In Hilton Hotel's first-ever celebrity-fronted campaign, Hollywood actress Anna Kendrick highlights how the brand will always go one better than price comparison sites, as it pledges to match any cheaper cost found – and give an additional 25% discount. In the spot, Kendrick alternates between a cheerful and chirpy rep from the Hilton chain, and a sullen, unhelpful facsimilie of one from a third-party booking agent – the upshot being Hilton will go above and beyond to remove the pain points associated with booking a hotel. The campaigns tagline conveys the message in the simplest sense: "Expect Better. Expect Hilton."

As Hilton's chief marketing officer Kellyn Smith Kenny points out, booking a holiday can be a stressful process. "We’re standing up for travelers that have been conditioned to expect less from travel planning and educating them on how to take advantage of the best prices and perks available to them," she says. Information overload is a huge factor in making the hotel booking experience a stressful one – 79% of people say the feel overwhelmed by the sheer amount of choice – so a brand that can position itself as one that helps travelers beat expectations will build loyalty in a sector where people are becoming increasingly brand-promiscuous.

Matt McEvoy is the deputy editor at Canvas8, which specialises in behavioural insights and consumer research. In a former life, he was a journalist working in the sports, music and lifestyle fields.