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Travel the world at home

Hilton’s new marketing campaign encourages Aussies to ‘buy’ local

With many overseas destinations still a long way out of reach for many want to be travellers, Hilton Hotels & Resorts has launched a new marketing campaign aiming to showcase how domestic travel offers a wealth of similarly and very readily accessible wonderful experiences.

The slightly incongruously-named ‘Travel the World’ campaign is based on Hilton research conducted across the Asia-Pacific search showing on average 34 percent of families are now more actively looking to book domestic travel versus pre-pandemic.

With this in mind, the main thrust of the campaign is to inspire consumers to explore the wonders of their home countries and discover local alternatives that match the experiences at some of their favourite international destinations.

At a time when many travel restrictions remain and international travel is complex to  navigate, Hilton understands consumers are eager to explore something new, yet many feel more comfortable travelling closer to home. The new campaign aims to showcase how domestic travel offers a wealth of similarly wonderful experiences that are a lot more accessible. 

Hilton senior vice-president and commercial director, Asia Pacific, Ben George said the company understood there is a significant pent-up demand to travel or reconnect with loved ones.

“With 500 hotels across Asia Pacific, Hilton has the breadth and depth of properties across 11 trusted brands for travellers to connect with these local experiences, all of which deliver the exceptional hospitality that we are known for,” he said.

“Our latest marketing campaign, Travel the World, inspires and connects consumers in large domestic travel markets Japan, Australia, Malaysia and Thailand to experiences they can have in their home countries that satisfy their international travel ambitions.”

For Australians, Hilton has listed what it describes as a number of examples that exist across this country’s diverse landscape offering culture, nature, adventure, and food and wine experiences.

These range from sipping an espresso in a Melbourne laneway café as if on the streets of Rome, to swapping the vineyards of Bordeaux for the Barossa Valley and its world-renowned shiraz, to experiencing the wildness of Litchfield National Park just outside of Darwin in place of the Amazon or diving the Great Barrier Reef outside of Cairns while the Maldives are off the cards.

 

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