Hospitality Marketing Concepts will be launching the Hilton Premium Club at the chain's newest hotel in Hefei.

"Hefei is a thriving industrial centre for Anhui and plays host to savvy business travelers, who expect first-rate services," said Luc Bollen, General Manager of the Hilton Hefei. "The team at Hilton Hefei is excited by the opportunity to cooperate with HMC, and also believe that we can create memorable hospitality experiences in future."

The 26-storey Hilton Hefei is a new, 561-room hotel scheduled to open in February 2007. With 7 contemporary food and beverage outlets, and recreational amenities such as a swimming pool, health club and spa, the Hilton Hefei will join the Hilton Premium Club network with excellent offerings for the general membership.

The "Hilton Premium Club" is a first-class membership club, offering recognition and benefits at select participating Hilton Hotels throughout Asia. Members will enjoy a variety of special member-only benefits and privileges designed to reward and recognize valued Hilton guests. The 12-month membership also provides the member with unlimited complimentary dining at any of the participating hotel restaurants when accompanied by one or more paying guests.

"We are very excited to partner with Hilton Hotels in launching this brand new property together," said Stuart McAusland, HMC's Vice President and General Manager for Asia/Pacific. "HMC's turnkey solutions are especially valuable to opening properties, when human resources are already stretched and first impression to the marketplace is particularly important. HMC will work closely with the Hilton Hefei on launch efforts to yield maximize impact and achieve quick return on investment."

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