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Rooms Hotels

Reinventing the tired old DoubleTree

Excerpt from HotelNewsNow

Skift Take

Still a long way to go for DoubleTree, but an impressive turnaround so far.

— Rafat Ali

In 2008, Hilton Worldwide’s upscale brand featured a dated logo, was known simply as “DoubleTree” and was confined to U.S. Today, the brand’s sophisticated new flag, which was launched October 2010 and introduced the “by Hilton” designation, is popping up on new properties around the world at a frenzied rate…DoubleTree by Hilton added 49 new properties to its portfolio during 2012—31 in the U.S., 11 in Europe and seven in Asia.

The strength of DoubleTree’s development platform lies in the brand’s flexibility. “There’s not a consistent approach where we’re building a new hotel from the ground up and we have a prototype we can use,” GM of brand John Greenleaf said. On the contrary, executives look to convert existing buildings with character…Approximately 75% of the brand’s growth during 2012 came via conversion, and “conversion will again be the predominant way that we grow.”

Also read: “‘Little Things’ drive DoubleTree social media

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