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

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.