A Hilton survey found that 79% of U.S. adults would drop everything for an all-expenses-paid mystery trip, while 41% of travelers plan to take a solo trip in the next year. The hotel company has turned those findings into a sweepstakes—and a chance to spotlight its luxury and lifestyle properties.
Hilton’s Whisk Away sweepstakes is part of its New Ways to Stay campaign. Six winners will receive solo getaways to destinations they won’t learn about in advance. The company promoted the giveaway with a pop-up in New York’s Times Square, near Nasdaq MarketSite, where Hilton rang the opening bell. The figures come from research by Hilton and Morning Consult and the company’s 2027 Trends Report.
Hilton SVP of Global Marketing Dan Reynolds said customers are seeking travel that combines attentive service with immersion in a destination. Hilton has about 1,000 luxury and lifestyle properties in its portfolio, he said, and raising awareness of them is a key aim of the campaign.
Comedian Heather McMahan, who travels for her touring work, said people need time to step away from daily pressures, put down their phones and connect with others. If she won, she said, she would invite her best friend to Tulum for 48 hours. For hotel stays, she values room service, strong air conditioning and getting to know staff at properties she visits regularly.
Reynolds described Hilton’s “For the Stay” brand platform as a guide to improving the guest experience. The company draws on post-stay surveys, social media comments and conversations with guests at its properties when deciding what to adjust, he said. Hilton’s social teams also respond to complaints online and try to address problems, including those involving stays at other brands, Reynolds said. Asked whether he would accept a surprise trip, he said he would—after telling his seven-year-old son he would be away for a few days.
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