Oberoi-Hilton Set Ball Rolling

Alan D’Mello - Mumbai

April Fools Day 2004 marked US-based hotel giant Hilton’s third attempt at a long term presence in India. The final conversion of the eight Trident hotels, as well as the Oberoi Towers in Mumbai to the Hilton portfolio has given the company immediate access to 1,325 branded rooms. It also gives the embattled EIH a new lifeline.

The first day of the 15-year agreement was marked with a symbolic presentation in New Delhi by Koos Klein, president, Middle East and Asia Pacific, Hilton International and EIH patriarch PRS Oberoi. Simultaneous unveilings of the newly flagged hotels were also held across the country. Confident that the arrangement will work, the EIH chairman even announced the commencement of construction on the long delayed Trident in Mumbai’s Bandra-Kurla Complex. It too will fly the Hilton flag.

Speaking exclusively to the Express Travel & Tourism, Leonard Menezes, Hilton International’s country manager for India and architect of the deal said, “Given the company’s previous two experiences, Oberoi is the best custodian for the Hilton brand in India. They are strong hoteliers and understand the value of the new brand arrangement. PRS Oberoi’s commitment to the deal never wavered during the intricate conversion process leading up to April 1.”

Going against tradition of new hotel launches, Hilton will not offer ’special introductory’ prices. Said David Prince, general manager, franchise operations, India, Hilton International, “Since we operate in the international market, we will follow the prevalent practice of offering just one rate in US Dollars.”

Hilton has also entered into a rewards programme with Jet Airways. The airline which already has an arrangement with EIH, will join 60 other airlines as part of Hilton’s ’double dipping’ HHonors programme subscribed to by six million members.