The new campaign expands Hilton’s social media push, which has become an important part of its marketing mix in recent years. Reynolds said the brand uses specific channels like TikTok to attract younger consumers that it may not speak to as frequently. 

In 2023, Hilton launched a 10-minute TikTok ad starring Paris Hilton—granddaughter of founder Conrad Hilton, with whom the brand frequently partners—earning 4 million views within its first two days online.

Hilton hotels also works with creators like British F1 driver Lando Norris to gain product feedback and help tell its story.

“We’re actively mining the existing stays for new stories and thinking about new formats and new ways to bring those narratives to life,” said Reynolds.