Hilton Hotel plants Doubletree in Beijing

Beijing - Hilton Hotels Corporation has opened its first Asia Doubletree Hotel in Beijing to cash in on the Olympic crowd and the anticipated tourism boom following the Games.  

The group handed the account to Cohn & Wolfe Shanghai, a marketing PR firm, early this year following a four-way pitch for the business.

While business development is considered as the most important aspect in the hospitality business, Doubletree will focus mainly on PR to boost brand recognition in the Chinese market, articulating two principles: Doubletree's customer care culture and its US product - the Doubletree chocolate chip cookie.

Aileen Li, PR Manager of Doubletree by Hilton Beijing Media Relations, said as part of its marketing effort, Doubletress invited five Hong Kong media companies to experience the new hotel this year.

Cohn & Wolfe said print ads and online ads on tourism-related websites will roll out soon.

A second Doubletree is expected to open in Shanghai this November.

"This exciting hotel opening in Beijing represents the launch of five Doubletree by Hilton hotel locations that are anticipated to welcome the world's travelers in major cities throughout China during the next three years," Dave Horton, senior VP of Doubletree Hotel's brand management, said.