How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton’s social media strategy is all about social listening, staying nimble, and creating authentic emotional connections.

Full Episode Details 

Dannii joins this episode of Social Pros to share how Hilton’s social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what’s happening online and spotting opportunities to make genuine connections with their audience. Hilton’s approach is all about little actions that create lasting impressions. These efforts don’t just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most.

We all know social is fast and timing can be everything. Dannii explains how Hilton’s team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it’s about knowing when and how to show up in a way that aligns with your brand’s values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine. 

In This Episode:

• 1:57 - Dannii’s role at Hilton and his team’s creative approach to online trends
• 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment
• 8:31 - ReesaTeesa’s TikTok journey and Hilton’s thoughtful response
• 12:04 - Why speed and nimbleness are key in social media
• 12:54 - Using social listening tools to identify opportunities
• 14:15 - The importance of a vetting process for social initiatives
• 15:52 - Leveraging data to overcome leadership resistance
• 16:42 - Leadership’s focus on aligning initiatives with Hilton’s values
• 17:46 - The story behind Hilton’s viral TikTok trend
• 20:25 - How defined processes drive Hilton’s success on social
• 22:44 - The Wicked-inspired rooms and their overwhelming success
• 27:18 - Dannii’s advice for aspiring social pros

Resources 

• Connect with Dannii on LinkedIn
• Follow Hilton on Instagram
• Follow Hilton on Threads
• Follow Hilton on TikTok
• Follow Hilton on X
• Subscribe to Hilton on YouTube

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