Hilton outlines plans to launch trade brochure

Group eyes independents in bid to increase bookings

Short-breaks programme to be expanded

Hilton outlines plans to launch trade brochure

Report by Juliet Dennis

Changing tack: Taylor hopes pushing Hilton properties, such as the above in Anchorage, through the trade will raise the brand’s profile

HILTON is considering producing a trade brochure to sell through agents for the first time.

The hotel group has pledged to improve its short-break programme and plans to talk to consortia on selling through independent agents.

This would involve creating a new leisure-breaks brand.

UK and Ireland vice-president marketing Hugh Taylor denied the move was a direct reaction to the US crisis.

“We will be improving our short-breaks programme. One option is selling through the trade.

“We will make a decision in the next few weeks.”

Taylor admitted Hilton did not currently offer enough trade packages but he was adamant the Hilton name would sell itself in many cases.

In general, hotels tend to be sold through tour operators rather than by producing their own trade brochures.

Superbreak, Highlife, owned by Thistle Hotels, and Embassy Leisure Breaks, owned by Jarvis Hotels, would be Hilton’s most prominent rivals.

Superbreak sales director Ian Mounser said: “Hotels do not have a great record of success doing this. For agents it is a rack space issue which is why hotels tend to work with us to get retail exposure.”

He said Superbreak, which features Hilton hotels, would be talking to the hotel chain about its plans.

Midconsort communications director Neil Basnett said: “If they are coming to us with something completely different, we would be interested, but if it duplicates what we have got from operators such as Superbreak, we may feel it’s already covered.”