1、introductionPrefaceThe Hilton Brand Standards Manual (Manual) has beendeveloped to provide our hotels with the requiredminimum standards and procedures for the Hilton brand.These requirements are subject to change by HiltonInternational. How to use the ManualThis Manual is the property of Hilton and
2、 should not bereleased to non-approved personnel. This Manual is available in an electronic format on theHilton Intranet - HiWay, within the Corporate Marketingsection under Brand Hub. Any additions ormodifications to the standards in this manual will beupdated regularly on the intranet. Questions r
3、egarding this Manual may be referred to the following:Your local VP OperationsYour local Marketing TeamCorporate Marketing TeamSection StructureAll sections of this Manual are structured in the sameway. Each section starts off with the Purpose fordelivering those Brand Standards*. It then lists thea
4、ctual Brand Standards, and closes with any additionalimportant information, as well as cross-referring theuser to any other relevant sections in the Manual andlists any Resources/References for further reading.*Some sections, such as the Hilton Brand ServiceStandards, may also have a short introduct
5、ion.All available reference guidelines, manuals andinformation, as referred to in this Manual, can be foundin electronic format on HiWay.Hilton Brand StandardsIssue One: April 2005Introduction Hilton Worldwide ResortsDifferent or additional standards may apply to Hilton Worldwide Resorts. Each secti
6、onincludes, where relevant, standards which apply specifically to Hilton WorldwideResorts. Where the Hotel operates as a resort, it must comply with these highlightedstandards as well as the general standards in this Manual, except to the extent thehighlighted standards are stated to apply instead o
7、f the general standards. Hilton HHonorsSimilarly, many sections refer to the special additional standards we put in place toservice our most valuable customers, Hilton HHonors members. As with HiltonWorldwide Resorts, these extra or different standards are highlighted throughout theManual. Other Hil
8、ton products such as Executive Floor and Hilton Breakfast are treated similarly.Please note that no section is comprehensive. To fully understand the standardsrequired for each area of the Hotel and its operation, the Hotel must refer to all relevantsections, manuals, guidelines and other documents
9、referred to in theResources/Reference part at the end of each standard.Compliance & Measurement1. To achieve and maintain high standards of quality and service and associated goodwill for the Hilton brand, Hotels must strictly adhere to all elements of this Manual. 2. Standards outlined in this Manu
10、al will be checked as part of Hiltons Quality Audit procedures.*Please refer to the Quality Management section of this Manual.How to meet a Standard1. If a standard specifies a minimum on a scale of measurement, the Hotel must meetor exceed that minimum. 2. If a standard specifies a range (for examp
11、le, TV size 500mm-600mm), then the Hotel must fall within that range. In the example given above, a TV screen of 620mm would not be acceptable.3. If a standard uses the word optional then the Hotel is at liberty to either adopt it or not, depending on local market conditions.4. If a standard mention
12、s recommended, desired or preferred then the Hotel will help to protect the Brand by installing this standard, but it is not compulsory to do so. Some of these recommended standards might outline what should be done, not what must be done. They may be contained in the Important Considerations boxes
13、underneath the Brand Standards.Hilton Brand StandardsIssue One: April 2005IntroductionBrand OverviewHilton is one of the worlds great brands. A strong brand is the most valuable asset of many companies. Brands are assets because,when properly managed, they can provide a secure stream of income for t
14、he business. But what exactly is a brand?A brand is a mixture of attributes tangible and intangible symbolised in a trademark, which, if properly managed, creates value to the customer. Put simply, a brand is what a company promises and delivers to its customers. In the case of our brand, the value
15、Hilton can give a customer is the promise and delivery of a guest experience, the Hilton experience consistently meeting their expectations. With a globally renowned brand such as ours, these expectations are very high indeed. As such, the potential for letting them down is very real. Our brand must
16、 be protected and carefully managed. The standards in this manual are Hiltons promise to our customers. They reflect the brand and, when delivered consistently, become the brand experience. Strong brands are clearly understood not only by their customers but also by those who work for them. This bri
17、ef introduction aims to explain simply what the Hilton brand is, and how we all will play a role through the standards outlined in this manual in delivering it. Hilton Brand StandardsIssue One: April 2005Who is Hilton?The worlds best known hotel brand. What does Hilton stand for?Great hotels in grea
18、t locations run by the worlds most professional hotel company. What makes Hilton different?1) Reputation & Stature This can be explained by the following:a.Unrivalled expertise and experienceThis builds trust with our customers. They know we have the experience and know-how to deliver them exception
19、al service.b. More hotels in more placesLocation remains one of the key reasons customers choose a hotel. Few chains can match the Hilton brands physical presence around the globe.c.Famous people, famous eventsHistoric moments have taken place in a Hilton. The choice of Hilton for such events adds t
20、o the brands unique sense of prestige. Much has happened at a Hilton. Brand OverviewHilton Brand StandardsIssue One: April 20052) The Hilton Brand Experience“A stay at Hilton makes you feel better relaxed, refreshed and at your best.” The Hilton Brand Experience is a response to the needs of our cus
21、tomers. Our customershave told us that they are searching for ways to handle the frantic pace of modern life, thatthey are often forced to juggle with conflicting demands from work and family life. As such,they feel time-starved, under pressure and out of balance.They have told us they want Hilton t
22、o provide an oasis where they can escape the rigours oftheir busy lives. To help them refresh, relax and restore this balance.Our Brand Promise back to our customers: In a demanding world, Hilton would “put back a little of what life takes out”. To achieve this promise, we adopted a new philosophy t
23、hat would influence how our hotelslook, our products and services and the very way we behave, both with each other and withour customers. This philosophy is called Equilibrium.Brand OverviewHilton Brand StandardsIssue One: April 2005So how can we deliver the Hilton Brand Experience?We focus on the 4
24、 Brand Building Blocks:1. Consistency: Quality standards delivered consistentlyGuests must be able to trust Hilton to deliver quality service, consistently, in every hotelbearing the Hilton name. A Hilton stay should be a no worries, no surprises experience. Wetherefore have clear global brand stand
25、ards for all services and products to establish Hilton asthe most consistent hotel brand experience in the world. Guests have highlighted this as a keyopportunity for Hilton to go further ahead of the competition. With new global measurementand reporting procedures now in place, well be able to real
26、ly monitor our consistency andprogress and focus on improving performance where required.Brand Overview1. ConsistencyGuests must be ableto trust Hilton todeliver quality service,consistently, inevery hotel2. Hassle-freeWe must find newways to make theHilton experienceeffortless and efficient3. Perso
27、nalisedGuests should berecognised asindividuals and enjoypersonal Hiltontouches4. Inspirational - Hilton MomentsGuests must feelextraordinary care andthoughtful attention to detail in everythingwe doHilton Brand StandardsIssue One: April 20052. Hassle-free: Effortless and efficient customer journeyO
28、ur aim is to make our guests stay effortless and totally hassle-free. We want them to feel“its easy for me to stay at the Hilton.” We have already started simplifying our processeswhere we interact with the guest, including arrival and departure, enquiry and reservations,and business services. This
29、includes the ongoing investment in leading edge technology.3. Personalised: Recognised as an individual with tailored service Guests should be recognised as individuals. We want them to think that we value them.Hilton HHonors, our guest reward and recognition programme, provides the platform forprov
30、iding personalisation at all key touch points in the customer journey. Examples includepre and post stay contact, pre-prepared welcome and the automatic provision of staypreferences all designed to allow us to treat the guests as individuals thus enhancing thequality of the guest experience. We have
31、 already started the investment in CustomerInformation Systems to enable this personalisation. Other benefits will include an improvementin data quality, which will result in more efficient marketing.4. Inspirational: Extraordinary care and thoughtful attention to detail Hilton Moments Guests have t
32、old us they really appreciate those little touches that make them feel special that moment of outstanding service or that thoughtful attention to detail. To encourage thiskind of inspirational behaviour from our teams, all areas of the business have adopted theEsprit philosophy of “Only those who fe
33、el valued can truly add value”. At the heart of Esprit isthe desire to value, motivate and develop our team members, to enable them to go that extramile and offer extraordinary service. This new culture has been further enhanced through thecontinued investment and expansion of Hilton University, our
34、 hugely successful learningmanagement system providing e-learning and Executive Education.By delivering these building blocks, we are delivering Equilibrium.Brand OverviewHilton Brand StandardsIssue One: April 2005Why change? - The business rationaleYou may ask why we are focusing on the brand. With
35、 a number one brand why do we needto change things? Heres the rationale.Increasing competition there are a huge number of alternatives for the guest to choose from recent reports show that the gap between our brand and the leading competitors is closing.Significant consumer trends the rapid change i
36、n, and adoption of, information technology is driving personalisation and ease of choice. With time, personal space and relaxation being the new luxuries, satisfactory experiences of these needs are becoming critical to success.By adopting the Equilibrium brand experience and delivering it consistently, well not only satisfy the needs of our guests but also position Hilton as being different from the competition. This in turn will lead to an improved market share, REVPAR and ROCE.Brand OverviewHilton Brand StandardsIssue One: April 2005
