Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, has again been chosen as the “Number 1 Hotel Brand” in Japan, based on the annual Asia Pacific Hotel Business Guest Survey conducted by UK-based consultancy group BDRC.

The ranking index takes into account a hotel brand’s scores for prompted and unprompted awareness, usage of a brand in the last 12 months, preferred hotel choice, loyalty ratio and intention to recommend the hotel to others. Based on these combined scores, Hilton Hotels & Resorts was ranked the “Number One Hotel Brand” in Japan for 2010. Hilton has held this title since 2006. The survey took place in 14 countries across the Asia-Pacific region, with 776 participants being interviewed in Japan.

“This most recent ranking further solidifies our brand power in Japan and position as the leader in global hospitality, our fast paced growth in Asia and consistent ranking among top consumer brands are the result of our innovation, passion and commitment to providing a refreshing experience for today’s travellers,” said Dave Horton, global head, Hilton Hotels & Resorts brand.