Hilton plans DoubleTree rebranding drive

Monday, 30 May 2011 00:31 - - {{hitsCtrl.values.hits}}

Hilton Worldwide, the leading global hospitality company, said it is set to launch a new, year-long, global rebranding initiative for its ‘DoubleTree by Hilton’ brand.

The announcement comes after the hotelier commemorated its 250th hotel worldwide this month in Istanbul, Turkey.

“Since Hilton Worldwide acquired the brand a little more than 10 years ago, DoubleTree by Hilton has transformed from a primarily US-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.

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.

The initiative is also aimed at showcasing 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.

“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,” he remarked.

According to him, 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,” Palleschi noted. 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, said the official.

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, he stated.

Palleschi said, “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,” he added.

With more than 70 signed and confirmed hotel deals in the brand’s robust development pipeline in history, travelers will find DoubleTree by Hilton expanding to several sought after business and leisure destinations both in the US and key international locations in the UK, China, Turkey, the UAE, Italy and beyond.