MCLEAN, VA—Hilton Garden Inn has unveiled a comprehensive brand refresh, building on its commitment to anticipating and catering to the evolving needs of today’s modern traveler.
Anchored by a new global marketing campaign, “Simple Things on Another Level,” the brand refresh focuses on F&B updates, new hotel prototypes for each region of the world, and brand culture enhancements across Hilton Garden Inn’s portfolio of more than 720 hotels in 33 countries and territories.
“To capitalize on our leadership position, our brand refresh will amplify and focus on what’s great about Hilton Garden Inn—including our upscale, light and airy properties, our award-winning food and beverage offerings and our exceptional team members at each and every hotel,” said John Greenleaf, global head, Hilton Garden Inn. “By delivering these ‘Simple Things on Another Level,’ we are brightening an already extraordinary experience—beginning with the first hello.”
The company’s new, multimillion-dollar global marketing campaign was developed based on consumer insights. The integrated television and digital campaign features actress, model and author Judy Greer, who, according to the brand, embodies the ethos of Hilton Garden Inn.
As the face of the brand’s campaign, Greer will help to personify Hilton Garden Inn’s brand culture through social media as well. The brand will launch a series of videos featuring her helping consumers celebrate big life events such as promotions, weddings and birthdays.
In terms of F&B, the brand will offer healthier and more on-trend menu choices, premium varietal wines, national and local craft beers, handcrafted cocktails and small plates. Key F&B enhancements include a new, open-display kitchen for signature cooked-to-order breakfast dishes, and a more social setting for restaurant and bar service. Also enhanced is The Shop, a 24-hour, grab-and-go retail space.
As part of the campaign and refresh, the brand will also ask guests to Instagram and tweet their favorite menu item or drink using the hashtag #HGIEatDrinkShareContest for an opportunity to win Hilton Honors points.
Brand culture also is a focus of the refresh through new trainings, hotel-created advisory groups and an internal social network that empowers team members from all over the world to connect and learn from one another.
In addition, a revamped flexible hotel design approach provides six new, customizable hotel prototype options—one for each region of the world where the brand operates—to adapt to evolving guest preferences.
Features of the new prototypes include increased natural light and pod-style check-in areas. Meeting spaces with multifunctional features will ensure the hotel can quickly adapt to a wide variety of guest needs, from impromptu meetings to cocktail parties, according to the company.