the world to meet changing traveler preferences. Newer brands like <a href="https://stories.hilton.com/apac/brands/motto-by-hilton">Motto by Hilton</a>, <a href="https://stories.hilton.com/apac/brands/canopy-by-hilton">Canopy by Hilton</a> and <a href="https://stories.hilton.com/apac/brands/tempo-by-hilton">Tempo by Hilton</a> are examples of lifestyle concepts that are gaining traction with owners and driving new growth in established markets.

Outside of the U.S., our growth remains strong, representing more than half of our total development pipeline. Asia Pacific represents a significant opportunity with its growing economy and rising middle class. Last quarter alone, we celebrated the 50th <a href="https://stories.hilton.com/releases/hilton-garden-inn-opens-50th-asia-pacific-site">Hilton Garden Inn in Asia Pacific</a> and opened our largest hotel in the region with the beautiful 1,080-room <a href="https://stories.hilton.com/apac/releases/largest-hilton-hotel-in-asia-pacific-debuts">Hilton Singapore Orchard</a>. With an increase in domestic demand and inbound international travel, the Middle East, Africa and South America also present opportunities to expand moving forward.&nbsp;

What are some of the hurdles – such as labor shortages or inflation – your development teams are facing?

It’s been widely discussed that construction of new hotels has been impacted by labor shortages and rising costs over the last couple of years, however we are seeing improvement in some of these areas. Additionally, signings are up year-over-year indicating continued interest in our brands. This robust increase gives us confidence that we’ll soon be back to pre-pandemic new hotel builds.

In addition to new development, we also benefit from conversions. We increased conversion signings 15% last quarter, representing nearly 20% of all our new hotel signings. The nice thing about our Collection brands – <a href="https://stories.hilton.com/apac/brands/lxr-hotels">LXR</a>, <a href="https://stories.hilton.com/apac/brands/curio-collection">Curio</a> and <a href="https://stories.hilton.com/apac/brands/tapestry-collection">Tapestry</a> - is that they’re great options for unique, independent properties that could benefit from joining the Hilton family and introducing themselves to our wide range of loyal guests.&nbsp;

What are you hearing from hotel owners in terms of new investments and developments as we emerge from the pandemic but remain in a challenging economic environment?

I speak with our owners regularly and they continue to monitor changes in the macro-environment, including interest rates, labor and supply chain challenges. However, they also recognize the opportunities to grow with Hilton, which is evidenced by our increasing signings and the strength of our pipeline. Alongside our owners and developers, we are running the business for the long term and are confident that we are well-positioned to continue driving value for all our stakeholders.

Time to get out your crystal ball. What’s the future of hospitality and development look like?

I think you’re going to see greater use of technology to enhance the stay experience and free up resources for our team members to do what we do best at Hilton: serve people with amazing hospitality and service. Tools like <a href="https://stories.hilton.com/apac/releases/hilton-debuts-industry-leading-tech-enhancements">Digital Key or Connected Room</a> are just two examples of how we’ve led the industry in this space. Hospitality has been around a long time, and travel is core to the human experience. We look forward to driving Hilton forward and celebrating many more development milestones in the years to come.

So, how long until we can talk about opening Hilton’s 10,000th hotel?

While we don’t provide guidance at that level on our development pipeline, we have been opening a hotel a day around the world for some time. At that pace, we could be talking about 10,000 hotels pretty soon! That’s great news for our owners and developers, but even more so for our guests who will continue to benefit from a wider range of places to stay and enjoy Hilton hospitality around the world.

Kevin-Jacobs-Hilton - Stories From Hilton - APAC

Kevin Jacobs, Hilton CFO & president, global development, discusses the opening of its 7,000th hotel worldwide.

Q&A: Hilton CFO on 7,000 Hotels, Continued Growth, and More Milestones

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Q&#038;A: Kevin Jacobs on 7,000 Hotels, Continued Growth, and More Milestones

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Trends Report Summer Press Release - Stories From Hilton - APAC

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