FlyerTalk Forums - View Single Post - Hilton Explores Alternatives for Scandic Brand; Tries to Sell 10 European Properties
Old Aug 9, 2006 | 3:44 pm
  #6  
Rut Dog
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1. I'd be surprised if Hilton doesn't think about converting Scandics, as a lot or piecemeal, to Hampton, Hilton Garden, or the appropriate brand. The problem, from their standpoint I think, is that Scandic as a brand is not geographically neutral, in name or in distribution. I don't think it is an acquisition that Hilton Hotels Corporation (US) would have made, and they now have to decide if any or all of the hotels can fit into their global strategy, which includes HHC divestititure (see #2 below).

2. Remember that the sale of the non-Scandic properties is NOT about them leaving the Hilton fold. As I read the release, it is about Hilton getting out of real estate and property management, and into global strategic marketing. IMHO, this is a good thing for the expansion of Hilton properties in Europe and beyond.
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