Is Wanderlust in Our DNA? Curio Collection by Hilton Launches The Curious Gene Program

MCLEAN, Va.–()–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.

“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…

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