Hilton alliance set to discuss identity

The two groups which own the Hilton hotels brand will be researching whether a new identity is needed, following last week’s agreement to reunite the brand worldwide.

Hilton Hotels Corporation in the US and Ladbroke, the UK group which owns the Hilton name outside the US, have agreed an alliance bringing the brand together after a 32-year split.

A jointly owned company will cover sales and marketing and be responsible for identity initiatives. The groups have yet to make a decision on whether a new identity will be necessary, but plan to work with a consultancy on carrying out research into the brand, according to Ladbroke head of corporate affairs Steve Devany.

Devany says the company will be looking at the costs of developing a new identity. “No one has been appointed at the moment. It is quite a long way down the line and there is no firm timetable.”

He denies reports in The Independent newspaper that Ladbroke chairman John Jackson has issued an open invitation to readers to redesign a new logo. “We have proper design processes which we will use,” says Devany.

The new alliance groups 400 hotels in 49 countries and both companies will co-operate on sales and marketing, loyalty programmes and hotel development from next year.

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