When you think about Hilton, you think of a brand that has been involved with Formula 1 for over 20 years, having begun their partnership with McLaren in 2005. Hilton Grand Vacations, on the other hand, is new on the Formula 1 scene.
When the Las Vegas Grand Prix announced its marquee race, few brands had both the geographic proximity and the cultural credibility to build something meaningful for race week. Hilton Grand Vacations had both.
Thanks to CEO Mark Wang’s decades-long passion for Formula 1, the company recognized the opportunity before anyone else. Grand Prix on SI sat down with Wang, Boyz II Men (who performed in the HGV Zone), and attended race day to break down what makes Hilton Grand Vacations a staple of the Las Vegas Grand Prix.
Traveling With Purpose and a Front-Row Seat to the Race
Wang has always known he wanted to find a business opportunity in Formula 1. After all, his first race was the 1980 Long Beach Grand Prix. According to Wang, even hearing the engines in the parking lot made “the hair on my arm stand straight up.”
In his recollection of that moment, it immediately became clear that Hilton Grand Vacation’s Role in Las Vegas was meant to recreate that feeling for their customers. Not just as a hotel to stay at, or a seat to sit in, but a gateway into a love of the sport.
“When we found out F1 was coming back and buying the land behind Elara, I wondered if the track would run along it,” he said. “I never expected the company I now lead would get to be part of something this special.”
Hilton Grand Vacations didn’t attempt to replicate what Formula 1 already offers. Hospitality is not something new to the series, after all. Instead, they designed something that fits their audience: a multi-day experiential zone rooted in travel culture, hospitality, and curated entertainment.
“People are traveling more for purpose than ever before. Our members love our network and now we’re really spooling up the spirit of experiences.”
Mark Wang, CEO, Hilton Grand Vacations
That shift in strategy is exactly why HGV went from struggling to sell packages in 2023 to selling out months in advance for 2025. In 2025, packages for the HGV Zone sold out months before the race. Wang noted that these weren’t only ‘new’ consumers but people who had such a great time that they had to come back.
Their core audience values comfort, quality, and variety, and many are empty nesters, retirees, and homeowners. HGV built a race-week environment designed exactly for them: high-end dining, flexible viewing areas, interactive displays, social spaces, cocktails, simulators, and curated entertainment.
This dedication to their core audience is built on authenticity, which is why Boyz II Men fit so naturally into the experience. The group became F1 fans after performing the national anthem last year, and the partnership itself existed long before the Grand Prix.
Hospitality at Hilton Grand Vacations Starts With Decades of Passion for Formula 1 [Exclusive]
