| Story | Success Metrics, Key Learnings & Program Features: · Hilton is refreshing its approach to reaching younger audiences. Hilton is evolving the campaign to reach more consumers where they get their news and travel inspiration – especially younger consumers – with new kinds of ad units such as Pinterest. Hilton is also producing creative for social networks such as Snapchat and Instagram Stories, pivoting from short-form video shared uniformly across platforms to platform-specific content for each destination. · Hilton has seen strong success metrics showing that the message is resonating with key audiences. o Booking intent has increased nearly 10 percent among people who would normally book through third-party travel companies. o Recent data also show a significant increase in consumer perception that they are getting the best price when they book direct with Hilton. o The hospitality company has seen a significant uptick in new guests who have not previously stayed with the brand · A higher percentage of guests are booking directly with Hilton.The campaign is working, generating an increased consideration of the brand, an uptick in direct bookings and successfully attracting new audiences. o Additionally, its message is resonating with younger consumers, specifically millennials and Generation Z, where Hilton has also seen a 24 percent increase in leisure consideration among consumers ages 18 to 34 o As a result of the campaign, Hilton has seen double-digit growth in brand consideration among leisure travelers who saw the TV ads. o Since the initial launch, Hilton has heard feedback that guests reported feeling more at ease after booking directly through Hilton. · During the past year, Hilton has seen the number of Hilton Honors members rise sharply. o The Hilton Honors rewards program has grown to more than 94 million members, a 20 percent increase over the previous year. · Hilton continues to encourage guests to expect better through the Price Match Guarantee & Industry-Leading Perks and Experiences through Hilton Honors. o Hilton continues to add reassurance to the travel experience. If a traveler finds a lower rate, Hilton will match the price and then discount the amount by 25 percent if booked through an official Hilton channel. o Honors Discount: Members qualify for an additional discount on all of the nearly 5,900 Hilton hotels across the collection of 17 Hilton brands when they book directly on Hilton.com or on the Hilton Honors app. o Choose Your Room and Digital Key: Through the Hilton Honors app, members can pre-select their room from a digital floorplan, download a digital key before arriving and unlock their room with their smartphone at select properties. o Exclusive Offers: Hilton reserves special offers and promotions exclusively for members accessible through the Hilton Honors auction platform. There, members can bid on private concerts with their favorite artists, customized experiences with celebrities and all-access tickets to must-see concerts, sporting events, amazing culinary events and more. o Free Wi-Fi: Members receive free in-room and lobby Standard Wi-Fi during stays. o Points Towards Free Nights: Members can earn Points for every night they stay. o Order Ahead: Members can use ‘Order Ahead’ on the Hilton Honors app to order extra pillows or a favorite snack for their room prior to arrival. o More Personalization:We’re updating our App and other technology that puts personalization in the palm of guests’ hands. Guests can plan a trip with curated local experiences and recommendations through the newly launched Hilton Explore app feature and continue to have the flexibility to choose and change their room. Connected Room is also continuing to roll out at more hotels this year. |