The campaign will span across Hilton’s marketing channels, with a focus on TV, audio and social media. Spots will air on both linear and connected TV, and Paris will play a “large role” on social media, according to Weinstein. Hilton plans to “show up” in several social media conversations around home-sharing or other travel topics, he said, noting that the campaign will include more TV spots in the future.
“This is only the beginning,” said Nancy Reyes, CEO of TBWA\Chiat\Day New York.
The campaign “is less to me about [media] channels and more about the niche content,” Weinstein said, though he did note that Hilton is exploring the metaverse as a marketing strategy as well.
This is the hotel chain’s largest effort, in terms of size and influence, since its 2016 push urging customers to “book direct,” according to a spokeswoman. At that time, Hilton was one of the earliest chains to encourage booking on its own site rather than through online travel agencies, as a way of gathering critical consumer data in order to offer a more personalized travel experience for customers.
After the hit from the pandemic, the travel industry is still maintaining its comeback, despite the high cost of gasoline and an increase in flight delays and cancelations. Hilton has seen its summer business activity exceed that of 2019, Weinstein said. First-quarter revenue jumped to $1.72 billion, nearly double that of the year-earlier period, alongside net income of $211 million following a year-earlier loss of $109 million.
“We are seeing all signs point to record level of travel that is not easing up,” Weinstein said.