This Hilton suite is not par for the course

Hilton has introduced a new “fore!” star suite in Canada. As part of its sponsorship of the upcoming RBC Canadian Open, the hotel chain has introduced “Hilton on the Green,” a pop-up suite located beside the third hole at tournament venue St. George’s Golf and Country Club.

Hilton signed a multi-year agreement to become Golf Canada’s official hotel partner in November 2019, but didn’t get an opportunity to activate against the sponsorship before the pandemic hit in March 2020. Hilton’s director of destination marketing, Jennifer White, said golf is well-aligned with the company’s marketing objectives because of its popularity and growing appeal among younger Canadians.

While this is the first time a hotel chain has put a full (albeit downscaled) suite on a course during a sanctioned event, White said the idea was inspired in part by an earlier execution that saw Hilton place “The Best Bed in the House” next to the second green at England’s Wentworth Golf Club during the 2018 BMW PGA Championship.

Developed by Toronto agency Fuse Create, the approximately 160 square-foot room features accoutrements found throughout the 18 Hilton brands, including the Frette linens found in Waldorf Astoria Hotels & Resorts; Byredo Mojave Ghost bathroom amenities from Conrad Hotels & Resorts, and its famous DoubleTree cookies (more than 30 million of which are consumed each year, and for which Hilton made the recipe available in 2020).

White said the assortment is intended to represent a “best-of” of Hilton’s various brands. “We wanted to make sure this activation provided a unique experience that brought a taste of Hilton’s different brands into that one single room,” she said.

Hilton held an online contest offering a one-night stay for two in the suite, complete with a personal concierge and golf cart, gourmet meals (including breakfast in bed) and unparalleled views of the sixth tee at St. George’s. Winners will stay there Friday and Saturday nights, while TSN personality Mark Zecchino, the host of Golf Talk Canada, will stay in the suite on Thursday night.

“No matter where in the world you end up staying, even if it’s on the third hole of the RBC Canadian Open, Hilton is there to make that stay that complete,” said White. “This is our experiential way of walking the talk by showing that a Hilton experience can be for anyone, anywhere.”

With the third most rooms behind only the U.K. and the U.S., Canada has long been a key market for Hilton, said White. It plans to open up to 60 hotels in the country within the next three to five years.

Hilton will bring back Hilton on the Green during the CP Women’s Open in Ottawa in August, and White said that there have been internal discussions about having the suite appear at other locales around North America. “This is a tiny home that is self-sufficient and can be set up anywhere we’re permitted to do so,” she said. “Maybe it’s Hilton on the Grand Canyon. Who knows.”

Chris Powell