Marketing Leadership and Brand Evolution with Hilton CMO Mark Weinstein
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 host Jenny Rooney and Mark as they discuss his journey to becoming CMO, the evolution of Hilton’s loyalty program and the successful ‘For the Stay’ platform. Mark shares his insights on combining brand and performance marketing, the power of authentic partnerships, and Hilton’s unique role in fostering human connection through hospitality.
“The challenge of being a brand like ours is that we are 105 years old. … We benefit from market premiums. We play a commercial role. And so you get complacent about the need to build the brand,” he said on the podcast.
As Hilton’s chief marketing officer, Mark Weinstein oversees both the marketing and guest functions, bringing together brand development and loyalty programs. Before becoming CMO in June 2020, Mark spent several years leading Hilton Honors, growing it from 25 million members generating 45% of business to 200 million members generating 65% of business. Before joining Hilton 14 years ago, he worked in consulting at Pricewaterhouse and at a small sales and marketing strategy firm.
Key points to remember:
[04:55] The evolution of loyalty programs — Mark explains that successful loyalty programs must start with a strong brand foundation, using the analogy that “it wouldn’t be beneficial to get the 13th bagel for free if the first 12 weren’t good.” He describes how Hilton Honors has evolved from focusing solely on high-value guests to creating immediate value for all members through features like free Wi-Fi and room selection. The program is now adding 83,000 new members daily, highlighting the importance of making rewards accessible and interesting to use rather than just earn.
[08:29] The integration of branding and performance marketing — Mark discusses the pivotal decision to combine brand marketing and loyalty functions under the CMO role. He points out that the debate between branding and performance marketing is shortsighted, as both elements are essential to success. The integration allowed Hilton to better balance short-term results with long-term brand development, while enabling more cohesive storytelling through partnerships, influencers and creators.
[10:35] The “For the Stay” Platform — Mark explains how the pandemic provided an opportunity to reinvent Hilton’s brand positioning. Rather than 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 encompass Hilton’s long-term presence in communities, environmental engagement and relationships with team members and guests.
[11:04] Understanding today’s consumer — Mark observes that post-pandemic consumers have moved from to-do lists to “bucket lists,” with people more eager to travel without waiting for traditional schedule constraints. It also discusses Hilton’s competitive advantage over home-sharing services through the combination of three elements: large physical space, service culture, and technological capabilities.
[13:26] Legacy and leadership — Mark reflects on his dual ambitions as CMO: to move the brand from beloved to truly valued, and to create a legacy through mentoring and talent development. He emphasizes the importance of brand advancement and people development in his approach to leadership.
[14:03] Authentic Celebrity Partnerships — Mark discusses Hilton’s partnership with Paris Hilton, emphasizing the authenticity of the relationship given her family ties to the brand. He explains how her personal history with Hilton Hotels and genuine connection to the brand makes her an ideal partner, while emphasizing the importance of balancing appeal across generations through various influencer partnerships.
