Dan Reynolds, Hilton’s SVP of Global Content, Media, and Partnerships, explains how the hospitality giant became a storytelling machine—powered by creators, AI, and an in-house brand team that knows its story best.
At Cannes Lions 2025, AdMonsters sat down with Dan Reynolds, SVP of Global Content, Media, and Partnerships at Hilton.
We talked about how Hilton is leaning into storytelling, cultural moments, and partnering with creators to tell stories that resonate with consumers.
The legacy brand is also testing AI’s creative capabilities and utilizing the technology to listen to its customers in real-time.
“We’re using [AI] to better understand what our customers are talking about and what kind of stories we need to tell,” Reynolds said.
“And then we’re actually testing its creative capabilities, so using it to do things like storyboarding or scripting, or helping us to fast-track some of the pre-production process,” he added.
👇 Watch our full interview below to hear how Reynolds and his team are rethinking content strategy in hospitality—and what it means to connect with consumers at scale authentically.
Publishing Powerhouse at Scale
- With 8,500+ hotels worldwide, Hilton acts more like a global publisher, telling hyper-local stories that help customers find their “next stay.”
- The team creates content across all major platforms, using diverse formats that break down the traditional walls between media, marketing, and culture.
- Content is designed to move in the moment—from vacation inspiration to business travel tips—matching the pace of cultural shifts.
Creating Real Partnerships, Not PR Stunts
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Long-standing collaborations with brands like McLaren Racing and people like Paris Hilton work because they’re rooted in mutual authenticity.
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“We let our partners tell the story in their own voice,” Reynolds said. “It only works if we’re showing up as our real selves too.”
Listening > Broadcasting
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Hilton doesn’t just push content out—it listens closely to what travelers are saying across channels.
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Those insights shape the formats, messages, and platforms the team invests in next.
In-House Vs Agency
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Hilton’s internal brand team leads most storytelling efforts. “They know our story best,” said Reynolds.
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But when the project calls for it, they bring in top-tier partners to push creative limits and experiment at scale.
Creators Who Actually Stay at Hilton
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Hilton’s not manufacturing creator moments—it’s finding them.
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“Every day, we have creators staying with us as part of their real lives. We let them tell that story their way,” Reynolds said.
AI in Action
- The brand has spent 18 months exploring AI for social listening, scripting, and content production.
- “We’re repurposing existing content into new formats using AI—and it’s just the beginning.”