In 2020, Hilton launched the ‘To New Memories’ brand platform globally. The cornerstone of a great memory is a great photo. But there’s a problem: most holiday pictures are out of focus, cropped, or end up with a finger on the lens. What if we could make every waiter/waitress at Hilton a truly great photographer of precious memories? Hundreds of Hilton waiters and waitresses were trained across the UAE and Saudi Arabia and workshops will also roll out across the Hilton portfolio around the world.