Hampton by Hilton uncovers and inspires a new type of traveler: The "Seekender"

Hampton by Hilton, a hotel brand, set itself apart from its competition by creating the Seekender campaign in the US, which positioned it as the brand for weekend exploration to connect with a diverse audience.

Campaign details

Advertiser: Hampton by HiltonAgency: rbb Communications

Background

Hampton by Hilton is a brand consumers trust, since it set the standard for universal amenities such as free Wi-Fi and breakfast. Differentiation became more challenging as competitors like Marriott's Courtyard and Fairfield Inn & Suites imitated our offerings. The brand also suffered from a reliance on business travelers who booked Monday-Friday, but left empty rooms on the weekend. Finally, Hampton's target audience spanned multiple generations and ethnicities, making it difficult to target. Reclaiming its roots as an innovator, creating a positioning no other hotel chain could claim,...

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