MCLEAN, VA – DoubleTree by Hilton celebrates National Pay it Forward Day today with the launch of “Nice Travels,” an integrated, multichannel movement driving random acts of kindness to prove that “nice” is contagious.
The idea behind “Nice Travels” is that when a guest stays with DoubleTree by Hilton, “nice” stays with them, starting with the warm chocolate chip cookie welcome that each guest receives.
To spread this simple, yet powerful, idea across the globe and prove that nice does travel, DoubleTree by Hilton will identify, share and reward niceness through innovative, real-time social listening; a new interactive #NiceTravels online photo mosaic; and online and on-the-ground giveaways – starting today in New York City with the distribution of 20,000 of the brand’s famous chocolate chip cookies. The cookies will be handed out in pairs of two – encouraging passersby to keep one and share one with someone else to pay it forward.
The Nice Travels Index
To intercept the online conversation about travel and give small acts of kindness the attention they deserve, DoubleTree by Hilton created the Nice Travels Index, a real-time social listening and measurement tool that tracks online sentiment towards travel and travel conversation. The Nice Travels Index reveals that in spite of a global affection for travel – with more than 620,000 Twitter users identifying as passionate travelers – just 36% of the online conversation about travel is positive1. Grumbles about flight delays, lost luggage and rude encounters dominate the conversation over easy journeys, great views, amenities, and – of course – upgrades.
Throughout the year, DoubleTree by Hilton will use the Nice Travels Index to identify additional cities with the nicest travelers, and reward them with on-the-ground giveaways. The Nice Travels Index will allow DoubleTree by Hilton to engage with consumers in real-time and measure how #NiceTravels impacts the online conversation about travel – in an effort to make a positive change and celebrate the things we love most about traveling.
“The Nice Travels campaign is inspired by our brand culture of CARE (Create a Rewarding Experience) that we’ve infused in the guest experience every day for more than 25 years,” said Dianna Vaughan, senior vice president and global head, DoubleTree by Hilton and Curio – A Collection by Hilton. “Nice Travels invites people everywhere to pay it forward in their own way, joining the movement to make ‘nice’ travel.”
Consumer-Generated Nice Travels Mosaic
As a champion of everyday niceness, DoubleTree by Hilton encourages fans to snap a picture capturing the kindness that they encounter and tag it with #NiceTravels and #ContestEntry across Twitter or Instagram or upload directly to NiceTravels.com for the chance to win sweet rewards like hotel stays and free DoubleTree chocolate chip cookies. The contest is open through May 25, 2016 and runs concurrent to a global internal team member contest. All of the photos shared will come together online at NiceTravels.com to form an interactive mosaic in the form of a cookie, because niceness starts with a warm chocolate chip cookie at DoubleTree by Hilton. Fans can search within the mosaic to find their own photos and catch a glimpse of the random acts of kindness that they may have inspired.
Nice Travels Ad Campaign
The launch is timed with DoubleTree by Hilton’s new brand advertising campaign highlighting the same Nice Travels philosophy. The campaign is running globally and includes radio, digital and social content.