Partnership aimed at boosting Great Britain’s international tourism in a joint effort between VisitBritain and world’s preeminent hospitality company
LONDON, UK & MCLEAN, VA – (16 June, 2011) – Hilton Worldwide today announced a founding partnership with VisitBritain, the UK’s national tourism agency, to drive awareness of Britain’s tourism offer, including the hospitality company’s 90 plus properties across the U.K.
The deal builds upon Hilton Worldwide’s continued growth in the UK and the Government’s renewed focus on tourism as one of the key industries to help drive the economy and create employment opportunities, with more than 16,000 people set to be employed within Hilton Worldwide hotels across the U.K. by the end of 2013.
Simon Vincent, Area President Europe, Hilton Worldwide, said, “Great Britain is one of the world’s outstanding destinations, for both business and leisure travel, and we are proud to be working alongside the Government in showcasing this to the world. Together we share an incredibly rich heritage, exceptional experiences, wonderful locations and people that know true hospitality.”
The global £100 million programme is aimed at encouraging greater travel to the U.K. with key objectives of; 4 million extra overseas visitors and £2 billion more visitor spending in the UK.
Working on the theme ‘You’re Invited’ the programme aims to encourage travellers to discover the many and varied experiences available across the U.K. during a period of celebration, with numerous global events taking place in the coming years, including the Diamond Jubilee in 2012.
Hilton Worldwide will work with VisitBritain on a multi-channel marketing, sales and public relations programme, initially over a two year period, for an undisclosed sum of cash and value-in-kind.
Sandie Dawe, Chief Executive at VisitBritain, said: “Partnering with Hilton gives us the opportunity to showcase England, Scotland, Wales and Northern Ireland due to their fantastic Britain wide reach of hotels. Being a strong global brand means that their name is familiar with the international audience we are targeting.
“Our aim is to give potential tourists a reason to visit now and having Hilton as a founding partner as we launch VisitBritain’s wider £100 million marketing programme will allow us to do just that.”
John Penrose MP, Tourism Minister, recently attended the opening of one of Hilton Worldwide’s latest luxury U.K. properties in London Syon Park, A Waldorf Astoria Hotel. He said, “Hilton Worldwide’s support for our marketing campaign to promote Great Britain as one of the very best destinations for holiday and business travellers is well-timed. The next couple of years will see this country front and centre on the world stage as never before. Companies with a global presence and reputation will make a huge difference to the campaign and we are delighted to have them on board.”
Hilton Worldwide has more than 90 hotels in the U.K. across six of its brands including Waldorf Astoria Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Hilton Garden Inn and Hampton by Hilton.
The company has more than 20 hotels in its U.K. pipeline including Hilton Heathrow Terminal 5, which is due to open later this year. By next summer, it will also open a combined Hilton and Hampton by Hilton at St George’s Park, the new home of English football, and the recently announced conversion of the Caledonian Hilton Edinburgh to a Waldorf Astoria Hotels & Resorts property.
