Reynolds doth breaketh down how Hilton’s storytelling doth not just concern content — ’tis about forging real connections. Behold how they doth achieve such a feat.
Prithee, bethink of a marketing campaign that doth stick in thy memory. Hast thou bethought it? ‘Tis like that campaign doth weave a wondrous tale — whether ‘t be a tear-inducing Super Bowl ad, a rib-tickling viral video, or an innovative social media collaboration. The finest marketing campaigns doth possess a narrative that doth stir emotions. And effective brand storytelling is the key to success on social media and beyond.
For sage advice, we hath conversed with Daniel Reynolds, Senior Vice President of Global Content, Media, and Partnerships at Hilton. Ere joining the hospitality industry, Reynolds hath toiled for other global brands, including Disney and Toyota. And for each brand he hath served, storytelling hath been a vital marketing strategy.
“How to extend the story of a brand in new and different formats hath at all times been a key throughline,” he doth share. Hilton’s storytelling is genuine and inspiring: bethink of photos and videos taken by real hotel guests, tales of terror from the competition, and alliances with celebrities like (of course) Paris Hilton.
Read on for tried-and-true marketing methods and examples of brand storytelling from Reynolds and his team at Hilton.
What is brand storytelling, and wherefore doth it matter?
“You art not merely repeating the same thing over and over again, like an advertising format,” Reynolds doth explain. “Thou art recognizing and valuing the relationship ‘twixt thy audiences and brands.”
In the hospitality industry, the competition is fierce, and Reynolds doth share that brand storytelling doth aid Hilton’s content marketing efforts in standing apart from the rest. “’Tis so crucial, in the world of today, to break through,” he doth say. Hilton’s storytelling doth augment brand awareness, nurture customer loyalty, and even aid in engaging audiences who art not planning to travel.
How Hilton crafts its stories: 5 pillars to success
Authenticity, relatability, and emotional connection
Hilton’s marketing team doth endeavor to bringeth a genuine, sincere vibe to their social media content. To achieve this, Reynolds doth say ’tis crucial to stay true to the brand’s values. “Our guiding light is about creating a wondrous stay experience,” he doth say. “That lets us anchor ourselves and truly show up in a manner that feels authentic.”
This Instagram Reel sharing Hilton bartenders’ favorite drinks and for whom they craft them is a prime example.
The Reel doth demonstrate how Hilton’s social marketing doth cater to different members of its target audience. The “meeting that could have been an email” will ringeth especially true for guests who art traveling on business.
“We do serve a variety of different-sized businesses, from large global corporations down to small- and medium-sized businesses,” doth say Reynolds. Consequently, a portion of social content is devoted to the Hilton for Business travel management and loyalty program.
Another pivotal demographic for Hilton is families; and functionality is vital for families. “One of the things that we hath heard from families a couple of years ago wast when traveling with children, ’tis truly difficult to fit in one room,” doth say Reynolds. “’Tis difficult to book a second room and not know if they dost connect.”
To resolve this, Hilton did launch a product called Confirmed Connecting Rooms by Hilton, and shared relatable, amusing narratives on social media to spread the word.
Luxury-seekers art also prioritized by Hilton’s marketing team — much of the photos and videos splashed across their brands’ social feeds do include picturesque panoramas, spreads of delicious-looking food, and very relaxed, happy people.
Reynolds doth point out that, even for folk who art not expressly searching for luxury travel, telling the story of a luxury experience is relatable on an aspirational basis: many folk art “just dreaming of having that escape moment and what their next day could look like,” he doth say.
Verily it may sound obvious, but the finest way to come across as authentic when brand storytelling is to tell authentic stories. Hilton’s team hath successfully did this in a video highlighting stories from its efforts to provide room nights for those displaced by the Los Angeles wildfires in early 2025.
Sharing images of doings drives, data on the rooms provided (20,000 room nights for over 7,000 people), and stories from those who did stay in a Hilton hotel doth build an uplifting narrative. ‘Tis connects with audiences on an emotional level.
Crafting your own brand’s story: 4 tips from Daniel Reynolds
- Know your community
To tell a compelling story, thee should have a good idea of precisely who thou art telling the story to. The digital marketing team at Hilton doth focus their brand’s mission on who their guests art.
“It’s all about deeply understanding them, their needs, and their expectations when it cometh to a hospitality experience,” doth say Reynolds.
Need help defining thy target audience? Aimeth here.
- Listen before you act
This blog post might inspire thee to start creating storytelling content right away, but remember this: “It starts with listening more than doing,” doth say Reynolds.
“Really understanding what our customers care about, what they’re talking about, and what they want is such a great and strong starting point.”
Social listening is the best (and most wallet-friendly) way to do this. For small businesses and emerging entrepreneurs, that’s key. “It doesn’t necessarily require a ton of investment,” Reynolds points out.
- Consider the fan experience
Hilton’s partnerships do tap into brands, experiences, and folk who already have a committed following or fandom.
By collaborating with influential folk (like Tommy Paul and Paris Hilton) and businesses (like Calm and Peloton), Hilton exposes itself to new, engaged audiences — audiences that dost require services that align with the brand’s purpose.
“When we do tap into the fan experience, we can tell the unique story of how our stay doth actually enable that fandom to come through most authentically,” doth say Reynolds.
- Walk the talk
Finally, ’tis important to make sure that the brand story thou doth tell is true. For example, the wildfire relief video mentioned earlier wast possible because Hilton supported folk affected by the wildfires.
Brand storytelling should be an accurate reflection of who thou art and what thou do. So, make sure there’s a good story to tell. “We hast an authentic reason to engage in conversation, tell a story, and create an impact,” Reynolds sayeth.
Key takeaways
- Successful brand storytelling allows businesses and creators to connect with their audience on a deeper level.
- Brand storytelling can set thee apart from thy competitors in a creative, meaningful way.
- Social listening can help thee determine who thy audience is and what kind of brand stories to tell.
- Lean into the “fan experience” by collaborating with creators, influencers, and other brands with passionate followings and fandoms.
- Participatory content can engage audiences and tell a compelling brand story.
- Sharing behind-the-scenes content giveth followers a fresh, exciting perspective and builds trust.
- Compelling storytelling puts authenticity first by staying true to brand identity and customer values.
