Big Yawn As Hilton Changes Name
One of the most recognizable hotel brands on the planet Hilton has officialy changed its name from Hilton Hotels Corp to Hilton Worldwide. According to releases from the group the new name 'reflect the company's rich heritage and status as a global hotel company with its objective of continuing to grow internationally.' With ten brands and more then 3.300 hotels worldwide the group has also introduced a new logo and look to the company.
Certainly over the past few decades much of the iconic brands consumer awareness which had been affiliated to its 'take me to the Hilton' campaign of many years was put at risk by the high profile antics of heir Paris Hilton, along with the recent Starwood lawsuit of the group's Denizen offering which remains a landmark hotel litigation case.
For hotel owners which are struggling in one of the worst economic times, re-branding's by hotel chains is a contentious issues as it involves substantial investment in signage, guest supplies and amenities. Often time's management companies or chains are forced to shoulder the cost or take up a portion of it. As to whether the new image will reinvigorate guest loyalty, time will be the test of that.