Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 6th Annual Shorty Awards

Hilton Worldwide – DTour Hub

Entered in Travel, YouTube, Video

About this entry

To create a better way to plan and share trips, we worked with Google to build DTour, the first-ever YouTube channel integrating all major social media networks to make sharing travel moments easy. To engage travelers, we launched “DTour of a Lifetime"–a contest to find 6 “DTourists" to travel globally as content creators and share highlights via blogs, videos & social media. These winners act as the travel ambassadors who capture experiences for inspiring others who visit DTour. This plan resulted from a Google study that revealed 70% of people don’t know where they want to go when they first plan their trip, leaving DoubleTree to help travelers plan & live like locals while on their trips. We generated awareness & drove content submissions to the hub map through social ad buys; U.K. travel blogger mixer; live Google Hangout with Google Travel; 350+ hotel’s social media channel extensions; travel TV host partnership for brand-first social media activities & satellite media tour. The hub is a successful tool utilizing locations to plan travel activities with exact pin-points for recommendations of things to do located within the map functionality. Consumers can see what has been recommended nearby their current location. When a person checks-in on Foursquare, tips & links to the DTour hub are provided for things to do nearby their current location.We’re on track to surpass goals by May 2014: 7.6% increase in revenue YOY during launch, 296.6M+ impressions, 143.8K+ site visits, and 3% increase in online awareness/positive sentiment. months. Key performance indicators included increased revenue, social growth & engagement for DoubleTree’s social channels, traffic, video views & content submissions to the DTour site. Revenue: During DTour launch, DoubleTree reservations increased 3.9% over that period in 2012, resulting in room revenue increase 7.6% over that period in 2012, leading to the best summer the brand experienced to date. Social: 14K new Facebook fans, 8K new Twitter followers, 1.7K sweepstakes entries. Mixer with Traverse Events in UK reached 135 key travel bloggers/influencers. The Motherhood Twitter party secured 10.2M impressions. Google Hangout has 6.5K+ views. Reddit “Ask Me Anything" sparked 44 comments. 3.6K+ mentions of #DTour on Twitter. Promoted tweets generated 13.5 Million+ impressions and 185K clicks to DTour site. Facebook promoted posts generated 296 Million+ impressions and 266.7K+ clicks to DTour site. Site Traffic: 9M+ video views, 4x YouTube subscribers, 143K+ visits, 1.7K+ content submissions.

Why does this entry deserve to win?



Entrant Company / Organization Name

DoubleTree by Hilton Hotels


Entry Credits