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October 20, 2014
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UK: Hilton Leads in Brand Awareness in UK

Hilton Hotels & Resorts continues to dominate the UK meetings market, according to BDRC Continental’s latest MeetingsMetrix report.

The group, with more than 60 hotels in the UK, has topped the survey rankings since 1996, as it continues to be the most frequently recalled, used and preferred brand in the UK market, according to key brand health metrics (awareness, usage, preference and loyalty) amongst corporate bookers and agencies.

Edinburgh-based Macdonald Hotels & Resorts noticed the biggest uplift in metrics performance compared to 2013, notably increasing awareness of its brand amongst the corporate sector.

The report’s key findings noted that:

  • Volumes of event continue to increase, but at a slightly slower pace than before
  • Rate growth remains patchy and differs hugely by region. Most of the country has seen growth since last year, but in real terms nowhere in the country is remotely close to having kept up with inflation since 2011
  • Agents are more enthusiastic about next year’s outlook than they were last year, but corporates are slightly more conservative than they were 12 months ago.

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