Hilton is rated as the number one hotel brand by business guests in Western Europe, Middle East, Asia Pacific and Latin-America, research has revealed.
The latest tranche of findings from the 2007 BDRC Hotel Business Guest Survey, released today, shows that only Holiday Inn comes close to challenging Hilton’s status in Western Europe.
On a country by country basis, however, Ibis takes the lead in both France and Germany while NH Hotels dominates in Spain.
In Asia Pacific and the Middle East, Hilton takes over the top spot this year, but here, as in Latin America, its position as market leader is more seriously under threat with Hyatt, Sheraton and Marriott all contending for number one.
As in Europe, Hilton has to give way to stronger local brands in some individual countries like Shangri-La in China, Taj in India and Fiesta Americana in Mexico.
In Scandinavia, as in previous years, Hilton again features in second place, having yet to break into Radisson SAS’s hegemony.
“Hilton records highest top of mind mentions of any hotel brand in all regions, including Nordic, and also is the most preferred brand based on the first and second choice of business guests,” said Tim Sander, research director at BDRC.
“This is a fantastic achievement and quite clearly speaks for the strength of the brand in its sector. It will be difficult for any other hotel brand to challenge Hilton’s current global position.”
In 2008, BDRC will add the US market to its portfolio, as well as some Eastern European countries.
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By Daniel Thomas