DUBAI, UAE - Meaningful service and a fuss-free family stay were identified as some of the biggest considerations for guests in the Middle East when booking a hotel. These are the elements highlighted by Hilton in their latest marketing campaign in partnership with TBWARAAD. The new Middle East ad campaign builds off the global brand platform, which puts the hotels back into hotel marketing.
“Hilton. For the Stay” places the stay front and centre, elevating its role and importance at a time when accommodation advertising is a sea of sameness. To stand out against this backdrop, Hilton is highlighting the benefits that make its guests feel cared for – with hospitable service, Confirmed Connecting Rooms and smooth check-in via Digital Key available through the Hilton Honors app.
Hilton launched its hero TV campaign based on consumer research in the Middle East, which found access to meaningful products and services that allow UAE and KSA national and expat families to spend quality time together were some the biggest consideration drivers to book a hotel stay.
In the hero TV campaign, ‘Infinite Table’, a family is seated at a very long formal dining table with the mother and father sat at opposite ends and the kids in the middle, all confused about the table setup with an extensive variety of elaborate cutlery. The family is clearly uncomfortable about the incredibly formal dining setting. When the daughter loudly asks her mother to pass the bread, after being shushed, the waiter places it on a mini conveyor belt, which then delivers it with a buzzing noise. The action then flips to a contemporary Hilton restaurant, where the family is welcomed by a Hilton team member and takes a seat at a tastefully decorated cosy table where they are able to reach and hear each other comfortably. The voiceover says: “When you prefer meaningful experiences over stuffy service, it matters where you stay.”
This ad will run in rotation with two spots created by TBWARAAD. ‘Shining Gold’ – which puts a spotlight on how Hilton’s Digital Key offers guests a smooth check-in experience for their holiday.
And ‘Far, Far Away’ – which shows how Hilton resolves the tension around not knowing if the rooms are connected until check-in thanks to Confirmed Connecting Rooms – an industry-first feature.
The work will be backed by a host of TV and social ads.
Gurmej Bahia, vice president, marketing and loyalty international, Hilton, said, “This new direction was born from the insight that the hospitality industry has become almost entirely focused on the destination, not the stay itself. The overused destinations, cliché walks on the beach and generic descriptions of travel led us to want to remind guests that at the heart of a great trip is a great stay – and at Hilton, it’s all about the stay.”
Reda Raad, group CEO, TBWARAAD said, “We are happy to partner with Hilton for the launch of their new platform. In today’s ever-evolving marketing landscape, the only brands that are able to stand out and make a difference are the ones that are offering unique and meaningful experiences, and Hilton is one of them. The brand’s latest campaign highlights the crucial elements that are at the heart of every great stay: Genuine warmth and hospitality.”
The ads showcase Hilton’s point of difference, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service to the choices available in the Hilton Honors app to personalise a stay. Hilton also offers Confirmed Connecting Rooms, an industry first, where guests will have peace of mind knowing everyone in their group will be together in connecting rooms. The days of waiting until check-in to confirm are over.
More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at stories.hilton.com/forthestay. To start planning for future stays and earn exclusive perks, visit Hilton.com and sign up for Hilton Honors – it’s free and easy to join.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 26 world-class brands comprising more than 9,100 properties and over 1.3 million rooms, in 143 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 243 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.
About Hilton Honors
Hilton Honors is the award-winning guest loyalty program for Hilton’s world-class brands comprising 9,100 properties in 143 countries and territories, with more than 243 million members. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits – from the Points & Money slider and exclusive member discounts to no blackout dates and the Fifth Night Free perk on reward stays booked with all Points. Members can earn and redeem Points for free nights, purchases on Amazon, exclusive experiences and charitable contributions, including through select co-branded credit cards. Members also have access to contactless technology exclusively through the industry-leading Hilton Honors app, where they can check in, choose and access their room using Digital Key. The next evolution of the Hilton Honors program makes earning elite status even more achievable and rewarding and includes the introduction of the new Diamond Reserve tier. Hilton Honors is free to join, and travelers can enroll online at hiltonhonors.com. Learn more about the program at stories.hilton.com/hiltonhonors, and follow Hilton Honors on Facebook, X and Instagram.
About TBWA\RAAD
TBWA\RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. TBWA is The Disruption® Company. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named the Middle East’s Most Innovative Company in Advertising in 2022 by Fast Company Middle East, one of the World's Most Innovative Companies by Fast Company in 2022, 2021, 2020 and 2019, and Adweek's 2022 and 2018 Global Agency of the Year, we are a creative company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our regional clients include: Abu Dhabi Investment Office, Apple, AWR Rostomani Arabian Automobiles, CNN, Daikin, du, Essence, Gatorade, Henkel, Hilton, Hub71, Injazat, KFC, Max Fashion, Meta, NEOM, Nissan, Pepsico, Pfizer, Philips, Sheikh Shakhbout Medical City (SSMC)/Mayo Clinic, Standard Chartered, UAE Government Media Office. Follow us on Instagram and Twitter and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC).