WASHINGTON, D.C. - As states and cities move to reopen, the American travel industry launched a major campaign today with a clear message for Americans: It's OK to start planning your next trip—whenever it may be.

Hilton is one of the key backers of the "Let's Go There" campaign, which is the result of an industry-wide collaboration of more than 75 businesses and organizations that spent months examining the question: What is the right message to potential travelers while the nation navigates the realities of a pandemic?

The answer: Take advantage of the demonstrated personal benefits of travel planning, even by just thinking about a future trip—and whenever travelers are ready to actually take it, the industry will be ready to safely welcome them back.

"The 'Let's Go There' campaign aims to tell travelers: When it's time for you, we'll be ready," said U.S. Travel Association President and CEO Roger Dow, whose organization is supporting the activities of the coalition. "There is pleasure in planning travel, and when the moment is right, the industry is committed to being well-prepared for the safe return of travelers. Our industry recognizes the need to pull together in this moment—as colleagues, not competitors—in a united message of welcome, preparedness, and desire to serve travelers' needs."

While public health is the top priority, the need to get Americans moving again as soon as safely possible is urgent for jobs and the economy. Travel supported employment for one in 10 American workers pre-pandemic—but more than one-third of those jobs (34%) have been lost since March. The travel industry is committed to being fully prepared for the moment travel demand returns, in order to keep its customers and workers safe and healthy and to restore those jobs as quickly as possible.

"Travel is an unstoppable force for good in this world. When people travel, they make connections across cultures, take in new experiences and make memories that last a lifetime," said Chris Nassetta, President and CEO of Hilton. "We know that travelers are eager to get back out into the world, and our industry is excited to help them dream about their next trip and welcome them to destinations near and far."

The fully integrated campaign will be live over the coming months on national broadcast networks, including CMT, Cooking Channel, ESPN, Freeform and National Geographic Channel. Two spots will air on ESPN's Monday Night Football on Sept. 14. The campaign will also be seen on online video platforms (YouTube and Hulu), will air as radio spots on the iHeartMedia network, and will appear online as digital display, social and programmatic ads.

Social media content will be tagged using #LetsMakePlans.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,800 properties and more than 1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on the 2021 World's Best Workplaces list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. In 2021, in addition to opening more than one hotel a day, Hilton introduced several 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 nearly 128 million 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 newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

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