- Research and Relevance Drive Global,
Digital-Only, Repositioning Campaign
- True Waldorf Service at the Core of
Brand’s New Storytelling
- Global Consumer Survey Unveils the
Critical Role that Service Plays in Luxury Hospitality
Waldorf Astoria Hotels & Resorts, the iconic luxury brand of
Hilton (NYSE: HLT) portfolio, today announced the debut of the
‘Live Unforgettable’ campaign – a bold repositioning of the brand
to highlight Waldorf Astoria’s unique experience and deepen
connections with today’s luxury travelers. Backed by extensive
consumer insights, the campaign pairs the brand’s legacy with an
unexpected, playful take on True Waldorf Service.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20180613005855/en/
Waldorf Astoria Live Unforgettable Fact
Sheet (Graphic: Business Wire)
“The majority of luxury campaigns in hospitality look the same;
however, luxury consumer preferences continue to change,” said
Kellyn Smith Kenny, chief marketing officer, Hilton. “Knowing that
the luxury landscape and the needs of our customers are evolving to
be more experience-driven, we have created a campaign that is
fresh, digitally-led and grounded in a deep understanding of rising
consumer expectations.”
Luxury Consumers Today
In analyzing luxury travel today, Waldorf Astoria identified an
increasing number of consumers who seek the ever-elusive sense of
place to be present. Millennials, Generation X and the growing
affluent female market are also significantly reshaping the luxury
landscape. As the world becomes increasingly preoccupied with the
latest technologies and the lines between professional and personal
success continue to blur, living in the moment feels more
unattainable than ever. Insights indicated that those who seek this
sense of place want the classic luxury of iconic hotels – with a
modern flare – to create unforgettable experiences and live their
lives to the fullest.
Live Unforgettable: The Story
‘Live Unforgettable’ is the alchemy of Waldorf Astoria’s True
Waldorf Service, iconic environments and its guests’ desire to live
in the moment. When these three elements come together at a Waldorf
Astoria, every moment from the routine to the grand can be
transformed into the unforgettable. The new campaign cleverly
combines what is true to the brand’s heritage, True Waldorf
Service, while recognizing what resonates with the next generation
of consumers who are reshaping luxury.
“It is our relentless commitment to personal service that
becomes the foundation for truly unforgettable experiences for our
guests,” said Martin Rinck, global head, Luxury & Lifestyle
Group, Hilton. “True Waldorf Service is at the heart of all Waldorf
Astoria locations around the world.”
The campaign creative blends the timeless with the timely, the
humorous with the bold, and the expected with the unexpected,
underscoring Waldorf Astoria’s commitment to truly anticipatory
service, with a twist.
Set in the inspirational environment of Waldorf Astoria
Versailles, Trianon Palace, the campaign’s storylines are a playful
take on the brand’s relentless commitment to delivering True
Waldorf Service – no matter how unique the request – which in turn
allows guests to enjoy unforgettable experiences.
The campaign centers around three storylines, including:
- Game Day – The desire for a ‘smash
game’ starts with a guest calling his Personal Concierge and ends
with an exuberant game of ping-pong among family and friends.
Little does the Personal Concierge know, the young daughter is an
all-star player.
- Spa for Two – A woman requests a spa
service from her Personal Concierge for her and her Highland
Terrier. Much to her delight, the spa has arranged a “service for
two”…for her and her adorable pup.
- Sundae Surprise – A young couple orders
every sundae on the room service menu and, without hesitation, the
Personal Concierge fills the suite with every sundae
imaginable.
The campaign was photographed by Ward Ivan Rafik and directed by
Columbine Goldsmith – two well-known artists in the fashion
industry who have worked top luxury fashion brands – and will be
told primarily through digital content that leverages both
demographic and behavioral targeting to reach today’s luxury
traveler.
Research to Reality
The ‘Live Unforgettable’ campaign is grounded in Waldorf
Astoria’s True Waldorf Service. And, while the preferences of
today’s luxury travelers continue to evolve, service continues to
be at the core of all travel experiences.
A recent global study of luxury travelers conducted by Hilton
highlights a surprising reliance on concierges, with nearly
one-third of those who traveled for leisure reporting they plan
little to none of their trip prior to their arrival, and an
additional 47 percent reporting they leave some details of their
trip unplanned until they arrive at their hotel.
Additionally, while the world becomes increasingly digital,
in-person interactions are still important at luxury hotels. Nearly
70 percent of respondents said they preferred to interact with an
in-person concierge throughout their stay, while only 20 percent
cited preferring to use a digital-only concierge.
It’s not just access to service that matters to today’s luxury
travelers – quality service makes a difference. In fact, the survey
notes that guests who received high-service* were more likely to
return to a previously visited luxury hotel four or more times. The
same group noted staff and service as a top reason why they return
to a hotel.
*high-service is defined as personal concierge, orientation of
hotel upon arrival, baggage assistance, warm welcome and
anticipatory service throughout the stay.
Hilton partnered with a third-party research firm, Survata, to
survey nearly 1,500 luxury consumers over the age of 25 in eight
countries.
For more information about Waldorf Astoria Hotels & Resorts,
please visit www.waldorfastoria.com or
http://newsroom.hilton.com/waldorfastoria.
Bonus Material Q&A with Kellyn Smith Kenny
Chief Marketing Officer, Hilton 1. Why was this
the time to launch a new campaign for Waldorf Astoria?
Luxury consumer expectations are evolving
rapidly and our service has adapted to keep up with their rising
needs. We endeavored to create a campaign that truly honored our
guests and showcased what is possible when you stay at a Waldorf
Astoria property.
2. What is different about this campaign?
This is our first digitally-led campaign
for Waldorf Astoria and it connects with our customers in a fun,
engaging and unexpected way. In this campaign, we drew inspiration
from some of our favorite guest requests and are showcasing what is
possible with the amazing dedicated Team Members who aim to delight
our guests every single day.
About Waldorf Astoria Hotels & Resorts
Waldorf Astoria Hotels & Resorts is a portfolio of nearly 30
iconic properties that create a unique sense of place with a
relentless commitment to personal service and culinary expertise in
landmark locations around the world. Unified by their inspirational
environments and True Waldorf Service, Waldorf Astoria hotels
deliver graceful service from the moment a guest books through
checkout. Waldorf Astoria is a part of Hilton, a leading global
hospitality company. Experience Waldorf Astoria by booking at
www.waldorfastoria.com or through the Hilton Honors mobile app.
Learn about the brand by visiting
http://newsroom.hilton.com/waldorfastoria, and follow Waldorf
Astoria on Twitter, Instagram and Facebook.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company, with
a portfolio of 14 world-class brands comprising more than 5,300
properties with more than 863,000 rooms, in 106 countries and
territories. Hilton is dedicated to fulfilling its
mission to be the world’s most hospitable company by delivering
exceptional experiences – every hotel, every guest, every time. The
company's portfolio includes Hilton Hotels & Resorts, Waldorf
Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy
by Hilton, Curio Collection by Hilton, DoubleTree by Hilton,
Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton
Garden Inn, Hampton by Hilton, Tru 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 Honors. Hilton Honors members who book directly through
preferred Hilton channels have access to instant benefits,
including a flexible payment slider that allows members to choose
exactly how many Points to combine with money, an exclusive member
discount that can’t be found anywhere else, and free standard
Wi-Fi. Visit newsroom.hilton.com for more
information, and connect with Hilton on Facebook,
Twitter, LinkedIn, Instagram and YouTube.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180613005855/en/
Karla CrockettWaldorf Astoria+1 703 883
5609karla.crockett@hilton.comorAriel Cohen | Danielle HendricksFor
Waldorf AstoriaWaldorfAstoria@magrinopr.com+1 212 957 3005