After commemorating their 250th hotel worldwide this month in Istanbul, Turkey, DoubleTree by Hilton has begun introducing its newfound global presence in a variety of ways with the launch of a new, year-long, global rebranding initiative. Rolling out through a series of operational, marketing, advertising, online, social media and internal/external communications channels during the next several weeks and months, the upscale hotel brand’s main mission behind this reenergised effort is to share the brand’s fast-paced expansion around the world, showcase the guest-centred enhancements and investments made by hotel owners in recent months, share its unique service philosophy with today’s travellers, and strengthen its proud affiliation through a newly unified global branding affiliation with Hilton Worldwide.

“Since Hilton Worldwide acquired our brand a little more than 10 years ago, DoubleTree by Hilton has transformed from a primarily U.S.-based group of hotels to a relevant global hotel brand, demonstrated by our rapidly growing collection of hotels now in 17 countries across five continents,” said Rob Palleschi, global head, DoubleTree by Hilton. “While many of our competitors have reconsidered a complete repositioning in recent years, DoubleTree by Hilton decided to expand its targeted identity by identifying, energising and celebrating some of the best practices and services already evident across our hotels, along with honouring our ‘by Hilton’ affiliation as a proud part of one of the world’s hospitality leaders.”

Fast-Paced Global Growth
DoubleTree by Hilton has experienced continued and consistent unit growth, even during some of the most challenging economic times in the hospitality industry. The upscale hotel brand grew by more than 50 hotels during 2009 and 2010, and during 2011 is on a trajectory course to open the same number of hotels in just one year. As recent as 2008, the brand was primarily an U.S. hotel brand. Today, DoubleTree by Hilton welcomes travellers at more than 20 hotels in Europe, nearly 10 hotels in Asia, four hotels in Latin America and even two hotels in Africa. This global collection of hotels that now spans 17 countries across five continents will see as many as six more countries added to the portfolio during 2011.

“We find that when discussing prospective hotel deals, that it’s the individuality and flexibility of the distinctive DoubleTree by Hilton hotel product that represents its sense of place that appeal to developers. That, along with an outstanding Hilton Worldwide support infrastructure encourages hotel owners and management companies to consider both new-build and hotel conversions projects with DoubleTree by Hilton in a variety of primary and secondary markets around the world,” added Palleschi.

With more than 70 signed and confirmed hotel deals in the brand’s most robust development pipeline in history, travellers will find DoubleTree by Hilton expanding to several sought after business and leisure destinations both in the U.S. and a variety of key international locations in the U.K., China, Turkey, the U.A.E, Italy and beyond.

Product Investment – Enhancing the Guest Experience
People who have stayed at a DoubleTree by Hilton in recent years have seen a transformation of the hotel experience. The brand and its hotel owners have quietly invested more than US$3 billion during the past few years through product improvement plans at every DoubleTree by Hilton location. Investments to date, across every hotel, have included the brand’s luxurious Sweet Dreams by DoubleTree sleep experience, the latest in state-of-the-art fitness centres, the introduction of the signature DoubleTree Breakfast with a consistent system-wide selection of fresh hot and cold food items, the installation of high-definition flat-screen televisions and a series of contemporary style and design enhancements that have received positive responses from hotel guests.

“By listening to frequent travellers and our most loyal hotel guests, we will be introducing new amenities and services in the coming months that enhance hotel arrivals and departures, provide more healthy and sustainable food options on all of our hotel menus, continue our passionate commitment towards sustainable business practices and ultimately create a more relaxing, friendly, comfortable and rewarding hotel experience for everyone who stays with DoubleTree by Hilton,” said Palleschi.

Creating a Rewarding Hotel Experience through an Engaging CARE Culture and a Cookie
As everyday business and leisure travel becomes increasingly challenging, this new brand campaign offered DoubleTree by Hilton an opportunity to showcase and reinvigorate its strongest assets – its hospitality and people. The journey began by ensuring that one memorable moment in time stayed true the first time a guest arrives at every DoubleTree by Hilton after a long travel day. The warm, friendly welcome of the legendary chocolate chip cookie celebrates its 25th anniversary this year and will continue to be shared not only at more than 250 hotels worldwide, but also through a variety of special events and community-based activities during 2011.

More than 230 million of the sweet treats have pleasantly surprised travellers and cookie lovers, since 1986. DoubleTree by Hilton anticipates presenting its 250 millionth cookie to one lucky guest by the end of the cookie’s silver anniversary celebration early next year.

The chocolate chip cookie has been embraced by DoubleTree by Hilton as the symbolic foundation of the brand’s CARE Culture, a passionate, longstanding service philosophy that inspires more than 60,000 team members to create a rewarding experience every day for guests, team members and communities.

“We will continue to further invest in our strong and vibrant DoubleTree by Hilton CARE Culture through innovative training, unique interactive technology opportunities and sharing the service stories of our outstanding team members with the travelling public. By doing so, we want our owners and team members to embrace a brand promise that communicates that the simple moments of kindness and personal service they deliver to our guests everyday at their hotel can collectively lead to outstanding hospitality and positive reactions and results for our global brand,” added Palleschi.

DoubleTree by Hilton Global Awareness Campaign – Where the Little Things Mean Everything
DoubleTree by Hilton’s global brand awareness campaign began earlier this month with a series of television advertisements on major national lifestyle broadcast networks as Food Network, TNT, and USA Network. Television has led to further integration through print and online ads, as well as social media, promotional and experiential events that will continue to be unveiled throughout 2011.

In order to ensure the new DoubleTree by Hilton name and direction resonates with travelling customers, the brand also has invested in one of the most aggressive, rebranding strategies for its more than 220 North American DoubleTree by Hilton locations. All U.S. and Canadian hotels are positioned to receive a new look and feel through signage, promotional collateral and customer touch points by year-end 2011. From Istanbul to Los Angeles and London to Philadelphia, more than 50 hotels and resorts worldwide already are welcoming the world’s travellers with the new DoubleTree by Hilton look and feel.
The multi-million dollar awareness initiative represents the largest brand campaign for the brand in nearly two decades, led by John Greenleaf, vice president – brand marketing for DoubleTree by Hilton.

“The focus of our comprehensive rebranding campaign focuses on a simple message that DoubleTree by Hilton is a place ‘where the little things mean everything,’” said Greenleaf. “In order to embrace and bring that promise to life, our fully integrated, multi-platform campaign approach this year will continue to convey that strong message by ensuring every brand touch point becomes strategically aligned, across all executions both in marketing communications, as well as every hotel experience around the world.”