The Hilton group wants to extend its Waldorf–Astoria brand into other properties (see here) by way of endorsement or co-branding (I know there are differences between the two—I use them in lay terms). I am a sceptic because I am not sure if the Hilton is capable of managing its brand.
   In 2003, I stayed at the Hilton in a city that shall remain nameless. The service was five-star, but the rooms were three-star at best. I was given a temporary Hilton Honors card—on thin paper. My toilet has slightly better stock in a roll. ‘The second time you stay at a Hilton,’ said the concierge, ‘we’ll send you a plastic card.’
   I was in Helsinki at the end of 2003 and had them credit my Hilton Honors number after staying at the Hotel Grand Marina, another three-star joint masquerading as something better. Despite calls to the Hilton in 2003 and 2004, I await my plastic card. After all, I have my Inter-continental one. And cards from a number of other chains.
   A five-star promise, a no-star resolution. So will people be confident after seeing the Waldorf–Astoria endorsement? For apparently it brings with it all the advantages of the Hilton Honors’ system. Pay a whole heap and get a lousy piece of paper about the size of three postage stamps with your name scribbled on it—that is meant to stop you from choosing a Hilton competitor.
   The final irony: when we photographed Nicky Hilton for Lucire’s September cover (December issue in Romania), we could not get her a room at the Hilton. I can’t remember the resolution organized by our celebrity director Brad Batory, but I think Miss Hilton eventually stayed at the Sheraton. posted by Jack Yan, 12:26 PM  permalink