Hilton’s makeover seeks to offer trade another new look

Initiatives

Hilton’s makeover seeks to offer trade another new look

Chain embarks on driveto shape future of industry

HILTON claims that 80 years ago, its founder, Conrad Hilton, was responsible for shaping the hotel industry as we know it today.

The chain is now embarking on a number of initiatives which, it claims, will once again change the face of the hotel industry.

Both Hilton International, which is responsible for properties outside the US, and Hilton Hotels Corporation, have undergone a complete makeover of their corporate look, with a distinctive, modern blue &#42 logo.

In the UK, the rollout of the new brand is already complete and has included the Stakis properties that were purchased in March last year.

The group is now implementing a number of changes to its properties and services which will back up the new-look Hilton, starting in the UK.

After closely examining each area of its service and facilities, from its towels to its staff training, it has launched a UK initiative called Hilton Time.

It is based on the premise that travellers want a hotel room to be more than just an extension of their office and that a hotel should be an oasis of relaxation and calm, not just a place to sleep for the night.

Some of the changes are small. For example, bowls of fresh apples will be placed on reception desks and towels will be fluffier.

When guests enter a room, instead of being met by the usual television ‘welcome’ screen, there will be a video playing of fish swimming in a bowl.

UK managing director Grant Hearn said: “Fish are said to have a calming influence, so our guests will see an on-screen aquarium when they enter the room.”

The group has developed a new type of bedroom which is currently being tested at its Watford hotel.

These will be rolled out to new hotels and in existing properties where possible. The new rooms have a split layout, dividing areas for business and for relaxation. Bathrooms have a translucent window to provide natural light and include a more luxurious bath and walk-in power shower.

A new range of toiletries is being developed and perfumes will be changed according to the season.

Hilton also plans to offer in-room shopping by linking up with major retailers.

It has produced a brochure with a range of goods and gifts that guests can order from their rooms.

New services, such as shoe shine and car washing, are being introduced while a major staff training initiative called Esprit is encouraging staff to put in that extra bit of effort.

Employees are being urged to nominate fellow staff members who have gone above the call of duty. These people will be rewarded with vouchers for major retailers. Hearn claims that taking this fresh approach to staff training will have a significant impact on its employees performance.

A new staff uniform, which allows staff to choose between a range of mix and match items, is also designed to boost morale.

Forward thinking: the new plans aim to improve services and facilities

Latest developments

&#42 The London Hilton Metropole will open a £100 million conference centre next month. It will accommodate up to 3,000 conference delegates and up to 1,200 banqueting guests, making the hotel London’s largest convention hotel. There will be 37 meeting rooms and 1,073 air conditioned bedrooms – 600 can be blocked off for one event.

&#42 The London Hilton Paddington opens in November within the recently renovated mainline station, which is home to the Heathrow Express high-speed rail link. Formerly the Great Western Royal Hotel, the restored property will retain its classical Victorian facade. The hotel will have 355 rooms, including executive rooms with private access to a clubroom, meetings and conference facilities.

&#42 The Hilton London Trafalgar opens early next year. It will have 131 bedrooms and views over Trafalgar Square.

&#42 The Hilton St Ermin’s Hotel in Westminster is undergoing a £15 million refurbishment programme to recapture the glory of the original hotel, dating back to the 1800s. One wing of executive rooms has already been equipped with new air conditioning, mini bars, improved lighting, additional telephone and modem points and ironing boards. The remaining 182 bedrooms are now being renovated to the same standards.

&#42 The London Hilton Park Lane has undergone a major facelift with a new trendy bar, Zeta Bar, Livingwell Health and Fitness Club, a 250-capacity ballroom and astate-of-the-art floodlight system, which lights up the hotel in 130 different colours. Ten of the hotel’s suites have been refurbished by interior design consultant Nicola Fontanella.

&#42 The Langham Hilton has added a Concierge Club with 44 club rooms and 22 suites, bringing the total number of rooms to 429. A new health club, operated by Holmes Place, will offer Elizabeth Arden beauty treatments. A spa has also been added.

star spotting

For anyone who loves a touch of celebrity status, going somewhere that offers them the chance to rub shoulders with the stars may be just the ticket. So next time a client asks you for a hotel recommendation, it might be worth doing a spot of name dropping.

Sun International’s Ocean Club Resort on Paradise Island in the Bahamas has been chosen by Michael Jordan to host his four-day charity golf event on the resort’s 18-hole championship course. Cindy Crawford also got married here in 1998. The property reopens in December following a $50 million renovation, offering 40 new ocean-facing suites bringing the total up to 100. Kuoni’s lead-in price for 2001 is £1,629 for seven nights’ room only with British Airways flights to Nassau.

Castello di Tornano, Tuscany, Italy, provides the perfect romantic break for Tom Cruise and Nicole Kidman. This castle on a hill built in 1100 has a roof terrace offering idyllic views of the Tuscan countryside. Book a week at a four-person apartment through specialist Bridgewater’s Italy for £435 or, for £1,530, hire the tower where Mr and Mrs Cruise stayed.

Rhett House Inn, Beaufort, South Carolina, US, is a favourite with Notting Hill star Julia Roberts. This luxury hotel with its Southern belle flavour is popular with the stars and provided a backdrop to the film Prince of Tides. North American Holidays has a lead-in price of £107 per room per night which includes breakfast, afternoon tea, hors d’oeuvres and a full desert but not a main course.

Demi Moore likes to keep fit in the Ocean-view Fitness Centre at Round Hill Hotel and Villas, Jamaica. The resort has private cottages set on a hill among its own tropical garden. Book seven nights’ room only with Caribtours and get an extra seven nights free. The £1,096 price is valid until the end of October.

Eddie Murphy has been spotted enjoying a family getaway at La Sammana, St Martin. A favourite with Hollywood stars for its gym,the accommodation at La Sammana comprises sleek white villas edging Baie Longue, the most popular beach on St Martin. Seven nights’ bed and breakfast at La Sammana costs £2,013 from October 15 with Caribtours.

Little Dix Bay, Virgin Gorda, British Virgin Islands is a favourite hideaway for Naomi Campbell.Newly renovated and boasting a crescent-shaped beach and acres of gardens, it is also popular with honeymooners. Kuoni features seven nights at the property for £1,498 from May 1 to July 19. Flights are with BA and Liat.