Holiday Villas Australia

Ref: P233 - Apartment in North East Italy Italy

2006-12-06T19:43:00.000-08:00

Ref: P233 - Apartment in North East Italy Italy

Nancy Pelosi will soon be Speaker of the House, Senator Hillary Clinton and Secretary of State Condoleeza Rice are contenders for their respective parties’ presidential nominations, and Oprah Winfrey has earned her way to Forbes’ list of billionaires. 2006 is drawing to a close – is anyone still asking what it is that women really want? According to a number of studies, it’s still a very good question – particularly when considering that women consumers demonstrate a higher degree of loyalty and are willing to pay more for service and quality. Who wouldn’t be interested in a sizeable market segment with those characteristics? Let's take a look at how important this question is and what answers the latest research provides.Why should hotels care? Let’s face it. Women’s purchasing power is beyond impressive. It’s compelling.In her book, Marketing to Women: How to Increase Your Share of the World's Largest Market Segment , marketing expert Martha Barletta tells us that consumer spending accounts for two-thirds of the economy and that women make 85 percent of all consumer buying decisions; that the majority of corporate purchasing agents and managers are women; and that women entrepreneurs account for 70 percent of new business start-ups. Some hotels have noticed. According to an October 26, 2006 New York Times article by Micky Meece, Kimpton Hotels and Restaurants COO (Niki Leondakis) said that “Women are making 70 percent of travel decisions, for the family, for their own getaways or for people at work.”
In case you missed that, women are responsible for:
• 85% of all consumer decisions!
• 70% of all travel decisions!
Do women want anything different in their hotel rooms?
Some of the latest research on the subject has been released in the 2006 National Travel Monitor by Peter Yesawich, President and CEO of Yesawich, Pepperdine, Brown & Russell, Inc. (YPBR). (See the YPBR website at www.ypbr.com) Their research reveals statistically significant differences between men and women’s preferences in certain hotel attributes. Among those differences are:
• Security – Women value extra measures that ensure their safety and security
• Cleanliness – Women care more than men about cleanliness
• Transportation – Women want complimentary shuttle service to and from the airport, and to areas other than the airport
• Simplification – Women care more about express check-in and checkout, and are more interested than men in an interactive system through the guest room television set that provides information about local events
• Business Services – Women want the same business services that men want, but more women want service enabling them to send and receive faxes from their laptops
• Creature Comforts – Women want full-length mirrors, make up mirrors and hair dryers; they want spa services and more diversity of restaurants on the premises
• Ambience – Women value the ambience of small boutique hotels, as well as distinctive hotel décor
• Perks – Frequent guest points are more important than frequent flyer miles—women want to be rewarded for their loyalty
What Do Women Want? Just Ask!I can't top Mickey Meece’s title for her October 26, 2006 New York Times article: “What do women want? Just ask!”Some hotel brands are approaching market segmentation in a methodical and sophisticated manner, looking for profitable niches beyond the confines of the “luxury-midscale-economy” segments familiar to the industry. Those targeting women do far more than merely “cater” to their desires. They are garnering loyalty through continuous market research and analysis – and by implementing changes that respond to their findings. Many in the industry are watching the Kimpton Hotels’ “Women in Touch” promotions and Wyndham’s “Women on Their Way” program. In a Chicago Tribune story earlier this year, writer Dawn Klingensmith wrote: “Focus group discussions and input from its Women Business Travelers Advisory Board helped Wyndham improve its attention to detail.” Both Wyndham’s focus groups and Yesawich’s study suggest that women are generally more discerning and more discriminating about their expectations. It is logical to assume that the brands that identify those expectations and meet them, will garner a loyal clientele. There is a broader message here.Still, I cannot help but stating the obvious – that of none of the attributes women hotel guests identify as important are earth-shattering revelations. In many cases they simply point to excellent customer service, and a level of service detail that many first-rate properties already provide. If your guest surveys show that your guests don’t want to have to call to get an iron – put an iron in the rooms, for heaven sake! If focus groups reveal that better bedding means more nights spent in your hotel, do the math and upgrade the linens! This is just good business sense. But you have to ask. And you have to act on the information you receive. It turns out, in many cases, that what women want is what we all want – to be asked our preferences and then be provided with them. But women do notice the differences more often than men (mostly likely because of how their brains are wired, scientists tell us). If the bathtub isn’t perfectly scoured, she will notice. No skirt hangers? Wimpy hair dryers? You’ve got more than one lady guest you will not see again.Women’s buying power has contributed to making positive changes in the hospitality industry. During my research for this blog, I was interested to learn that many of the creature comforts that I have come to appreciate when I travel may have been first implemented because of women’s preferences: good lighting, luxurious bedding, squeaky clean fitness facilities that are open late at night. Just a few more good things I have to thank women for.Demographics and the Power of Market SegmentationI recently hosted the annual Industry Outlook Roundtable, sponsored by JMBM’s Global Hospitality Group®. “Demographics” emerged as one of the themes of our dialogue, as we discussed the challenges and opportunities presented to the industry as a result of rapid demographic changes. Women are a critical demographic segment, as are baby boomers, Gen-Xers, seniors, Generation Y, families, gays, and the disabled community — not to mention a full spectrum of ethnic groups. How do hotels reach these various groups and convert them into loyal guests? I will address demographics in future blog entries, and I hope you will share your experiences and thoughts on the subject with me! Oh yes, and my wife really does want that powerful Internet connection in her hotel room – as much as she wants that powerful hair dryer. Hoteliers, take note!

Wow... Have you seen the latest....

2006-08-16T02:57:00.000-07:00

Hilton Garden Inn to Open Three Mid-priced Hotels in Germany and Italy
Aug 02, 06 1:57 am
Hilton Garden Inn , the fastest growing brand that is part of the Hilton Family of Hotels, announced three international franchised hotel openings in Western Europe -- making the European hotels the first Hilton Garden Inn locations to open outside the United States, Canada and Mexico. The award-winning mid-priced brand will debut and open one new hotel in Germany and two locations in Italy during 4th quarter 2006.
"Introducing the Hilton Garden Inn brand to countries like Germany and Italy gives us the opportunity to establish a new level of service for global travelers," said Adrian Kurre, senior vice president -- brand management for Hilton Garden Inn. "Our new European hotels look forward to offering guests the same key brand attributes as their North American counterparts which have made Hilton Garden Inn such a trend setting brand in the mid-market category."
The three European properties will offer key Hilton Garden Inn brand attributes like guestrooms featuring complimentary high speed Internet access and remote printing to the hotel's complimentary 24-hour business center, the Garden Sleep System(R) bed and Herman Miller Mirra(TM) chair. Each hotel will also feature a full service restaurant offering made-to-order breakfast, lunch and dinner; lounge area and bar; flexible meeting space; a complimentary workout facility; and hotel parking for guests.
Hilton Garden Inn Stuttgart NeckarPark The Hilton Garden Inn Stuttgart NeckarPark in Stuttgart, Germany is owned by the Haussler Group and SV Insurances based in Stuttgart and Dresden. The hotel will offer 141 air-conditioned rooms, including nine suites. The hotel features complimentary wireless Internet access in all guestrooms and public space, two restaurants, lobby bar and adjoining beer garden; a state of the art workout facility that includes 180 square meters (1,938 square feet) with sauna and relaxing room, and for business travelers, 240 square meters (2,583 square feet) of flexible meeting space that offers the latest in audio/visual technology and a multi-functional event arena offering 1,500 square meters (16,146 square feet) of conference space and a 500 square meter (5,382 square feet) foyer that can accommodate up to 750 people. The Hilton Garden Inn Stuttgart NeckarPark is part of the NeckarPark Multi Event Center and is situated near the Gottlieb-Daimler Stadium and the Hanns-Martin-Schleyer Hall.
Hilton Garden Inn Rome Airport Owned by Icarus SPA, the 282-room Hilton Garden Inn Rome Airport, which includes six family rooms that can accommodate up to four people, looks forward to welcoming both business and leisure travelers. Located at the front of the recently opened Rome Cargo City, the hotel will offer quick and complimentary connections to Leonardo da Vinci International Airport. The property is also situated near one of the largest shopping malls in Europe and the Rome city center is just a short distance away and can be accessed via the complimentary shuttle bus service offered by the hotel. In addition, the Hilton Garden Inn Rome Airport features four meeting rooms, complimentary in-room high speed Internet access and wireless Internet access in all public areas and a restaurant and a lobby bar for aperitifs and desserts.
Hilton Garden Inn Florence Novoli The Hilton Garden Inn Florence Novoli in Florence, Italy, is owned by Mita Hotels will feature 121 rooms and two suites decorated with a warm contemporary style. The property includes a bar and restaurant that faces a spacious portico, a meeting room featuring the latest in audio/visual technology that can accommodate up to 160 guests and an underground garage for guest parking, The Hilton Garden Inn Florence Novoli is strategically situated in an area undergoing new construction that includes the new justice Courtroom and the new University Center. The historic sites of the Florence city center are only three kilometers (approximately two miles) away.
About Hilton Garden Inn
Hilton Garden Inn is the award-winning, mid-priced brand that continually strives to ensure today's busy travelers have everything they need to be most productive on the road -- from complimentary high-speed Internet access in all guestrooms and secure remote printing to the hotel's complimentary 24-hour business center to getting the perfect night's sleep. So whether on the road for personal or business reasons, Hilton Garden Inn offers the amenities and services for travelers to be their best, regardless of their "personal business."
Hilton Garden Inn represents one of the cornerstones of the Hilton franchise growth strategy and currently has more than 400 hotels open or in development. The Hilton Garden Inn brand is part of Hilton Hotels Corporation; recognized internationally as a preeminent hospitality company. The company develops, owns, manages or franchises more than 2,800 hotels, resorts and vacation ownership properties. Its portfolio includes many of the world's best known and most highly regarded hotel brands, including Hilton(R), Conrad(R), Coral by Hilton(R), Doubletree(R), Embassy Suites Hotels(R), Hampton Inn(R), Hampton Inn & Suites(R), Hilton Garden Inn(R), Hilton Grand Vacations(TM), Homewood Suites by Hilton(R), Scandic and The Waldorf=Astoria Collection(TM).

http://www.holidayhomeseuro.com/rentals/France-Holidays/

Australia and our home

2006-06-09T16:11:00.000-07:00

Moscow: Apart-Hotel Fad Spurred by Need for Faster Profit
Jun 08, 06 1:58 am
When is a hotel room not a hotel room?
This question is likely to be raised repeatedly in the coming years as apart-hotels begin to appear on the Moscow market, blurring the line between hotel rooms and serviced apartments.
And City Hall's desire to see more hotels in the center could yet clash with developers' desire for the quicker profits provided by the sale of long-term leases on such apartments.
The apart-hotel concept has been linked to some of the highest-profile hotel sites in the country, including the demolished Hotel Moskva, which overlooks the Kremlin, and the nearby former military offices at 5 Red Square.
Internationally, there is a wide spectrum of products that fall somewhere between serviced apartment blocks and hotels that could be copied by Russian developers, using the term apart-hotel.
At one end of the scale, there are extended-stay hotels, which are like regular hotels, but offer guests a kitchenette and more space to make them feel at home during longer visits. Others resemble a grouping of short-stay apartments, with fewer facilities than a hotel would typically offer, allowing the developer to save on space used for communal areas.
Some luxury hotels, on the other hand, allow guests to buy a long-term lease on an adjacent apartment, furnish the rooms themselves and take advantage of the hotel's facilities.
"Moscow is a natural extended-stay market, with most people staying in hotels for four to five days on average, compared with 1.5 in business hotels in the United States," said Moscow-based analyst Rob Stoddard, who spent several years working for extended-stay chain Residence Inn in the United States.
But with investments of $600 million and $360 million reportedly being plowed into the Moskva and 5 Red Square sites, respectively, investors may be more concerned about quicker returns and planning regulations than carving out a new market niche. While City Hall sees both buildings as important sources of accommodation for travelers, apartments are a much juicier proposition than hotels for developers in search of a quick return, analysts say.
Selling apartments, or long-term leases on them, is a good way to get quick finance to fund a building project, said Marina Usenko, senior vice president of Jones Lang LaSalle Hotels. This makes apartments more attractive than hotels, which tend to bring a return on investment over a much longer period.
Calling the Moskva and 5 Red Square projects apart-hotels appears to be "a play on words," said Stoddard.
"The proposals are not really for apart-hotels as such," he said. "They may call it a hotel, but they will really be renting them as luxury apartments."
"I can see why there would be friction between City Hall and developers over this," said Stoddard.
There already seems to have been some disagreement after reports that international apart-hotel operator MaMaison Residences is to operate serviced apartments under development at 40 Ulitsa Pokrovka. The operator, controlled by international property group Orco, recently dropped a planned opening date from a web site dedicated to the project. The operator declined to comment for this article, promising a comment only in a month's time.
A market source cited the building's developer as saying it was concerned that City Hall may not consider the operator's product as meeting the requirement for a hotel at the building, but declined to be identified due to the sensitivity of the question for their company.
On its web site, MaMaison's suites are described as "residences" suitable for "temporary housing, business, leisure, training, vacations, tourism and relocation." Its Belgicka residence in Prague offers 30 serviced apartments with a 24-hour front desk, a la carte hospitality services, breakfast, and room service during certain hours.
MaMaison's residences are different from those offered by many luxury hotel operators, including some that may soon open in Moscow. Ritz-Carlton, for example, has private apartments attached to some of its hotels around the world, said Oliver Eller, general manager of the soon-to-open Ritz-Carlton, Moscow. In these properties, apartments are leased long term, he said. Tenants are allowed to furnish the rooms, but they can also take advantage of the hotel's facilities.
He said first-class central locations near Red Square would be important to people paying millions of dollars for the apartments, plus up to $10,000 to $20,000 a month for access to the hotel's services.
However, at the Ritz-Carlton, Moscow, it was decided that the best strategy was to maximize the number of luxury hotel rooms available for the booming hotel market, he said.
Among the reasons cited for the Moskva developer's decision to build serviced apartments was that City Hall reportedly wanted more than 1,000 rooms, but operator Four Seasons said it could not build a five-star property on that scale. A compromise was reached whereby a 200-room hotel would be built next to several hundred serviced apartments, with a separate entrance.
Another issue is that buildings such as 5 Red Square and the Moskva are not designated as residential, meaning that they cannot be used as a primary residence, said Usenko of Jones Lang LaSalle. Instead, they could be very attractive to corporate clients, who could buy them on a long-term lease, she said.
Several hotel groups have looked into such projects in Moscow, according to Usenko, including the Kempinski Group. Four Seasons is expected to manage at least some apartments at the Moskva, and the Grand Hyatt at the Moskva City office development is likely to include some residences. Serviced apartments of some form are also likely to feature in the $800 million redevelopment of the Rossiya Hotel, she said.
Despite possible difficulties with classification, packaging luxury hotels and apartments together is likely to prove as lucrative in Moscow as it has elsewhere, she said.
"If you can associate a place with a spectacular property, you can charge a premium of 10 percent to 20 percent," she said. "It is for customers looking for true luxury premises."

Australia. The great expanse

2006-06-09T16:10:00.000-07:00

Hilton to Increase Online Business to 25% by 2009:
Jun 09, 06 1:57 am
Hilton International today announced the launch of its new personalised and dynamic Ebrochures as part of its strategy to increase online business to 25% over the next three years as more customers move online to shop and buy hotel products.
Global travel trends show that one in two people currently use the web to make a purchase decision and that the travel industry is the largest sector with 34% share globally. In the US alone, online channels will generate 60% of gross travel bookings by 2008. It is also predicted that the number of reservations made via hotel brand websites will continue to increase by over 60% by 2008. [Research statistics by PhoCusWright Inc.]
Mike Ashton, SVP, Marketing, Hilton International comments: “The hotel industry is experiencing a phenomenal growth in online reservations. Our Hilton branded websites are key sales and marketing tools offering the best choice for customers with unrivalled, real time information, latest offers and best rates guaranteed. Hilton receives 3,000 bookings per day on its websites with over 4 million visits a month. Delivering bespoke and dynamic online Ebrochures is an important step in our strategy to increase online bookings and to deliver innovative tools for our customers. In the first trial month 300,000 pages of personalised Ebrochure content have been researched.”
The Ebrochures, which replace the printed Hilton Worldwide Directory, are available on nine Hilton and Scandic branded websites in seven languages and provide current and comprehensive information for over 400 Hilton and 130 Scandic hotels. When using broadband, 10 pages of colour content can be delivered per second and a 20-page Ebrochure can be created in 2.5 seconds.
Customers can tailor an Ebrochure with single or multiple hotel information, select their preferred layout from a choice of three formats and can email, download or print an Ebrochure. Advanced search facilities provide detailed findings based on specific criteria such as city centre hotels in Germany that have wireless Internet access. The Ebrochures also provide hyperlinked content pages, ‘Find Out More’ links and ‘Book Now’ functions that take guests to Hilton’s online booking process.
The three types of Ebrochure formats available include a Directory Listing which provides a brief description, amenities and location map; a Quick Reference Guide offering one page of information on hotel amenities, local attractions and directions and; a Complete Hotel Brochure which gives two pages of comprehensive individual hotel information with leisure & business facilities, local attractions and travel details.
Over the next three years, replacing the Hilton Worldwide Directory with the global Ebrochures will provide savings of over £1 million in production costs for over 900,000 brochures. It will also enable a reduction in printing of 162 million pages and in distribution of 283 tons.
Managed and hosted for Hilton by ReportLab, the personalised Ebrochures are created by innovative and dynamic technology. A web application offers search pages that use this technology to pass requests to ReportLab’s layout engine. The engine calculates the positions of all elements, arranges page layout and directly delivers the Ebrochure to the consumer.

Villas Villas Villas Rentals

2006-05-23T03:53:00.000-07:00

India Emerges as Asia Pacific’s Fastest-Growing Market for International Tourist Spending
Mar 29, 06 1:58 am

http://www.holidayhomesaus.com/rentals/Victoria-Holidays/

China continues as second-largest tourist spending market, while overall regional spending records double-digit growth Singapore, 27 March 2006 – India is the fastest-growing Asia Pacific market for international tourist spending, according to new figures released today by Visa Asia Pacific.

Visa’s spending data shows that tourists to India spent US$372 million during the fourth quarter of 2005, which represents a 25 percent increase over the same period in 2004.
China, where tourists spent $784 million in the period of October to December 2005, was the second fastest-growing market in Asia Pacific with a 23 percent year-on-year rise. India and China also topped the region when it came to average spending per transaction.
China recorded the highest amount of spending with an average of $204 spent per transaction, with India right behind at $191 (Please see accompanying India fact sheet). The regional average spend per transaction was US$156.

Overall, international travelers to and within the region spent $6.5 billion on their Visa cards in the final quarter of 2005, representing a 12 percent increase over the same period in 2004 and a 14 percent increase over the third quarter in 2005 [$5.8 billion].

“While tourism spending is up virtually across the board, our data confirms that India is rapidly becoming a more mainstream tourism destination, with tourist receipts expected to grow significantly over the next few years,” said Paul Dowling, Visa Asia Pacific’s Executive Vice President for Corporate Relations. “In Q4, our numbers show that India is quickly emerging as a destination of choice among travelers from the US, UK, France, Australia and Germany in numbers we have not previously seen.”
The top five regional destinations that benefited from the increase in inbound tourist spending over the previous final quarter were Australia ($1.1billion), China ($784 million), Thailand ($783 million), Hong Kong ($647 million) and Japan ($452 million).
Tourists from the US, UK, Japan, Australia and Hong Kong were the biggest spenders in Asia Pacific, accounting for 54 percent of total spending on Visa cards between October and December 2005.
By region, Asia Pacific cardholders were the biggest spenders, making up 42 percent of the total tourist spending. European Union cardholders accounted for 32 percent, US cardholders made up 20 percent of the total, while cardholders from Eastern Europe, the Middle East and Africa contributed 3 percent and Canadians accounted for 2 percent.
In all, international tourists made over 42 million Visa transactions in the region between October and the end of December 2005 and withdrew $1.4 billion in cash at ATMs and over-the-counter outlets. Visitors mainly used their Visa cards on retail goods (26 percent), accommodation (21 percent), transportation (11 percent), sports and leisure activities (6 percent), and restaurants (5 percent). The top retail merchants were clothing stores ($351 million), department and discount stores ($283 million) and shops selling jewelry, watches and crystal ($241 million).
“Over the years, Visa Asia Pacific has collaborated with several national tourism organizations to help grow tourism and cascade benefits to local economies,” said Mr. Dowling. “In India, for example, Visa is assisting the Ministry of Tourism’s ‘Incredible India’ program by promoting India as a preferred travel destination and providing tourists with direct access to merchants, thereby helping them to plan their visit more effectively.”
Of the total tourist spending within Asia Pacific, 7.3 percent occurred at online merchants, a year-on-year increase of 58 percent from 2004 in terms of transaction amount.
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All data is based on transactions at Asia Pacific merchants, made by Visa cardholders from markets other than their own. These transactions are processed through VisaNet, Visa’s global transaction processing network.

Holidays - Families and fun

2006-05-11T02:23:00.000-07:00

When I was young, family vacations with my parents consisted of driving for a week from place to place in a hot stifling car. My parents had the knack of picking the hottest week of the summer to do so. In spite of that, we still had fun, managed to find interesting sites to explore and those are the memories that I still have. I discovered the joy of travel to far reaching destinations on my own by the time I turned 18. Jumping on a plane and heading off to Brazil, Europe or cruising the Caribbean, has turned into a life long passion my whole family now enjoys with me. Family vacations have evolved over the years. There have never been more choices, more variety and more options available for family vacations as there is today. Especially since 9/11, the focus on family and community and played a strong role in our society. The travel industry has noticed and has geared up for families. From all-inclusive vacation packages and cruises, which are equipped with kids clubs and special activities: to resorts that supply a nanny for your stay, it’s never been a better time for families to travel. Still not sure? Here are just a few of the benefits of taking a family vacation:

1. The family that plays together, stays together..... It is a time to get away from it all. Away from work, the phone calls, the kid’s activities, the daily to do list. This is a great opportunity to spend time as a family and get to know each other. Go for a hike, build a sandcastle, explore a museum. There is more time to talk and spend time together without the daily distractions. 2. Teach your children well.... Travel is an excellent learning tool for kids. They can have the opportunity to learn about things first hand they may have learned in school, read about or saw on TV. Any destination can offer this learning experience whether it is a few hours drive away from you home or in Europe. Family vacations will teach children about different cultures, food, history, geography, climate, environment and so much more. The best part is that it’s way more fun for them then learning it through homework! 3. New experiences they will never forget..... Family vacations provide a whole new venue for experiences that your kids never would have had otherwise. We took a family cruise last winter, and it was my 9-year-old son’s first cruise. We told him all about the ship and showed him pictures but I don’t think he could quite grasp what it was really going to be like. We landed in Fort Lauderdale and as we were driving to the port, we could see our ship in the distance. He was excited but still very nonchalant.

Once we got to the port and pulled up alongside the ship, he looked up and up and up at the enormous ship, his mouth dropped open and he gasped in amazement. That reaction was worth the price of the whole trip and is something I know our family will always remember. ,4. Life is an adventure, especially on vacation.... Even if you are not particularly brave there are still many ways to experience the adventures that lie in every corner of our planet. It may be as simple as going to the zoo at your destination and seeing the animals that are local to that habitat or taking a jungle tour though the Amazon. There is so much to see and do, pick the adventures that appeal to your family and do them together. 5. You kids won’t be kids forever.... ,Doesn’t seem like yesterday that the teenager that just borrowed your car, was in diapers and day-care? Most parents agree that time seems to fly by quickly and those babies are grown before you know it. There will come a time that your children will have lives of their own and sad as it may seem, spending time with Mom and Dad will not be anywhere near the top of their list. Take the time for a family vacation while they still want your company. 6. Time to kick back and relax...... Now this part is important.

One of the main reasons to take a vacation is to get some rest and recharge. It is important for everyone so don’t over do it. Try and schedule an active day followed by a more relaxing day. It’s hard to do in some destinations where there is so much to see and do like Disney World, but trust me. The kids will be less tired and cranky and it will give you a reason to come back to the destination again! I know this all sounds so good, it makes you want to book that trip you’ve been putting off doesn’t it? Well, I will add in a dose of reality here and include a few negatives.

There are some natural stresses to travelling. Planes get delayed, kids get cranky, families can have too much of a good thing and get on each other’s nerves. The list can go on, but don’t let that discourage you, the advantages are too numerous to ignore. So whether you choose to pack the kids in the car or fly to more exotic destinations, the benefits are the same. As far as memories go, we tend to remember the good things; the time spent together as a family, the new things that were discovered, the new friends we made, the places we saw. This is what your children will remember and, the fact that you were there with them to enjoy it.
http://blogs.holidayhomesaus.com

Holiday Villas Australia

2006-05-09T01:24:00.000-07:00

Hilton Garden Inn Introduces New Travel Category: 'Personal Business' And Addresses Duality of Life on the Road

May 09, 06 1:57 am

Launch of New and Interactive Print Campaign Recognizes that Life is About Blending for Today's Travelers Propelled by extensive consumer research, and in direct response to America's changing travel landscape, Hilton Garden Inn(R) today launched its new advertising campaign, titled "Where are you going?" The interactive print campaign visually depicts how life on the road no longer is about finding "balance" between the demands of work and personal life -- it's about "blending" the two worlds and effectively addressing both needs at the same time. With that in mind, the "Where are you going?" campaign focuses its message on guest achievement and the fact that Hilton Garden Inn is the right brand to help today's blended travelers succeed. Hilton Garden Inn, the fastest growing brand within the Hilton Family of hotels, believes the trend toward "blending" and the idea that travel no longer is just about business or just about leisure is giving life to a whole new category of travel. The brand refers to this new category as "personal business" as more and more travelers on the road find themselves traveling for both personal and business reasons.
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The latest advertising campaign focuses on this new demographic of "personal business" travelers and links it to the hotel offerings that touches both sides. "At Hilton Garden Inn, we consciously provide guests with a hotel experience that gives 'personal business' travelers everything they need to ensure a great stay regardless of their reason for traveling," said Mark Nogal, vice president of marketing and sales for Hilton Garden Inn. "Whether they're on the road to nail an important presentation, make a big sale, run a marathon, attend a family function -- or all of the above -- we have everything travelers need to be successful." To effectively illustrate the idea of "personal business," the new ad campaign, which comprises three ads, shows there are many sides to every person. By arranging halves of people in interesting and whimsical ways, the images convey that Hilton Garden Inn is equipped to help the "personal business" traveler with both their business and personal ambitions. Moreover, the campaign creatively illustrates how today's traveler wears many different hats, speaking directly to the duality of life on the road. For example, one ad features the image of a man who is divided into two halves -- one showing him dressed in work attire to represent his business side, and the other showing him in hockey attire to represent his leisure side. To further the idea that our business is not just work business, the final ad shows a marathoner and bride. The text accompanying each ad lets readers know that no matter what hat a guest is wearing, Hilton Garden Inn ensures that travelers have a place to help them reach their goals successfully.

To capture the reader's attention, Hilton Garden Inn is using a technique it calls, "Interactive Print." Each ad is designed to force the reader to go beyond just scanning. In one execution, the guest is split in half on facing pages, so the reader can join the two sides, reminiscent of magazine games of years gone by. Additionally, unlike most hotel advertising today where the actual hotel is featured as the main focal point, the new Hilton Garden Inn ads put the guest -- the hotel's most important asset -- at the center. "This is a huge departure from our previous ad campaigns, which focused heavily on the Hilton Garden Inn brand's long list of great amenities," said Nogal. "And it's a reflection of where our brand is going, and where the travel industry is going. The campaign is sure to connect with consumers because the reality is that our worlds truly are blending." The "Where are you going?" campaign and corresponding "personal business" concept were the result of extensive research Hilton Garden Inn conducted to identify how guests combine work and leisure activities while traveling. As part of this research, Hilton Garden Inn commissioned an Opinion Research survey to help gauge the travel habits and needs of business travelers. Overall, the findings prove that travelers today feel the need to juggle many personal and professional priorities while on the road.

More and more, travelers are bringing work with them and staying connected to the office while at home, hitting the greens on the golf course or on their leisure vacations -- at the same time, they are finding ways to add some fun and relaxation while on the road for business. The survey results revealed that nearly half of business travelers (51 percent) are not able to disconnect from the office while on a leisure vacation. This is up 10 percent from 2005 when 41 percent said they were not able to unplug and unwind. The survey also showed that business travelers are finding more ways to enjoy leisure activities while traveling for work. Four-out-of-five business travelers are taking advantage of at least one leisure activity while away on business. According to the Opinion Research survey, the top leisure activities executives are engaging in while on the road are: -- Sightseeing or other local entertainment (50 percent) -- Visiting friends/family in the area (41 percent) -- Golfing or using workout equipment (20 percent) -- Bringing a spouse or significant other along (36 percent) -- Extending their stay for leisure purposes (24 percent) Survey respondents also provided valuable insight into the types of amenities they need and want, to make their travel more productive and enjoyable. Comfortable beds and bedding topped the list as the most important amenity a hotel can offer to guarantee a relaxing stay. Other key amenities requested most often by guests were on-site restaurants with full-service breakfast (22 percent), a friendly staff (16 percent), complimentary high-speed Internet in every guestroom (10 percent) and workout facilities (10 percent).

These are just some of the many amenities provided by each Hilton Garden Inn property. Specific elements of the campaign include: -- Print Advertising. The ad campaign breaks in May in print titles including The Wall Street Journal, Business 2.0, Fast Company, Golf Digest, Inc., LIFE, Real Simple, Weekend Living, Wired and Passport. -- Online Advertising and Promotions. Recognizing that Americans are increasingly turning to the Internet to reserve and book travel, the campaign is being heavily supported online through media buys on AOL, Mapquest.com, Yahoo! and Weather.com, among others. Additionally, the campaign includes a "Where are you going?" online sweepstakes being conducted on the Hilton Garden Inn Web site -- http://www.stayhgi.com -- that consists of a "Spin to Win" game with thousands of instant prizes, including Magellan GPS handheld navigation devices, Palm Treos, HHonors points and more. The collect and win game also allows users to collect game pieces to gain entry for a chance to win the grand prize -- $50,000 cash! -- Hotel Signage and Decor. At the hotel level, Hilton Garden Inn is supporting the campaign with "Where are you going?" guest room door hangers, telephone cards and inspirational garden stones that further the idea that Hilton Garden Inn is there to help people get where they're going in life. Wherever guests turn, they are reminded that Hilton Garden Inn is the brand helping them to achieve. --

Internal Communication. Hilton Garden Inn is proud to employ the best and brightest in the industry. The "Where are you going?" platform is helping bring employee success stories to the forefront. Throughout the coming year, Hilton Garden Inn executives are inviting hotel general managers to share stories of exemplary employees who are going places within their hotel or in their personal lives. The corporate office will in turn share the best stories with other Hilton Garden Inn locations and their guests. The "Where Are You Going?" campaign was created by Orange County-based ad agency DGWB, an independent, award-winning advertising and communications agency that has partnered with a variety of local and national clients for 18 years. DGWB has been Hilton Garden Inn's agency-of-record for the past two years.