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Brand Public Relations,
Hilton Hotels & Resorts
McLean, Virginia 22102
A Touch Of Glamor
April 12, 2010
MCLEAN, Va. - The Hilton name has always carried an aura of mystique ever since Conrad Hilton was still establishing his global empire. Hiltons were popping up all around the world and the who's who of all walks of life showed up because they knew that our hotels were the place to be seen. There was always something happening, whether it was a high-powered political summit or star-studded movie premiere. Hilton was not only synonymous with the word "hotel," but also with style and glamor-qualities that help make us a classic brand.
As Vice President of Brand Culture, the enviable task of sharing this buzz and energy with Hilton Team Members around the world belongs to Bob Brooks. One of the vehicles that we used to tell the story was our partnership with Paramount's film Up in the Air, which featured Hilton alongside international megastar George Clooney. Private VIP screenings of the film were arranged for our Team Members in select cities, complete with red carpet, live bands, and paparazzi. We even sent two employees to the Up in the Air movie premiere and after-party in Los Angeles, where they enjoyed a night in the company of Hollywood's A-list stars.
The feedback we received from our activities around Up in the Air was so positive that we decided to take things to another level with The Recording Academy, our partner of over 20 years. This time, we asked Team Members to tell us what music meant to them, whether they wanted to tell a story, play an instrument, or sing a song. Essentially, it was our own version of American Idol! We had entries from every corner of the world, in more languages than I can remember. I know we have hotels in over 76 countries, but it was always just a number until these entries showed me just how diverse we are. We eventually selected 8 winners and Bob hosted them (plus a guest) on a trip to the GRAMMY Awards, where they all walked on the red carpet (the real one!) with the likes of Lady Gaga, LL Cool J, and Taylor Swift. It's the type of surreal experience that they'll be telling their grandkids about in 30 years.
Our internal promotions around Up in the Air and the GRAMMYs gave us a glimpse of how passionate our employees can be when we give them the chance to participate and I think it's important to keep the momentum going. I'm excited about working with Bob to find new ways for our Team Members to experience a touch of the glamor that comes with the Hilton name.
Lawrence Chi, Brand Marketing Manager, Hilton Hotels brand, is a five -year Hilton Team Member.
About Hilton Hotels & Resorts
For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 570 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors. As the flagship brand of Hilton, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests' evolving needs. Hilton Hotels & Resorts is a part of the award-winning Hilton Honors program. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member 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 (select locations), available exclusively through the industry-leading Hilton Honors app. Begin your journey at www.hilton.com and learn more about the brand by visiting news.hilton.com or following us on Facebook, Twitter and Instagram.