COMMERCIAL TRAVEL,HOSPITALITY TRENDS
Hilton | July 27, 2022
Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay.“Hilton. For the Stay” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel.
Hilton is debuting “It Matters Where You Stay,” a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton Team Members around the world today.
In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter.
“Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton, As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.”
-Mark Weinstein, Chief Marketing Officer, Hilton.
Hilton and TBWA\Chiat\Day New York, Hilton’s agency since 2017, used TBWA’s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay.
With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’
“IT MATTERS WHERE YOU STAY” CAMPAIGN
The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more.
In one of the featured TV spots, “Haunted,” the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised.
“Confirmed Together” zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking.
And in “Extra Storage,” Paris Hilton has an innovative solution for her extra luggage.
The campaign includes television, audio, social media, print, out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts & Sciences.
To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay – whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring “Hilton. For the Stay” to life.
“In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own,”
-Amy Ferguson, Chief Creative Officer, TBWA\Chiat\Day New York.
For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. “Hilton. For the Stay” encompasses the brand’s world-class hospitality; from innovations such as Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members and through thoughtful service, proving out that it matters where you stay.
More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at Stories.Hilton.com/ForTheStay. To start planning for future stays and earn exclusive perks, visit Hilton.com and sign up for Hilton Honors – it’s free and easy to join.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising nearly 6,900 properties and nearly 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 133 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
HRS | August 01, 2022
HRS, the leading global corporate travel and payment technology platform, announced the offering of its full range of consulting services to the hotel community in the coming months to support a revitalized corporate lodging ecosystem. Beyond data-driven consultation that reflects the hotel priorities of its corporate clients, HRS automation gives hotel sales teams the ability to access and more efficiently bid for corporate volume – all at a time when more corporate programs are using the RFP process to negotiate not only rates, but other elements vital to business travelers as they get back on the road.HRS, playing its part to facilitate corporate lodging’s recovery, is offering this unique package of localized consulting, unlimited bid refinement and RFP support at no charge to the hotel community. Among its growing client base, HRS works with 35 percent of Fortune 500 companies on their hotel programs.
“It’s a new time for hotel corporate sales leaders. Travel patterns and dynamics are different, as are the definitions of 'travel' and 'workspace' for corporations, With volume rebounding and companies honing in on regional and national projections, married with the reality of diminished resources at many hotels, HRS is stepping up to help facilitate more opportunities for hotels to bid. Our unbiased RFP technology, data-driven analysis, and experts on the ground in key markets stand ready to help relevant hoteliers compete for these room nights.”
-Lukasz Dabrowski, HRS’ senior vice president of global supplier relations.
Optimized Tools Help Hoteliers Analyze & Refine Corporate Volume Bids
HRS technology – with elements built specifically to aid hotels as they contend for corporate volume – is especially helpful for hoteliers at a time when companies are increasing their submission of RFPs and hotel sales teams are being re-built in the wake of the pandemic. In this fluid environment, it allows hoteliers 24x7 access to refine, revise and re-submit bid terms – all at no cost – as appropriate during the negotiation window. Other time-saving highlights include:
Optimized bid submission processes that illustrate the progress towards completion of the submission, mandatory elements, and more
Ability to anonymously view elements of competing hotel bids
Multiple pre-filled fields in RFPs, reducing the time it takes for hoteliers to respond
Simplified user-flow that addresses evolving corporate requests
Efficient avenues to address the convergence of RFPs for different segments
Transformative Attribute-Based Lodging Procurement, as Priorities and Process Have Evolved
As new patterns come to light in the nascent post-pandemic corporate lodging arena, HRS is combining the buying concepts for transient, group, meetings and new Longstay segments to showcase the totality of anticipated client spend. Reflecting the new priorities of corporations – ranging beyond simple rates and amenities – HRS is helping hoteliers align with the most important elements of modern corporate hotel programs. This is particularly vital given the unforeseen elements impacting corporate travel procurement in varying locations, including items such as pandemic outbreaks, political instability, environmental changes and weather-related catastrophes.
The “5S framework,” introduced by HRS in 2021, has proven effective in capturing the evolving scope of new requirements from the vast majority of corporate hotel programs. HRS is educating its hotel partners about the 5S framework and how addressing these elements on an ongoing basis can help hoteliers win more recurring volume. The 5S framework covers:
HRS is committed to working transparently with corporations and hotels to drive more automated, expedient negotiations, concludes Dabrowski. There is no longer a 'RFP Season' per se. Instead, automation is driving shortened four-week cycles that allow corporations to be nimbler and more targeted in their procurement activities all year long. Mix that in with prioritized hygiene and sustainability requirements, and hotels are competing in a totally transformed procurement process.
HRS is reinventing the way businesses and governments work, stay and pay in today’s dynamic global marketplace. HRS’ advanced platform technology is extending its reach beyond hospitality to meetings, office space management, payment efficiency and crisis recovery. Beyond cost savings in the global post-pandemic economy, HRS clients gain from an unrivaled focus on essential aspects including safety, security and satisfaction. HRS is also recognized for its award-winning Green Stay Initiative, technology that helps corporate hotel programs achieve their NetZero targets, and its groundbreaking Crew & Passengers Solution, which leverages automation to elevate experiences for air and rail operations. Founded in 1972, HRS works with 35 percent of the global Fortune 500, as well as the world’s leading hotel chains, regional hospitality groups and payment providers. More information at www.hrs.com/enterprise.
Cain Travel and Sabre | August 05, 2022
Sabre Corporation (NASDAQ: SABR) a leading software and technology provider that powers the global travel industry, announced a new distribution agreement with Cain Travel, a US-based travel agency. This new agreement will enable Cain Travel to complement services to their customers worldwide, drive efficiencies and support their economic growth by leveraging their proprietary technologies along with Sabre's travel marketplace (GDS).
Cain Travel will have access to Sabre's marketplace of more than 400 airlines, 750,000 hotel properties, and hundreds of tour operators, rail, car rental and cruise providers, to sell customized travel packages from suppliers around the world. Additionally, the travel agency will use their proprietary technologies – powered by Sabre API's – along with the reach represented by the Sabre GDS to differentiate its services among their competitors.
"The key reasons Cain Travel chose Sabre were its technology and strategic vision on NDC. We were looking for a travel technology partner that could help us address many aspects of our business – driving revenue, reducing costs, and improving our efficiency, Sabre's technology strategy including its approach to NDC will make it easier for our staff to find the content and personalized offers that our customers expect. We look forward to a successful and bright future with our new partner."
-Michael Cain, President of Cain Travel Group of Boulder
Founded in 1985, Cain Travel is one of the nation's largest independent travel management companies, providing a unique set of travel solutions.
"As the industry continues to recover, travel companies face the challenge of quickly adapting their business to this dynamic market's changing needs and requirements, We are excited to serve as the strategic technology partner for Cain Travel and to bring them onto the Sabre GDS where they will have full access to Sabre's leading technology and broad travel content."
-Andy Finkelstein, senior vice president, Global Agency Sales and Corporate Solutions for Sabre
Today, thousands of agency points of sale are shopping, booking and servicing NDC offers through the Sabre marketplace. Sabre continues to broaden its NDC capabilities, coverage and content from multiple airlines.
About Sabre Corporation
Sabre Corporation is a leading software and technology company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveler experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre's technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit www.sabre.com.
About Cain Travel
The Cain Travel Group of Boulder, Inc. (Cain) is a certified Woman Owned Small Business founded in 1985. Since our inception, Cain has grown to become among the largest privately held TMCs in the country. Cain has achieved this success through a combination of employing extremely experienced and dedicated staff, enjoying unparalleled employee and customer retention rates and conceptualizing, developing and deploying new technologies designed to enhance traveler experience and facilitate the success of travel programs. The Company is based in Boulder, Colorado.