Hilton Hotels is ranked “Number One Hotel Brand” in Russia for the second year in the BDRC Russian Hotel Business Guest Survey 2009. The annual survey also revealed Hilton is the most widely recognised brand in Russia and the reputation of other brands in the Hilton Worldwide portfolio continue to gain momentum.
The BDRC brand ranking index or brand performance is measured against overall scores for prompted and unprompted awareness, usage of a brand, leading choice (intent to recommend) and loyalty ratio. Based on these combined scores, Hilton Hotels was named the “Number One Hotel Brand” in Russia for 2009, ranking higher than many other international and domestic hotel chains.
“We are delighted that Hilton Hotels has been named the Number One Hotel Brand in Russia for a second year,” said Simon Vincent, Area President for Europe of Hilton Worldwide. “This recognition is a testament to Hilton team members who continue to enhance the reputation of the Hilton brand by offering our guests exceptional service.
“Russia is a key growth market for us and it is fantastic that our flagship brand is already held with such high regard. By mid 2010 we will have three brands represented in Russia as we open the Doubletree by Hilton Novosibirsk, adding to the already operating Hilton Garden Inn Perm and Hilton Moscow Leningradskaya.”
Hilton scored highest in the category of unaided brand awareness, with 34 percent of those surveyed naming Hilton as the most well known hotel brand for business travellers in Russia, a five percent increase from 2008. Additionally, Hilton is also the most widely recognised brand in Russia when prompted, at 87 percent.
The Hilton Garden Inn and Doubletree by Hilton brands are also gaining recognition, making them better known in Russia than Pan-Europe as a whole. Awareness of Hilton Garden Inn is 26 percent, with Doubletree by Hilton at 14 percent.
Hilton also received high scores on usage among the surveyed business travellers, with one in five respondents in Russia having stayed at a Hilton hotel at home or internationally in the previous year. Of these actual users over half are advocates for the Hilton brand, selecting it as their first or second choice. According to the survey, seven out of ten of Hilton’s own Russian business guests are also brand loyal.
Comments are closed.