Hilton inspires fans to travel the world by discovering local alternatives

Hilton's latest campaign titled "Travel The World" for Asia Pacific aims to inspire consumers to explore the wonders of their home countries and discover local alternatives that match the experiences at some of their favourite international destinations.

The predominately digital campaign comes amidst travel restrictions, as well as complexities in navigating regulations for international flights that are allowed. Ben George, SVP and commercial director, APAC, Hilton, said that its proprietary consumer research in the region revealed that, on average, 34% of families are now more actively looking to book domestic travel, compared to pre-pandemic times. 

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Currently available in Malaysia, Australia, Japan and Thailand, Travel The World highlights the international-inspired travel options accessible from its hotels in the four markets. For instance, Hilton marketed Malaysia's ruins of the Portuguese era in Malacca for locals who wanted to visit Portugal; Sabah as an alternative to the rice terraces and forests of Ubud in Bali; and a day trip to the French village of Colmar Tropicale - just an hour outside of Kuala Lumpur - for local seeking a French cuisine fix.

The campaign will run until 31 January 2022 and features social and digital content such as videos, social media posts and display advertising. The content will be marketed across Facebook, Instagram, and YouTube through its digital advertising partners. The campaign will also deliver hyper-personalised, passion-centric videos to audiences in real-time using Google's digital marketing engine. Hilton worked with Singapore-based regional advertising agency KVUR to develop the campaign's creative concept and key assets.

"We understand there is a significant pent-up demand to travel or reconnect with loved ones, and we continue to adapt to meet the evolving needs of our guests. Our latest marketing campaign, ‘Travel the World,’ inspires and connects consumers in large domestic travel markets to experiences available in their home countries that satisfy their international travel ambitions,” George said.

Separately, Hilton promoted Jessica Tan to the role of director of digital marketing overseeing Malaysia, Philippines and Vietnam in February this year. In her new role, Tan ensures business and commercial needs are met via social media, content and digital marketing initiatives. She continues to report to Eugene Oelofse, marketing communications director for Malaysia, Philippines and Vietnam. Tan was formerly Hilton's head of national content and digital marketing, managing 12 hotels within the Hilton portfolio in Malaysia for Hilton Hotels & Resorts, DoubleTree by Hilton and Hilton Garden Inn.

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