Hilton Curio Collection - The Curiosity Gene

There’s a particular strand of DNA connected to thrill-seeking, novelty and a love of travel. It’s found in just 20% of humans. Curio Collection by Hilton, launched a study of these people. We interviewed, filmed and genetically tested them to find out what makes them so curious. This valid ethnographic study led to the discovery of five curiosity types, generated social video content, and helped create an online test that saw nearly 70,000 participants. 

Social Video Trailer

Case Study