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Hilton Hotels & Resorts Named Number One Hotel Brand In Japan For Fourth Consecutive Year
Asia Pacific Hotel Business Guest Survey Ranks Hilton First In Awareness, Social Media Engagement, Hotel Use And Other Categories
September 29, 2010
TOKYO and MCLEAN, Va. - Hilton Hotels & Resorts, Hilton Worldwide's flagship brand, has again been chosen as the "Number One Hotel Brand" in Japan, based on the annual Asia Pacific Hotel Business Guest Survey conducted by UK-based consultancy group BDRC.
The BDRC brand ranking index takes into account a hotel brand's scores for prompted and unprompted awareness, usage of a brand in the last 12 months, preferred hotel choice, loyalty ratio and intention to recommend the hotel to others. Based on these combined scores, Hilton Hotels & Resorts was ranked the "Number One Hotel Brand" in Japan for 2010, a title Hilton has held since 2006. The survey took place in 14 countries across the Asia Pacific region, with 776 participants interviewed in Japan.
"This most recent ranking further solidifies our brand power in Japan and our position as the leader in global hospitality," said Dave Horton, global head, Hilton Hotels & Resorts brand. "Our fast paced growth in Asia and consistent ranking among top consumer brands are the result of our innovation, passion and commitment to providing a refreshing experience for today's travellers."
In this year's survey, Hilton achieved its fourth consecutive first place ranking by scoring a total of 52 points out of 60 on the brand index, an improvement of four points from last year's score. Furthermore, Hilton continues to extend its lead over second-placed ANA Hotels, which scored a total of 39 points out of 60.
Below is a breakdown of some important rankings for Hilton Hotels & Resorts. These results speak to the Hilton brand's dominance across a variety of marketing, loyalty and sales measures.
1. Ranks number one for "preference"
2. Ranks number one for "unprompted awareness"
3. Ranks number one for "prompted awareness"
4. Ranks number one for "hotel brands used in the past 12 months"
5. Tied for number one for "rooms booked for business via hotel websites in the last 12 months"
6. Ranks number one for "hotel brands engaged with on social media websites"
Earlier this year, Hilton entered Fukuoka, Japan with the opening of Hilton Fukuoka Sea Hawk. With more than 1,000 guest rooms, the hotel is the largest Hilton property in Asia Pacific and brings the brand's property count in Japan to eight hotels. The Hilton Hotels & Resorts portfolio includes properties in more countries than any other full service hotel brand. A global advertising campaign continues to tell the Hilton story in markets around the world and the brand recently became the "most liked" hotelier on Facebook (www.facebook.com/Hilton) and remains engaged on Twitter (www.twitter.com/HiltonOnline) and other leading social media channels.
The survey also showed some important results regarding hotel market trends in Japan:
1. The regional hotel industry suffered severely during 2009, despite the continuous relative strength of economies like China and India
2. Tokyo experienced the biggest increase in ADR (Average Daily Rate), and was the only market which showed an increase in RevPAR (Revenue Per Available Room)
3. Female business travellers have declined slightly (in total they accounted for 25 percent in 2005, while in 2010 they accounted for just 23 percent)
4. The average stay for business travellers has decreased to 15 nights (from 19 nights in 2009)
5. Social networking is perhaps less developed in Japan than in other western markets, but its influence in the travel sphere is significant, with 36 percent of users having sought business hotel advice online
6. 57 percent of long haul travellers and 71 percent of domestic frequent travellers use a mobile device (e.g. BlackBerry, iPhone or other 'Smartphone') that provides access to the Internet
"It is a great honour for Hilton to be chosen as the Number One Hotel Brand in Japan for the fourth consecutive year," said Oded Lifschitz, vice president of operations for the Japan, Korea, and Micronesia region, Hilton Worldwide. "The results of this study reflect the dedication and commitment of Hilton's staff to exceed the expectations of our guests and deliver a world class customer experience. In June of this year, we opened Hilton Fukuoka Sea Hawk, which means we now have Hilton properties across the entire country for the convenience of our guests."
Charlotte Seymour, Hilton Worldwide, Asia Pacific
(61) (0)2 9266 2091
John Forrest Ales, Hilton Hotels & Resorts
+ 1 703 883 5212
About Hilton Hotels & Resorts
For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 570 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.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,100 properties with nearly 838,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. 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 exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.