Hilton ‘most recognised hotel brand’
Dubai, August 31, 2009
Hilton Hotels has been voted the most recognised hotel brand in both UAE and Saudi Arabia, according to an annual syndicated study on travel trends and preferences.
The Maktoob Research Travel Monitor tracked performance of the major players in the UAE and Saudi Arabia hospitality and airline industries by canvassing and assessing opinions of frequent travellers from the two countries. The 2009 study polled 594 respondents in the UAE and 533 respondents in the Saudi Arabia.
Hilton emerged as a front runner in brand awareness in the UAE and Saudi Arabia at 73 per cent improving on last year’s performance by 11 percent and 7 percent respectively.
The Hilton brand also performed well on the usage index with 18 percent of respondents in the UAE, and 15 percent in the Saudi Arabia preferring a Hilton stay over those of most other brands.
The study also showed the brand is likely to maintain its substantial market share, with 23 percent of respondents from both markets intending to stay at a Hilton hotel next year.
“In world-class and fiercely competitive markets like the UAE and the Saudi Arabia, meeting customer expectations involves investment in the human component and image, as much as facilities,” said Tamara Deprez, general manager, Maktoob Research.
“The fact that the Hilton brand not only topped our study in consumer brand awareness, but showed substantial gains over last year’s study, truly demonstrates that it is heading in the right direction when it comes to customer satisfaction.”
The study also assessed hotel websites; online guest services and facility information; customer service contact, tax and fare displays; online reservation facilities; ease of navigation and payment options among other criteria.
Hilton’s scores improved significantly over last year’s and the brand scored an average of 8.2 out of 10 across all areas.
Customer perception of Hilton was particularly high in the Saudi Arabia where Hilton topped the list in overall customer satisfaction for the third consecutive year. The brand also recorded high scores in efficiency, ambience, quality of service, hotel staff, quality of guest rooms and facilities, food and beverage outlets and language skills of hotel staff.
“We are delighted that the Maktoob Research Travel Monitor results validate Hilton’s belief that impeccable service quality and a strong operation are the keys to a satisfactory stay,” said Essam Abouda, vice president, operations, Hilton Hotels, Arabian Peninsula and Indian Ocean.
“We also aim to enrich the guest experience by acting as a conduit between local culture and the guest, lending that extra personal touch, and in turn promoting repeat visits and loyal customers,” he added. – TradeArabia News Service