Hilton gears up to offer full booking capability in Chinese language by 2008

China Special: By EyeforTravel.com Correspondent in Beijing

Hilton introduced a pilot Chinese website, hilton.com.cn, in July this year. The company expects full booking capability in Chinese language to get completed by 2008.

The process of setting up such source markets websites involves two crucial aspects, according to Philippe Garnier, director - commercial development, Hilton International.

“The first one is the presentation of content in local language, which we are through with for our Chinese initiative. The second one is to support booking process in Chinese. Currently, the booking process can be made in English. Full booking capability in Chinese is expected to get completed by 2008,” he told EyeforTravel.com’s Ritesh Gupta.

Garnier said Hilton’s priority is to distribute its product directly, primarily through its brand websites. To complement the brand websites’ reach, Hilton has put a framework in place to contract with third parties who add value to the brand. Since 2003 source market websites have been developed with localised content and booking process for the UK, German, Japanese and Nordic markets. 

Other than localised online initiative, Hilton has also teamed up with key domestic distribution partners. Hilton has published a list of criteria to assess the added value of a distributor: they range from business model, to compensation level, to connected access to Hilton’s inventory etc.

When queried about search engines and meta-search engines in China, he said, “I think it’s too early to assess how Baidu and Google will compete in China as a portal and search engine. As far as Hilton is concerned, we’re keen on distributing our products directly and we’re keen on engaging with those affiliates and meta-search players who provide value to Hilton.”

On progress made by Hilton as a brand in China, Garnier said, “Our development is progressing very well in China. We see opportunity in both top tier and secondary tier, our family of brands has the potential for both of these markets but with different density and pending availability of suitable sites.”

“Hilton currently operates in a number of territories where a vast majority of hotels are non -branded. In these territories we will witness a strong growth of branded hotels in the next few years and we believe there is space for local and international brands,” he said.

On future plans, Garnier said, “(On agenda is to) maximise Hilton’s reach both domestically in China. Also, we are considering partnerships with key players who are ready to work on Hilton’s terms and who will provide value both for China domestically and outbound from China.”