The print campaign, with four executions, is headlined "What gets you going?" and offers four answers.
One ad shows an older couple, and their possible answers: "chasing grandchildren"; "straying from the itinerary"; "family reunions"; and "chasing great grandchildren." Other ads show a woman at a hotel, two men playing billiards and a woman shopping.
All ads are tagged "Whatever it takes to get you going, we'll take care of you once you get there." Each ad mentions company's brands, ranging from the high-end Hilton Hotel to the mid-scale Hampton Inn.
Ads break in USA Today Thursday with other executions running in People magazine and The Wall Street Journal.
The campaign is from Hilton's agency of record, Interpublic Group of Cos.' Foote, Cone & Belding Southern California, Irvine.