Mega hotel chain Hilton claims to offer a blog about “real families and their travels.”
But there’s just one small problem with that description, because if Hilton’s world is truly reality, then only about 7 percent of dads are traveling. Among its team of 15 bloggers writing about so-called “real families and their travels,” it’s only authored by one dad.
But what we find even more disturbing is that the blog is called, “Hilton Mom Voyage.”
If that title doesn’t strike a nerve with moms and dads alike, it should. In Hilton’s realism, the word mom has become the generic term for parent, strong enough to stamp out the word dad from even existing.
We received news of this messed-up marketing campaign from an email titled, “Real moms give real travel tips,” a partnership with P&G, who has an Olympic-sized history of banishing dads from marketing through its self-proclaimed tagline, “Proud sponsor of Moms.”
We have no problem with real moms giving real travel tips. If moms want to give other moms, or even dads, some tips or advice, have at it. Both genders can benefit from a motherly perspective.
However, when the site’s focus is to offer experiences about real families, and pair it with a blog title that outright excludes dads, that’s when Hilton is sorely missing the mark.
Hilton may want to have a conversation with NBC News and The Today Show, where this past summer its online “TODAY Moms” web section was replaced with the less offensive and more inclusive, if not more modern, “TODAY Parents.” Its rationale is outstanding, but still, why did it take so long to make the change?
Back in the 1950s and 60s, the show employed “Today Girls” (no, they didn’t use all-caps then), who discussed fashion and lifestyle, reported the weather, and covered lighter-fare stories. The last woman to hold that position was Barbara Walters, who said nobody would take a woman seriously reporting hard news back then.
Yet, here we are some 50-60 years later, and dads are not taken as serious parents by Hilton.
When will Hilton make the easy fix that TODAY wisely did? Only Hilton can answer that.
In the meantime, the reality is, there are plenty of other hotel chains where dads and moms can take their business until Hilton realizes that dads like to voyage, too.