The international hotel group’s latest partnership supports its goal to expand its global sport footprint by further tapping into the golf traveller market
In a bid to expand its involvement in sport—golf specifically, Hilton Worldwide, has signed on as Asian Tour’s official hotel partner. The global hospitality group is leveraging the tie-up to showcase its regional portfolio of hotels which provides the perfect base for the ever-increasing number of golf travellers to Asia.
“Through our golf partnerships in Europe, and now Asia, we are looking to engage with the growing number of golf leisure travellers whilst also supporting the professional tours to provide them with a home away from home as they travel throughout the season,” said Mark Liversidge, Vice President, Marketing, Asia Pacific of Hilton Worldwide
“We are delighted to be partnering with the Asian Tour and look forward to building a strong presence with them throughout the region through our campaigns on the Asian Tour’s various media platforms and during key events on their ever-expanding golfing calendar.”
As part of the new partnership, the Hilton Golfer of the Month initiative is set to launch this month to recognise the efforts of high-achieving Asian Tour members who continue to excel at home and abroad. The award will also engage golfing fans since they are allowed to vote each month for the winner through Asian Tour’s media channels. Enthusiasts also get to do the same to name the Hilton Golfer of the Year to wrap up the 2015 season.
Hilton Worldwide stands to capitalise on Asian Tour’s global television platform which has a potential reach of 625 million homes in 180 countries as well as activate its presence across the brand’s digital media outlets. It will also have the opportunity to work closely with tournament organisers throughout the season and provide the best hospitality service to all at the Asian Tour as they travel the region and beyond.
“With the Asian Tour traversing the length and breadth of the Asian region annually, our new association with Hilton Worldwide, currently operating more than 130 hotels across Asia Pacific, is truly a wonderful milestone for us,” said Mike Kerr, CEO of Asian Tour.
“Hilton is an iconic brand and is known to provide enriched experiences for its guests. Not unlike the Asian Tour where the best players from the region come together to provide fans with the ultimate golf experience, the synergy between these two brands could not have come at a better time.”
Over the years, Hilton Worldwide has actively supported sport around the world. It holds the Hilton HHonors Charitable Golf Series in the United States where it has raised $1.75 million (or £1.13 million) over the past nine years for charities and will exceed $2.2 million (or £1.43 million) once the 2015 series concludes.
It also has partnerships with McLaren, US Olympic Committee, Canadian Olympic Committee, Chinese Olympic Committee, and The European Tour. The brand is scheduled to join a raft of other major corporations as partners of the Asian Tour which include Rolex, Srixon, Titleist, FENIX Golf, Inetol Headwear, Oakley, and Fuji Xerox.