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.
TRAVEL TECHNOLOGY,DESTINATION AND TOURISM
SugarCRM and ResPax | August 26, 2022
SugarCRM, provider of the award-winning AI-driven CRM platform and ResPax, a leading tour reservation system provider with thousands of customers worldwide reaching millions of travelers globally, today announced a strategic partnership offering the first fully integrated CRM and tour booking platform for the travel and tourism industry.The goals of the partnership are to help fuel travel and tourism industry growth through cutting-edge tools to scale operations, turbocharge visitor numbers, boost customer experience and loyalty, enhance job creation and drive revenues.
With this powerful combination of technology, operators can achieve the benefits of a holistic view of customers, tight data integration and collaboration, and enhanced customer insights fueled by AI.
The SugarCRM and ResPax partnership provides travel and tourism operators with world-class innovative technologies to streamline business operations, gain an enhanced understanding of visitor needs and preferences, provide a high-definition customer experience, and stay on top of shifting consumer habits and preferences.The combined offering will help travel and tourism operators to:
Minimize busy work and enable tour operators to serve and target customers more efficiently;
Remove roadblocks and accelerate customer engagement by enabling tour operators to perform preference-based targeting and gain a data-driven deeper understanding of customer needs and preferences to create highly personalized offers; and,
Minimize blind spots and optimize customer journeys and user engagement, translating into better user experience, and improved brand loyalty and cross-selling and upselling opportunities.
“The customer experience is at the beating heart of the travel and tourism industry,Together, ResPax and SugarCRM are making the hard things easier for tour operators and their guests by streamlining processes and engagement to help the tourism industry rebuild and embrace a period of new growth.
-Craig Charlton, CEO, SugarCRM
We are pleased to partner with ResPax, a well-respected company with deep roots and expertise in the travel and tourism sector to deliver a purpose-built solution to help tourism operators make the most of every interaction, to rebound following years of pandemic lockdowns, he said.
“We are delighted to partner with SugarCRM, to bring the power of the company’s AI powered CRM to tour operators, ResPax and SugarCRM are both innovators and leaders in their respective fields and together we will provide an unparalleled experience for operators and guests. Tour operators can now revolutionize the guest experience and build even stronger and more profitable relationships, using rich customer insights to create unique experiences that resonate with clients.”
-Tony Bridgewater, ResPax CEO
SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes the hard things easier Thousands of companies in over 120 countries rely on Sugar to achieve high-definition CX by letting the platform do the work. Headquartered in Silicon Valley, Sugar is backed by Accel-KKR. For more information about SugarCRM, visit: www.sugarcrm.com.
Since 1999, the team at ResPax has been developing enterprise-grade reservation software for leading brands, small operators, and forward-looking organizations in Asia Pacific, Europe, and the U.S. ResPax streamlines tourism operations, giving customers a single workflow to manage all their operations with online bookings, channel manager and enterprise-grade reservations system, so tour operators and travel agents can spend more time growing their business. ResPax is a leading tour reservation system provider that reaches millions of travelers globally, from small day tour operators to large multinational operators.Trinity Software Australia (ResPax) is a private company based in Cairns Australia.
AIRLINES AND AIRPORTS
Vietnam Airlines | September 06, 2022
Sabre Corporation (NASDAQ: SABR), a leading software and technology provider that powers the global travel industry, today announced an extended distribution agreement with Vietnamese flag carrier Vietnam Airlines. The new deal means that Vietnam Airlines will continue to distribute its content to the large network of travel agents through Sabre’s extensive travel marketplace.
The agreement further strengthens Sabre’s presence in the Vietnam aviation marketplace and the relationship between Sabre and Vietnam Airlines. In addition to Sabre’s Global Distribution system (GDS), the Hanoi-based carrier also uses a comprehensive suite of SabreSonic Passenger Service System (PSS) technology including reservation and ticketing, inventory and departure control solutions. Vietnam Airlines also leverages Sabre’s Revenue Optimizer to maximize revenue using near-real time network partner and comprehensive passenger revenue performance data as well as further Sabre solutions to enable the carrier to provide travelers with a premium personalized experience.
“The aviation industry has evolved rapidly in recent years, and we highly appreciate Sabre’s wide-ranging, robust, scalable technological solutions for having brought significant value to Vietnam Airlines. Sabre’s robust global marketplace has supported Vietnam Airlines efficiently in reaching travelers worldwide following the easing of travel restrictions in Vietnam, We also appreciate the commitment of Sabre in supporting the recovery and growth of Vietnam Airlines as well as the Vietnam travel industry during and after Covid-19 pandemic. Today, we’re very happy to reaffirm our long-standing partnership that our two corporations have enjoyed for over a decade, and look forward to new successes in the future.”
-Le Hong Ha, CEO, Vietnam Airlines.
The expanded distribution agreement between Sabre and Vietnam Airlines was signed between Mr. Trinh Ngoc Thanh, Vietnam Airlines’ Executive Vice President and Sabre’s Vice President, Regional General Manager, Asia Pacific, Travel Solutions Agency Sales, Mr. Rakesh Narayanan at Vietnam Airlines’ headquarters in Hanoi.
Operating across dozens of domestic and international destinations, Vietnam Airlines continues to ramp up operations following the re-opening of Vietnam’s borders to international travelers earlier this year. The carrier is playing a key role in Vietnam’s aim to push tourist arrivals to five million this year, including attracting tourists from key markets including India, the US, Europe and the Middle East.
“The fact that we’re able to be in Vietnam to meet our valued partners at Vietnam Airlines and sign this agreement in person is testament to the strong recovery we are seeing across all sectors of the travel industry, This agreement demonstrates our clear commitment to supporting the rapid recovery and future growth of the Vietnam travel industry. We’re excited that Sabre will continue to bring significant value to Vietnam Airlines at this critical time for Vietnam’s aviation market and we look forward to continuing to enable the carrier to connect the world to some of Asia’s most exciting destinations.”
-Sean Menke, Chair of the Board and CEO, Sabre.
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 Vietnam Airlines
Vietnam Airlines – a member of SkyTeam Alliance – is the flag carrier of Vietnam and the major carrier in South East Asia. Vietnam Airlines provides air transport services on over 100 routes to more than 20 domestic and 30 international destinations. Operating a modern fleet of more than 100 aircraft, Vietnam Airlines is the first airline in Asia-Pacific to simultaneously operate modern, wide-body aircraft Boeing 787 and Airbus A350. Vietnam Airlines takes great pride in offering its passengers consistent on-time-performance, absolute safety, high quality services embedded with Vietnamese cultural identity. Vietnam Airlines has maintained Skytrax’s 4-star service quality for years and is gradually upgrading to 5-star standard.