Batter Believe It! Hampton by Hilton Seeks Waffle‑Loving Guest To Co‑Create Next Delicious Waffle Flavor

Leading up to National Waffle Day (Aug. 24), Hampton by Hilton is inviting breakfast lovers to rise, shine and help create a new limited-time waffle flavor that will be served – fresh off the griddle – at more than 2,450 hotels across the United States and Canada.

Through Sept. 5, guests and fans are invited to share why they love The Hampton Waffle and what mouthwatering new flavor they’d dream up for a chance to become the first Guest Waffle Boss. Waffle aficionados can submit their video at hamptonwaffleflavorcontest.com.  All entries will be judged based on creativity, originality and flavor appeal by a panel of breakfast experts, including Hampton’s own Beverly Christmas, the U.S. Waffle Boss, who was crowned after an exclusive Hampton team member contest last year.

“At Hampton by Hilton, waffles are more than the centerpiece of our free hot breakfast—they’re a memory in the making,” said Shruti Gandhi Buckley, senior vice president and brand leader, Hampton by Hilton. “Whether it’s the smell of syrup in the morning or the joy of opening that iconic Hampton waffle iron, these small rituals are a recipe for happiness"

In addition to creating the newest Hampton by Hilton waffle flavor, the Guest Waffle Boss will receive a five-night stay at a Hampton by Hilton property of their choice anywhere in the world, plus 1 million Hilton Honors Points to dream, book and spend on future stays, once-in-a-lifetime Hilton Honors Experiences and more.

Hampton by Hilton’s love affair with waffles runs deep. As the first hotel brand to popularize the baked-by-guests Belgian waffle, Hampton continues to redefine breakfast through signature flavors like Birthday Cake, S’mores and Lemon. The winning waffle flavor will join this lineup when it debuts in 2026.

“Hamptonality starts at breakfast, where our team members greet guests with our signature warm and friendly service that sets the tone of the stay,” added Gandhi Buckley. “This contest invites our guests to share in that magic and help us create the next flavor innovation that will become part of someone’s favorite travel moment.”

Eligibility & Entry Details:

No purchase necessary. Open to legal residents of the 50 U.S. states and D.C., ages 18+, who are Hilton Honors members. To enter, participants must submit a short video and complete an entry form between Aug. 22 and Sept. 5, 2025. Entries must be original, under 60 seconds, and meet content guidelines. Full official rules are available at hamptonwaffleflavorcontest.com.

To learn more about Hampton by Hilton and the search for the brand’s newest flavor, please visit stories.hilton.com/hampton and HamptonbyHilton.com

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,800 properties and nearly 1.3 million rooms, in 139 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 226 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.

As the No. 1 ranked lodging franchise for the last 16 years by Entrepreneur®, Hampton by Hilton — including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton — serves quality-driven and value-conscious travelers at more than 3,100 properties in 43 countries and territories around the globe. The brand continues to lead its segment by providing guests with high quality, thoughtfully designed accommodations and amenities, such as modern, spacious rooms and free hot breakfast featuring the signature Hampton Waffle. Hampton by Hilton is committed to delivering an exceptionally friendly and authentic service all backed by the 100% Hampton Guarantee™. Experience a best-in-class stay at Hampton by Hilton by booking at hampton.com or through the or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Hampton by Hilton at stories.hilton.com/hampton, and follow the brand on Facebook, Instagram and X. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits.