Campaign Launch
On July 7, 2026, Hilton announced the next chapter of its internationally acclaimed It Matters Where You Stay campaign, unveiling a new phase that features global film star and brand ambassador Deepika Padukone. The rollout spans social, digital and outdoor platforms worldwide and builds on the record‑breaking 2025 debut, which amassed more than 11 billion views across all social and digital channels.
Campaign Highlights
The new creative suite showcases a more spontaneous and expressive side of Padukone, integrating music, movement, dining, wellness, loyalty and service themes. Filmed at Conrad Bengaluru, the content underscores Hilton’s belief that when travelers leave their home routines, the “Stay” – comprising thoughtful team members, designed spaces, seamless technology and Hilton Honors benefits – becomes the essential ecosystem that enables guests to feel relaxed, confident and fully themselves.
Creative Team and Production
Hilton collaborated with Grammy‑winning director Nadia Marquard Otzen, choreographer Shay Latukolan, and award‑winning music producer/composer Mikey McCleary to produce an original soundtrack that blends electronic influences with contemporary Indian vocals, mirroring Padukone’s energy throughout the film.
Executive Commentary
Mark Weinstein, Chief Marketing Officer and Head of Luxury Brands at Hilton, stated: “People often think about travel in terms of destinations, but for us, it’s about hospitality – the Stay – that makes the trip possible. A Hilton Stay helps our guests make the most of why they came. Travel is exciting, but it can also be demanding. When travel takes people from their routines, the Stay becomes even more important.” Padukone added: “What I connected with most about this campaign is how true it felt to the experience of staying with Hilton. When you feel genuinely comfortable and looked after, you stop overthinking and can simply be yourself.”
Strategic Objectives and Growth Plans
Hilton highlighted its ambition to accelerate growth in India, targeting 400 trading hotels in the coming years. The campaign reinforces Hilton’s focus on removing friction through technology such as Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms, all aimed at delivering intuitive, human‑centred hospitality.
Hilton Corporate Profile
Hilton (NYSE: HLT) operates a portfolio of 28 world‑class brands, encompassing more than 9,200 properties, 1.3 million rooms across 144 countries and territories, and has welcomed over 4 billion guests in its century‑long history. Recognised as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton employs roughly 500,000 team members globally. Its loyalty programme, Hilton Honors, counts over 250 million members, who can earn points for stays and experiences via the Hilton Honors app, which enables booking, room selection, mobile check‑in, digital key access and checkout.