_ Over the past decade, the number of Chinese citizens traveling abroad has grown from virtually zero to 55 million. Recognizing a business opportunity to grow its presence, revenue and favorability among Chinese travelers Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, launched Hilton Huanying (“welcome” in Chinese).
Summary_ Hilton called upon its more than 90 years in the hospitality business and more than two decades in China to design Hilton Huanying. The program extends an authentic welcome to Chinese guests at major market properties around the world via a detailed offering of hotel amenities and services. Those offerings are categorized in three specific touch points of the on-property experience._ Hilton Huanying provides an authentic welcome for Chinese guests revolving around three key areas: arrival experience at the front desk; guest room experience; Breakfast at Hilton experience. Through the program Hilton aimed to build affinity among international Chinese travelers visiting Hilton properties abroad while increasing loyalty within the market._ With Hilton Huanying, the brand sought to position itself as the leading international hotel brand for Chinese travelers. To accomplish this, it focused on five specific objectives: _ • Generate broad media coverage _ • Showcase commitment to China market and outbound Chinese travelers _ • Increase brand awareness and guest loyalty among Chinese travelers _ • Garner increased business media attention to reach those who have an invested interest in the brand _ • Further position Hilton as a leader in catering to the various cultures of the world_ Hilton Huanying has accomplished everything it set out to do. During the first seven months of 2012, bookings by guests originating in China increased 129 percent at Hilton Huanying participating hotels over the same period last year. Since the launch one year ago, the program has grown in size by more than 30 percent and is now offered at 69 properties in 23 countries in North America, Europe, Asia and Australia. The brand routinely measures arrivals from guests based in China at participating hotels, loyalty program enrollment and customer satisfaction scores among Chinese guests.
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