Caitlin Russell

New Page

 

Hilton

product innovation

 

Reinventing the hotel food & beverage experience

 

Traveling alone isn’t all jet-setting and martinis. Women have to overcome fear - of social expectations, unwanted advances, and real physical dangers - each time they travel solo. And that fear is rooted in the cornerstone of the food & beverage experience: the hotel bar.

 
 

The Ask

An open brief, skies the limit

Design with the user top of mind

Hilton tasked us with designing an innovative food & beverage experience that felt unique, but was scalable across hundreds of hotels in their massive 13 brand portfolio. We started with the user.

Solo female travelers are one of the largest growing travel segments - but they still feel uncomfortable dining and drinking in hotels. Hilton loses a seat at the table each time they decide not to go it alone.

We needed a F&B experience that inspired solo travelers to overcome the fear paralysis keeping them in their rooms and outside of Hilton’s food & beverage experiences. By doing that for women, you do it for a wide range of solo travelers.

 
 

The Insight

Fear is a story we tell ourselves, and we can tell ourselves a different one

Women understand the dangers of traveling alone, but they do it anyways. Solo travelers choose to venture fearlessly when the possibility of discovering something new overwhelms the risk of failure.

 

The Solution

A food & beverage experience that feeds self discovery.

Women understand the dangers of traveling alone, but they do it anyways. Solo travelers choose to venture fearlessly when the possibility of discovering something new overwhelms the risk of failure.

 

The Results

Winning pitch, happy users

Women understand the dangers of traveling alone, but they do it anyways. Solo travelers choose to venture fearlessly when the possibility of discovering something new overwhelms the risk of failure.

 
 

strategy

Hilton inspires women to venture fearlessly.

approach

A food & beverage experience that feeds self discovery.

concept

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Inspiration

A library, minus the “silent rule,” with a heavy emphasis on active learning and sharing.

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design

 

The Team

Caitlin Russell & Kate Fallon | Strategy

Rob Arthur | Brand Management

Megan Reilly | Experience Design

Chloe Friedman | Art Direction

Josh Perry | Copywriting