Survey Results Uncover New Traveler Segment
August 18 2015 - 1:36PM
Business Wire
“Seekenders” would choose memorable experiences
over a significant job promotion
A recent survey on behalf of Hilton Worldwide’s (NYSE:HLT)
global brand Hampton by Hilton uncovered a new type of traveler
that has been defined as the “Seekender.” This new group regularly
takes advantage of weekends to spontaneously enjoy new experiences,
with travel being at the top of the list. The study, conducted by
Wakefield Research*, also revealed that Seekenders base their
travel around four main types of activities/passions: food, sports,
music or the great outdoors. Respondents across different
generations also agreed that hitting the road for adventure and
having experiences in life ranks higher than money.
“Knowing that 68 percent of Americans would rather embark on a
bucket list trip than get a big promotion gives a new meaning to
Hampton by Hilton’s We Go Together™ campaign,” said Judy
Christa-Cathey, vice president, focused service brand marketing and
Hampton by Hilton. “We are on a mission to encourage people to go
out, play and seek unique weekend experiences and life ‘firsts’
through new travel adventures.”
Other noteworthy survey result findings include:
- 82 percent of working Americans would
travel for a year without pay if money weren’t a concern
- 49 percent of Americans rank “traveling
to other countries” above buying their dream car
- 51 percent would prefer a trip that
takes them out of their comfort zone
- Nearly one half of respondents agreed
that the best thing about experiencing something new is making a
lifelong memory, followed by sharing it with family and friends,
(28 percent) and discovering something new (22 percent)
“With more than 2,000 properties globally, Hampton by Hilton
makes it easier for passionate Seekenders to fulfill their dreams,”
Christa-Cathey added. “Our great value offering and the signature
100 percent satisfaction guarantee completes the recipe for weekend
happiness.”
As part of Hampton by Hilton’s efforts to inspire Americans to
seize the weekend, the brand is enlisting the Ultimate Seekender
Team. The group of travel savvy influencers will celebrate the
weekend and boldly explore their global neighborhood. Their
adventures, and other surprises, will be captured and shared at
www.HamptonSeekender.com throughout the year beginning Aug. 10.
Launched earlier this year with a series of ads, the We Go
Together™ campaign blends music and emotion to go beyond the
functional benefits of the hotel experience. From jamming out to a
concert with a best friend to reconnecting with loved ones on a
weekend escape, We Go Together™ embodies the spirit of travel and
Hampton by Hilton’s promise to seek out the best moments alongside
its guests. The brand has also partnered with Live Nation® to
encourage concert lovers to seek out their music passions.
Follow the Seekender conversation at www.HamptonSeekender.com
and #WeGoTogether on social media.
* Wakefield surveyed 1,504 adults nationally between July 15 and
July 24, 2015, using an email invitation and online survey, with an
overall margin of error of three percent.
About Hampton by Hilton
An award-winning leader in the mid-priced hotel segment, Hampton
by Hilton, including Hampton Inn by Hilton, Hampton Inn &
Suites by Hilton and Hampton by Hilton, serves value-conscious and
quality-driven travelers with more than 2,050 properties totaling
more than 204,000 rooms in 17 countries and territories. High
quality accommodations and amenities, such as complimentary Wi-Fi,
Hampton’s On the House® hot breakfast, multi-unit Power Cubes and
the brand’s signature Clean and fresh Hampton bed®, contribute to
Hampton by Hilton ranking as a leader in its segment. Hampton by
Hilton Team Members deliver friendly, authentic, caring and
thoughtful service defined as Hamptonality which is backed by the
100% Hampton® Guarantee. Hilton HHonors members who book
directly through preferred Hilton channels have access to benefits
including free standard Wi-Fi, as well as digital
amenities that are available exclusively through the
industry-leading Hilton HHonors app, where HHonors members can
check-in and choose their exact room from a digital floor plan
prior to arrival. For more information about Hampton by Hilton,
visit www.hampton.com or news.hampton.com.
About Hilton Worldwide
Hilton Worldwide (NYSE: HLT) is a leading global hospitality
company, spanning the lodging sector from luxury and full-service
hotels and resorts to extended-stay suites and focused-service
hotels. For 96 years, Hilton Worldwide has been dedicated to
continuing its tradition of providing exceptional guest
experiences. The company's portfolio of twelve world-class global
brands is comprised of more than 4,440 managed, franchised,
owned and leased hotels and timeshare properties, with more
than 730,000 rooms in 97 countries and territories, including
Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts,
Conrad Hotels & Resorts, Canopy by Hilton, Curio – A Collection
by Hilton, DoubleTree by Hilton, Embassy Suites by Hilton, Hilton
Garden Inn, Hampton by Hilton, Homewood Suites by Hilton, Home2
Suites by Hilton and Hilton Grand Vacations. The company also
manages an award-winning customer loyalty program, Hilton HHonors®.
Hilton HHonors members who book directly through preferred Hilton
channels have access to benefits including free standard
Wi-Fi, as well as digital amenities that are
available exclusively through the industry-leading Hilton
HHonors app, where HHonors members can check-in, choose their room,
and access their room using a Digital Key. Visit
news.hiltonworldwide.com for more information and connect with
Hilton Worldwide at facebook.com/hiltonworldwide,
twitter.com/hiltonworldwide, youtube.com/hiltonworldwide,
flickr.com/hiltonworldwide and
linkedin.com/company/hilton-worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20150818006367/en/
Hilton WorldwideJennifer Hughes, +1 901-374-6518Director, Brand
Public RelationsJennifer.Hughes@hilton.comorFor Hilton
WorldwideElizabeth Prats, +1 305-448-5078Elizabeth.Prats@rbbpr.com
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