Since launching in September 2024, Hilton’s “Stay Like” campaign has reimagined what a hotel stay can be—blurring the lines between hospitality, fandom and live experience. For event professionals, the series offers a compelling case study in how to craft immersive, buzzworthy activations that engage audiences well beyond a trade show floor.
Transforming Rooms Into Immersive Worlds
It all began with Hilton’s “Stay Like an Infinite Icon” at Los Angeles’ Beverly Hilton, welcoming fans into the glamorous universe of Paris Hilton. In partnership with Hilton herself, the hotel brand outfitted rooms with a mix of genuine memorabilia and detailed replicas of Hilton’s home. Naturally, decor also featured a whopping 26 shades of pink.
In an added layer of interactivity to the suite experience, “Stay Like an Infinite Icon” included themed experiences like the “Sliving Happy Hour,” complete with a dedicated bartender and Paris’s signature Cosmopolitan.
One month later, “Stay Like Wicked” was offered at New York Hilton Midtown, which Dan Reynolds, Hilton’s senior vice president of global content, media and partnerships, described to Vendelux as “a spellbinding experience created in partnership with Universal Pictures that invited travelers, fans and movie lovers to experience the magic of Oz ahead of Wicked’s highly anticipated big screen debut.”
Rooms nodded to the hit movie with a slate of “magical surprises, including bespoke Elphaba- and Glinda-themed cocktails at a hidden beverage bar behind a custom-built bookshelf inspired by the Wizard’s Throne Room and Shiz University,” Reynolds explained. Then, come breakfast time, pastries were delivered to Wicked fans via a mystical floating balloon.
And now, suites at The Trafalgar St. James London, Curio Collection by Hilton are designed to “Stay Like McClaren Racing” (available through July 20). Just in time for the F1 British Grand Prix at Silverstone, “fans can get a rare, up-close look at a 2025 McLaren race suit and helmet, along with heritage assets from previous drivers, displayed within the in-suite heritage hub,” Reynolds dished.
Takeaways for Event Profs
Create Multisensory Touchpoints
To build out these experiences, Reynolds said Hilton combines “the best elements of a live event—an immersive environment, a sense of community and surprise-and-delight moments.”
These suites are more than just stylish lodging; they’re story-driven environments designed for high engagement, social shareability and emotional connection—principles that are at the heart of experiential marketing.
Speaking of, “Stay Like” at its core is an experiential marketing campaign born out of Hilton’s slogan: “Hilton. For the Stay.” It brings “the essence of a Hilton stay to life in a visceral way,” capitalizing on where the next generation of travelers, Gen Z, often begin their journey—on the couch, scrolling on social media and consuming content on TV, according to Reynolds.
Remember: Access is the New Luxury
“We recognize that Gen Z, more than any other generation, travels for experiences that fuel their passions, whether that’s a sporting event, live concert or exclusive culinary journey,” Reynolds said.
In today’s experience economy, the new big-ticket item isn’t a front-row seat—it’s access.
With its “Stay Like” campaign, Hilton isn’t just offering a premium hotel stay. Through strategic partnerships and immersive activations, the brand is unlocking one-of-a-kind experiences that put guests inside the worlds they love. From fashion to film to F1, each suite offers more than a theme—it offers direct access to passion points, transforming a stay into something unforgettable.
Integrate Authentic Partnerships
“Authenticity is truly the key to our success in working with culturally relevant partners like the McLaren F1 Team,” Reynolds said, noting that the “Stay Like McLaren Racing” suite was born out of Hilton’s 20-year partnership with the F1 team.
It’s also no secret that Paris Hilton—the great-granddaughter of Hilton hotels founder Conrad Hilton—”grew up living in and staying in numerous Hilton hotels across the world,” Reynolds said.
“Rather than chasing every trend, we take a long-term view by focusing on macro cultural shifts that align with our brand values and guest expectations,” he added.
Reynolds’ concluding remarks: “All in all, the more intentional, immersive and genuine the collaboration, the more memorable the experience. This is the principle that guides how we approach all future experiential and co-branded stays.’
