Hilton Worldwide today announced a founding partnership with VisitBritain, the UK's national tourism agency. This partnership aims "to drive awareness of Britain's tourism offer, including the hospitality company's 90 plus properties across the U.K."
The global £100 million ($160 million) program is aimed at encouraging greater travel to the U.K. with key objectives of; 4 million extra overseas visitors and $3.2 billion more visitor spending in the UK.
Working on the theme "You're Invited," the program will highlight the 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 program, 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 program will allow us to do just that."
John Penrose MP, Tourism Minister, recently attended the opening of one of Hilton Worldwide's latest 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 travelers is well-timed. The next couple of years will see this country front and center on the world stage as never before. Companies with a global presence and reputation will make a huge difference to the campaign."
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.
