Hilton Hotels & Resorts Voted Number One Hotel Brand in the Middle East For Fourth Consecutive Year
BDRC Continental names Hilton Hotels & Resorts the Leading Choice Hotel Brand for Business Travellers in the Middle East
DUBAI, United Arab Emirates and MCLEAN, Va. – October 03, 2010 – For the fourth consecutive year, Hilton Hotels & Resorts has topped the BDRC Continental Middle East Hotel Business Guest Survey. The flagship brand of Hilton Worldwide has been voted number one hotel brand in the Middle East and the ‘Leading Choice Hotel Brand’ amongst business travellers.
“Our fourth consecutive ranking as the top hotel brand in the Middle East reaffirms our standing as the global leader in hospitality. Throughout our fast paced growth in this region, we continue to innovate our product to provide relevant services and ensure that we deliver a refreshing experience for today’s global travelers,” said Dave Horton, global head, Hilton Hotels & Resorts brand.
The annual BDRC Continental Survey tracks the performance of 77 international hotel brands operating across the Middle East. Their Brand Ranking Index (BRI) is a composite measure based on the review of a hotel chain’s market positioning in the minds of business travellers from the Middle East. The survey tracks six brand metrics – prompted awareness, unprompted awareness, usage in the past year, leading choice, loyalty and advocacy for brands in the deluxe, premium, upper full service, mid-market full-service and budget sectors. Hilton topped four of the six measures, with a combined brand ranking index score of 55 on a theoretical maximum of 60.
“With visitor numbers returning to form, the Middle East is at the threshold of transforming into one of the world’s major tourist hubs with Hilton at the forefront of the region’s tourism industry. In addition to international visitors numbers rising, intra-regional tourism held strong this year – a trend that is beneficial for global brands like Hilton that have strong development pipelines across markets like Qatar, Kuwait and Kingdom of Saudi Arabia” stated Esther Reynal de Saint Michel-Richardot, Project Manager and Senior Research Executive, BDRC Ltd.
Hilton maintained top ranking in the usage and preference categories with 27 per cent of those surveyed having stayed at a Hilton in the past year and 30 per cent preferring a Hilton-branded property over others, a nine-point lead above its nearest competitor.
Hilton was also the top-of-mind brand for 55 per cent of the respondents while prompted recall of the brand stood at 86 per cent with almost universal recognition in key markets like Egypt and Kuwait. Brand loyalty remains a Hilton stronghold, with three-quarters of those surveyed listing Hilton as the brand they are most likely to use.
“To be recognised by business travellers, for the fourth consecutive year, for our service quality and meetings products is a reflection of the hard work and dedication of our teams. Every day we strive to provide an excellent guest experience across all our hotels and to have this acknowledged by our guests once more is very rewarding.” said Jean-Paul Herzog, area president, Hilton Worldwide, Middle East and Africa.
The Survey’s focus on hotel-controlled channels and the internet as information sources for potential guests also identified the Hilton brand’s customer relations services as recording increased results amongst business travellers, surging 6 points from 2009. The brand’s website, www.hilton.com, also leads the pack in booking penetration rates among hotel and travel sites and the brand was also perceived favourably in terms of engagement with potential guests on social media websites.
The survey also registered an increase in participation in loyalty programmes by 15 per cent with Hilton HHonors showing positive growth in terms of membership and awareness.
With 29 hotels in the Middle East, Hilton Hotels & Resorts has 10,005 rooms or 8 per cent of the branded market share in the region, spread across strong business and leisure destinations like Kuwait, KSA, Egypt and UAE, and catering to diverse target markets including the business, conferences and meeting segments.
Also under the Hilton Worldwide portfolio, the Conrad brand made its mark in the BDRC Continental Survey with the Conrad Cairo strongly associated with exclusivity, strong meetings facilities and effectiveness.
The BDRC Continental Survey is a multi-client, syndicated study based on responses from business travellers who have stayed in hotels of at least a 3-star rating or equivalent for business reasons in their own country or abroad in the last 12 months. The 2010 edition surveyed 913 business travellers and tracked performances of 77 hotel brands across Bahrain, Egypt, Jordan, Kuwait, Oman, Qatar, Kingdom of Saudi Arabia and UAE.
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About Hilton Hotels & Resorts
Hilton Hotels & Resorts is the stylish, forward-thinking global leader of hospitality that welcomes guests in more countries than any other full-service hotel brand. The Hilton Hotels & Resorts brand currently includes more than 530 hotels and resorts in 76 countries, and plans to serve travelers in 80 countries by the end of 2011. By offering innovative products, services and amenities, Hilton enables travelers to be at their best 24/7, whether traveling for business or leisure. Start your journey at www.hilton.com. Hilton Hotels & Resorts is one of Hilton Worldwide’s ten market-leading brands.
About Hilton Worldwide
Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 91 years, Hilton Worldwide has been offering business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,600 hotels and 600,000 rooms in 81 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Doubletree, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®. For more information about the company, visit www.hiltonworldwide.com.
The company currently operates 44 hotels in Middle East & Africa – 16 hotels in Egypt, nine hotels in the UAE, six in Saudi Arabia and one each in Oman and Kuwait, plus another 11 hotels in Africa and the Indian Ocean. Hilton Worldwide has a signed development pipeline of an additional 28 properties across Middle East & Africa in the U.A.E, Qatar, Kuwait, Saudi Arabia, Lebanon, Egypt, Jordan, Equatorial Guinea, Uganda, Namibia, Nigeria and Cape Verde.
The Hilton Reservations and Customer Care telephone numbers in the Middle East are as follows:
UAE - 8000 20000 11 Qatar - 800 20 222
KSA - 800 82000 10 Egypt - 19009
Bahrain - 8000 4058 Jordan - 00202 25805927
Kuwait - 222 56 200 Lebanon - 00202 25805928
Oman - 800 78 788 Syria - 00202 25805926