Hilton marketer on future-proofing the travel industry
SPIKES ASIA ACADEMY: Because "nothing will be the same again" in travel, Hilton's Ivy Esquero has a few tips on operating in the 'new normal'.
The motivation behind travel has changed, says Ivy Esquero, director of integrated marketing, sales, and product enablement at Hilton Hotels. Ahead of the inaugural Spikes Asia Academy, a three-day (four-hour/day immersive bootcamp from September 14-16, 2022) called The Next, launched by Spikes Asia, the region's oldest and most prestigious award for creative advertising, the marketer from Hilton shares her insights and approaches the hotel...
Tell us about your scope of work at Hilton.
I lead the brand and audience strategy for Hilton in Asia-Pacific. I am responsible for identifying opportunities to drive deeper relationships with Hilton’s customers and prospects, drive efficiency and impact for marketing activities and develop test-and-learn agenda around platforms, formats and content. At next month’s Spikes Academy event you will be speaking on the ways brands can develop a future-forward strategy based on customer needs. Elaborate on what to expect from the session. The theme is 'What's Next'. It will be fun to explore how the metaverse can transform the travel industry. There are some fantastic new and immersive ways that brands and consumers are starting to engage in, and I want the current generation of creative teams to start thinking about how travel and hospitality brands can embrace the metaverse to better their offerings.