Hilton's 'For the Stay' Campaign: A Powerful Equivalent to the Hotel's Own 'Just Do It'

Hilton's Chief Marketing Officer Mark Weinstein has compared the hotel's "For the Stay" marketing platform to Nike's famous "Just Do It" campaign. The "Hilton. For the Stay" was the hotel company's inaugural global marketing platform, which was released in July. The brand has since aired TV commercials featuring actor Catherine O'Hara, humorous segments with Paris Hilton, and even an amusing 10-minute TikTok video.

"For the Stay" is here to stay for the long haul, according to Weinstein. As the platform embarks on its second year, Weinstein spoke with Hotel Dive about the inspiration behind the latest campaigns, the ups and downs of collaborating with TikTok influencers, and the future direction of the hotel company's marketing efforts in 2024.

This interview has been condensed for clarity and conciseness.

MARK WEINSTEIN: When "Hilton. For the Stay" was launched, I mentioned how the hospitality industry was so saturated with similar marketing campaigns that it was hard to differentiate between them. Travel marketing is relatively straightforward, but promoting a travel brand is much more challenging. The idyllic scenes of beautiful sunsets and inspiring destinations practically sell themselves, but the reality often falls short. It's difficult for customers to overlook the hollowness of these idealized images and suspend their disbelief.

Marketing travel is probably the easiest category in the world. Marketing a travel brand is probably the hardest.

Mark Weinstein

CMO, Hilton

If all hotel companies are promoting the same message about travel without highlighting their unique role, they are missing out on showcasing their individual contribution to the travel experience. "For the Stay" addresses this by focusing on the important role that hotels play in the travel journey, emphasizing their responsibility and impact on the guest's experience at the destination.

Our paid advertising often portrays the realities of travel tension, acknowledging the challenges that come with it. However, upon reaching your destination, Hilton offers a respite from the chaotic world on the move. This has been missing from our storyline - the acknowledgment of the reality of travel. When visiting crowded tourist spots and striving for the perfect selfie, the journey is not always smooth as depicted in advertising. While we cannot change this, we can provide a warm chocolate chip cookie to welcome you back to DoubleTree. We should not pretend that the world is perfect, but strive to create and enable moments of joy.

Hilton achieved TikTok success with a unique 10-minute video. What changes do you need to make to your marketing to accommodate TikTok's format? And why specifically 10 minutes? #HiltonStayFor10 #HiltonForTheStay - Hilton’s 10-Minute Stay

Revised

Initially, as a brand, it can be uncomfortable but ultimately powerful to allow others to tell our story. As a brand marketer, it can be daunting to relinquish control over how we are portrayed. Yet, there is nothing more genuine than someone else sharing their experience. I have confidence in our product and team members, so the exchange of some control for greater authenticity is a worthwhile decision.

We understood the importance of being on the world's fastest-growing social media platform, but something was troubling us. This platform is inherently fast-paced, with people typically watching less than 22 seconds of a piece of content. When TikTok announced that videos could now be up to 10 minutes long, we wondered if we could utilize the best on-the-go platform to discuss the concept that life is too hurried and that we should be rewarded for slowing down.

Losing a lot of control for a lot more authenticity is the right tradeoff.

Mark Weinstein

CMO, Hilton

The video received a great deal of engagement and we took a meta approach, letting everyone know we're in on the joke. We love the concept of using a platform designed for short attention spans to show that powerful things can happen when you choose to stay engaged.

Alongside "For the Stay," there is a parallel platform called "Every Job Makes the Stay," aimed at recruiting team members. Can marketing help address the ongoing staffing challenges faced by hotels?

What truly sets us apart and makes a stay at Hilton meaningful is our exceptional team members. With 460,000 individuals we deeply value, it's surprising that no one is highlighting their importance. We've been promoting the idea that the experience is about the destination, not the hotel - but it is actually about the people who make it special. It's clear to us that the common thread is the people.

One thing that often goes unacknowledged in our industry is the wide range of career opportunities available. Whether you want to be a tax accountant or a marine biologist, there is a place for you in the hospitality industry. So why not pursue your passion and combine it with the hospitality industry, which is the most powerful force for optimism in the world?

Hilton’s 2024 report shows that travelers are prioritizing rest and relaxation in the upcoming year. In response, Hilton has enhanced its luxury brands with Frette sheets and a pillow menu at Conrad. Additionally, the Tempo brand has partnered with Arianna Huffington’s Thrive Global to improve the overall room experience for better sleep.

We aim to provide the best possible environment for rest and relaxation in our hotels, through our products, design, and service. As we enter the second year of the "For the Stay" platform, what are your future plans for this platform?

This is our enduring platform, as long as I am able to guide it. It is our version of "Just Do It." It is our version of "Think Different."

Our current main focus is to find the right partners, storytellers, and creators to help share our story through their authentic perspective. You will increasingly see us empowering others to share their unique experiences of a Hilton stay. What is it like to stay at Hilton from their point of view? And also, what does it mean for someone who travels with a dog constantly, or for a family of five staying in our hotels?

We work with creators who have millions of followers as well as those with tens of thousands, but our goal is to empower everyone to share their genuine Hilton stay experiences - from our influencers and guests to our team members.