Brand Review: Hilton Hotels & Resorts

As one of the most well-known hotel groups in the world, Hilton boasts a staggering 540 hotels & resorts in 78 countries. In fact, there are few cities in the UK where the glittering Hilton sign is not seen along the skyline. The company claims to be a global leader in the hospitality industry and promises guests a luxurious experience. We put this claim to the test and asked our panel to record short videos describing their experience and general opinion of Hilton hotels.

In addition to recording a video review, we asked the panel how likely they were to recommend the Hilton on a scale of 1 to 10. Out of the 154 respondents we surveyed, 20% selected the number 10 (definitely likely to recommend Hilton). In total, 79% of people selected 6 or above on the same scale, clearly indicating that the majority of people are likely to recommend the brand. In comparison, only 21% selected 5 or below (to indicate they were not very likely to recommend the brand).

On a scale of 1 to 10, how likely are you to recommend the Hilton?

Respondents who have stayed at a Hilton hotel
Positive Experiences:

17% of the respondents claimed they had an exceptionally positive experience when they stayed at the Hilton. They considered the Hilton to be situated towards the top end of the hospitality market. Thus, they expected accommodation of a higher quality than other brands in the market, such as Travel Lodge and The Holiday Inn. As such, people often choose the Hilton as the venue for special occasions, such as birthdays, weddings and honeymoons.

‘If you asked me what is the highest quality hotel in the world, I would probably say Hilton’ (Natalia, 36, Daugavpils)

‘I immediately think of luxury when I hear the name Hilton’ (Christopher, 35, Westcliff-on-Sea)

‘They’re definitely at the top end of the hotel market and I’d say a treat for a special occasion’ (Natalie, 21, Liverpool)

Our survey revealed several areas where visitors to the hotels thought that Hilton exceeded their competitors. In particular, they were impressed with the customer service, the furnishings in the rooms and the quality of the food in the bar and restaurants.

Ares where Hilton have done well

Really professional, really friendly staff and just generally a nice environment’ (Gavin, 37, Birmingham)

‘You pay the extra expensive, but you get that extra attention to detail. The rooms are more modern, the service is better and the food is better’ (Mark, 23, Birmingham)

‘There’s always plenty of tea and coffee when you go into the room’ (Tim, 48, Bangor)

‘My expectations were exceeded’ (Apple, 20, Aylesbury)

Negative Experiences:

However, there were some customers who were less than enthralled by their Hilton experience. In fact, 8% of the panel claimed they were disappointed with their stay at the Hilton. They claimed they had been expecting exceptional quality, but felt that their experience were merely standard. Some cited the hotel’s poor decor as the reason for their disappointment, whilst others were unhappy with the size of their room and general location of the hotel.

‘The room was quite shabby – threadbare carpets and broken doors’ (Margaret, 65, London)

‘If you’re just going for a standard room there’s no point in paying for it’ (Lee, 27, London)

‘It was quite commercial and basic. I got the impression it was more for business people’ (Simon, 41, Maidstone)

In addition, 5% of the panel said that, having stayed at the Hilton, they did not think there was a dramatic difference between it and competitors, such as Travel Lodge.

‘I expected a bit more from Hilton hotels’ (Louise, 31, Gravesend)

‘It’s kind of a glorified Travel Lodge that’s more expensive’ (Rosey, 34, London)

‘I’ve stayed in a Premier Inn and there’s not really much difference’ (Senara, 32, Bristol)

Despite this negative feedback, some customers were not completely enamoured will the Hilton. Several members of the panel thought that these problems were specific to certain hotels. They suggested that the Hilton company could improve their marketing strategy to fully position themselves as a high-end hotel company.

Respondents who had not stayed at a Hilton hotel

The majority of the panel testified to staying at a Hilton hotel at least once in their life. However, there were a proportion of people who said they had never stayed in a Hilton hotel.

The results showed that the main reason people people had not previously stayed in a hotel was because they perceived it to be more expensive than other hotels. 10% of the respondents explicitly deemed Hilton as expensive or overpriced.

On the other hand, these customers held a positive view of the Hilton company. They aspired to stay there in the future.

‘Although I’ve never stayed in a Hilton, I would love to. I just can’t afford it’ (Darren, 43, Camborne)


Overall, the panel had a positive perception of the Hilton company.Generally, they considered the service, accommodation and catering to be particularly high quality. In terms of where the Hilton could improve people felt that, considering the extra expense of the hotel, the rooms should be larger and the furnishings should be better maintained.