Hilton Hotels Corp. (NYSE:HLT) will use the current upswing in the lodging industry to raise the profile of its namesake brand as it continues to downplay hotel ownership, company officials said.
"Twenty years ago, this brand stood alone, but now people are just as likely to mention Marriott or Starwood," Adam Burke, managing director of Hilton's frequent guest program, said at a recent news forum.
The company said it was able to weather the post-9/11 slump in business travel because leisure demand grew as Americans stuck close to home. Now that business travel is roaring back, Hilton is less inclined to woo bargain-seeking families.
The Beverly Hills, California-based company, founded 60 years ago by Conrad Hilton, now operates chains like Hampton Inn and Homewood Suites, as well as its nameplate hotels.
In recent years, the Hilton brand has "lost its way," said company Vice President Tom Keltner. "We are proud of our heritage, but are not delivering it today."
Nevertheless, Hilton has increased its share of the U.S. lodging market over the past five years, he said.
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Source - Reuters
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