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Welcome to this episode of the Marketing Vanguard podcast. Today, we have a special guest recorded live at Brandweek 2024 in Phoenix, Arizona: Mark Weinstein, CMO of Hilton.
Join hosts Jenny Rooney and Mark as they discuss their journey to becoming CMO, the evolution of the Hilton loyalty program, and the successful “For the Stay” platform. Mark shares insights on combining branding and performance marketing, the power of authentic partnerships, and Hilton’s unique role in fostering human connection through hospitality.
“The challenge when you are a brand like us is that we are 105 years old. … We command the first of the market. We do commercials. And so it is completed on the need to build the brand,” he said on the podcast.
As Hilton’s CMO, Mark Weinstein oversees both marketing and customer functions, bringing together brand building and loyalty programs. Before becoming CMO in June 2020, Mark spent several years managing Hilton Honors, growing it from 25 million members driving 45% of the business to 200 million members driving 65% of the business. Before joining Hilton 14 years ago, he worked in consulting at Pricewaterhouse and at a small sales and marketing strategy firm.
Main takeaways:
[04:55] The evolution of loyalty programs – Mark explains that successful loyalty programs should start with a strong brand base, using the analogy that “it wouldn’t be advantageous to get the 13th bagel for free if the first 12 weren’t good.” He describes how Hilton Honors has evolved from focusing only on high-value customers to creating immediate value for all members through features such as free Wi-Fi and room selection. The program now adds 83,000 new members every day, emphasizing the importance of making rewards accessible and exciting to use rather than just earn.
[08:29] The integration of brand and performance marketing – Mark discusses the critical decision to combine brand and loyalty marketing functions under the role of CMO. He emphasizes that the branding versus performance marketing debate is short-sighted, as both elements are essential for success. The integration allowed Hilton to better balance short-term results with long-term brand building, while also enabling more cohesive storytelling through partnerships, influencers and creators.
[10:35] The “Per u Stay” platform – Mark shares how the pandemic provided an opportunity to reimagine Hilton’s brand positioning. Instead of following industry clichés about travel, they focused on Hilton’s unique role in the customer journey – the stay itself. The platform extends beyond literal hotel stays to include Hilton’s long-term presence in communities, environmental commitment and relationships with team members and guests.
