Hilton Leads the Way in Brand Awareness and Customer Usage in Annual Maktoob Research Travel Monitor
Hilton Hotels has been voted the most recognized hotel brand in both the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA) according to the 2009 Maktoob Research Travel Monitor. The annual syndicated study on travel trends and preferences tracks performance of the major players in the UAE and KSA hospitality and airline industries by canvassing and assessing opinions of frequent travelers from the two countries.
Hilton emerged as a front runner in brand awareness in the UAE and KSA at 73 per cent improving on last year’s performance by 11 percent and 7 percent respectively. The Hilton brand also performed well on the usage index with 18 percent of respondents in the UAE, and 15 percent in the KSA preferring a Hilton stay over those of most other brands. The study also showed the brand is likely to maintain its substantial market share, with 23 percent of respondents from both markets intending to stay at a Hilton hotel next year. “In world-class and fiercely competitive markets like the UAE and the KSA, meeting customer expectations involves investment in the human component and image, as much as facilities. The fact that the Hilton brand not only topped our study in consumer brand awareness, but showed substantial gains over last year’s study, truly demonstrates that it is heading in the right direction when it comes to customer satisfaction,” said Tamara Deprez, General Manager, Maktoob Research.
The study also assessed hotel websites; online guest services and facility information; customer service contact, tax and fare displays; online reservation facilities; ease of navigation and payment options among other criteria. Hilton’s scores improved significantly over last year’s and the brand scored an average of 8.2 out of 10 across all areas.
Customer perception of Hilton was particularly high in the KSA where Hilton topped the list in overall customer satisfaction for the third consecutive year. The brand also recorded high scores in efficiency, ambience, quality of service, hotel staff, quality of guest rooms and facilities, food and beverage outlets and language skills of hotel staff.
“We are delighted that the Maktoob Research Travel Monitor results validate Hilton’s belief that impeccable service quality and a strong operation are the keys to a satisfactory stay. We also aim to enrich the guest experience by acting as a conduit between local culture and the guest, lending that extra personal touch, and in turn promoting repeat visits and loyal customers,’ said Essam Abouda, Vice President, Operations, Hilton Hotels, Arabian Peninsula & Indian Ocean.
The Maktoob Research Travel Monitor study was conducted to analyze the changing travel preferences and requirements of the modern traveler. The data aims to provide objective inferences on the standing of the various travel industry players in the KSA and UAE, and marks areas of excellence and those that require improvement. The 2009 study polled 594 respondents in the UAE and 533 respondents in the KSA.
2-2-2 Hilton Hotels Voted Most Recognized Hotel Brand in UAE and KSA
Hilton Hotels operates nine hotels in UAE and six hotels in KSA. The brand offers hotels in more countries than any other full service brand. Hilton Hotels currently welcomes travelers in more than 500 hotels and resorts in 76 countries and plans to serve 78 countries by the end of 2009.
