The European Tour and Hilton Worldwide this week announced that the world’s largest hospitality company is to become the Tour’s official worldwide hotel supplier.
Building on Hilton’s rich history of sporting association and diverse locations across 93 countries, the deal welcomes Hilton into the stable of European Tour global partners for three years, beginning in 2015. The initial arrangement will see Hilton host Tour staff in its many properties that have proximity to events taking place across the world, particularly in Europe, the Middle East, Africa and Asia Pacific.
George O’Grady, Chief Executive of The European Tour, said: “Some 41 countries across the globe have staged European Tour events since we began in 1972. It has become a truly worldwide schedule of elite golf. It is hugely exciting to now commence a new relationship with a hotel supplier of the scale and prestige of Hilton. Its global network closely matches the footprint of The European Tour and we look forward to championing the impact and reach of golf together around the world.”
The agreement will see Hilton advertising on The European Tour’s various channels, including europeantour.com, promoting the various hotel and golfing experiences on offer across the world. Hilton will also have access to various hospitality packages and appearances from player ambassadors.
Aligi Gardenghi, Vice President Marketing, Europe, Middle East & Africa for Hilton Worldwide, commented: “We have long championed golf as a sport, both through the excellent facilities available at our properties across the globe and via individual partnerships with industry professionals. The partnership with The European Tour is part of a commitment to enhance our customer experiences, in this instance with those who share our passion for golf.”
Hilton Worldwide has more than 50 properties with connected or associated golf courses. These include the likes of Waldorf Astoria Ras Al Khaimah in UAE, Conrad Algarve in Portugal, and Hilton Belfast Templepatrick in Northern Ireland. Official hotel partnerships are in place for forthcoming European Tour events including Hilton Sandton for the Joburg Open and the Doubletree by Hilton for the Maybank Malaysian Open with discussions underway for additional opportunities.
Hilton’s association with golf also extends to its Travel with Purpose corporate responsibility strategy, with the US based Hilton HHonors Charitable Golf Series in its eighth year, raising $1.53m for charities across the U.S.A. The company’s wider sporting connections include being the exclusive hotel partner of McLaren, based in the UK, plus the USA Olympic Committee, Canadian Olympic Committee and Chinese Olympic Committee.
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