Latest news with #MarkWeinstein
Business Wire
a day ago
- Automotive
- Business Wire
From Starting Grid to Stay: Get Ready for the Ultimate Overnight Pitstop
MCLEAN, Va. & LONDON--(BUSINESS WIRE)--To celebrate 20 years of partnership, Hilton and McLaren Racing are introducing a 'Stay Like McLaren Racing' suite in London. Combining world-class hospitality and pit lane power, beginning today, racing fans can book their dream stay from July 8-20, 2025, at The Trafalgar St. James London, Curio Collection by Hilton, just in time for the Formula 1 British Grand Prix at Silverstone. Rooted in Hilton's 'It Matters Where You Stay' campaign, the 'Stay Like McLaren Racing' suite was created in collaboration with the McLaren Formula 1 Team and invites travelers to experience a premium stay inspired by the signature hospitality Hilton has used to welcome the team at Hilton properties at race locations across the globe for two decades. Inspired by the paddock, guests first enter through a signature papaya-colored orange door to experience their hotel stay through the eyes of the iconic motorsports team during race weekend. The elevated suite features a heritage hub with iconic McLaren F1 Team memorabilia on display, twin racing simulators, a pit wall with high-intensity race day content, an in-room bar and a smoothie delivery each morning. From performance-driven fuel to restorative rest amenities, every detail is designed to help fans recharge like the pros. To have a chance to stay in the limited-edition suite, from July 8-20, 2025, fans can book directly at or Hilton Honors members can also use their Points to bid for stays in the 'Stay Like McLaren Racing' suite on select dates with additional McLaren Racing experiences being released on the Hilton Honors Experiences platform. Located in central London, The Trafalgar St. James London, Curio Collection by Hilton is just steps away from all the action at McLaren Racing Live: London in London's Trafalgar Square July 2-3, 2025; a gathering for fans to get a piece of the McLaren action before the Silverstone race weekend. 'As McLaren F1 Team's longest-standing partner, it has been an honor to stand by the team for 20 years – by not only being a home away from home when the team is on the road but also to create unique, money-can't-buy experiences for our most loyal guests and fans,' said Mark Weinstein, chief marketing officer, Hilton. 'From our trackside hotels like Conrad Singapore Marina Bay and Hilton Garden Inn Silverstone to dozens of other Hilton-branded hotels across the world where the team and fans stay for race weekend, we're proud to deliver exceptional stay experiences for the McLaren team, and we're excited to partner on this supercharged stay experience for fans looking to stay like a winner and experience the fandom like never before.' 'Great partners enable the team's performance on, and off the track, and we are committed to making sure our fans are engaged and excited about what McLaren is doing,' said Louise McEwen, chief marketing officer, McLaren Racing. 'For 20 years, we've worked with Hilton to both power meaningful experiences that deepen our fans' engagement with what we do and ensure our team can recharge and get that crucial good night's sleep before race day. We're so proud of the partnership we've built together and invite fans to celebrate with us with the 'Stay Like McLaren Racing' suite and fan experiences we've created together this year.' Through unique partnerships with brands like the McLaren F1 Team, Hilton Honors members have access to one-of-a-kind experiences that provide unparalleled access and unforgettable moments through the Hilton Honors Experiences platform. To help fans and guests stay like the star-studded racing team, Hilton and McLaren Racing have also teamed up on a series of adrenaline-fueled fan activations and experiences around the British Grand Prix in the UK from London to Silverstone, including: Exclusive Rooftop Lunch at The Trafalgar St. James London, Curio Collection by Hilton's iconic rooftop restaurant: On July 2, 2025, fans can refuel at a pop-up McLaren-inspired pit stop, offering an elevated chef-curated tasting experience, combining racing precision with culinary expertise. Hilton Honors members can bid Points to access this experience on the Hilton Honors Experiences platform from now until June 27, 2025. Enjoy the ultimate fan experience with a themed experience and suite: Cheer on the team at their home race via a live in-room broadcast of the race while setting the fastest lap on the simulator and indulging in bespoke cocktails and expertly crafted dishes. Paired with a two-night stay in the suite from July 6-8, 2025, and an F1 themed experience on July 7, Hilton Honors members can bid Points to access this experience on the Hilton Honors Experiences platform from now until June 20, 2025. Reset for the weekend with an exclusive evening at The Rooftop: With the backdrop of the iconic London skyline, guests can enjoy an evening reception paired with live music and entertainment to celebrate Hilton's milestone partnership with the McLaren F1 Team. Hilton Honors members can bid Points to access this experience on the Hilton Honors Experiences platform from now until June 27, 2025. Silverstone Rooftop Experience at the British Grand Prix, Friday Practice with Hotel Stay: Fans can also experience the fandom trackside by bidding on a chance to attend Friday's Practice sessions at the exclusive Hilton Garden Inn Silverstone Rooftop, with prime views of all the track action and a one-night stay at Spark by Hilton Luton on Friday, July 4, 2025. Bidding is available from now until June 27, 2025. The suite is the latest in Hilton's 'Stay Like' programming, which invites guests to 'Stay Like' their favorite pop culture icons with a series of immersive, experiential themed suites across Hilton's portfolio of award-winning brands. Previous suites include 'Stay Like' Wicked at New York Hilton Midtown and 'Stay Like an Infinite Icon' at The Beverly Hilton. Reservations for the 'Stay Like McLaren Racing' suite will be available to book starting at 1:00 p.m. BST / 8:00 a.m. EST on June 5, 2025, with stays running from July 8-20, 2025. To get a sneak peek of Hilton's 'Stay Like McLaren Racing' suite or book a stay, visit To learn more, visit About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,600 properties and nearly 1.3 million rooms, in 139 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World's Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 218 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube. About McLaren Racing Founded by racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966. McLaren has since won 21 Formula 1 world championships, 195 Formula 1 Grands Prix, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt. McLaren Racing competes across five racing series. The team competes in the FIA Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O'Ward, Nolan Siegel and Christian Lundgaard, the ABB FIA Formula E World Championship as the NEOM McLaren Formula E Team with drivers Sam Bird and Taylor Barnard, and F1 Academy with Driver Development programme member Ella Lloyd. The team also competes in the F1 Sim Racing Championship as McLaren Shadow. McLaren is a champion for sustainability in the sport and a signatory to the UN Sports for Climate Action Commitment. It is committed to achieving net zero by 2040 and fostering a diverse and inclusive culture in the motorsport industry. McLaren Racing – Official Website About The Trafalgar St. James London, Curio Collection by Hilton The Trafalgar St. James, Curio Collection by Hilton, is a luxury five-star hotel located on the edge of London's iconic Trafalgar Square, offering the curious traveller a luxurious stay and a sanctuary of style, rest and play in the heart of the capital. The hotel boasts 137 guest rooms including 3 iconic suites, with each one offering guests a relaxed and memorable stay and catering for all, whether that be work, rest or play. Each room has been meticulously designed and celebrates the modern British aesthetic. The Rooftop is one of London's top skyline bars with far reaching views out across Central London including Trafalgar Square. Situated on the ground floor of The Trafalgar St. James hotel, Rockwell is a destination Bistro & Wine Bar serving global flavours and locally sourced food, expertly crafted coffee and a broad selection of international wines, all served in the new elegant, contemporary setting.
Forbes
5 days ago
- Business
- Forbes
A Conversation With Hilton CMO Mark Weinstein On Building Brand Platforms, Cultural Relevance + Using Attitudinal Data To Future Proof Audience Understanding
With culture moving at the speed of light, identifying trends versus fads has becoming increasingly difficult. Consequently, aligning brands to be at the forefront of culture can be extremely complex, and the need to identify the right platforms and tools to gather the correct consumer intelligence to do so has never been more important. To wit, as brands move away from being campaign driven, to platform led, in order to not only be ahead of trend, but also differentiate within category, organizations need to crisply define who a brand is and what it stands for with clarity. Success here will also involve not only looking at the brand more from a lens of the WHO, but also doing the same for customers with more attitudinal or emotional data to get to the WHY. Mark Weinstein On Building Brand Platforms, Cultural Relevance + Using Attitudinal Data To Future ... More Proof Audience Understanding For all these reasons, I wanted to speak to a CMO who has successfully transformed the brand he leads to be at the forefront of both culture as well as audience understanding. Mark Weinstein has been at Hilton for the past fifteen years and is currently CMO. He has worked to continue to take the brand to new heights over and over again by a relentless commitment to never being complacent. Following is a recap of our conversation: Billee Howard: Hilton has gained a tremendous amount of brand momentum the last few years. Can you talk to me about your post COVID transformation around 'Hiton. For the Stay.' and the thinking behind it? Mark Weinstein: Hilton is a brand that was built in culture. From hosting the first-ever GRAMMY Awards at The Beverly Hilton in 1959 to our 20 years of partnership with McLaren Racing, Hilton has long been at the center of culture-defining moments. But somewhere along the way, as we focused on operational excellence and growth, we realized our role in culture wasn't as visible as it once was. During the pandemic, we experienced a unique halt in momentum, which served as a pivotal gift in disguise. We saw 90% of our business disappear; not because the brand was damaged, but because it wasn't safe to travel. This pause allowed us to think about how we wanted to reemerge as a brand and redefine our narrative. Hotel advertising had fallen into a 'sea of sameness.' We were playing into the tropes – showcasing cliché white empty beaches and sunsets – and, in turn, had written ourselves out of the story. This prompted us to look inward and find what sets Hilton apart from our competitors, and the answer was simple: The Stay. "For the Stay" was born out of the realization that travel had fundamentally changed. People were no longer just looking for a place to sleep; they were seeking meaningful experiences and moments that would stay with them long after their trip ended. We saw an opportunity not just to reposition Hilton, but to redefine how we engage with our guests. That led to the development of our first-ever global marketing platform, 'Hilton. For the Stay.' Howard: How should brands think about becoming more tribal and culturally relevant today with so many things happening and changing in what feels like real time? You mentioned something critical to your success was finding the attitudinal factors that drive audiences as they can provide a roadmap to understanding a segment not just for now but for life. Can you explain more about what you mean? Weinstein: Staying relevant in today's fast-moving world requires a balance between responding to the now and anticipating the next. Brands must be agile and deeply attuned to cultural shifts to remain relevant. At Hilton, we achieve this by actively listening to our guests and engaging with them through various channels. We leverage social media listening, customer feedback, and market research to identify emerging trends and understand the cultural nuances that resonate with different demographics. We also take a long-term view by focusing on macro trends that align with our brand values rather than fleeting micro trends. For our go-to-market strategy, we focus on trends that enhance the guest experience and align with our commitment to sustainability, inclusivity, and innovation. The bigger picture for us is understanding the attitudinal shifts that will define lifelong behaviors. A 20-something prioritizing wellness or experiential travel isn't doing so just to follow a trend; there is an underlying personal value that they are identifying with that could stay with them well into their 50s, 60s and beyond. By identifying these motivations early, we can meet these travelers today with relevant messages while also building a roadmap for the future. If we listen closely, we can determine what products to develop and how to design experiences that evolve with our guests – and where and how to ultimately invest. By staying true to our core values, while adapting to the changing landscape, we can create authentic connections with our guests and drive long-term brand loyalty. Howard: You've really put a fine point on better understanding Gen Z and done a great job of downageing the brand. That is often a big challenge for marketers. What are some best practices you employ here? Weinstein: We understand that for many travelers – especially Gen Z – their journey starts on the couch with their loved ones, scrolling on social media and dreaming about their next adventure. Our goal is to understand how they get their information, show up in all the places where they choose to spend their time and inspire them with stay experiences that feel aspirational, yet attainable. Today's young travelers aren't waiting for 'someday.' They've shifted from bucket lists to 'go do it now' lists, prioritizing unique, shareable and culturally immersive experiences. Hilton is tapping into this experience economy by making travel more engaging and rewarding. A great example is our 20 year partnership with McLaren Racing. Together, we've partnered to provide exclusive experiences and perks for Hilton Honors members and McLaren Racing fans, while offering the McLaren F1 Team a home away from home in Hilton hotels at race locations around the world. In fact, over 4.6 million Hilton Honors Points were redeemed for the McLaren Ultimate package for Las Vegas in 2024, the most Points redeemed for any package in the history of the site. We've done everything we can to help these athletes perform at their best, flipping hotel schedules to match time zones and tailoring stays to fit their fast-paced lifestyles. This commitment to personalized care extends to every Hilton guest. Howard: There has been a tremendous pivot in how organizations think about brand, moving it away from visual identity and campaign after campaign to a platform that identifies who an organization is with clarity. Talk to me about your thinking here and how you have employed it at Hilton. Weinstein: 'Hilton. For the Stay' is more than just a tagline and is instead a long-term commitment that puts the stay at the heart of everything we do. It serves as our North star, guiding how we evaluate new opportunities, partnerships and experiences. When my team brings an idea to me, my filter is simple: Does it align with our brand platform? Is it meeting customers where they are and where they are going? Does it feel relevant? Having this grounding gives us the confidence to take daring, calculated risks while ensuring Hilton stays culturally relevant. It allows us to look at trends differently and adapt in ways that feel authentic. For example, we recently launched 'Hilton Saved My Stay,' a long-form content series inspired by our social engagement strategy that gives back to real travelers when they need it most through our signature hospitality. Created in partnership with TBWA\Chiat Day\NY, global production company 1stAveMachine and the director of our 10-Minute TikTok, David Ebert, the three-part comedic content series is part of our bold and differentiated approach centered around actual stay stories. Rather than just running ads, we often insert "Hilton as the Hero" by jumping in and saving travelers who share their vacation nightmares online, turning potential customers into Hilton guests. These creators then organically shared their Hilton stay experiences with their audiences, reinforcing that Hilton is there when it matters most. By staying true to who we are while strategically embracing current trends, we are maintaining Hilton's place as a dependable, relevant leader in global hospitality for generations to come.
