Hilton Worldwide : 11.26.21Hilton Launches “Travel the World” Campaign Encouraging Travellers to Seek Out International Inspired Experiences Closer to Home

November 26, 2021Asia Pacific

SINGAPORE - This week, Hilton announced "Travel the World," its new marketing campaign inspiring consumers to explore the wonders of their home countries and discover local alternatives that match the experiences at some of their favourite international destinations.

At a time when many travel restrictions remain and international travel is complex to navigate, Hilton understands consumers are eager to explore something new, yet many feel more comfortable travelling closer to home. The new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible.

"This year, Hilton conducted extensive proprietary consumer research in Asia Pacific, and found that on average 34% of families are now more actively looking to book domestic travel versus pre-pandemic¹. We understand there is a significant pent-up demand to travel or reconnect with loved ones, and we continue to adapt to meet the evolving needs of our guests," said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.

"With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travellers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for. Our latest marketing campaign, 'Travel the World,' inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia, and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions," he added.

"Travel the World" highlights the endless options for international-inspired travel accessible from many Hilton hotels in Australia, Japan, Thailand, and Malaysia. There is no shortage of culture, nature, adventure, and food and wine in these countries and the campaign celebrates them all, highlighting the best travel experiences across the region:

• AUSTRALIA: From sipping an espresso in a Melbourne laneway café as if on the streets of Rome, to swapping the vineyards of Bordeaux for the Barossa Valley and its world-renowned shiraz, to experiencing the wildness of Litchfield National Park just outside of Darwin in place of the Amazon or diving the Great Barrier Reef outside of Cairns whilst the Maldives are off the cards.
• JAPAN: From swapping the street foods of Thailand and Vietnam for snacking on takoyaki in Osaka and ramen in Fukuoka, to hitting the slopes of Niseko in place of the mountains in Whistler, Canada or having some retail therapy in Ginza and Shibuya instead of Paris.
• THAILAND: From making the most of Pattaya's vibrant rooftop dining and drinking experiences in place of Singapore and Los Angeles, to exploring the water canals of Bangkok by traditional wooden boat instead of Amsterdam and Venice or escaping to Koh Samui for its while sandy beaches and crystal clear waters while enjoying a meaningful stay scouring the home-grown farm at the resort for your dinner - similarly to Bali.
• MALAYSIA: From swapping the historical sites of Portugal for the beautiful ruins of the Portuguese era in Malacca, to a day trip to the charming French village of Colmar Tropicale just an hour outside of Kuala Lumpur for a French food fix, or a visit to the lush green vistas and relaxing surrounds of Kokol Hills in Kota Kinabalu, Sabah as an alternative to the rice terraces and forests of Ubud in Bali.

Live now until 31 Jan. 2022, "Travel the World" is a predominately digital campaign running across Facebook, Instagram, and YouTube, leveraging a number of digital advertising partners. The campaign includes the innovative use of hyper-personalised, passion-centric videos delivered to dozens of unique audiences in real-time through the power of Google's digital marketing engine. The campaign creative features both social and digital content including videos, social media and display advertising with the creative concept and key assets developed by regional advertising agency KVUR, which is based in Singapore.

^{1 Source: Family Travel Survey in APAC, 5,934 family travellers across APAC interviewed in Jul/Aug 2021}

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,700 properties and more than 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 the 2021 World's Best Workplaces list, and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. In 2020, Hilton CleanStay was introduced, bringing an industry-defining standard of cleanliness to hotels worldwide. Through the award-winning guest loyalty program Hilton Honors, the nearly 123 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 newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

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