Survey Results Uncover New Traveler Segment
“Seekenders” would choose memorable experiences over a significant job promotion
MCLEAN, Va. - A recent survey on behalf of Hilton Worldwide's (NYSE: HLT) global brand Hampton by Hilton uncovered a new type of traveler that has been defined as the "Seekender." This new group regularly takes advantage of weekends to spontaneously enjoy new experiences, with travel being at the top of the list. The study, conducted by Wakefield Research*, also revealed that Seekenders base their travel around four main types of activities/passions: food, sports, music or the great outdoors. Respondents across different generations also agreed that hitting the road for adventure and having experiences in life ranks higher than money.
"Knowing that 68 percent of Americans would rather embark on a bucket list trip than get a big promotion gives a new meaning to Hampton by Hilton's We Go TogetherTM campaign," said Judy Christa-Cathey, vice president, focused service brand marketing and Hampton by Hilton. "We are on a mission to encourage people to go out, play and seek unique weekend experiences and life 'firsts' through new travel adventures."
Other noteworthy survey result findings include:
- 82 percent of working Americans would travel for a year without pay if money weren't a concern
- 49 percent of Americans rank "traveling to other countries" above buying their dream car
- 51 percent would prefer a trip that takes them out of their comfort zone
- Nearly one half of respondents agreed that the best thing about experiencing something new is making a lifelong memory, followed by sharing it with family and friends, (28 percent) and discovering something new (22 percent)
"With more than 2,000 properties globally, Hampton by Hilton makes it easier for passionate Seekenders to fulfill their dreams," Christa-Cathey added. "Our great value offering and the signature 100 percent satisfaction guarantee completes the recipe for weekend happiness."
As part of Hampton by Hilton's efforts to inspire Americans to seize the weekend, the brand is enlisting the Ultimate Seekender Team. The group of travel savvy influencers will celebrate the weekend and boldly explore their global neighborhood. Their adventures, and other surprises, will be captured and shared at www.HamptonSeekender.com throughout the year beginning August 10.
Launched earlier this year with a series of ads, the We Go TogetherTM campaign blends music and emotion to go beyond the functional benefits of the hotel experience. From jamming out to a concert with a best friend to reconnecting with loved ones on a weekend escape, We Go TogetherTM embodies the spirit of travel and Hampton by Hilton's promise to seek out the best moments alongside its guests. The brand has also partnered with Live Nation® to encourage concert lovers to seek out their music passions.
Follow the Seekender conversation at www.HamptonSeekender.com and #WeGoTogether on social media.
* Wakefield surveyed 1,504 adults nationally between July 15 and July 24, 2015, using an email invitation and online survey, with an overall margin of error of three percent.
About Hampton by Hilton
As the number one ranked lodging franchise for the past 10 years, according to Entrepreneur®, Hampton by Hilton, including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton, serves value-conscious and quality-driven travelers at more than 2,490 properties in 27 countries and territories. High-quality accommodations and amenities, such as complimentary WiFi, free hot breakfast, and On The RunTM breakfast bags, contribute to Hampton by Hilton ranking as a leader in its segment. Hampton by Hilton Team Members deliver friendly, authentic, caring, and thoughtful service defined as Hamptonality, with guest happiness being the number one priority, backed by the 100% Hampton Guarantee. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. For more information about Hampton by Hilton, visit www.hampton.com or newsroom.hilton.com/hampton, and connect on Facebook, Twitter, YouTube, and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising nearly 5,900 properties with more than 939,000 rooms, in 114 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton earned a spot on the 2018 world’s 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 94 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.Download Article Photos