Last week, Hilton extended their Stay Hilton, Go Everywhere campaign with what the hotelier calls the world’s first “iAd interactive” extension for Apple devices. The strategy is pretty simple, take Hilton’s already successful marketing campaign and evangelize it across Apple platforms already adopted by tens of millions. Whether or not Hilton’s so called iAd is a first of its kind or not, the digital engagement is brilliant.
It's Summer - want to find the right pool to cool in? Hilton thought of it
One look at the stunning graphics and other elements of Hilton’s Go Everywhere outreach shows the company’s marketing team know their stuff (and we should know). iAd, Apple’s mobile advertising network, touches so many millions, and particularly across the travel spectrum. According to Hilton’s news, those millions can now access and take advantage of Hilton’s offerings via their iPhone, iPad and iPod devices. A “no brainer” for sure, but then there is the reality of Hilton’s engagement – the two way street of social media interaction – my “do you speak it?” dogma in force. The video below illustrates a bit of what I am talking about. Hilton is not just thinking about broadcasting via media channels, they’re thinking about quality.
Virtual vacations, that’s what Argo Travel and now Hilton is talking about. The 21st Century vacationer will be all about trusting his or her own eyes and ears in order to pick and choose the best deals etc. Core navigation tools on iPhone and other devices, along with the latest technologies (even Google Hotel Finder for Android, who knows) – and my tech friends will see the point. Put all Hilton’s initiatives together, and this new Apple conduit they have created looms more significantly.
Showing off your own properties, the people behind them, and even more importantly the sites and sounds surrounding those properties (the destinations themselves) is where it’s at. And from the looks of Hilton’s initiatives? Well, Hilton never was cheap, and spending cash to make more cash is just good business. Dave Horton, global head, Hilton Hotels & Resorts, had this to say about the new tool:
“We continue to leverage the latest technologies to share the Hilton story with today’s tech-savvy travelers. This iAd reflects the entrepreneurial spirit of our brand as one that ventures beyond the norm to ensure it stays as relevant today as when it was first created.”
Everyone out there is coming out with their own variant of the now commonplace iPhone app, some later than others. The point here for Hilton is not an application, but the idea behind it, showing off Hilton properties while adding value for guests (even before they are guests). The app is not so cutting edge, as Hilton’s continued engagement via social channels. On a final note, the reason I covered this story was because Hilton’s peeps are so wired. What do I mean? Listening is the biggest factor in social media engagement for any company – put simply, Hilton’s staff is listening on the channels, where many other companies are paying lip service. So who will win out selling hotel rooms?
Who is covering Eastern Europe? Hilton is for one - think markets
More later on giant hotels and if and when they listen to you. For now, we suggest you download Hilton’s app and preview your next worldwide destination accommodation. See what you get when you listen corporate travel & leisure gurus? For more information about the iAd, or Hilton Hotels news, please contact John Forrest Ales, Hilton Hotels & Resorts at + 1 703 883 5212, or via email at: johnforrest.ales@hilton.com. We also reccommend reading VR Zone’s article about this new development.
Listen, respond, reciprocate, join the conversation.
Hilton listening - not broadcasting