Often, a brand idea is only delivered through a beautiful film and some empty words. This case is an example of how brand action can be much more powerful.

In 2020, Hilton launched ‘To New Memories’ - capturing our collective craving to reconnect with loved ones and experience new moments worth remembering.

In 2023, the brand repositioned itself in global markets with “It Matters Where You Stay,” aiming to bring back the warmth of hospitality and the spirit of innovation at the centre.

How could Hilton not only live up to its new brand promise “For The Stay” but give the world a reason to talk about it?

Objectives:

• Create talkability and a news factor for the brand.

• Engage employees around its new brand promise.

• Drive brand affinity and engagement.

Our memories tell the stories of our life. Many memories are created when people stay and dine at a Hilton, from their 20th anniversary dinners to the first family gathering since the pandemic.

The challenge: How do we help people not just create those great memories of a stay, but also keep them forever to remember and cherish?

The answer is simple: the cornerstone of a great memory is a great photo.

Yet, there’s a problem: most holiday pictures are subpar – especially when you’re entrusting your phone to a waiter. Photos end up cropped, out of focus, or, worse, with a finger on the lens!

What if every waiter at Hilton could become a truly great photographer, capturing precious memories, and elevating the stay?

Introducing “Waitographer” – an internal program designed to upskill Hilton staff. This initiative delivers official certified training, transforming them into expert mobile photographers.

Brand health tracking showed that Hilton is the best-known hotel group with 76% awareness. However, brand awareness is not enough. When it comes to leisure travel, individuals often visit booking websites, making decisions primarily based on price or location. Our goal was to prompt people to actively consider Hilton when the world was reopening, and travel was gaining momentum. We aimed to differentiate ourselves in true Hilton spirit.

Hilton boasts numerous “world firsts”, from the 1st room service to the 1st keyless room and the 1st hotel chain loyalty program. While hospitality brands talk constantly about uplifting the experience, the result often leans towards an impersonal standardization of the guest experience.

Our objective was to achieve was an uplift in the experience that would resonate at a personal level, something worth sharing and talking about.

The Waitographer program was internally implemented within Hilton in the UAE with the aim of instigating a cultural shift within the organization. Specific training was dedicated to waiters, encouraging everyone to embrace this new initiative.

The ambition is to extend the implementation of the Waitographer initiative across different markets worldwide.

Subsequently, the initiative was promoted through Hilton-owned media channels, including YouTube and various social media platforms. The promotional film immerses viewers in a dining experience where guests encounter challenges in capturing their moments.

The word spread even further with press headlines such as “Waiters at Hilton are now trained in photography to snap up perfect memories.” Earned media played a significant role in amplifying the communication rollout, gaining coverage in news publications like Gulf News and WhatsOnUAE, as well as industry-specialized press such as TradeArabia.

The transformation in mindset has been incredible; everyone at Hilton has always been dedicated to creating amazing moments, but now there’s a heightened awareness and readiness to turn moments into lasting memories, enhancing the overall stay for customers.

To date, the global initiative enabled Hilton to train 15,000 Waitographers across different markets. This profound cultural shift has prompted Hilton to introduce exciting initiatives such as the ‘WCG competition’ (Waitographer Generated Content Competition) and ‘Waitographer of the Month’. Additionally, the initiative has generated widespread PR across 10 markets, featured in publications as diverse as HotelierMiddleEast, TradeArabia, and HotelNewsMiddleEast.

The impact on business metrics is equally impressive. Purchase intent doubled between December 2021 and June 2022, with a consideration increase of +57%. Furthermore, there was a remarkable 66% surge in word-of-mouth referrals for Hilton between January and February 2022.