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Hilton Hotels Named Number One Hotel Brand in Russia for Second Consecutive Year
Guest survey ranks Hilton the leading name in Russia’s hospitality Industry
November 25, 2009
MOSCOW and MCLEAN, Va. - Hilton Hotels is ranked "Number One Hotel Brand" in Russia for the second year in the BDRC Russian Hotel Business Guest Survey 2009. The annual survey also revealed Hilton is the most widely recognised brand in Russia and the reputation of other brands in the Hilton Worldwide portfolio continue to gain momentum.
The BDRC brand ranking index or brand performance is measured against overall scores for prompted and unprompted awareness, usage of a brand, leading choice (intent to recommend) and loyalty ratio. Based on these combined scores, Hilton Hotels was named the "Number One Hotel Brand" in Russia for 2009, ranking higher than many other international and domestic hotel chains.
"We are delighted that Hilton Hotels has been named the Number One Hotel Brand in Russia for a second year," said Simon Vincent, Area President for Europe of Hilton Worldwide. "This recognition is a testament to Hilton team members who continue to enhance the reputation of the Hilton brand by offering our guests exceptional service.
"Russia is a key growth market for us and it is fantastic that our flagship brand is already held with such high regard. By mid 2010 we will have three brands represented in Russia as we open the Doubletree by Hilton Novosibirsk, adding to the already operating Hilton Garden Inn Perm and Hilton Moscow Leningradskaya."
Hilton scored highest in the category of unaided brand awareness, with 34 percent of those surveyed naming Hilton as the most well known hotel brand for business travellers in Russia, a five percent increase from 2008. Additionally, Hilton is also the most widely recognised brand in Russia when prompted, at 87 percent.
The Hilton Garden Inn and Doubletree by Hilton brands are also gaining recognition, making them better known in Russia than Pan-Europe as a whole. Awareness of Hilton Garden Inn is 26 percent, with Doubletree by Hilton at 14 percent.
Hilton also received high scores on usage among the surveyed business travellers, with one in five respondents in Russia having stayed at a Hilton hotel at home or internationally in the previous year. Of these actual users over half are advocates for the Hilton brand, selecting it as their first or second choice. According to the survey, seven out of ten of Hilton's own Russian business guests are also brand loyal.
- Brand Performance: Hilton is the "Number One Hotel Brand" in Russia and has held this position since 2008
- Hilton achieved 52 Brand Ranking Points out of a maximum 60
- Unprompted Awareness: Hilton is the best known hotel brand for business travellers in Russia, double that of its nearest competitor
- Prompted Awareness: Hilton is also the most widely recognised brand in Russia when Prompted, 25 percentage points ahead of its nearest rival.
- Business Usage: 1 in 5 of Russian business travellers have recently stayed with Hilton
- Leading Choice: Over half of Actual Users (52%) are advocates for the Hilton brand, selecting it as 1st or 2nd choice
- Brand Loyal: Seven out of 10 (or 72%) of Hilton's Russian business guests are brand loyal
About the BDRC Russian Hotel Business Guest Survey
The BDRC Russian Business Guest Survey is a multi-client syndicated study launched in 2008. The 2009 survey involved online interviews with 300 Russian business travellers that have stayed in hotels for business reasons in Russia or abroad in the last 12 months. In addition to key performance indicators that are measured for the 55 hotel brands in total, the survey covers other market issues including the hotel selection process, internet and website usage and hotel loyalty programmes.
With a growing collection of contemporary, upscale accommodations in more than 200 gateway cities, metropolitan areas and vacation destinations worldwide, Doubletree by Hilton hotels and resorts are distinctively designed properties that provide true comfort to today's business and leisure travelers. From the millions of delighted hotel guests who are welcomed with the brand's legendary, warm chocolate chip cookies at check-in to the advantages of the award-winning Hilton HHonors® guest reward programme, each Doubletree guest receives a satisfying stay wherever their travels take them.
Doubletree is part of Hilton Worldwide, a leading global hospitality company, with more than 3,400 hotels and 550,000 rooms in 79 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 Home2 Suites by Hilton. The company also manages the world-class guest reward program Hilton HHonors. For more information on Doubletree by Hilton, please visit www.doubletree.com.
About Hilton Garden Inn
Hilton Garden Inn is the award-winning, mid-priced brand that continually strives to ensure today's busy travelers have everything they need to be most productive on the road - from complimentary wired and Wi-Fi Internet access in all guestrooms and PrintSpotsTM mobile printing to the hotel's complimentary 24-hour business center to one of the most comfortable beds you will ever experience with the Garden Sleep System®. So whether on the road for personal or business reasons, Hilton Garden Inn offers the amenities and services for travelers to sleep deep, stay fit, eat well and work smart while away from home. Hilton Garden Inn represents one of the cornerstones of the Hilton growth strategy. For more information about Hilton Garden Inn locations throughout North America and Europe, visit www.hgi.com.
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 90 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. Our brands are comprised of more than 3,400 hotels in 79 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton, Doubletree, Embassy Suites Hotels, Hilton Garden Inn, Hampton Inn & Suites, 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, please visit www.hiltonworldwide.com.
Nicola Rogers, Hilton Worldwide - Europe
+44 (0)207 856 8035
About Hilton Hotels & Resorts
For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 575 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors. As the flagship brand of Hilton, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests' evolving needs. Hilton Hotels & Resorts is a part of the award-winning Hilton Honors program. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi, and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. Begin your journey at www.hilton.com and learn more about the brand by visiting news.hilton.com or following us on Facebook, Twitter and Instagram.