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Hilton tells its guests to 'expect better' from hotels

It's not a gimmick - there are tangible benefits

By Peter Clark, Marketing Factbook


After questioning thousands of travellers in the US and other countries, Hilton found that many travellers have been conditioned to expect less and less of the hotels they stay at, and to approach holiday planning with an unwelcome degree of skepticism. So, using humour, consumer insights, and the multi-generational appeal of celebrity Anna Kendrick, the company has launched an 'Expect Better' campaign to address the frustrations consumers say they face when booking hotel stays.

With the Expect Better, Expect Hilton campaign, the company is taking a stand for consumers who want more flexibility, better perks and better on-property experiences, all with a reassurance that they are still getting the best price possible.

The promise behind Expect Better includes a Price Match Guarantee for guests who book at, through the Hilton Honors app, or through any other official Hilton channels. If a traveler finds a lower rate, Hilton will match the price and then discount the stay by a further 25%. By booking as a Hilton Honors member, guests will also receive Hilton Honors points and perks that can be redeemed for other experiences before, during and after their stay.

"We feel strongly that our job of taking care of guests starts the moment they decide to travel," said Jon Witter, 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."

Perks available to all members of Hilton Honors, Hilton's free-to-join loyalty program, include:

  • Honors Discount
    Members qualify for an additional discount on all 5,400-plus Hilton hotels across the collection of 14 Hilton brands when they book directly on or on the Hilton Honors app.
  • Points Towards Free Nights
    Members can earn Points for every night they stay.
  • Choose Your Room and Digital Key
    Through the Hilton Honors app, members can pre-select their room from a digital floorplan, download a digital key before arriving and unlock their room with their smartphone at select properties.
  • Order Ahead
    Members can use 'Order Ahead' on the Hilton Honors app to order extra pillows or a favorite snack for their room prior to arrival.
  • Exclusive Offers
    Hilton reserves special offers and promotions exclusively for members, accessible through the Hilton Honors Experiences Platform. There, members can bid on private concerts with their favorite artists, customized experiences with celebrities and all-access tickets to must-see concerts, sporting events, amazing culinary events and more.
  • Free Wi-Fi
    Members receive free in-room and lobby Standard Wi-Fi during stays.

To illustrate that travelers should expect better, Hilton is introducing its first celebrity talent to help amplify the message. Anna Kendrick appears in the campaign encompassing TV ads, six-second videos, radio spots and other digital content that encourages travelers to 'Expect Better' from their travel experiences.

"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," said Chris Silcock, Chief Commercial Officer at Hilton.

For more information, visit
Source: Hilton
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