Hilton doesn’t want travelers to dwell on all the cancelled plans of 2020, but rather invites them to toast “to new memories”.
The hospitality industry has been one of the hardest hit during the Coronavirus pandemic, but Hilton isn’t letting that get it down. Instead, the hotel brand rolled out its New Memories marketing campaign that connects with consumers through television, digital channels, and social media. The campaign invites homebound travelers to start planning vacations again and feed into the growing hunger for leisure travel amongst Americans. A recent Hilton survey found that travel is the most frequently recalled happy memory for consumers and that 63% of them travel just to make new memories with loved ones. As such, Hilton will channel these consumer preferences into its new campaign commercials, where it depicts moments of reconnection for families at various Hilton hotels. Through the holiday season, Hilton will run a series of commercials that spotlight special memories in the making, such as weddings, family reunions, and trips to the beach. The TV and social media ads could inspire families to plan trips together again, particularly at Hilton hotels and resorts.
By aligning its image as one where families can reconnect and make memories, Hilton could appeal to consumers around the U.S. yearning for both travel and togetherness. Encouraging trip planning for the new year could help Hilton make up for lost sales during the pandemic, and following the below-normal summer travel season. With 39% of survey respondents hoping to travel more than they did pre-pandemic, Hilton’s ads, which show off its various hotel destinations and travel packages, could inspire them to start planning. By tying its marketing strategy to reconnection and relaxation, Hilton could also appeal to consumers who have been mentally drained by the pandemic and are seeking leisurely retreats. Though Hilton, which is ranked first in Gartner’s Digital IQ Index: Luxury Hotels, is promoting its hotels as post-pandemic destinations, it’s still touting its health and safety precautions to those that may travel sooner, including its CleanStay program and flexible reservation policies.
Hilton acknowledges the pandemic has been stressful and offers up trip planning as a potential stress reliever. By reminding travelers of the fun and wholesome memories they can make by staying at its hotels, the hospitality brand could increase favorability with consumers seeking a positive spin on an unpleasant year.