Hilton Hotels tops major Asian consumer brand survey

ASIA PACIFIC A pair of Asia-based hotel companies cracked the top five, but it is a U.S. group that captured the top spot in a major brand survey of Asian consumers.

Hilton Hotels & Resorts beat out Shangri-La Hotels and Resorts (2nd) and Taj Hotels, Resorts and Palaces (4th) as the top-rated hotel brand in Asia by global research company Taylor Nelson Sofres. It is the second consecutive year that Hilton has won the title in the TNS survey, which is conducted in conjunction with the regional publication Media.

Also making the top five are Hyatt Hotels & Resorts (3rd) and Sheraton Hotels & Resorts (5th).

More than 3,300 people across 10 Asia Pacific markets were surveyed, including consumers from Australia, China, India, Japan, South Korea, Hong Kong, Malaysia, Singapore, Taiwan and Thailand. Respondents were asked two questions:

“When you think of [product / service] category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in [product / service] category,” and “Apart from the best brand that you entered, which brand do you consider to be the second-best brand in the [product / service] category?”

Hilton Worldwide’s flagship brand has 47 hotels open in Asia, with another 33 properties in various stages of development. Hilton Hongqiao Shanghai, Hilton Pattaya and Hilton Chennai Guindy are scheduled to open during the next two months.

“Being named the top hotel brand in Asia is a strong endorsement of the efforts being made by our teams who consistently deliver exceptional, quality accommodations and services,” says Martin Rinck, Hilton Worldwide’s area president for Asia Pacific. “We will strive to maintain this enviable position as the hotel brand of choice.”

The top-rated brand across all categories is Sony. None of the hotel companies ranked in the top 20 overall. The complete survey results are available here.