Rebranding Strategy Of Hilton Hotel

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Recommended: Globalization in the tourism and hospitality industry

• The hospitality sector is highly susceptible to external conditions over which it has no control. Hence, the Oberoi group, as part of a strategy, has always followed the practice of owning properties. In crunch situations, they can sell the property keeping the management with them as proprietor, and therefore overcome the funds crunch.
• Rebranding Strategy - Internationally, Hilton hotels are acknowledged by the mid to senior company executives, and are also well-known among global tour operators. They exported management expertise to Australia, Egypt and Singapore, where The Oberoi Group took control of the running of existing luxury hotels They entered into a strategic arrangement with Hilton for the international marketing and management of reservations of the "Trident" hotels in 2004 as part of their globalization strategy. Under this arrangement, all the "Trident" hotels were re-branded as "Trident Hilton". At the same time, the Oberoi Towers in Mumbai was re-branded as the Hilton Towers. As of April 2008, this alliance has ended and the "Trident" Hilton hotels and the Hilt...

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