Hilton has debuted a new campaign featuring Hollywood actress Anna Kendrick, addressing consumers’ frustrations when booking hotel stays.
After asking thousands of travellers from around the world, Hilton has concluded that many travellers are already conditioned to expect less and approach booking with a negative connotation. To correct this mindset, the brand debuted a new campaign starring Anna Kendrick — using humour and consumer insights.
“Expect Better. Expect Hilton”: the new slogan stands for consumers who desire more flexibility, better perks and on-property experiences. All, of course, are achieved with the best price. The campaign debuted during this weekend’s 2018 Ryder Cup on NBC.
“We’re not just a hotel company, we’re a hospitality company”
“At Hilton, we’re not just a hotel company, we’re a hospitality company – and we feel strongly that our job of taking care of guests starts the moment they decide to travel,” said Jon Witter, the chief customer officer at Hilton. “We want our guests to focus on the purpose of their travel, and not be stressed by shopping around for the best price for their hotel or wondering if they’re getting all the possible perks.”
The new Hilton campaign is a promise to consumers to “Expect Better”. It means providing a Price Match Guarantee for guests booking at Hilton.com, the Hilton Honors app, and other Hilton channels. If a traveller finds a lower rate — Hilton will match the price and then discount the stay by 25%.
Perks available to all members of Hilton Honors include: Honors Discount, Points Towards Free Nights, Choose Your Room and Digital Key, Order Ahead, Exclusive Offers and Free Wi-Fi.
“Why not take advantage of all the perks available?”
Chris Silcock, the chief commercial officer at Hilton, said: “We know guests seek the best value in their travel choices, and ‘Expect Better. Expect Hilton.’ is designed to deliver. In the last year, guests who booked their stay through an online travel agent or other travel site missed out on 1.5 million free nights, on top of other benefits they would have received. If you’re already staying with Hilton, why not take advantage of all the perks available?”
Anna Kendrick appears in the campaign encompassing TV ads, six-second videos, radio spots and other digital content that encourages travellers to “Expect Better” from their travel experiences.
“Whether for work or leisure, travel can be stressful,” said Kendrick. “So it’s great to see a company working so hard to make sure that wherever you travel, you can take comfort in getting the best price and tons of perks.”