DoubleTree By Hilton Celebrates Year-Long Global Rebranding Initiative
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DoubleTree By Hilton Celebrates Year-Long Global Rebranding Initiative
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Category: Worldwide - Industry economy
- Figures / Studies
This is a press release selected by our editorial committee and published online for free on 2011-05-26
Multi-faceted project focuses on bringing humanity back to hospitality through global growth, guest-focused innovation and a caring commitment to the world’s travelers
After commemorating their 250th hotel worldwide this month in Istanbul, Turkey, DoubleTree by Hilton is launching a new, year-long, global rebranding initiative. Rolling out through a series of operational, marketing, advertising, online, social media and internal/external communications channels over the balance of the year, DoubleTree by Hilton’s mission behind this reenergized effort is to share the brand’s fast-paced expansion around the world, showcase the guest-centered enhancements and investments made by hotel owners in recent months, share its unique service philosophy with today’s travelers, and strengthen its proud affiliation through a newly unified global branding affiliation with Hilton Worldwide.
“Since Hilton Worldwide acquired the brand a little more than 10 years ago, DoubleTree by Hilton has transformed from a primarily U.S.-based group of hotels to a relevant global hotel brand, demonstrated by our rapidly growing collection of hotels now in 17 countries across five continents,” said Rob Palleschi, global head, DoubleTree by Hilton. “DoubleTree by Hilton decided to expand its targeted identity by identifying, energizing and celebrating some of the best practices and services already evident across our hotels and honor our ‘by Hilton’ affiliation as a proud part of the world’s best known hospitality brand.”
Fast-Paced Global Growth
DoubleTree by Hilton has shown continued and consistent unit growth, even during some of the most challenging economic times in the hospitality industry. The upscale hotel brand grew by more than 50 hotels during 2009 and 2010, and during 2011 is on a trajectory to open the same number of hotels in just one year. As recently as 2008, the brand was primarily located in the United States. Today, DoubleTree by Hilton welcomes travelers at more than 20 hotels in Europe, nearly 10 hotels in Asia, four hotels in Latin America and two hotels in Africa. This global collection of hotels that now spans 17 countries across five continents will see as many as six more countries added to the portfolio during 2011.
“We find that when discussing prospective hotel deals, that it’s the individuality and flexibility of the distinctive DoubleTree by Hilton hotel product that represents a sense of place that appeals to developers. That, along with an outstanding Hilton Worldwide support infrastructure, encourages hotel owners and management companies to consider both new-build and hotel conversion projects with DoubleTree by Hilton in a variety of primary and secondary markets around the world,” added Palleschi.
With more than 70 signed and confirmed hotel deals in the brand’s most robust development pipeline in history, travelers will find DoubleTree by Hilton expanding to several sought after business and leisure destinations both in the U.S. and in a variety of key international locations in the U.K., China, Turkey, the U.A.E, Italy and beyond.
Product Investment – Enhancing the Guest Experience
People who have stayed at a DoubleTree by Hilton in recent years have seen a transformation of the hotel experience. The brand and its hotel owners have invested more than $3 billion during the past few years through product improvement plans at every DoubleTree by Hilton location. Investments to date, across every hotel, have included the brand’s luxurious Sweet Dreams by DoubleTree sleep experience, the latest in state-of-the-art fitness centers, the introduction of the signature DoubleTree Breakfast with a selection of fresh hot and cold food items, the installation of high-definition flat-screen televisions and a series of contemporary style and design enhancements that have received positive responses from hotel guests.
“By listening to frequent travelers and our most loyal hotel guests, we will be introducing new amenities and services in the coming months that enhance hotel arrivals and departures, provide more healthy and sustainable food options, continue our passionate commitment toward sustainable business practices and ultimately create a more relaxing, friendly, comfortable and rewarding hotel experience for everyone who stays with DoubleTree by Hilton,” said Palleschi.
Creating a Rewarding Hotel Experience through an Engaging CARE Culture and a Cookie
As everyday business and leisure travel becomes increasingly challenging, this new brand campaign offered DoubleTree by Hilton an opportunity to showcase and reinvigorate its strongest assets – its hospitality and people. The journey began by ensuring that one memorable moment in time stayed true the first time a guest arrives at every DoubleTree by Hilton after a long travel day. The warm, friendly welcome of the legendary chocolate chip cookie celebrates its 25th anniversary this year and will continue to be shared not only at more than 250 hotels worldwide, but also through a variety of special events and community-based activities during 2011.
More than 230 million of the sweet treats have pleasantly surprised travelers and cookie lovers since 1986. DoubleTree by Hilton anticipates presenting its 250 millionth cookie to one lucky guest by the end of the cookie’s silver anniversary celebration early next year.
The chocolate chip cookie has been embraced by DoubleTree by Hilton as the symbolic foundation of the brand’s CARE Culture, a passionate, longstanding service philosophy that inspires more than 60,000 team members to create a rewarding experience every day for guests, team members and communities.
“We will continue to further invest in our strong and vibrant DoubleTree by Hilton CARE Culture through innovative training, unique interactive technology opportunities and sharing the service stories of our outstanding team members with the traveling public. By doing so, we want our owners and team members to embrace a brand promise that communicates that the simple moments of kindness and personal service they deliver to our guests everyday at their hotel count, that the little things mean everything,” added Palleschi.
DoubleTree by Hilton Global Awareness Campaign – Where the Little Things Mean Everything™
DoubleTree by Hilton’s global brand awareness campaign began earlier this month with a series of television advertisements on major national lifestyle broadcast networks as Food Network, TNT, and USA Network. Television has led to further integration through print and online ads, as well as social media, promotional and experiential events that will continue to be unveiled throughout 2011.
In order to ensure the new DoubleTree by Hilton name and direction resonates with traveling customers, the brand also has invested in one of the most aggressive, rebranding strategies for its more than 250 global locations.
The multi-million dollar awareness initiative represents the largest brand campaign for the brand in nearly two decades, led by John Greenleaf, vice president – brand marketing for DoubleTree by Hilton.
“The focus of our comprehensive rebranding campaign is a simple message: that DoubleTree by Hilton is a place ‘where the little things mean everything,’” said Greenleaf. “In order to embrace and bring that promise to life, our fully integrated, multi-platform campaign approach this year will continue to convey that strong message by ensuring every brand touch point becomes strategically aligned, across all executions in both marketing communications, and in every hotel experience around the world.”
About DoubleTree by Hilton Hotels
With a fast-growing global collection of contemporary, upscale hotels in more than 250 gateway cities, metropolitan areas and vacation destinations across five continents, every little thing we do at DoubleTree by Hilton inspires us to create a rewarding experience for our hotel guests, our team members and the communities we proudly serve. Our hospitality begins with a warm chocolate chip cookie welcome upon arrival and continues with the award-winning Hilton HHonors® guest loyalty program, an array of fine services and amenities and our longstanding CARE Culture tradition that empowers more than 60,000 team members to provide the special comforts and acts of kindness that make the traveler feel human again.
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 92 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 3,700 hotels and 610,000 rooms in 82 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, 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®.
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