This week, Hilton Hotels introduced a new program for members in collaboration with its celebrity ambassador, Paris Hilton, on the video game platform.
(Image Source)
Hilton Worldwide Holdings Inc.
The hotel chain unveiled an interactive hotel experience within “Slivingland,” a virtual community created by Paris Hilton on Roblox in 2023. Players on Roblox who successfully complete in-game tasks within the virtual Hilton hotel lobby can earn Hilton Honors points. These points are redeemable for various benefits, including hotel reservations, shopping, and even rental cars within the Hilton network.
Additionally, participants have the opportunity to achieve a Diamond Tier upgrade, Hilton’s premium membership level offering perks such as premium WiFi, room enhancements, and access to executive lounges. The promotion is set to continue until February 22.
Hilton is the pioneer among hotels to engage with Roblox by offering tangible and transferable rewards, marking a trend where various businesses are joining the gaming platform for promotional purposes. Stephanie Latham, the Vice President of Global Partnerships at Roblox, anticipates a growing number of brands integrating their metaverse activities with the physical world, including tie-ins with loyalty programs, Roblox-themed fashion items, and real-world commerce.
In a press release, Latham noted that the evident consumer demand across both physical and digital realms makes Roblox an attractive platform for brands. With over 70 million daily users, nearly half of whom are from Generation Z, Roblox provides a significant avenue for engaging with a broad audience. By incorporating Paris Hilton’s Roblox universe into Hilton’s loyalty program, the hotel chain is paving the way for other brands to experiment with immersive experiences and communities, fostering consumer engagement and brand loyalty.
This strategy of offering exclusive benefits and rewards to enhance brand loyalty is a proven method, with video game platforms like Roblox providing a unique avenue. In the case of Chipotle, a similar approach in 2021 allowed players to redeem a free entrée in the Chipotle app after completing a specific task in Roblox.
Paris Hilton, the individual, expressed enthusiasm in a press release, stating, “Receiving actual Hilton Honors loyalty points for playing in Roblox? That’s iconic.”
Source: Hilton
