DoubleTree by Hilton Launches Campaign to Inspire “Nice Travels” on National Pay it Forward Day

Hotel Brand Champions Movement to Encourage Traveling Nicely through
Real-Time Social Listening, Year-Long Giveaways, and a Consumer-Driven
#NiceTravels Photo Mosaic

MCLEAN, Va.–(BUSINESS WIRE)–#ContestEntryDoubleTree
by Hilton
, one of Hilton Worldwide’s (NYSE: HLT) 13
market-leading brands, celebrates National Pay it Forward Day today with
the launch of “Nice Travels,” an integrated, multichannel movement
driving random acts of kindness to prove that “nice” is contagious.


The idea behind “Nice Travels” is that when a guest stays with
DoubleTree by Hilton, “nice” stays with them, starting with the warm
chocolate chip cookie welcome that each guest receives.

To spread this simple, yet powerful, idea across the globe and prove
that nice does travel, DoubleTree by Hilton will identify, share and
reward niceness through innovative, real-time social listening; a new
interactive #NiceTravels online photo mosaic; and online and
on-the-ground giveaways – starting today in New York City with the
distribution of 20,000 of the brand’s famous chocolate chip cookies. The
cookies will be handed out in pairs of two – encouraging passersby to
keep one and share one with someone else to pay it forward.

The Nice Travels Index

To intercept the online conversation about travel and give small acts of
kindness the attention they deserve, DoubleTree by Hilton created the
Nice Travels Index, a real-time social listening and measurement tool
that tracks online sentiment towards travel and travel conversation. The
Nice Travels Index reveals that in spite of a global affection for
travel – with more than 620,000 Twitter users identifying as passionate
travelers – just 36% of the online conversation about travel is positive
1.
Grumbles about flight delays, lost luggage and rude encounters dominate
the conversation over easy journeys, great views, amenities, and – of
course – upgrades.

Throughout the year, DoubleTree by Hilton will use the Nice Travels
Index to identify additional cities with the nicest travelers, and
reward them with on-the-ground giveaways. The Nice Travels Index will
allow DoubleTree by Hilton to engage with consumers in real-time and
measure how #NiceTravels impacts the online conversation about travel –
in an effort to make a positive change and celebrate the things we love
most about traveling.

“The Nice Travels campaign is inspired by our brand culture of CARE
(Create a Rewarding Experience) that we’ve infused in the guest
experience every day for more than 25 years,” said Dianna Vaughan,
senior vice president and global head, DoubleTree by Hilton and Curio –
A Collection by Hilton. “Nice Travels invites people everywhere to pay
it forward in their own way, joining the movement to make ‘nice’ travel.”

Consumer-Generated Nice Travels Mosaic

As a champion of everyday niceness, DoubleTree by Hilton encourages fans
to snap a picture capturing the kindness that they encounter and tag it
with #NiceTravels and #ContestEntry across Twitter or Instagram or
upload directly to NiceTravels.com
for the chance to win sweet rewards like hotel stays and free DoubleTree
chocolate chip cookies. The contest is open through May 25, 2016 and
runs concurrent to a global internal team member contest. All of the
photos shared will come together online at NiceTravels.com
to form an interactive mosaic in the form of a cookie, because niceness
starts with a warm chocolate chip cookie at DoubleTree by Hilton. Fans
can search within the mosaic to find their own photos and catch a
glimpse of the random acts of kindness that they may have inspired.

Nice Travels Ad Campaign

The launch is timed with DoubleTree by Hilton’s new brand advertising
campaign highlighting the same Nice Travels philosophy. The campaign is
running globally and includes radio, digital and social content. To
watch how Nice Travels, visit http://bit.ly/1XWjwK2.

For additional information, photography, video footage and other
campaign assets, media can visit news.doubletree.com.

About Hilton Worldwide

Hilton Worldwide (NYSE: HLT) is a leading global hospitality company,
comprising more than 4,660 managed, franchised, owned and leased hotels
and timeshare properties with nearly 765,000 rooms in 102 countries and
territories. For 96 years, Hilton Worldwide has been dedicated to
continuing its tradition of providing exceptional guest experiences. The
company’s portfolio of 13 world-class global brands includes Hilton
Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels &
Resorts, Canopy by Hilton, Curio – A Collection by Hilton, DoubleTree by
Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton,
Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and
Hilton Grand Vacations. The company also manages an award-winning
customer loyalty program, Hilton HHonors®. Hilton HHonors members who
book directly through preferred Hilton channels have access to benefits
including preferred pricing, free standard Wi-Fi, as well as digital
amenities that are available exclusively through the industry-leading
Hilton HHonors app, where HHonors members can check-in, choose their
room, and access their room using a Digital Key. Visit news.hiltonworldwide.com
for more information and connect with Hilton Worldwide on Facebook,
Twitter,
YouTube,
Flickr,
LinkedIn
and Instagram.

About DoubleTree by Hilton

DoubleTree by Hilton is a fast-growing, global collection of more than
460 upscale hotels with more than 111,000 rooms in gateway cities,
metropolitan areas and vacation destinations across six continents.
Everything about DoubleTree by Hilton aims to return the human touch to
travel, starting with the presentation of a warm chocolate chip cookie
upon arrival and continuing throughout with Team Members dedicated to
Creating a Rewarding Experience (CARE) for hotel guests, other Team
Members and the communities the brand proudly serves. DoubleTree by
Hilton properties offer unique, contemporary accommodations and
full-service facilities including restaurants and lounges, room service,
health clubs, business centers and meeting and banquet space. Hilton
HHonors members who book directly through preferred Hilton channels
receive instant benefits, including an exclusive discount that can’t be
found anywhere else, free standard Wi-Fi and digital amenities like
digital check-in with room selection and Digital Key (selected
locations) available exclusively through the industry-leading Hilton
HHonors app. To make reservations at any DoubleTree by Hilton hotel,
travelers may visit our brand website at doubletree.com.
Social media users may connect with us at facebook.com/doubletree,
twitter.com/doubletree
and youtube.com/doubletreehotels.
Reporters and bloggers may visit our DoubleTree by Hilton Global Media
Center at news.doubletree.com
for more information.

1 Sources included publically available Twitter, Facebook,
Instagram and online news publications.

Contacts

Maggie Giddens
Hilton Worldwide
+1 703 883 5346
Maggie.Giddens@Hilton.com
or
Jill
Chandler
For DoubleTree by Hilton
+1 404 879 9136
Jill.Chandler@Ketchum.com