Hilton launches "New Ways to Stay" campaign to highlight luxury and lifestyle hotels
Hilton has launched a "New Ways to Stay" marketing campaign to promote its expanding luxury and lifestyle hotel portfolio. Announced on Nov 10, 2026, the effort targets travelers who may not yet know about these brands or the ability to earn Hilton loyalty points when booking them.
In this story
At a glance
- What changes
- Hilton introduces a new marketing campaign highlighting luxury and lifestyle hotels
- Timing
- Announced on Nov 10, 2026
- Who is affected
- All travelers considering Hilton bookings
The details
- Announced by
- Hilton
- Takes effect
- Nov 10, 2026
Campaign launch and purpose
Hilton unveiled its "New Ways to Stay" campaign as part of a broader effort to educate travelers about the company’s luxury and lifestyle offerings. The campaign follows years of acquisitions and licensing deals that have expanded Hilton’s portfolio beyond traditional brands.
Growth of luxury and lifestyle segments
According to CEO Chris Nassetta, the luxury and lifestyle segments have been the fastest‑growing categories for Hilton, with trailing 12‑month net unit growth rates of 11% for luxury and 20% for lifestyle hotels. These figures reflect the company’s strategic focus on design‑forward properties and distinctive guest experiences.
Why the campaign matters to travelers
Hilton’s research indicated that many travelers were unaware they could earn loyalty points when booking newly acquired or licensed properties such as Graduate Hotels, NoMad, AutoCamp locations, and Small Luxury Hotels of the World affiliates. The campaign aims to close that awareness gap and encourage bookings across the expanded portfolio.
What this means for travellers
Trip planning
- Travelers will now see dedicated marketing material for Hilton’s luxury and lifestyle hotels when browsing the Hilton website or app.
- Bookings at newly highlighted properties may become more visible in search results, potentially influencing itinerary choices.
Cost and documents
- No new fees are introduced by the campaign; existing room rates and loyalty program terms remain unchanged.
- Travelers can continue to earn Hilton Honors points for stays at the featured properties without additional paperwork.
What you need to do
- Review the "New Ways to Stay" promotional content on Hilton’s digital channels to identify eligible luxury or lifestyle hotels.
- Ensure Hilton Honors membership is active to capture points for bookings at the highlighted properties.
- Monitor future communications from Hilton for any updates to loyalty earning rules related to these brands.
Who this affects
-
Travelers unaware of loyalty points on new brands
Research showed many did not know they could earn points when booking Graduate, NoMad, AutoCamp, or Small Luxury Hotels of the World properties through Hilton.
What to do Check Hilton’s website or app to confirm point‑earning eligibility before booking.
-
Luxury‑seeking travelers
Hilton’s luxury portfolio is growing fastest, and the campaign highlights these options.
What to do Consider Hilton’s luxury hotels as alternatives when planning high‑end trips.
-
Lifestyle‑oriented travelers
Design‑forward lifestyle brands now receive dedicated promotion, increasing their visibility.
What to do Explore the lifestyle hotel listings in the new campaign for unique stay experiences.
Frequently asked questions
What is Hilton's "New Ways to Stay" campaign?
Hilton's "New Ways to Stay" campaign is a marketing initiative launched on Nov 10, 2026 to raise awareness of its luxury and lifestyle hotel brands and to remind travelers they can earn Hilton Honors points when booking these properties.
When did Hilton announce the new campaign?
Hilton announced the "New Ways to Stay" campaign on Nov 10, 2026, as part of its earnings call and related press communications.
Which hotel brands are included in the campaign?
The campaign highlights Hilton's luxury and lifestyle portfolio, including Graduate Hotels, NoMad, AutoCamp locations, and properties licensed through Small Luxury Hotels of the World.
Can I earn Hilton Honors points at these new properties?
Yes, Hilton confirmed that travelers can earn Hilton Honors points when booking the highlighted luxury and lifestyle hotels through Hilton’s website or app.
Do I need to do anything to benefit from the campaign?
Travelers should ensure their Hilton Honors membership is active and review the new promotional material to identify eligible luxury and lifestyle hotels before booking.
