A-List & Creativity Awards

How Hilton took on Airbnb and other competitors with its ‘For the Stay’ rebrand

The campaign distanced Hilton from the travel pack. (Hilton)
April 25, 2023 03:00 AM

In an era when so many travel brands feature pristine beaches, soaring mountaintops and other glorious destinations, Hilton got real with its first-ever global marketing platform. The effort, called “Hilton. For the Stay,” successfully differentiated the more than 100-year-old chain from a slew of new competitors—including Airbnb—by spotlighting tangible features, such as connected hotel rooms.

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