Motto by Hilton Launches “Guest Quests” Series to Engage Young Travelers with Main Character Energy
In a bid to connect with younger travelers, Motto by Hilton, the lifestyle brand of Hilton, has unveiled a dynamic new social media series titled “Guest Quests.” Drawing inspiration from choose-your-own-adventure video games, this innovative series aims to provide viewers with a sense of ‘main character energy’ through immersive storytelling.
Innovative Storytelling Approach
The “Guest Quests” series features a variety of influencers, including comedian Hannah Berner, actor Connor Wood, and “Love Island USA” star Kordell Beckham. Each episode presents a unique first-person narrative where guests embark on specific “missions,” such as making the most of a trip or overcoming personal challenges. The content is designed to captivate Gen Z and millennial audiences, emphasizing Motto’s urban location benefits and vibrant hotel experiences.
Social Media Engagement
The series is available on popular platforms like Instagram and TikTok, employing engaging visuals and video game-like elements—including prompts and energy gauges—to capture viewer interest. This approach not only highlights the brand’s amenities, such as rooftop bars and immersive lounges, but also aligns with current trends among younger consumers who favor interactive and relatable content over traditional marketing.
Purpose and Industry Significance
Motto by Hilton’s strategy reflects a broader trend within the hospitality industry, where brands are increasingly adopting influencer-led campaigns to reach younger demographics. Marketing professionals are shifting their focus, recognizing that traditional advertising methods often fail to engage “zillennial” travelers. Geoffrey Goldberg, co-founder of Movers+Shakers, the agency behind this initiative, states, “Our goal was to blur the lines between travel content and cultural storytelling.”
Key Takeaways
- Target Audience: Geared towards Gen Z and millennials looking for unique and social travel experiences.
- Engagement Strategy: Leveraging influencers and immersive storytelling to create relatable content.
- Brand Evolution: Part of a larger trend within Hilton to modernize its lifestyle hotel offerings, including Tempo and Canopy by Hilton.
By merging game-like storytelling with authentic travel experiences, Motto by Hilton aims to redefine hotel marketing and appeal to the next generation of travelers.
