This is clever. 

The chain Hampton by Hilton is deliberately going low key. We are used to hotels appealing to our aspirations but Hampton are keeping it real. 

"A lot of hotel brands talk about aspirational travel moments in a bid to cater to millennial audiences, but that’s probably not what you're doing every summer," Amy Martin-Ziegenfuss, vp of global marketing for focused service marketing at Hilton, told Business Insider. "We want to embrace the occasions that bring guests to our hotels, like a kid’s soccer tournament, client visits or family events."

And it would they are onto something:

It is based on the insight and research that 71 percent of travelers prefer advertising that shows people and lifestyles that reflect the life they have versus the life they aspire to have, according to the research firm Kantar Futures 2016 Marketplace Monitor.

Quite clever I thought.