Hilton’s “minibreaks” product was rolled out at the beginning of 2007 as a realignment of the leisure proposition and a means to unify the leisure travel product offering at Hilton properties around the world to capture more of the ‘quick trip’ market. A comprehensive integrated campaign was launched to promote the product features – no matter where a guest stays with Hilton, “minibreaks” offer flexible rate options, late weekend breakfast, meal inclusive rates, late weekend check out as well as discounts and freebies for children.

But with the specific challenge of driving minibreak bookings amongst North American travelers to international destinations, it was clear that the quick-trip positioning of the minibreak proposition would have to adapt to succeed.

Web Liquid’s experience marketing international travel products to N.A. travelers guided the development of a communications strategy to reposition the minibreaks product and effectively drive international hotel reservations. Online research amongst leisure travelers was conducted to evaluate interest in aspects of the minibreaks offering and strategy teams explored the application of Hilton’s Travel Should Take You Places© campaign theme to the proposition.

Ultimately the N.A.-to-international destinations minibreaks campaign was evolved to emphasize the flexibility and value aspects of the proposition making it compelling to travelers with plans for a longer vacation. At the same time, the messaging featured price points for specific destinations providing greater relevance and a strong call-to-action in highly targeted media.

About Matthew Cronin

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