Hilton Hotels & Resorts turned to Cramer-Krasselt at a critical moment. Once seen as “my grandfather’s hotel,” the brand had lost relevance with U.S. travelers—even as its global reputation remained intact. Research confirmed the disconnect: today’s guests want flexibility, personalization, and experiences on their own terms. Hilton hadn’t evolved to meet this new mindset.

C-K launched Stay Hilton. Go Everywhere.—a bold repositioning that redefined Hilton as the leader in Refreshing Hospitality Worldwide. More than a tagline, it was a transformative brand platform.

We built a strategic roadmap to reintroduce Hilton with a dynamic new voice, elevate service culture, and showcase travel experiences across 530+ global properties. The work was aspirational and actionable—reestablishing Hilton’s relevance and restoring its emotional connection with modern travelers.

The result? Hilton felt fresh again—confident, magnetic, and aligned with a new generation. And ADR and bookings started moving North for the first time in several years.