Hotel Biz Link – Global Hotel Business Magazine

The Global News Source of Hotel & Lodging Industry

hilton expansion asia pacific

Hilton Launches Large-Scale Franchise Model in APAC

Hilton, the Asia Pacific’s fastest-growing hotel corporation and a renowned global pioneer in franchising has announced the opening of its large-scale franchise model in China.

As the company welcomes investors and owners to explore franchising opportunities with its award-winning upscale focused service brand, Hilton Garden Inn, the business model will allow independent hotel owners in China to benefit from Hilton’s innovative commercial strategies and extensive support network.

Alan Watts, President, Asia Pacific, Hilton says “As a leading global hospitality company with over 100 years of experience managing world-class brands and operating industry-leading hotels, Hilton has always been committed to delivering best-in-class returns for owners and safeguarding the interests of our partners. We remain optimistic about travel industry recovery in the long term as we continue to see strong domestic leisure demand in various parts of Asia Pacific, and investors remain bullish on the hotel sector. ”

Hilton is introducing a Hilton Garden Inn brand prototype designed particularly for the Chinese market with the debut of the new franchise model, which was first introduced in 2019. This prototype satisfies Hilton’s goal to offering outstanding stay experiences for guests while also ensuring long-term investment success for owners. Owners can benefit from favourable initial investment costs under the programme, while the leaner operational model promotes profitability and simplifies day-to day operations.

To date, Hilton has signed more than 100 agreements to construct Hilton Garden Inn properties in China, underscoring the company’s faith in the focused service brand’s long-term development and capacity to cater to a burgeoning middle class. The expected development pace also correlates with rising demand for globally branded hotels to satisfy changing customer requirements, particularly in China’s second and third tier cities.

Clarence Tan, senior vice president, Development, Asia Pacific, Hilton, said, “The launch of the pure play franchise model and corresponding prototype enables independent owners to leverage the award-winning international brand recognition and build quality of Hilton Garden Inn. We have also heavily invested in our systems, training and processes to support owners as they adapt their hotels to local demand drivers. Beyond China, we are confident that this development model will thrive in key destinations across Asia, as we anticipate rising demand for hotels in this segment in the long term. ”

Alexandra Jaritz, senior vice president, Brand Management, Asia Pacific, Hilton, said, “As the fastest growing hospitality sector in China, focused service brands are primed to capture further market share. Hilton Garden Inn, our award-winning upscale focused service brand, currently has a global footprint of over 900 hotels, with 35 in China and 44 across Asia Pacific. The guest experience at our Hilton Garden Inn hotels in China has been tailored to the evolving preferences of Chinese consumers – all while remaining true to the brand’s global pillars of positive, upbeat service, luminous spaces, modern amenities, and stylishly approachable design delivered at an affordable price point.”