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DoubleTree Hotel Biltmore in Asheville, North Carolina Becomes DoubleTree by
Hilton Asheville-Biltmore as Part of Hilton Worldwide Rebranding Initiative


Asheville, N.C.
- As a part of the global Hilton Worldwide rebranding initiative for its DoubleTree brand, the formerly-known DoubleTree Hotel Biltmore is officially unveiling its new identity as the DoubleTree by Hilton Asheville-Biltmore, beginning with new exterior signage at its Hendersonville Road location.  This is first phase of a renewed DoubleTree by Hilton business strategy that has been developed to further reinforce the brand’s relationship within the Hilton Worldwide portfolio of hotels and the company’s continued commitment to the future growth, expansion, and evolution of DoubleTree by Hilton within the hospitality industry.




In addition to the logo and collateral changes, The DoubleTree by Hilton Asheville-Biltmore will be undergoing extensive renovations to its Cecil Wing, the original part of the hotel.  Upgrades and improvements include the installation of high-definition flat-screen TVs, new wireless internet services, refinished furniture as well as new bedding, carpets, wall vinyl and bathroom fixtures.

“Our team is very proud to be a part of the Hilton Family of Brands,” stated DoubleTree General Manager Robert Foster.  “The renovations and brand change will enhance what we feel is already a great hotel experience for our guests.”

The brand re-design is the first major change to the iconic brand since 1995. The global repositioning and rebranding strategy also is an evolution of the “by Hilton” branding that has existed for a fast-growing collection of hotels outside of the United States. Since 2007, the brand has maintained separate identities in different parts of the world. This updated business strategy now eliminates the potential for customer confusion and helps integrate the equity of the brand’s worldwide portfolio.
 
Design features of the DoubleTree by Hilton brand identity include:
  • Addition of “by Hilton” to the brand name in proper theme and variation, to create a more direct affiliation and distinction between DoubleTree and its parent company, Hilton Worldwide;
  • Introduction of a modern, sophisticated, stylized illustration of the brand’s signature two trees;
  • Integration of new, contemporary fonts and color palettes custom-designed for the brand
The brand is adopting the new brand identity, following extensive research and testing amongst thousands of travelers and DoubleTree by Hilton owners, employees and suppliers during the past several months to identify internal perceptions of the brand and assess how well DoubleTree by Hilton delivered against current and perceived brand expectations and experiences. The input provided basis and foundation for the development of several logo and name concepts. A final group of logo designs were then selected for consumer testing by select focus groups representing cultures around the world. Consumer feedback drove selection of the final logo to symbolize the refreshed strength and renewed style that represents the brand today.

“We are confident this new brand strategy will enhance the DoubleTree by Hilton name to our guests,” stated Ron Storto, Vice President of Hospitality for Biltmore Farms.  “The new identity, along with our on-site renovations, will better reflect our commitment to the overall guest experience at the DoubleTree by Hilton Asheville-Biltmore.”

About DoubleTree by Hilton Asheville-Biltmore (www.BiltmoreFarmsHotels.com )
The DoubleTree by Hilton Asheville-Biltmore, an Asheville-based Biltmore Farms Hotels property, is a full-service hotel located one block from The Biltmore Estate and within walking distance of the historic Biltmore Village’s quaint shopping and restaurant district.  This 197-room hotel offers guests a distinctive upscale ambience in a relaxing atmosphere, and a complimentary warm fresh-baked DoubleTree cookie upon arrival.  Amenities include an indoor saline pool, complimentary high speed wireless Internet, an ultra-modern fitness facility and more.  The property’s in-house catering partner, Dining Innovations, offers a variety of culinary and event options, ranging from small corporate meetings to full-scale weddings.  The DoubleTree by Hilton Asheville Biltmore is a drop-off and pick up point for the Historic Asheville Trolley Tours and is only minutes from downtown Asheville, major interstates, the Blue Ridge Parkway and Asheville airport.  For additional information, please visit www.BiltmoreFarmsHotels.com.
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Contact:

Lauren Cooper
(829) 771-2272
lcooper@biltmorefarmshotels.com



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