Brand Watch: Hilton Worldwide
This past March, Martin Rinck, Asia-Pacific President of Hilton Worldwide Holdings Inc., announced that over 75% of Hilton's new hotels planned for Asia will be built in China. In response to rising wealth and domestic travel, the move will nearly triple the number of Hilton hotels currently in China.
Hilton Worldwide is the biggest global hotel chain by number of rooms, with presence across 100 countries. Earlier this year, Hilton launched its largest advertising campaign ever with "Stop Clicking Around," which Hilton brand marketer Yasmin Elgibali spoke about in a recent interview with MediaVillage.
As consumers gear up for summer travel planning whether in the US or abroad, we collected all the need-to-know stats and figures on Hilton's ad spend.
- In 2015, Hilton Hotels & Resorts spent just about $50MM in total US advertising with the largest percentage of budget going towards legacy print media.
- Last summer, Omnicom's GSD&M picked up traditional and creative duties for Hilton Hotels & Resorts becoming responsible for that brand and the Hilton Worldwide portfolio of brands.
- Other Hilton Worldwide brands include Hampton Inn, Embassy Suites, Hilton Garden Inn and luxury brand Waldorf-Astoria. Of these four, Hampton Inn spent the most in measured media in 2015.
As Hilton Worldwide grows its international footprint, will it also grow its ad budgets? Will the hospitality industry thrive in H2 2016 or fall victim to international travel concerns? Either way, media sellers and agencies should be in the know.
Get profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidential.com. The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated bloggers.
