Hilton’s iconic resorts(1)


SINGAPORE – Hilton Worldwide Resorts (HWR) has categorised its resorts to make it easier for consumers in their choice of holiday.

The company created an easy-to-navigate icon system used in its HWR brochure and on its website that identifies each resort as a destination for golf, diving, luxurious spas, family activities or romance – or any combination of the above.

“Our research has shown that consumers don’t know what to expect when booking a resort holiday,” said Philippa Gould, director of product development for Hilton International.

“This confusion has been generated by inconsistent levels of quality, communication, service and activities which can vary vastly from company to company and country to country.

“In creating Hilton Worldwide Resorts, the company took a portfolio strategy by tailoring each property based on location, local culture and the ability to deliver top resort experiences.”

Hence she said each property was accessed for its offerings as a golf, diving, spa, family or romantic getaway and had to match the HRW brand standards.

“These icons are showcased within a brochure to support this development.”

She said the icons make it easier for both loyal and new customers to choose their type of holiday experience. For example, diving is represented by a fish icon.

Gould adds that about 60 to 90 percent of HRW’s business growth has been generated through tour operators.

However, she points out that there is a direct marketing channel as the hiltonworldresorts.com website offers a virtual ‘walking tour’ around the resort for a feel of what it has to offer.

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