Skift Travel News Blog

Samsonite are aiming to reignite the spirit of adventure and celebrate the golden age of travel with their latest campaign. 

Created in partnership with global advertising agency Iris, ‘Travel Like Your Parents’ evokes a sense of nostalgia inspired by the genuine escapades undertaken by those who came before us.

Set against the sunny backdrop of Southern California, the wanderlust-inducing campaign urges today’s travelers to disconnect from our fast-paced digital world and ‘discover the magic of travel as our parents once did’. 

You can take a look at the newly released campaign video on the Samsonite YouTube channel.

“Traveling has always been a transformative experience, and we believe that the journeys our parents took were filled with a sense of wonder and discovery,” said Nicole Adriance, senior director of brand marketing at Samsonite. 

“Through our summer campaign, we aim to inspire travelers to tap into that same spirit and create their own remarkable memories. As a brand with over 100 years of history, we understand what made travel so special in the past and we can help our audiences understand it, too. That’s what “Travel Like Your Parents” is all about: the idea that travel is better when you take time to connect with the places you visit and the people you visit them with.”

At the 2023 Skift IDEA Awards, we are looking to highlight advertising campaigns that have been created with the intent to drive action. 

If you have an exciting marketing initiative that deserves to be celebrated, head over to the Skift IDEA Awards and start your application today.

When Ad Age announced its “2023 Creativity Awards” on Monday, it handed one to Hilton for having the year’s “best rebrand.” The hotel giant’s brand platform, “It Matters Where You Stay,” helped the U.S.-based hotel giant differentiate itself from competitors, the trade publication said.

Ad Age praised Hilton’s campaign — created by agency TBWA\Chiat\Day New York — for specifying services and amenities that other hotel chains and online travel agencies such as Airbnb can’t consistently provide, such as confirmed online reservations for connected hotel rooms, digital keys, and pet-friendly accommodations.

“In an era when so many travel brands feature pristine beaches, soaring mountaintops, and other glorious destinations, Hilton got real with its first-ever global marketing platform,” Ad Age said.

Chris Silcock, Hilton’s chief commercial officer, spoke about the campaign at the Skift Future of Lodging Forum in London. He said one of the ads, a TikTok video featuring Paris Hilton, had received 40 million impressions as of a month ago. Here’s a clip of the TikTok and Silcock’s explanation of the thinking behind it.

Ad Age wrote an inside piece on the creation of Paris Hilton’s 10-minute TikTok here.