爱华网历经85年的风雨，“希尔顿”如今几乎已经成为连锁酒店的代名词。今年4月，在《全球金融》杂志的读者评选活动中，希尔顿酒店被评为“全球最佳连锁酒店”。这已经不是第一次了，在众多独立调查中，希尔顿都被看作是最好的酒店品牌之一。人们选择它的理由就是：安全、清洁和方便。可实际上，全球近500家希尔顿酒店却并不属于同一个老板。 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，事情便不难理解了。那一年希尔顿国际公司从希尔顿饭店公司中拆分出来，成为一家独立的子公司，并于1964年在纽约上市。1967年和1987年间，希尔顿国际三次被收购，最后由前身为莱德布鲁克（Ladbrok）集团的希尔顿集团买下。尽管几易东家，但希尔顿酒店的风格却始终保持了一致。目前，希尔顿饭店公司拥有在美国国内的“希尔顿”品牌使用权，而在美国之外的200多家希尔顿酒店则隶属于希尔顿国际公司，存在于两家公司之间的唯一联系就是每年能处理3千万电话预定的希尔顿全球预定系统。 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，成千上万的希尔顿员工都会自豪地为顾客提供他们所能享受到的最好的服务。”罗伯特·德克表示，他是希尔顿饭店公司负责品牌管理与市场的高级副总裁。与德克的观点出奇的一致，希尔顿国际公司行销副总裁麦克·阿斯顿也认为，“我们的目标就是给那些信任我们的顾客以最好的服务。”相同的理念不但保证了希尔顿品牌的完整性，更使其得到迅速发展。在最近的两年中，希尔顿酒店的数量增加了一百多家。 "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”事件发生后，随着商务活动和出行旅客的减少，全球的希尔顿酒店都受到了影响，“前三个月都很不景气。”希尔顿国际公司总裁安东尼·哈瑞斯表示，“但现在又恢复到‘9·11’之前的水平了”。这个在酒店业有着20多年经验的老手十分懂得怎样运用手中强大的工具，在他看来，“希尔顿”是一个可以增加价值的品牌，“它给人安全感”。由于希尔顿国际只能在美国以外的地区使用该品牌，安东尼在每开一家新店时，首先想到的是如何保护“希尔顿”，然后才是选择合作伙伴和投资。 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. 与美国本土相比，希尔顿酒店在其他国家的品牌认知度较低，但在国际旅游者眼里，希尔顿却是首选，这主要是由于其独特的选址战略：在世界各大国际机场和各大城市的中心地带、金融商务区，都可以看到希尔顿酒店的身影。而无论在哪里的希尔顿酒店都会让顾客有“似曾相识”的感觉，比如房间的设置都会被划分为办公区、放松区和盥洗区等。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。 为保持品牌的生命力，希尔顿每年有很多创新产品。由于希尔顿受到商旅人士的广泛喜爱，因此希尔顿国际便在会议室上大做文章，它们在全球推出的“希尔顿会议室”甚至被媒体称做是“艺术级”的会议设施。同时，为了提高旅客忠诚度，希尔顿还发起了一个奖励活动，凡入住希尔顿的旅客均可赢得积分，以及50多个航空公司的飞行旅程积分。今年，希尔顿还打出了“消闲”的口号，它们添置了一些叫做“希尔顿休息间”的房间。这种新型房间试图营造这样的环境：旅客可以在其中恢复体力和精神。在广阔的空间中，可调光的照明设备或明或暗，空气中散发着新鲜的水果味道和花香，有助于旅客从一天中的繁忙中彻底放松，得到最好的休息。现在，连对酒店工作人员的服装要求也大为放松，员工甚至可以穿着自己喜欢的衣服为客人服务。 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. 尽管希尔顿已经在60多个国家安家落户，但其印度之旅却不那么愉快，5月，希尔顿不得不同位于印度班加罗尔的合作伙伴Golden Palms Spa分手，与其在德里和Chennai的遭遇一样，这种合作关系没能维持多久。不过，这倒正符合了希尔顿谨小慎微的一面。GE:希尔顿品牌的内涵是什么？ 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：这么多年来，希尔顿为旅客提供了舒适的居住场所，优质的服务等等，并成为世界上最受欢迎的旅馆品牌。这个大家庭背后有许多力量在支撑着希尔顿，如我们的销售团队，世界范围内的预约系统，以及提高希尔顿认知度的希尔顿奖励活动。不论你身处何方，希尔顿永远让你有家的感觉。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:您曾经指出希尔顿的发展是“宁可保守而不能做错”，但是最近一段时间，酒店的数量却迅速增加了，包括3月在重庆、4月在巴黎的两家新店，如何保证其品质？ 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：重庆希尔顿是希尔顿国际集团的全资子公司，它是我们在这个城市中的领头产业，它充分反映了我们高雅的情调与良好的接待能力。市场调研报告显示，重庆的消费者对此种宾馆很感兴趣。在巴黎，我们接手了一家位于议会中心附近的旅馆，这是对我们现有产业的一个很好的补充。由于巴黎地域广阔，这家旅馆既不会与埃菲尔铁塔附近的希尔顿旅馆之间竞争，更不会与位于国际机场的两家旅馆争夺客源。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:怎样让那些被收购进来的酒店最快、最充分地展示出希尔顿的特征？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，我们收购了Scandic酒店集团，现在与希尔顿酒店之间的品牌整合进行的很顺利，希尔顿曾经在丹麦有过一次合并经历。对有些旅馆，希尔顿必须对它们进行大幅度的整改以符合希尔顿的品牌要求。但Scandic旗下的许多旅馆不需要，它们仍可以保持原有的品牌不变，继续发展。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:希尔顿如何在众多国家将酒店的自身风格同当地的具体特征结合起来？GE: How many countries in the Hilton hotel‘s own style with local specific features combine? 哈瑞斯：为了适应各个国家的风土人情，希尔顿在不同国家的标准有较大差异。我们知道，在马来西亚旅馆中适用的一些标准在西班牙却不一定合适。我们管理层一直在寻找各个市场的环境以及当地的风俗习惯，我们的目标就是为我们的旅客在各个国家或城市安排最舒适的住处。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:希尔顿如何保证60多个国家的几百家酒店都能够以“希尔顿”的形象出现？
GE: Hilton more than 60 countries how to ensure that the hundreds of hotels can "Hilton" image? 哈瑞斯：对每一家旅馆，希尔顿都有几条严格的质量检查标准。此外，我们会雇用一家外部公司检查每一家旅馆，从房间预定、入住、停留两至三天到最后结账，经历整个过程，最后给我们回馈。所有人甚至包括我自己都不知道现在哪家旅馆正在受到检查。除了我们这些内部有经验的管理团队检查外，外部公司的回馈再加上对每家旅馆100位客人的调查问卷，才得出每月汇总一次的最终检查结果。所以，我们完全有能力保证每位客人都可以享受到高质量的服务。 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.
