愛華網(wǎng)歷經(jīng)85年的風雨，“希爾頓”如今幾乎已經(jīng)成為連鎖酒店的代名詞。今年4月，在《全球金融》雜志的讀者評選活動中，希爾頓酒店被評為“全球最佳連鎖酒店”。這已經(jīng)不是第一次了，在眾多獨立調(diào)查中，希爾頓都被看作是最好的酒店品牌之一。人們選擇它的理由就是：安全、清潔和方便?？蓪嶋H上，全球近500家希爾頓酒店卻并不屬于同一個老板。 After 85 stormy, "Hilton" Now the hotel chain has almost become synonymous. In April this year, "Global financial" magazine‘s readers poll, the Hilton Hotel was named "World‘s Best Hotel Chain." This was not the first time the many independent survey, the Hilton has been seen as one of the best hotel brands. The reasons for people to choose it is: safe, clean and convenient. But, actually, global nearly 500 Hilton is not the same as an owner. 如果追溯到1949年，事情便不難理解了。那一年希爾頓國際公司從希爾頓飯店公司中拆分出來，成為一家獨立的子公司，并于1964年在紐約上市。1967年和1987年間，希爾頓國際三次被收購，最后由前身為萊德布魯克（Ladbrok）集團的希爾頓集團買下。盡管幾易東家，但希爾頓酒店的風格卻始終保持了一致。目前，希爾頓飯店公司擁有在美國國內(nèi)的“希爾頓”品牌使用權(quán)，而在美國之外的200多家希爾頓酒店則隸屬于希爾頓國際公司，存在于兩家公司之間的唯一聯(lián)系就是每年能處理3千萬電話預(yù)定的希爾頓全球預(yù)定系統(tǒng)。 If back in 1949, it is not difficult to understand the things. Year Hilton International Hilton Hotel from companies split out as a separate company, and in 1964 in New York listing. In 1967 and 1987, three were acquired Hilton International, the predecessor of the final Laidebuluke (Ladbrok) Group bought the Hilton Group. Despite a few easy boss, but Hilton‘s style has always maintained the same. Currently, the Hilton Hotel Corporation in the United States has the "Hilton" brand-use right, and outside of the United States, more than 200 hotels under the Hilton Hilton International Company, exists in two companies is the only link between each capable of handling 10 million telephone scheduled three Hilton reservations system . “在每一天，每一家酒店，成千上萬的希爾頓員工都會自豪地為顧客提供他們所能享受到的最好的服務(wù)?！绷_伯特·德克表示，他是希爾頓飯店公司負責品牌管理與市場的高級副總裁。與德克的觀點出奇的一致，希爾頓國際公司行銷副總裁麥克·阿斯頓也認為，“我們的目標就是給那些信任我們的顧客以最好的服務(wù)?！毕嗤睦砟畈坏ＷC了希爾頓品牌的完整性，更使其得到迅速發(fā)展。在最近的兩年中，希爾頓酒店的數(shù)量增加了一百多家。 "Every day, every one hotel, thousands of staff will be proud to Hilton to provide customers with what they can enjoy the best services." Robert Dirk said that he was responsible for the Hilton Hotel brand management and marketing senior vice president. With Dirk surprisingly consistent view, Hilton International vice president of marketing Michael Aston also believes that "Our goal is to those who trust our customers the best service." The same philosophy not only ensures the integrity of the Hilton brand, its rapid development. In the recent two years, the number of Hilton hotels increased by more than 100. 去年“9·11”事件發(fā)生后，隨著商務(wù)活動和出行旅客的減少，全球的希爾頓酒店都受到了影響，“前三個月都很不景氣?！毕栴D國際公司總裁安東尼·哈瑞斯表示，“但現(xiàn)在又恢復(fù)到‘9·11’之前的水平了”。這個在酒店業(yè)有著20多年經(jīng)驗的老手十分懂得怎樣運用手中強大的工具，在他看來，“希爾頓”是一個可以增加價值的品牌，“它給人安全感”。由于希爾頓國際只能在美國以外的地區(qū)使用該品牌，安東尼在每開一家新店時，首先想到的是如何保護“希爾頓”，然后才是選擇合作伙伴和投資。 Last year, the "September 11" incident, along with business activities and reduce passenger travel, the global Hilton hotels were affected, "the first three months of very sluggish." Hilton International president Anthony Harris said, "but now restored to the Sept. ? 11 ‘of the level before. " This is in the hotel industry veteran of 20 years of experience know how to use their very powerful tool, in his view, "Hilton" is a brand can add value, "it gives people a sense of security." Hilton International because only outside the United States to use the brand, Antonio opened a new store in each, the first thought is how to protect the "Hilton" and then choose partners and investment. ? 與美國本土相比，希爾頓酒店在其他國家的品牌認知度較低，但在國際旅游者眼里，希爾頓卻是首選，這主要是由于其獨特的選址戰(zhàn)略：在世界各大國際機場和各大城市的中心地帶、金融商務(wù)區(qū)，都可以看到希爾頓酒店的身影。而無論在哪里的希爾頓酒店都會讓顧客有“似曾相識”的感覺，比如房間的設(shè)置都會被劃分為辦公區(qū)、放松區(qū)和盥洗區(qū)等。Compared with the United States, the Hilton Hotel in other countries, low brand recognition, but in the eyes of international tourists, Hilton is the first choice, mainly because of its unique strategic location: in the world‘s major international airport and major cities in the center of the financial business district, have seen Hill Dayton hotel on the scene. Regardless of where the Hilton Hotel will allow customers to "deja vu" feeling, such as rooms will be installed into office, relaxation areas and wash areas。 為保持品牌的生命力，希爾頓每年有很多創(chuàng)新產(chǎn)品。由于希爾頓受到商旅人士的廣泛喜愛，因此希爾頓國際便在會議室上大做文章，它們在全球推出的“希爾頓會議室”甚至被媒體稱做是“藝術(shù)級”的會議設(shè)施。同時，為了提高旅客忠誠度，希爾頓還發(fā)起了一個獎勵活動，凡入住希爾頓的旅客均可贏得積分，以及50多個航空公司的飛行旅程積分。今年，希爾頓還打出了“消閑”的口號，它們添置了一些叫做“希爾頓休息間”的房間。這種新型房間試圖營造這樣的環(huán)境：旅客可以在其中恢復(fù)體力和精神。在廣闊的空間中，可調(diào)光的照明設(shè)備或明或暗，空氣中散發(fā)著新鮮的水果味道和花香，有助于旅客從一天中的繁忙中徹底放松，得到最好的休息?，F(xiàn)在，連對酒店工作人員的服裝要求也大為放松，員工甚至可以穿著自己喜歡的衣服為客人服務(wù)。 To maintain the vitality of brands, each of the Hilton many innovative products. The Hilton by the Business Travel popular, Hilton International is in the conference room on the big fuss about their global launch of the "Hilton Conference Room," even by the media, is called "art" of conference facilities. Meanwhile, in order to enhance the passenger loyalty, Hilton has also launched an incentive activities for the Hilton where visitors can win points, and more than 50 airlines flying trip points. This year, Hilton also played the "leisure" slogan, they acquired some called "Hilton rest of the" rooms. The new rooms to create such an environment: in which visitors can restore physical and mental. In broad scope, adjustable lighting equipment-either openly or covertly, the air smelling of fresh fruit flavor here and helps visitors from the busy day and thoroughly relaxed, the best rest. Now, even the hotel staff has been greatly relaxed clothing requirements, staff can even wear their own clothes for the guests like services. 盡管希爾頓已經(jīng)在60多個國家安家落戶，但其印度之旅卻不那么愉快，5月，希爾頓不得不同位于印度班加羅爾的合作伙伴Golden Palms Spa分手，與其在德里和Chennai的遭遇一樣，這種合作關(guān)系沒能維持多久。不過，這倒正符合了希爾頓謹小慎微的一面。GE:希爾頓品牌的內(nèi)涵是什么？?While Hilton has been in more than 60 countries happy, but not so happy pamphlets, in May, Hilton may not be different in Bangalore, India, the partnership Golden Palms Spa scorer in Delhi and Chennai with experienced, such cooperation did not maintain long. However, this is in line with the Hilton down the side of caution. GE: Hilton brand connotation?哈瑞斯：這么多年來，希爾頓為旅客提供了舒適的居住場所，優(yōu)質(zhì)的服務(wù)等等，并成為世界上最受歡迎的旅館品牌。這個大家庭背后有許多力量在支撐著希爾頓，如我們的銷售團隊，世界范圍內(nèi)的預(yù)約系統(tǒng)，以及提高希爾頓認知度的希爾頓獎勵活動。不論你身處何方，希爾頓永遠讓你有家的感覺。Harris: Over the years, the Hilton offers travelers comfortable living places, quality of service, etc., and become the world‘s most popular hotel brand. Many of the forces behind the family in support of the Hilton, as our sales team, the worldwide booking system, and raising awareness of the Hilton Hilton incentives. Regardless of where you live, Hilton will never let you feel at home. GE:您曾經(jīng)指出希爾頓的發(fā)展是“寧可保守而不能做錯”，但是最近一段時間，酒店的數(shù)量卻迅速增加了，包括3月在重慶、4月在巴黎的兩家新店，如何保證其品質(zhì)？?GE: You once pointed out that the development of the Hilton "would rather conservative and not make mistakes," but the most recent period, the number of hotels has increased rapidly, including Chongqing in March, April in Paris two new store, how to guarantee their quality? 哈瑞斯：重慶希爾頓是希爾頓國際集團的全資子公司，它是我們在這個城市中的領(lǐng)頭產(chǎn)業(yè)，它充分反映了我們高雅的情調(diào)與良好的接待能力。市場調(diào)研報告顯示，重慶的消費者對此種賓館很感興趣。在巴黎，我們接手了一家位于議會中心附近的旅館，這是對我們現(xiàn)有產(chǎn)業(yè)的一個很好的補充。由于巴黎地域廣闊，這家旅館既不會與埃菲爾鐵塔附近的希爾頓旅館之間競爭，更不會與位于國際機場的兩家旅館爭奪客源。Harris: Chongqing Hilton is the Hilton International Group, a wholly owned subsidiary, it is we in this city in the lead industry, it fully reflects our elegant style and good reception capability. Market research report, Chongqing consumers are interested in this type of hotel. In Paris, we took over the boards in the vicinity of a hotel, this is our existing industries a good supplement. The vast Paris, the hotel is not near the Eiffel Tower and the competition between the Hilton Hotel, not at the international airport and the two hotels for the passengers.? GE:怎樣讓那些被收購進來的酒店最快、最充分地展示出希爾頓的特征？GE: How come so that the acquisition of the hotel fastest and most fully demonstrated the characteristics of the Hilton? 哈瑞斯：去年4月，我們收購了Scandic酒店集團，現(xiàn)在與希爾頓酒店之間的品牌整合進行的很順利，希爾頓曾經(jīng)在丹麥有過一次合并經(jīng)歷。對有些旅館，希爾頓必須對它們進行大幅度的整改以符合希爾頓的品牌要求。但Scandic旗下的許多旅館不需要，它們?nèi)钥梢员３衷械钠放撇蛔?，繼續(xù)發(fā)展。Harris: Last year, in April, we acquired Scandic Hotel Group, now with the Hilton brand integration between the very smoothly, the Hilton in Denmark have had a combined experience. For some hotels, Hilton will have to be substantial to meet the rectification of the Hilton brand requirements. But Scandic‘s many hotels do not, they can still maintain the original brand will remain unchanged development. GE:希爾頓如何在眾多國家將酒店的自身風格同當?shù)氐木唧w特征結(jié)合起來？GE: How many countries in the Hilton hotel‘s own style with local specific features combine? 哈瑞斯：為了適應(yīng)各個國家的風土人情，希爾頓在不同國家的標準有較大差異。我們知道，在馬來西亞旅館中適用的一些標準在西班牙卻不一定合適。我們管理層一直在尋找各個市場的環(huán)境以及當?shù)氐娘L俗習慣，我們的目標就是為我們的旅客在各個國家或城市安排最舒適的住處。Harris: In order to adapt to each country‘s customs, Hilton standards in different countries are quite different. We know that in Malaysia Hotel in the applicable standards in Spain are not necessarily appropriate. Our management has been looking for all market environment and the local customs, and our goal is for our visitors in various countries or cities for the most comfortable accommodation. GE:希爾頓如何保證60多個國家的幾百家酒店都能夠以“希爾頓”的形象出現(xiàn)？
GE: Hilton more than 60 countries how to ensure that the hundreds of hotels can "Hilton" image? 哈瑞斯：對每一家旅館，希爾頓都有幾條嚴格的質(zhì)量檢查標準。此外，我們會雇用一家外部公司檢查每一家旅館，從房間預(yù)定、入住、停留兩至三天到最后結(jié)賬，經(jīng)歷整個過程，最后給我們回饋。所有人甚至包括我自己都不知道現(xiàn)在哪家旅館正在受到檢查。除了我們這些內(nèi)部有經(jīng)驗的管理團隊檢查外，外部公司的回饋再加上對每家旅館100位客人的調(diào)查問卷，才得出每月匯總一次的最終檢查結(jié)果。所以，我們完全有能力保證每位客人都可以享受到高質(zhì)量的服務(wù)。 Harris: one on each hotel, the Hilton has several rigorous quality inspection standards. In addition, we will employ an outside company for each one hotel room reservations, stay, stay two to three days to finally settle accounts, the whole process has finally given us feedback. All even now I do not know any hotels are subject to inspection. In addition to these internal experienced management team inspection, plus external company feedback on each hotel‘s 100 guests questionnaire to come to a monthly summary of the final results. Therefore, we fully capable of guaranteeing every guest can enjoy high-quality services.
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