"Demographics are dead," Stuart Foster, VP/Global Brand Marketing at Hilton, warned his fellow marketers at ad:tech New York 2017.
The terminal decline of this established marketing strategy – which sorts people into groups based on their age, income, household size, and so on – has resulted, in part, from the advent of digital insights that provide a rich, granular view of prospective guests for the hotel chains under Foster's guardianship: Namely, Hilton Hotels & Resorts, DoubleTree by Hilton, Curio Collection by Hilton, and Tapestry Collection by Hilton.
In highlighting the limitations associated with this marketing technique, Foster outlined "the Hilton...