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Hilton Named Number One Hotel Brand In Australia
Asia Pacific Business Hotel Guest Survey Ranks Hilton Hotels “Leading Choice Hotel Brand” for Fifth Consecutive Year
August 31, 2009
MCLEAN, Va. and SYDNEY - A survey of Australian business travellers names Hilton Hotels the "Number One Hotel Brand" in Australia and the "Leading Choice Hotel Brand" in Australia for the fifth consecutive year. Topping the list of 95 of the world's leading hotel brands in the annual BDRC Asia Pacific Business Hotel Guest Survey, Hilton once again shows it is the leading name in Australia's hospitality Industry.
The BDRC brand ranking index or brand performance is measured against overall scores for prompted and unprompted awareness, usage of a brand, preferred choice (intent to recommend) and loyalty ratio. Based on these combined scores, Hilton was named the "Number One Hotel Brand" in Australia for 2009, a title Hilton has held since 2005.
Hilton scored highest in the category of unaided brand awareness, with 56 percent of those surveyed naming Hilton as the most well known hotel brand for business travellers in Australia. Additionally, "prompted recognition of Hilton is almost universal at 95 percent". Hilton also received high scores among the surveyed business travelers, with one in four respondents in Australia having stayed at a Hilton hotel in the previous year. According to the survey, "75 percent, or three quarters of Hilton's business guests are [also] brand loyal".
"To receive this recognition once would be fantastic, however to be acknowledged in this way for five consecutive years is truly outstanding," Ashley Spencer, Vice President - Hilton Hotels Australasia, said. "This awareness is a testament to the team at Hilton in Australia and their dedication to our guests and commitment to the brand. Despite strong competition from competitors with larger portfolios in Australia, Hilton continues to achieve exceptional results in the areas of awareness, usage and loyalty."
"Australia is a strategic market for Hilton Hotels and this result reflects a great achievement. Hilton has always valued the views of one of our most critical customer bases, the frequent business traveller, and it is therefore extremely rewarding to be recognized in such a way," Martin Rinck, President Hilton Hotels - Asia Pacific, said. "The result also indicates that we are continuing to offer business travelers the key attributes they value in a hotel, including best in class service, efficiency, good value and innovation."
Brand Performance: Hilton is the "Number One Hotel Brand" in Australia and has held this position since 2005.
Hilton increased its brand ranking by eight ranking points in 2009, achieving 51 points out of a possible maximum of 60.
Unprompted Awareness: Hilton is the best known hotel brand for business travellers in Australia and enjoys a gap of 26 percentile points from its nearest competitor.
Prompted Awareness: "Prompted recognition of the Hilton brand is almost universal at 95%".
Business Usage: 1 in 4 of Australian business travellers have recently stayed with Hilton, making Hilton the most used business hotel brand in 2009.
Leading Choice: Hilton is BDRC's "Leading Choice Hotel Brand" in Australia for the fifth consecutive year.
Brand Loyal: Three quarters (or 75%) of Hilton's Australian business guests are brand loyal.
Hilton Hotels Australasia
Hilton Hotels has 13 operating properties in Australasia including the Hilton Sydney, Hilton Melbourne Airport, Hilton on the Park Melbourne, Hilton Adelaide, Parmelia Hilton Perth, Hilton Brisbane, Hilton Cairns, Hilton Auckland and the Fiji Beach Resort and Spa, managed by Hilton, the Hilton Tahiti, Hilton Moorea Resort & Spa, the Hilton Bora Bora and the Hilton Melbourne South Wharf. The Hilton Surfers Paradise Hotel & Residences in Queensland and the Hilton Lake Taupo in New Zealand are currently under construction.
About the BDRC Australian Hotel Business Guest Survey 2009
BDRC launched its first annual Asia Pacific study in 2003. The 2009 study provides an Asia Pacific-wide perspective of more than 117 hotel brands (95 in Australia) using data collated from interviews with 2,707 business travellers from the following markets: China (509), Hong Kong (200), Japan (497), South East Asia including KL, Singapore and Bangkok (504) and Australia (500). Fieldwork took place between May - June 2009 and interviews were conducted online under the management of Continental Research with panel supply from SSI. Strict quotas were applied to interviews which lasted no longer than 30 minutes. Respondents were residents of each country who had stayed in hotels of at least a three star rating or equivalent for business reasons, in their own country or abroad in the last 12 months.
i BDRC's Australian Hotel Business Guest Survey 2009
ii BDRC's Australian Hotel Business Guest Survey 2009
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.