Hilton’s Extended Stay Brands Want to Teach Men How to Be Better Travel Planners
Photo Credit: A new campaign from Hilton's two extended stay brands is being marketed specifically toward men, especially dads. Homewood Suites by Hilton & Home2 Suites by Hilton
Skift Take
This seems like an interesting and contrarian approach. But the big question is: Will men actually respond to this digital marketing campaign?
In today's marketing speak, "M&M, short for moms and Millennials," is the most covetable group, especially when it comes to travel says Adrian Kurre, global head of Homewood Suites by Hilton and Home2 Suites by Hilton.
But instead of focusing on moms or Millennials for its latest marketing campaign, Hilton's extended stay brands are looking to another traveler demographic: that of men, especially fathers. "We wanted to do something a little different that no one else in hospitality has really tracked," Kurre said.
"When you look at Homewood Suites and Home2 Suites, we saw an opportunity to change that marketing message," said Kurre. "A lot of our occupancy, based on business travel, is men. That higher percentage of men staying with us (68%) becomes a captive market and a great opportunity for us to skew that marketing message more heavily toward men who stay with us during the week for business travel."
MenCanPlanTravel.com
To reach male travelers, Hilton's extended stay b
