The Hilton brand is one of the oldest and most respected hotel brands globally. In the Middle East, however, the individual hotel properties held ownership of their own social channels making it difficult for the brand to retain brand awareness. Furthermore, the brand’s global agency was situated in Las Vegas, Nevada and had little or no awareness of the Middle East. The brand needed to make sure its content was relevant to the Middle Eastern audience and promote campaigns regionally.
Social Shop by Aurora managed the Double Tree by Hilton, Hilton and Hilton Honors pages, performing community management and content creation services. Very quickly we adapted global content to engage audiences regionally by Arabising content and also using imagery more relevant to the region. We also held workshops with property marketing teams to make the brands’ social presence more seamless from property to property. The agency also created a system whereby individual requests could be siphoned to each property with as minimal disruption for the individual inquiring.
Engagement on the pages sky rocketed and Arabic queries increased by 50%. Sell through on key campaigns also increased as guests were able to drive directly from their social channels on to the website to book, they previously did not have this capacity.