Hilton Hotels is working with Tayburn Design to redevelop its chain. The aim is to create a new, relaxed and emotional brand experience.
The extensive review will span everything from hotel interiors to marketing communications and staff protocol. It encompasses a bid to dispose of what the company considers the “outdated” language of hotel chains.
New concepts are being tested by Hilton’s interior design team at its Watford branch. These will later be extended across the chain.
Hilton is also to promote Hilton Time, a concept designed by Tayburn to offer an “antidote to modern living”, in 80 UK hotels. Standard features will include games areas, called Rumpus Rooms, interactive on-screen fish tanks in every room, Web access, movies on demand, and customer services such as free shoe shining and wine tasting, all aimed at redefining the brand experience.
Room interiors will now be “ergonomically redesigned” with clearly defined areas for relaxing and working. Do not disturb signs are being rewritten as “Shh – I’m sleeping”.
Hilton UK vice-president of marketing Mike Ashton says £5m has been spent on new signage in the past two months.
“Hilton Time is about creating an emotional experience for our business and leisure customers, and we are looking for an increase in market share as a result,” he says.
Included in the project will be a new website and a magazine called Escape Away, designed with Tayburn, based on the new look and feel.
Other ideas being considered are expected to include a cosmetics retail launch.