Hilton Hotels Named Number One Hotel Brand in the Middle East
Hilton Brand tops BDRC’s Middle East Survey as Leading Choice Hotel Brand for Business Travelers
MCLEAN, Va. and DUBAI, UAE - The Hilton Hotels (Hilton) brand tops the 2009 Business Development Research Consultants’ (BDRC) Middle East Hotel Business Guest Survey as the number one hotel brand in the Middle East. The BDRC survey, which tracks the performance of 80 international hotel brands across the Middle East, also named Hilton the ‘Leading Choice Hotel Brand’ for the business traveler segment.
“Naturally we are delighted to be recognized as the leading hospitality brand in this region. The results are testament to our impeccable service and strong brand standards across all 31 Hilton hotels in the Middle East. We are also honored that business travelers, a key market segment for us, have commended us,” said Jean-Paul Herzog, President, Hilton Hotels, Middle East & Africa.
The BDRC Brand Ranking Index (BRI) is a composite measure that compiles overall scores for six brand metrics – prompted awareness, unprompted awareness, usage in the past year, leading choice, advocacy and loyalty ratio. Hilton was the top performing brand in five of the six measured brand metrics and achieved a combined score of 59 on a theoretical maximum BRI of 60.
"Although the Middle East hotel industry's development has slowed down in the last year, it remains one of the most dynamic markets globally in which Hilton manages to hold its leading position," said Esther Reynal de Saint Michel-Richardot, Project Manager and Senior Research Executive, BDRC Ltd.
Hilton achieved high scores in the usage and preference categories, with 28 per cent of those surveyed having stayed at a Hilton for business over the past year, and 33 per cent preferring Hilton over other brands for business purposes.
The survey also identified Hilton as the most recognized hotel brand amongst Middle East business travelers, with 57 per cent of the respondents naming Hilton as one of their top-of-mind brands. Additionally, prompted recognition of Hilton reaches 86 per cent of business travelers, whilst advertising and editorial recall rates in 2009 stand at a high of 67 per cent.
Over three-quarters of surveyed Hilton guests are brand loyal as 78 per cent rated the brand as their first/ second choice or one they are pleased to use, a six point lead over its nearest competitor. Hilton also topped the advocacy category, with 79 per cent of surveyed Hilton business guests being advocates of the brand in the Middle East, with intent to recommend.
With the largest number of rooms in the Middle East, the Hilton brand accounted for 9.3 per cent of the total branded room stock. With booking via hotel websites generally increasing, Hilton’s websites registered the highest booking penetration rates amongst Middle East business travelers.
In tandem with the mid-market sector’s growth of 37.5 per cent in 2009, Hilton Garden Inn, Hilton’s mid-market brand registered increased awareness amongst surveyed business travelers (to 12 per cent) and frequent stayers (to 19 per cent). Other Hilton Family brands including Waldorf Astoria, Conrad and Doubletree by Hilton also showed increased awareness among respondents.
The BDRC survey is a multi-client, syndicated study based on responses from business travelers who have stayed in hotels of at least a 3-star rating or equivalent for business reasons in their own country or abroad in the last 12 months. The 2009 edition surveyed 903 business travelers and tracked the performances of 80 hotel brands across Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and the UAE.
The BDRC accolade follows on from the 2009 Maktoob Research Travel Monitor which voted Hilton the most recognized hotel brand in both the UAE and Kingdom of Saudi Arabia.
BDRC Survey Highlights:
- Hilton leads the BDRC’s Brand Ranking Index as No 1 Hotel Brand in the Middle East
- Hilton topped the survey in unprompted awareness, usage, preference, advocacy and loyalty
- The Hilton brand has the largest number of branded hotel rooms in the Middle East
- Hilton’s websites have the highest booking penetration rates amongst Middle East business travelers
- Hilton registered the highest recall of hotel brand advertising/editorial in 2009
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising more than 5,600 properties with nearly 913,000 rooms, in 113 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton earned a spot on the 2018 world’s best workplaces list, and has welcomed more than 3 billion guests in its nearly 100 year history. Through the award-winning guest loyalty program, Hilton Honors, nearly 85 million members who book directly with Hilton have access to instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
About Hilton Hotels & Resorts
For nearly 100 years, Hilton Hotels & Resorts has set the benchmark for hospitality around the world, providing new product innovations and services to meet guests' evolving needs. With more than 585 hotels across six continents, Hilton Hotels & Resorts properties are located in the world’s most sought-after destinations for guests who know that where they stay matters. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Begin your journey at www.hilton.com and learn more by visiting newsroom.hilton.com/hhr or following Hilton Hotels & Resorts on Facebook, Twitter and Instagram.