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Hilton and BuzzFeed transform travel content with new partnership (United States)

By marrying commerce and content, this first-of-its-kind relationship allows consumers to seamlessly plan and book vacations through exclusive BringMe sponsorship

Hilton and BuzzFeed transform travel content with new partnership (United States)

By marrying commerce and content, this first-of-its-kind relationship allows consumers to seamlessly plan and book vacations through exclusive BringMe sponsorship

Category: North America & West Indies / Carribean islands - United States - Communication/Marketing
Press release published on 2020-02-07


Hilton, the worlds first global hospitality company, and BuzzFeed, the worlds leading digital media company, today announced a new partnership that pairs content from BuzzFeeds travel brand, BringMe, with Hiltons industry-leading direct-booking benefits to streamline the consumer travel experience and make it easier than ever to book a travel experience.

Through the partnership, Hilton is now the exclusive global hotel partner and the official title sponsor of BringMe as of January 2020. The partnership includes an extensive affiliate program that directs readers to Hilton promotions in relevant BringMe content and utilizes BuzzFeeds innovative marketing operating system including native and experiential strategies.

BuzzFeeds strength is building brands that drive action IRL. Tasty empowers millions of people to cook and try new recipes every day and now BringMe is inspiring young people to visit new places and explore new things, said Jonah Peretti, BuzzFeeds CEO and founder. Partnering with Hilton brings us even closer to our audience, and also makes it easier for them to make travel plans by booking directly. Through our shared consumer-first approach, were able to provide utility for our audience in a new way.

Since its launch in 2018, BringMe has become the largest and fastest-growing travel and experience digital publisher, and has built a strong relationship with its massive audience to become the No. 1 travel creator globally per unique viewer and by minutes watched, according to Tubular Labs. Hilton has a longstanding history of embracing technology and innovation and has invested resources to anticipate consumer needs and facilitate the best possible travel experiences. BringMes unique and accessible travel content combined with Hiltons direct booking benefits helps audiences go one step further from seeing an experience online to booking it for themselves.

Todays consumers are rapidly evolving their content consumption habits, which means getting the right message in front of the right customer at the right time requires innovation and agility, said Kellyn Kenny, Hiltons chief marketing officer. Were partnering with BuzzFeed because theyre a powerhouse digital media company with the tools to showcase Hiltons incredible portfolio of brands and award-winning Hilton Honors loyalty program in a way that will inspire millions of travelers around the world.

Industry trends reveal that younger audiences tend to focus on overall travel experiences, rather than singular made-for-Instagram moments, trust peer-to-peer influence over big aggregators to guide their travel planning and are more likely to book with a company with a strong corporate responsibility record. By approaching travel through an accessible point of view, BringMe is uniquely positioned as that trusted friend who can lead them to the right experience and its content has a proven track record for driving real-world action.

BuzzFeed is developing best of breed content experiences and integrating with Hiltons world- class brands and diverse portfolio of properties, said Armin Molavi, Hiltons vice president of global media strategy and execution. This partnership is going to develop true value for their readers and our guests. Through the partnership, Hilton becomes the bridge and travel champion for younger audiences as they increasingly travel more for both business and leisure all over the world. With 18 brands offering distinct experiences, Hilton is perfectly positioned to make their dream travel experiences reality in addition to the assurance they are booking with a company that embodies values they care about.

Hilton is the first major hotel company to use science-based targets to reduce carbon emissions and is committed to doubling its investment in social impact and cutting its environmental impact in half by 2030. Efforts such as its food donation program that will feed 160,000 annually across the U.S. and Canada while also reducing millions of pounds of food waste to landfills are part of a global corporate responsibility strategy Hilton calls Travel With Purpose. The company also leads in efforts to send zero soap to landfills and reduce single use plastics and collaborates with organizations such as the U.N. and local groups on promoting more sustainable travel. In the U.S., Hilton was voted the #1 Best Place to Work, #1 for diversity and inclusion and #1 for women and #2 in the world by Fortune and the independent Best Places to Work organization.

The partnership builds on BuzzFeeds recently announced plans to fix the longstanding attribution problem where digital middlemen capture profit for the value that media publishers provide. Through this partnership, BuzzFeeds industry-leading affiliate business is applying learnings from mastering retail and building a more sophisticated affiliate business for travel. By creating a direct link from BuzzFeed content to Hiltons booking capabilities, the partnership helps readers directly engage with offerings relevant to their specific interests from BringMes unique destinations, travel activities and city journey guides.

BuzzFeed has built an industry-leading affiliate business and were excited that this partnership helps us further extend into a more sophisticated model, said Peretti. This is the first step in solving an industry-wide attribution problem for publishers, and were proud to pave the way and work with an innovative leader like Hilton to create content that inspires our audience to travel.

Pairing BuzzFeeds travel content with Hiltons industry-leading direct booking efforts amplifies Hiltons Expect Better. Expect Hilton. direct booking campaign, which addresses consumers travel frustrations by providing more flexibility, better perks, better on-property experiences and a price match guarantee plus a 25% discount if a traveler finds a lower rate.* Additionally, BuzzFeed will get credit for inspiring the bookings.

To learn more, visit buzzfeed.com/bringme.

*Terms & Conditions are available on the Hilton website.

About BuzzFeed

BuzzFeed is the world's leading tech-powered media company, with a cross-platform news and entertainment network that reaches hundreds of millions of people globally. The company produces articles, lists, quizzes, videos, original series; lifestyle content through brands including Tasty, the world's largest social food network; original reporting and investigative journalism through BuzzFeed News; strategic partnerships, licensing and product development through BuzzFeed Marketing; and original productions across broadcast, cable, SVOD, film and digital platforms for BuzzFeed Studios.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising nearly 6,000 properties with more than 954,000 rooms, in 117 countries and territories. Dedicated to fulfilling its mission to be the worlds most hospitable company, Hilton earned a spot on the 2019 Worlds Best Workplaces list, and has welcomed more than 3 billion guests in its 100-year history. Through the award-winning guest loyalty program Hilton Honors, more than 100 million members who book directly with Hilton can earn Points for hotel stays and experiences money cant buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room.

[More Info about BuzzFeed]


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