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Hilton Hotels Number One Hotel Brand In The Middle EastSep 22, 09 | 1:55 am
"Naturally we are delighted to be recognised as the leading hospitality brand in this region. The results are testament to our impeccable service and strong brand standards across all 31 Hilton hotels in the Middle East. We are also honoured that business travellers, a key market segment for us, have commended us," said Jean-Paul Herzog, President, Hilton Hotels, Middle East & Africa. The BDRC Brand Ranking Index (BRI) is a composite measure that compiles overall scores for six brand metrics - prompted awareness, unprompted awareness, usage in the past year, leading choice, advocacy and loyalty ratio. Hilton was the top performing brand in five of the six measured brand metrics and achieved a combined score of 59 on a theoretical maximum BRI of 60. "Although the Middle East hotel industry's development has slowed down in the last year, it remains one of the most dynamic markets globally in which Hilton manages to hold its leading position," said Esther Reynal de Saint Michel-Richardot, Project Manager and Senior Research Executive, BDRC Ltd. Hilton achieved high scores in the usage and preference categories, with 28 per cent of those surveyed having stayed at a Hilton for business over the past year, and 33 per cent preferring Hilton over other brands for business purposes. The survey also identified Hilton as the most recognised hotel brand amongst Middle East business travellers, with 57 per cent of the respondents naming Hilton as one of their top-of-mind brands. Additionally, prompted recognition of Hilton reaches 86 per cent of business travellers, whilst advertising and editorial recall rates in 2009 stand at a high of 67 per cent. Over three-quarters of surveyed Hilton guests are brand loyal as 78 per cent rated the brand as their first/ second choice or one they are pleased to use, a six point lead over its nearest competitor. Hilton also topped the advocacy category, with 79 per cent of surveyed Hilton business guests being advocates of the brand in the Middle East, with intent to recommend. With the largest number of rooms in the Middle East, the Hilton brand accounted for 9.3 per cent of the total branded room stock. With booking via hotel websites generally increasing, Hilton's websites registered the highest booking penetration rates amongst Middle East business travellers. In tandem with the mid-market sector's growth of 37.5 per cent in 2009, Hilton Garden Inn, Hilton's mid-market brand registered increased awareness amongst surveyed business travellers (to 12 per cent) and frequent stayers (to 19 per cent). Other Hilton Family brands including Waldorf Astoria, Conrad and Doubletree by Hilton also showed increased awareness among respondents. The BDRC 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 2009 edition surveyed 903 business travellers and tracked the performances of 80 hotel brands across Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and the UAE. The BDRC accolade follows on from the 2009 Maktoob Research Travel Monitor which voted Hilton the most recognised hotel brand in both the UAE and Kingdom of Saudi Arabia. BDRC Survey Highlights:
About Hilton Hotels Hilton Hotels is the stylish, forward-thinking global leader of hospitality that welcomes guests in more countries than any other full-service hotel brand. The Hilton brand currently includes more than 500 hotels and resorts in 76 countries, and plans to serve travellers in 78 countries by the end of 2009. By offering innovative products, services and amenities, Hilton enables travellers to be at their best 24/7, whether travelling for business or leisure. Start your journey at www.hilton.com. Hilton Hotels Corporation is the leading global hospitality company based in McLean VA, with more than 3,300 hotels and 550,000 rooms in 77 countries and more than 130,000 team members worldwide. The company owns, manages or franchises some of the best known and highly regarded hotel brands including Hilton, Conrad Hotels & Resorts, Doubletree, Embassy Suites Hotels, Hampton Inn, Hampton Inn & Suites, Hilton Garden Inn, Hilton Grand Vacations, Homewood Suites by Hilton, the Waldorf Astoria and the Waldorf Astoria Collection, as well as the recently launched Home2 Suites by Hilton. The company also manages the world-class guest reward programme Hilton HHonors. The company currently operates 42 hotels in the 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 nine hotels in Africa and the Indian Ocean. Hilton Hotels has a signed development pipeline of an additional 21 properties across Middle East & Africa in the U.A.E, Bahrain, Qatar, Kuwait, Saudi Arabia, Lebanon, Jordan, Equatorial Guinea, Uganda, Ghana, Nigeria and Cape Verde, and Tanzania. The Hilton Family of Hotels adheres to founder Conrad Hilton's philosophy that, "It has been, and continues to be, our responsibility to fill the earth with the light and warmth of hospitality." The company put a name to its unique brand of service that has made it the best known and most highly regarded hotel company: be hospitable. The philosophy is shared by all brands in the Hilton Family of Hotels, and is the inspiration for its overarching message of kindness and generosity. 
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