The Campaign

With outbound tourism from China growing exponentially, Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, was uniquely positioned to grow with it. Utilizing the Hilton brand’s extensive field research and more than two decades of hospitality leadership in China, comprehensive studies were conducted to determine the preferences and needs of contemporary Chinese citizens traveling throughout the world. The resulting program, Hilton Huanying (Huanying = Welcome) was designed to offer the Chinese traveler the comfort and assurance of a home away from home, creating powerful brand loyalty among a rapidly expanding consumer segment. To publicize Hilton Huanying, media events and story placement targeted major national, regional and trade publications in the U.S. and abroad. But in China, where travel remains heavily regulated by the government and booked by agencies, the PR effort also targeted travel agents, tour operators, influential Chinese organizations, businesses and dignitaries, including countless face-to-face meetings. As a result of these insights into Chinese culture, global bookings by Chinese guests more than doubled at Hilton Huanying participating hotels since the program launched, a success that has spurred the Hilton Huanying program to expand to70 hotels in 23 countries.

The Brief

Hilton sought to establish itself as the preferred destination for Chinese citizens traveling outside their country. Leveraging considerable experience working inside China, Hilton identified the key aspects of culture, customs, cuisine and language that defined the Chinese way of life, then targeted the audience. It would have to include both the experienced business traveler, looking for a home away from home, and the novice international traveler, undertaking what could be a daunting experience. And in a country where travel is still heavily regulated by the government and booked through travel agents, the message had to reach the proper Chinese channels.

Results

Hilton rolled out the red carpet for the people of China. And the world took notice. High-profile business publications such as The Economist and China Economic Times created awareness among those with an invested interest in Hilton brand. Hilton Huanying global launch in San Francisco attracted placements in publications with a total circulation of more than 261 million. Because the PR effort also targeted countless face-to-face opportunities with Chinese travel agencies, tour operators and dignitaries, global bookings by Chinese guests more than doubled at Hilton Huanying participating hotels Q1 2012 compared to Q1 2011. Globally, bookings in the first seven months of the year by guests originating in China increased 129 percent at Hilton Huanying participating hotels over the same period last year. Since launching in 2011, the Hilton Huanying program has more than doubled, growing from 30 participating hotels in 13 countries, to 70 hotels in 23 countries.

Execution

With the date for the San Francisco media launch set, an exclusive story was secured with the Wall Street Journal to unveil the program, followed by targeted stories in leading hospitality publications and key regional outlets, including the San Francisco Chronicle, Chicago Tribune, New York Times and Los Angeles Times. The widely covered San Francisco event was followed with China media launch events in Beijing and Shanghai, and the momentum leveraged to a wider public relations effort in the key mainland market of Guangzhou. Partnering with University of London’s School of Oriental and African Studies, a Hilton “Blue Paper” addressed the rise in outbound travel from China, with thousands of copies disseminated through British tourism channels. To cap the year, an authentic Chinese New Year event at the Washington D.C., Hilton was celebrated by community leaders, dignitaries, tour operators, Hilton executives and media members.

The Situation

Hilton Hotels & Resorts enjoys a 93 year history as the stylish, forward thinking leader in the global hospitality industry. But history moves quickly. In China, where travel has been heavily regulated, the number of Chinese traveling abroad has grown from virtually zero to 55 million in a decade. Namesake Conrad Hilton believed travel had the power to bring the world together. But to capture this new, rapidly growing and underserved market, Hilton Hotels & Resorts needed to make the unfamiliar familiar. They needed to help the Chinese traveler feel welcome around the globe.

The Strategy

Creating an authentic welcome for Chinese guests in select Hilton Hotels worldwide, the Hilton Huanying program (Huanying = “Welcome”) offers a tailored package of three key on-property touch points: arrival, guest room and breakfast. The Hilton Huanying experience includes a front desk team member fluent in Mandarin; guest room amenities including Chinese teas and teakettles, a dedicated television channel of Chinese programming, breakfast items including congee, dim sum, fried rice and noodles, and comfortable slippers. The welcome idea required a multi-faceted push. The publicity campaign targeted travel agents, tour operators, influential Chinese organizations, businesses and dignitaries, including face-to-face meetings. Simultaneously, it would provide a storyline to business and consumer media in China and abroad, where articles about the growing international role of China were proving popular. The trade media was alerted. A global launch event at Hilton San Francisco Union Square would get things started with a bang.