Expect Better, Expect Hilton: Campaign Strengthens Commitment to China Market

SHANGHAI and MCLEAN, Va. - Hilton has debuted the campaign “Expect Better, Expect Hilton” in China. Chinese consumers nowadays expect to solve most of their living demands on mobile devices and get digital support across various life scenarios. The campaign encourages Chinese consumers to gain lightning-fast services, great value, and a positive experience when booking through Hilton’s official digital channels, including the Chinese Hilton Honors iOS and Android Apps, the WeChat Mini Program and the official Hilton website.

“As one of the leading hospitality companies, Hilton has made significant investments in digitalization and technology to deepen relationships with our customers and deliver better guest experiences right from the moment they decide to travel,” said Qian Jin, area president for Greater China and Mongolia, Hilton. “This strategic move empowers consumers in China and beyond to enjoy better flexibility and perks as well as seamless bookings and stays.” 

To illustrate the company’s commitment to make travel better, “Expect Better, Expect Hilton” campaign promises that customers can enjoy extensive benefits across its portfolio of 17 brands when booking directly on Hilton’s official channels, including:

• Authentic Pricing: All bookings through Hilton’s official channels are guaranteed an authoritative price. To ensure loyal customers enjoy a price advantage, an additional two-to-five-percent discount is offered to Hilton Honors members when booking hotels on the Chinese Hilton Honors iOS and Android Apps and WeChat Mini Program.
• Easier Check-in: The check-in process is personalized and simplified. Hilton Honors members can gain access to exclusive express check-in services.
• Greater Flexibility: Chinese Apps and WeChat Mini Programs enable easier cancellation and offer a wider range of rate types.
• Earn Points Faster and Enjoy More Ways to Redeem: Hilton Honors members can accrue Points faster when booking direct, which can be used towards a wide array of offers, including free nights and on-property rewards, as well as exclusive experiences through the Hilton Honors Experiences platform, where members can bid on one-of-a-kind experiences, such as special access to must-see concerts, sporting events, amazing culinary experiences and more.

Since China is one of the top priorities in Hilton’s global market strategy, Hilton’s investments into digitalization in China underpin the company’s commitment to identifying consumer needs so that it truly can make travel better. Hilton continues to innovate to directly address today’s Chinese guest preferences, including digital booking and shopping, like the ability to order in-room service through the WeChat Mini Program. For added convenience, WeChat Pay, one of China’s most popular payment methods, is embedded in the WeChat Mini Program for selected hotels. The guest experience has been enhanced as well with functions such as requesting a digital invoice and exploring local culture before arrival to get the most out of their stay. These customizations specifically localized for Chinese consumers will upgrade their travel experiences significantly. 

The campaign, encompassing videos and other digital content, has been launched across Hilton’s owned digital channels, including its WeChat Mini Program, Chinese Hilton Honors iOS and Android Apps and official website. It will also be distributed on multiple channels in Greater China, including authoritative news websites, social media, print media, broadcast TV and online TV platforms. 

The campaign is fronted by award-winning actress-singer Stephy Qi, a passionate traveler and proud mother of a four-year-old daughter, who is known amongst fans for her ability to create work-life balance. The famed star explained, “When planning my trips, there are times I feel stressed and worried about not getting valuable deals and benefits. The beauty of this Hilton initiative is that customers can have peace of mind when booking their stays, focus on the purpose of their travel and get rewarded in the process. As someone who has a hectic schedule and travels extensively for business and leisure, it is very important to me that my bookings are more flexible." 

“Given her multi-generational appeal and influence, personal experiences and warm personality, Stephy Qi’s resonance with potential and existing guests makes her a perfect fit as Hilton’s first brand ambassador in Greater China. Her ability to balance responsibilities at work and at home, all while on the go, reaffirms the commitment for us to make travel as seamless as possible for our guests,” said Wendy Huang, senior vice president and commercial director of Greater China and Mongolia, Hilton. “We know that our guests work hard to afford the experience of travel, and the last thing they should do is question whether or not they’re getting great value. Through this campaign, Hilton is standing up for travelers who have been conditioned to expect less from travel planning. We want to guide travelers to enjoy a price advantage and the perks available to them, as Hilton is committed to better travel experiences.”

The campaign marks a new chapter of elevated services that address the real needs of Chinese travelers. Since it began rapid market expansion in 2017, Hilton has achieved an annual growth rate of more than 50 percent in Greater China. The market is a top priority in Hilton’s global strategic development, where it operates 208 hotels with 438 properties in the pipeline and will continue to introduce innovative offerings to meet the evolving needs of China’s growing tourism market. 

Guests can book their stays directly with Hilton through the Chinese Hilton Honors App, WeChat Mini Program or official Hilton websites. To learn more, visit www.hilton.com.cn or scan the QR codes.