Planning a June 2008 launch, the Doubletree by Hilton Beijing will be the brand's first hotel in Asia, and Justin Guo will be its general manager. Guo says Hilton is positioning the brand as an eco-friendly hotel that takes corporate social responsibility seriously.
How is Hilton separating Doubletree from its other hotel brands?
The Hilton family brands own over nine different hotel brands, and Doubletree by Hilton is one of the upscale brand in the family. Doubletree by Hilton Beijing will be the first Doubletree hotel in Asia, and will be launched at Beijing in June 2008. Doubletree by Hilton is famous by their "Attentive & Caring" service.
Normally, in the USA, Doubletree hotels would have less guestrooms and restaurants in comparison to the Hilton hotels. However, Doubletree by Hilton Beijing as the first Doubletree in Asia will have 547 guest rooms and suites; three restaurants and bars; over 1,500 square meters of the meeting and ballrooms. In addition, the hotel is offering a unique 2,800 square-meter outdoor roof garden. It is our aim to create a easy and relaxing environment where every guest in our hotel will feel "Home Away from Home".
Part of our CSR plans is that Doubletree is also caring for our environment, since we have established the unique "Teaching Kids to CARE" program in the year of 2002.
By making Doubletree a socially responsible brand, does this mean the other Hilton brands are not CSR-focused?
All the Hilton family brands are focusing on corporate social responsibility in different ways. To implement and achieve our CSR has always been one of our most important strategies. The "CARE" culture of Doubletree hotels will not only be shown in offering the warm and intimate caring service to our guests, but we are also focus on developing the environment protecting plan, starting from ourselves, in order to pushing the focus on environmental protection over the whole society and make it develop sustainably.
We are now planning to work with the WWF to protect spieces in danger. At the same time, we are planning to organize some children from the local schools to join in this plan as a part of our "Teaching Kids to Care" program, and teaching the children to care more about our environment and wild animals. Doubletree by Hilton Beijing also focuses on raising the awareness of environmental protecting in our working environment, these includes encourage all our team members to stop using the one-off dishware, implementing less paper program in our offices. In order to make all of our team members to become ambassadors of environmental protecting in their own field, we have implemented an environmental protecting session in their first date welcome training.
How is Doubletree planning to expand in China over the coming year?
Hilton has seen the China market as one of the most important markets overall, and the plan of developing brands in China is in progress. Doubletree is one of the key upscale brands we are spreading. In the next five years, over 10 Doubletree hotels will be opened within China, including Doubletree by Hilton Kunshan, and other monopolies cities as Suzhou, Qingdao, Wuxi, and Tianjing. Hilton group will also focus on launching Doubletree hotels in some resort spaces, such as Hai Tang Bay.
How are you finding local partners for your corporate citizenship initiatives?
First of all, we are now planning to cooperate with WWF in developing environmental protecting projects, as we will sponsor a few programs from WWF to save the spieces that are in danger. Meanwhile we will work with some local schools to implement our "Teaching Kids to CARE" program, to let them learn to care for the world we are living.
Doubletree by Hilton Beijing will display the "Green Cards" in our guest rooms, and offer “Green Meeting Packages�? to invite our customers to join us. These programs have been warmly welcomed by all of our partners and clients, and I believe it will develop sustainably in the future as well.