Hilton comes top in brand survey
Hilton is the number one hotel brand in Western Europe, Middle East, Asia Pacific and Latin-America, according to the BDRC Hotel Business Guest Surveys 2007.
The chain came top in all regions, except for the Nordic area, where it came second to Radisson SAS.
BDRC said Hilton’s recent sale of Scandic in the region will make it difficult for it to take pole position in this market.
But Tim Sander, research director at BDRC and responsible for the Hotel Guest Surveys, said: “Hilton records highest top of mind mentions of any hotel brand in all regions, including Nordic, and also is the most preferred brand based on the first and second choice of business guests.
“This is a fantastic achievement and quite clearly speaks for the strength of the brand in its sector. It will be difficult for any other hotel brand to challenge Hilton’s current global position.”
In Western Europe, on a country by country basis, Ibis took the lead in both France and Germany while NH Hotels dominated in Spain.
In Asia Pacific, Hilton had to give way to stronger local brands in some individual countries like Shangri-La in China, Taj in India and Fiesta Americana in Mexico.
In 2008 BDRC will add the US market to its portfolio, as well as some Eastern European countries.
The BDRC Hotel Guest Surveys are conducted annually amongst more than 12,000 hotel business guests.
The surveys focus on hotel brand awareness, usage, preference, and image perception.
They also examine the hotel selection and reservation process, hotel and travel internet websites and other marketing issues.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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