Hilton solidifies its presence in Latin America through golf
Hilton, one of the world’s leading hotel companies, comprising approximately 6,000 properties making up 17 brands in 117 countries and territories, has made Latin America one of its main business objectives. Through golf, Hilton has embarked on a process of positioning and strengthening its brand throughout the region.
As Hilton seeks to provide more incentives to people when choosing Hilton as their first choice, the company has developed several golf experiences for golf fans and those looking to start in the sport.
One of Hilton strategies is for its guests to enjoy unique golf experiences through scheduling tee times or to booking golf lessons on its first-class courses. Under the Hilton Golf Academy Rewards program, Hilton customers can enjoy top-level golf lessons from world-class instructors. Participants in the program receive detailed analysis and recommendations to improve their games. When redeeming Honors points at the Hilton Golf Academy, customers take three hours of classes, enjoy lunch and play an 18-hole round of golf.
Another program that Hilton offers its guests is the golf stay-and-play rate, which allows its clients to play with preferential tee times on weekends on some of the most-exclusive courses in the world. Hilton’s golf ambassadors currently include European Tour members Chris Wood, Jamie Donaldson, Matteo Manassero and Bernd Ritthamer
“Golf is in the DNA of Hilton. We have many projects focused on golf such as our ‘Stay and Play’ promotion, which offers a rate that has the green fee and golf cart included. The idea is that guests and sports fans can enjoy these kinds of opportunities,” said Alejandro Martínez Frausto, Hilton’s Senior Manager Destination Marketing LATAM.
Without a doubt, one of Hilton’s most-interesting strategies, beginning this year, was to become one of PGA TOUR Latinoamérica’s Premier Partners. The sponsorship program integrates Hilton into the messaging the Tour conveys through storytelling about its players, tournaments, graduates and community participation in the countries where the competition takes place.
“Latin America is one of the main developing regions for us, and with the help of PGA TOUR Latinoamérica we can reach many more consumers and above all offer these unique experiences to our guests who are golf fans,” Frausto added.
Hilton has been able to make the most of its relationship with PGA TOUR Latinoamérica. The company has promoted its message through the Tour’s media distribution channels it uses weekly throughout the region. Additionally, it has brand activation in each of the Tour’s official events and has allowed its most-important clients to enjoy first-level golf experiences. Through events such as the pro-am associated with that week’s tournament, customers enjoy a round of golf with the best PGA TOUR Latinoamérica professionals while enjoying Tour tournaments in the 11 countries in the region, the vast majority with a Hilton property presence.