With dual ownership and an array of subsidiaries, it has often been difficult for guests to know if they are in a Hilton or not. Jonathan Hart sees the problem finally sorted
For most business travelers, the brand name usually says it all about a chain hotel, its star rating, standards and facilities. So as a regular customer, you may not care who ultimately owns the property, provided you get the comforts you have come to expect, together with your rebate, upgrade or loyalty points, or all three.
However, one chain ownership issue that has perplexed more than most for the past four decades has been that of Hilton, probably the world's most instantly recognizable brand, as well as being the family that begat the D-rated celeb and renowned international society girl Paris.
The luxury chain started by Conrad Hilton in Cisco, Texas, in the 1920s, has been split between UK and US ownership companies since 1964, long before Paris was a twinkle in the eye; while the subsidiary brands subsequently purchased or launched by each owning company have helped to add to an equally irritating air of confusion.
While the reservations, marketing and loyalty schemes of Hilton International – the UK owners of non-North American Hiltons – and Hilton Hotels Corporation, the US-owners of North American Hiltons, have been linked by various methods, they or their various subsidiaries or sub-tiers have not been joined seamlessly enough for many.
Prompting the often-asked travel industry question: when is a Hilton not a Hilton?
Reunification of the two prime Hilton brands has been mooted several times over the years, yet only in 2006, 42 years on, has it finally been achieved. This is thanks primarily to Hilton (UK) owner Ladbrokes shedding the majority of its international hotel interests to again concentrate its core business – and original name – on gaming.
In addition, Hilton Corporation's business, alongside that of other chains in the US, has been booming in the past two years, allowing it to purchase about 400 Hilton International properties for US$5.7 billion (£3.3 billion), and to go ahead with plans for further expansion beyond the US.
Essentially, the move combines about 1,900 Hilton Corporation properties in the US, Canada and Mexico with the Hilton International portfolio in 80 other countries, including more than 260 branded Hilton and 142 under the mid-market Scandic label. Also in the business travel segment and coming under the same ownership, alongside a variety of leisure-based or time share brands, are 12 luxury Conrad hotels in various countries.
In terms of overall rankings, the deal reputedly lifts Hilton from sixth to fifth place – after Inter-Continental, Cendant, Marriott and Accor – in the league table of the world's largest hotel chains, with more than 350,000 rooms in over 2,200 properties across the globe, plus up to 50 additional hotels in the pipeline for this year and next.
Aping Sheraton, Hilton is planning a separate, top of the range luxury collection based on the iconic Waldorf-Astoria in New York, and is rebranding other traditional upscale hotels in its combined portfolio.
At the same time, the reunified group is investing $1 billion in an advertising campaign aimed at establishing the common ownership in the minds of travellers, as well as upgrading hotels where necessary and seeking new franchise partners for further expansion.
Whether or not brands like Conrad or Scandic continue to expand or disappear is under review.
But at least one thing is clear. Despite the antics of Paris, Hilton as a single and respected hotel name is finally back in the frame.
Deluxe Rooms & Exclusive Rooms
Rooms: vary in size depending on the property. Fixtures usually include signature Hilton bed, lights and alarm clock; newspapers; voicemail, high-speed Internet access and multi-media entertainment; work desk and adjustable lamp; bathroom with bathrobe, slippers and phone
Club amenities: Executive lounges serve complimentary breakfast and refreshments and handle separate check-in/out; newspapers, magazines
Check-in and Check-out: express for Executive Floor guests and HHonors members
Loyalty program: HHonors offers free hotel nights, airline miles, cruises, holiday packages and other benefits via Reward Exchange. Double Dipping is a system that allows the earning of hotel points and airline miles by members of both HHonors and 55 participating airline partners. Options include Points & Variable Miles; Points & Fixed Miles; and Points & Points. www.hiltonhhonors.com/myway
Website: www.hilton.com
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