Innsights
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FEATURE PROFILE: Feature from the FALL 2024 ISSUE of STAY Magazine
Innsights
Hilton’s Clever Marketing with Paris Hilton’s ‘Stay Like an Infinite Icon’ Suites
The hospitality industry continues to evolve by tapping into the power of pop culture, and Hilton Hotels is leading the charge with a new marketing initiative that blends star power with luxury stays.
Beginning October 4, guests can experience a unique offering: the "Stay Like an Infinite Icon" suite, celebrating Paris Hilton's new album Infinite Icon at The Beverly Hilton in Los Angeles. This initiative is an example of how featuring pop culture icons in hotel marketing is a powerful strategy to engage today’s consumers in experiential ways.
The custom-curated Paris Hilton-themed suites, available until November 1, are the result of a collaboration between Hilton and Hilton’s next-gen media company, 11:11 Media. Designed to mirror Paris Hilton’s glamorous lifestyle, the suites are packed with elements of her iconic style, including pink and metallic accents and Paris memorabilia. The design of the suites captures Hilton’s personal brand, providing fans and guests the opportunity to immerse themselves in her world.
Mark Weinstein, chief marketing officer at Hilton, explains that the company is dedicated to “creating stay experiences that resonate with our guests across our portfolio of world-class brands.” With Paris Hilton as the face of this campaign, Hilton aims to strengthen its connection with her fanbase and those who appreciate celebrity-driven experiences. “Working with our partners, creators – and icons like Paris – allows us to effortlessly bring Hilton stays to their highly engaged communities, and there’s no better advocate for the Hilton Stay than the icon herself,” says Weinstein.
This marketing partnership is not Hilton's first foray into leveraging celebrity influence. Hilton’s ongoing “It Matters Where You Stay” campaign features a variety of pop culture collaborations, designed to enhance their “Hilton. For the Stay” global brand platform. These initiatives resonate with a generation of consumers who are increasingly drawn to experiential and culturally significant experiences when they travel.
Paris Hilton’s involvement goes beyond just lending her name to the suites. She reportedly played an integral role in designing them, ensuring the space reflected her personal style and celebrated the release of her new album. "It’s the perfect space for my fans to embrace their best lives while experiencing the energy and vibe of my new album in a truly special way,” Hilton says. The album launch, combined with the legacy of the Beverly Hilton, adds a personal touch, as Hilton recalls fond memories of celebrating special moments at the hotel with her family.
The marketing campaign behind the "Stay Like an Infinite Icon" suites is multi-faceted. Hilton Honors members can bid for a chance to experience the suite through Hilton’s loyalty program, or fans can enter a sweepstakes for a two-night stay. Both sweepstakes winners and Hilton Honors members can expect luxury perks such as Infinite Icon gift bags, exclusive surprises, and round-trip airport transfers. The campaign’s exclusivity, mixed with the allure of Paris Hilton’s celebrity status, aims to attract a wide range of participants, further showcasing the potential of pop culture in driving hospitality marketing.
The integration of pop culture icons in hotel marketing is a trend that is gaining momentum in the hospitality sector. With Hilton’s iconic collaboration with Paris Hilton, the company is redefining what it means to deliver a memorable guest experience. This campaign not only taps into Paris Hilton's fanbase but also aligns with Hilton’s larger vision of innovating and elevating the guest experience.
As Canadian hoteliers and marketing professionals look to capture the attention of today’s consumers, Hilton’s approach offers valuable lessons. By creating immersive experiences tied to pop culture icons, hotels can elevate their offerings, attract new audiences, and create lasting impressions.
