Is Wanderlust in Our DNA? Curio Collection by Hilton Launches The Curious Gene Program
Are you born curious? This fall, Curio Collection by Hilton™ – one of Hilton’s (NYSE: HLT) 14 market-leading brands – is helping travelers find out by digging into their love of exploration. Through consumer research, the brand discovered that people are seeking unique experiences as an integral aspect of their travel. With that insight, and with curiosity at the core of the brand name, Curio Collection turned to science to sponsor the DNA testing of approximately 30 avid travelers who love sharing their journeys with their social media followers. The goal was to determine if they have the DRD4-7R gene, better known as the “wanderlust gene,” in an effort to understand our innate desire to travel. Today, the collection brand launches an “Are You Curious?” social media quiz, to allow everyone to put their curiosity to the test.
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20170928005454/en/
“A curious traveler is someone whose desire for one-of-a-kind discoveries draws them to distinctive hotels that are an essential part of their travel experience,” said Stuart Foster, vice president, Global Brand Marketing, Curio Collection by Hilton. “Through our Curious Gene program, we are hoping to ignite curiosity in all people by helping them determine their next authentic travel moment at one of our more than 40 global hotels and resorts handpicked for their unique character – be it an epicurean adventure at the recently opened Lil’ B Coffee & Eatery or Siren within The Darcy Washington DC or a tranquil, beachside spa experience at the iconic Hotel del Coronado in California.”
The Science & Curiosity Types
Scientists believe that a variation of the gene, 7R, a derivative of the gene DRD4, exists in one in five people or approximately 20 percent of the human population. Through the Curious Gene study, Curio Collection by Hilton worked with a genetics lab, Fulgent Genetics, and research partner, BrandIQ, to test the 30 travel influencers to determine which of them have the “curious gene.” Each influencer also participated in a qualitative portion of the study that included a detailed online board and survey. By applying learnings from the study and leveraging existing scientific information associated with the 7R gene, researchers developed an algorithm to classify curiosity into five different types:
- They enjoy hiking under the stars and escaping from the city lights. Their travel style is spontaneous, rustic and authentic.
- They live to eat, drink and be merry, trying almost anything on a plate or in a cup at least once. Sight, smell and taste all drive their exploration of the world and their travel is all about romance and indulgence.
- Art is everywhere, both in what they create and what they seek. For them, travel is about being stylish, passionate and open to possibilities.
- They are always seeking the best for their inner and outer selves, and the best balance for mind and body. Their travel style is relaxed, focusing on staying grounded while being inspired, whether it be a wellness retreat or a music festival.
- Their interests take them to both the rooftop and the mountaintop. Their travel style is exotic, active and well-planned.
From the initial group of influencers participating in the Curious Gene study, five who represent each curiosity type were selected to further participate in a live observational study, during which they were filmed in their natural state to further validate the categories. With remarkable hotels in some of the most sought after global destinations, Curio Collection by Hilton offers amenities to meet the desires of each curious traveler type.
So, Are You Curious?
Starting today, all wanderlusters will be able to join in the study by taking the shareable, “Are You Curious?” social media quiz to discover their curiosity type. Based on their results, participants will receive recommendations for Curio Collection by Hilton hotels and resorts that best complement their curious interests.
Curio Collection by Hilton is also part of Hilton Honors, the free to join, award-winning guest-loyalty program. Members receive instant benefits including access to the Hilton Honors app and hundreds of ways to earn and redeem Points. To live out their curiosity type, Hilton Honors members can redeem their Points for free nights, premium merchandise and just about any item on Amazon thanks to the Shop with Points program. Members can also make charitable contributions or gain access to unique events through the Hilton Honors auction platform (honors.com/auctions), such as exclusive artist experiences and concert events with Live Nation® - for the Curious Spiritualist and Culturalist, or race experiences with the McLaren-Honda Formula 1 team – for the Curious Challenger.
Consumers can continue to follow along and join the conversation with @curiocollection using the hashtag #BeCurious and visiting CitiesbyCurio.com/BeCurious for additional information. Media may access video assets, images and more at news.curio.com/BeCurious.
Research Methodology: Curio Collection by Hilton undertook a research project from June 14, 2017 through September 3rd, 2017 to understand behaviors and preferences among people who are highly engaged with travel. Firstly, using an online survey, 129 avid travelers were identified based on their travel behaviors and preferences. Following the online survey, 30 participants took part in qualitative discussions for further exploration. Concurrent to the Online Bulletin Boards, these 30 participants also provided a cheek swab that was tested to identify whether they had the DRD4-7R allele. Nine respondents tested positive for the DRD4-7R allele.
About Curio Collection by Hilton™
Curio Collection by Hilton (curiocollection.com), launched in 2014, is a global portfolio of more than 40 remarkable, upper upscale hotels and resorts handpicked for their unique character and personality. Curio Collection properties appeal to travelers seeking one-of-a-kind discoveries and authentic experiences, all backed by Hilton (NYSE: HLT) and its award-winning Hilton Honors program. Read the latest Curio Collection stories at news.curiocollection.com, discover Curio Collection destinations through Cities by Curio itineraries at citiesbycurio.com and connect with the collection on facebook.com/curiocollection, instagram.com/curiocollection and twitter.com/curiocollection.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,000 properties with over 825,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton™, DoubleTree by Hilton, Tapestry Collection by Hilton™, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
About Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
LabGenius Appoints Dr. Didier Landais as Chief Operating Officer22.9.2021 06:00:00 CEST | Press release
LabGenius, the machine learning (ML)-driven protein engineering company, has announced the appointment of Didier Landais Ph.D. as Chief Operating Officer. In this role, Didier will leverage his wealth of experience in business and clinical development to lead the commercialization of LabGenius’ drug discovery platform, EVATM. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210921005586/en/ LabGenius Appoints Dr. Didier Landais as Chief Operating Officer (Photo: Business Wire) “I’m delighted that Didier has joined the team,” said Dr. James Field, Founder and CEO of LabGenius. “Didier is a seasoned operator with 30 years of pharmaceutical industry experience and I’m looking forward to working with him as we rapidly grow the company. It’s a testament to the progress we have made at LabGenius and the exciting opportunities we have ahead of us that we were able to attract someone of Didier’s calibre to join us on our journey.” Did
Mastercard Launches Strive: a Global Small Business Initiative to Accelerate Economic Recovery22.9.2021 05:20:00 CEST | Press release
Micro and small enterprises are important contributors to job creation and global economic development, representing approximately 90% of business and more than 50% of employment worldwide. However, the pandemic necessitated a rapid shift to digital platforms and processes that have created new opportunities but also pushed many to the brink of failure. To address the transition to digital, Mastercard - through the Center for Inclusive Growth - today launched Strive, a global initiative focused on strengthening the financial resilience of small businesses and supporting their recovery and growth. With an initial philanthropic investment of $25 million from the Mastercard Impact Fund, Strive will help more than five million micro and small businesses around the world access the tools and resources they need to digitize. “When small businesses thrive our local communities and economies thrive, but when they struggle, the impact is widespread,” said Michael Miebach, CEO of Mastercard. “Wh
Moody’s Announces Participation in New GFANZ Alliance: Commits to Align Products and Services to Achieve Net-Zero Greenhouse Gas Emissions by 205022.9.2021 01:01:00 CEST | Press release
Moody’s Corporation (NYSE: MCO) today announced its participation in launching the Net Zero Financial Services Provider Alliance as part of the Glasgow Financial Alliance for Net Zero (GFANZ). As a founding member, Moody’s commits to align all of its relevant products and services to achieve net-zero greenhouse gas emissions by 2050, in addition to reducing its own operational emissions. “Climate change is the world’s greatest risk multiplier and a profound challenge for economies and communities alike. The entire financial industry must take on the shared challenge of enabling an urgent shift to a resilient and sustainable economy. Aligning products and services with net-zero by 2050 will improve decision-making and accelerate the flow of capital to support the transition,” said Rob Fauber, President and Chief Executive Officer of Moody’s Corporation. “We are delighted to join the Net Zero Financial Services Provider Alliance as our latest step to empower organizations in making more
Former Irish Prime Minister Bertie Ahern Announces The World Carbon Neutrality Forum22.9.2021 01:01:00 CEST | Press release
The "World Carbon Neutrality Forum" (WCNF) was announced today by the former President of the European Council (2004) and former Irish Prime Minister Bertie Ahern. Mr Ahern is currently co-chair of the Interaction of Council of Former Heads of State and Government, and the Eco Global Forum. The date of 22nd September has been chosen to mark the first anniversary of President Xi’s double carbon commitment and his efforts towards a community with a shared future. The Forum is established to promote climate cooperation between China, the United States, Europe, and the rest of the World. In its first year of operation, the World Carbon Neutrality Forum will be held virtually and transmitted by a dedicated video platform called the World Carbon Neutrality Media Network. The Forum will be based on a Davos model and will seek to stimulate thoughts globally by leadership on decarbonisation. It is a pluralistic organisation which will meet each quarter and will invite current and former Heads o
Science, Innovation, and Inclusion Are Vital in Addressing the World’s Most Pressing Issues, Says PMI CEO in Speech at Concordia Summit21.9.2021 22:24:00 CEST | Press release
Jacek Olczak, Chief Executive Officer of Philip Morris International Inc. (PMI) (NYSE: PM), today delivered remarks at the 2021 Concordia Annual Summit. Olczak discussed the need to draw on the lessons learned from the global response to COVID-19 and create transparent frameworks and partnerships that harness innovation to build a better world. He explained the importance of focusing on peer-reviewed science to tackle major global issues—including environmental pressure, social inequality, health pandemic, and smoking. Olczak described how the exclusionary practices of many anti-tobacco organizations and NGOs are making it harder for PMI to deliver tobacco harm reduction solutions by introducing scientifically substantiated alternatives as the company moves away from making and selling cigarettes. The Concordia Annual Summit, which coincides with the United Nations General Assembly (UNGA) meeting, convenes the world’s most prominent business, government, and nonprofit leaders to foster
‘Hidden Gem’ Arrives in Rotterdam to be Transformed into Nodule Collection Vessel for The Metals Company21.9.2021 18:37:00 CEST | Press release
The Metals Company (Nasdaq: TMC) today announced that the 228-meter-long former drill ship renamed the Hidden Gem has arrived in Rotterdam, The Netherlands to begin its conversion into what is expected to be the first ship classified as a sub-sea mining vessel by the American Bureau of Shipping. TMC’s strategic partner Allseas acquired the former ultra-deep-water drill ship, which can accommodate 200 people, in March of 2020, as her configuration is well-suited for modifications that will enable the deployment at sea of a 4.5 kilometer-long riser to bring polymetallic nodules up from the seafloor. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210921005945/en/ Hidden Gem vessel (Photo: Business Wire) In partnership with The Metals Company (formerly DeepGreen Metals Inc.), Allseas is developing a deep-sea mineral collection system to responsibly recover polymetallic nodules from the ocean floor and transfer them to the surfac
Rhizen Pharmaceuticals AG Announces First Patient Dosed in a Phase 2 Study of RP7214 in Covid-19 Patients21.9.2021 18:36:00 CEST | Press release
Rhizen Pharmaceuticals AG, a clinical-stage oncology & inflammation-focussed biopharmaceutical company, today announced that the first patient has been dosed in a Phase 2 clinical trial of RP7214, a small molecule oral dihydroorotate dehydrogenase (DHODH) Inhibitor. The randomized, double-blind, placebo-controlled, Phase 2 study will evaluate the efficacy & safety of oral RP7214, in covid-19 patients with mild, symptomatic disease with an underlying risk factor on the background of promising preclinical efficacy & phase 1 healthy volunteer safety. The study is being conducted in India across 12 centres in coordination with Rhizen’s India affiliate, Incozen Therapeutics Pvt ltd., and is designed to enrol up to 204 patients across both study arms. Viral replication involves a huge demand for building blocks and relies on nucleotides derived from host cells. DHODH is a rate-limiting enzyme in the pyrimidine biosynthesis pathway, inhibition of which leads to depletion of host nucleotide po