SHANGHAI - Today, film icon Donnie Yen and Olympic gold medalist Yang Yang celebrated with Hilton HHonors, the loyalty program for Hilton Worldwide's 10 distinct hotel brands, in its commitment to the China market. In addition to celebratory fanfare, the day's events unveiled a new marketing campaign created expressly with the Chinese traveler in mind as well as thought provoking consumer insights about work, life and the challenge to balance it all.
"As a Hilton HHonors member and frequent traveler, membership makes working hard a rewarding experience," said Donnie Yen. "It's also accessible and flexible - membership is free, open to everyone, and points earned can be turned into memorable experiences to be shared with friends and family."
Hilton HHonors membership points can be used for free stays, at any of Hilton Worldwide's more than 3,750 hotels in 85 countries worldwide, including 20 hotels in Greater China. In addition, Hilton HHonors membership points can be used to purchase merchandise, vacation packages and unique travel experiences. The more often members stay, the higher the status they'll achieve and the more perks they'll have access to. For example, members with elite status can enjoy free internet connectivity (Gold and Diamond), complementary room upgrades (Gold and Diamond), health club privileges (Silver, Gold and Diamond) and more.
"Hilton HHonors is about more than just rewards, it's about honoring our customers for their hard work," Jeff Diskin, senior vice president, global customer marketing, Hilton Worldwide. "Our loyalty program turns points on stays at our hotels into possibilities, helping HHonors members use their points to create memorable travel experiences with their friends and family, whether on a weekend getaway or a trip to an exotic destination."
Hilton HHonors China Marketing CampaignThe new campaign, built from the global platform "Hilton HHonors, A World of Experiences Worth Sharing" shows Chinese travelers how membership can serve as a reward for their hard work. The online, print and outdoor creative captures the experiences of travel through emotionally compelling imagery and thought-provoking copy. Rather than focusing solely on the destination or earning points, Hilton HHonors is focusing on the unforgettable experiences people have while traveling, allowing Hilton Worldwide's hotels to serve both as the backdrop and the conduit to genuine human moments. The new campaign is managed by Publicis Singapore.
Hilton HHonors Balancing Act SurveyThe Hilton HHonors Balancing Act survey was conducted throughout China (Shanghai, Beijing, Guangzhou, Shenzhen, Qingdao, Chongqing, Xi'an, Ningbo, Xiamen, Yichang) among 600 white collar professionals, age 34-54, to better understand the challenges they face when it comes to work life, personal life and the balancing act between the two.
Among the survey's findings was the statistic that only 2 percent of Chinese professionals believe they can have it all, citing increased responsibilities, overtime hours and business travel as the things that most keep them from families and personal activities. The majority of respondents (70 percent) ranked work-life balance at the top of their priority list, but do not feel like they are currently achieving it.
To shift the mindset and inspire positive change, Hilton HHonors is using its newly launched campaign to spark a healthy dialogue on the topic, while also showing busy professionals how their hard work can be rewarded.
A Commitment to the China MarketIn addition to its new marketing campaign, offerings for Chinese members and travelers include:
- Hilton Worldwide currently has 20 properties and four brands in Greater China (Waldorf Astoria, Conrad, Hilton, Doubletree by Hilton) with plans to open 100 properties over the next four years.
- Hilton HHonors recently launched a Chinese language website (www.hhonors.com.cn) to better meet the needs of members and an official Weibo account to engage with fans online (http://weibo.com/hiltonhhonors).
- Launching before 2012, Hilton HHonors points can be used to purchase more than 300 items, by local and international brands, in the global mall (www.hiltonhhonors.com/shopping).
- Hilton HHonors is building partnerships that support the Chinese community including an eight-year partnership with the Chinese Olympic Committee that includes financial support, Hilton HHonors points, renovations at athlete training sites, hospitality services for athletes and their families at the China house during the Olympic Games and discounted hotel accommodations. Additionally, Chinese Olympic Committee members and Olympic athletes will be given Gold Elite membership.
- Hilton Worldwide recently launched the Huanying program, a tailored experience for Chinese travelers, in which select Waldorf Astoria, Hilton and Doubletree by Hilton hotels will offer elements such as Mandarin speaking front desk staff, guest room amenities and food offerings.
"Hilton HHonors has reached a milestone 28 million members this year and is focusing on markets like China to foster continued growth," said Martin Rinck, president Asia Pacific, Hilton Worldwide. "We are committed to the more than 90,000 Hilton HHonors members throughout Greater China and will strive to continue meeting the needs of Chinese travelers as they move throughout their homeland and abroad."
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About Hilton HHonors Balancing Act Survey
Vantage Marketing & Research Consultants (ACORN GROUP), one of the largest independent Asian research networks, conducted an online national survey among 600 Chinese respondents between the ages of 34 and 54, with a male to female ratio of 6.5:3.5. All respondents travel more than five times per year on business-related excursions and are in possession of a college degree and spouse and/or child. Interviews were conducted across first, second and third tier cities and annual incomes to ensure reliable and accurate representation of the Chinese population, within the target profile.
About Hilton HHonors
Hilton HHonors, the award-winning guest-loyalty program for Hilton Worldwide’s 10 distinct hotel brands, offers approximately 38 million members more ways to earn and redeem points than any other guest-loyalty program, enabling them to create experiences worth sharing at more than 4,000 hotels in 90 countries and territories. HHonors members can now redeem points for any room, anywhere, anytime, including the most luxurious suites, using any of four room rewards: Premium Room Rewards, Room Upgrade Rewards, Points & Money Rewards and Standard Room Rewards. In addition, HHonors members can use points to purchase unique experience rewards, merchandise and vacation packages, make charitable contributions and more. HHonors is also the only guest-loyalty program to offer ‘No Blackout Dates’ and ‘Points & Miles’ for the same stay at its properties worldwide, including participating Waldorf Astoria Hotels & Resorts, Conrad Hotels& Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. Membership in HHonors is free, and travelers may enroll online by visiting www.HiltonHHonors.com or connect with Hilton HHonors at news.hiltonhhonors.com.
About Hilton Worldwide
Hilton Worldwide (NYSE: HLT) is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels. For 94 years, Hilton Worldwide has been dedicated to continuing its tradition of providing exceptional guest experiences. The company’s portfolio of ten world-class global brands is comprised of more than 4,000 managed, franchised, owned and leased hotels and timeshare properties, with more than 678,000 rooms in 91 countries and territories, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton HHonors®.