Hilton Woos Music Lovers with Concerts and Live Events in Loyalty Program

Hilton, one of the renowned hotel groups, is making a strategic move to attract music lovers by offering concerts and live events as redemption options in its loyalty program. The company recently launched two TV ads during the Grammy Awards to highlight this new initiative.

In one of the ads, Hilton showcases Grammy-nominee Laufey (Laufey Lín Bing Jónsdóttir), a talented singer-songwriter from Iceland, mesmerizing her fans with an intimate performance at a Hilton hotel. Fans were thrilled to know that they could use their loyalty program points to attend the show.

Hilton’s Honors program allows members to redeem points for unique experiences like live concerts and sports matches. Additionally, Hilton partners with Live Nation to offer exclusive access to various concerts and events.

The second TV ad released by Hilton during the Grammy Awards aims to target the dedicated fans who make stadium tours and support the world’s top musical artists. This ad, set to a gentle ambient soundtrack, invites concertgoers to consider booking a room at a Hilton property for their next live event.

Recognizing the power of digital platforms, Hilton is expanding its reach by sharing these ads on various social media channels. Mark Weinstein, Hilton’s chief marketing officer, emphasizes the importance of adapting the ads to cater to different audiences and engage them where they are.