Hilton has revealed its plan to extend its franchise model into the upscale full-service category in Greater China with the inclusion of the DoubleTree by Hilton brand.
The company has unveiled 19 new franchise projects across its Hilton Garden Inn and DoubleTree by Hilton brands.
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These projects also include signings and upcoming agreements in emerging destinations and important cities such as Beijing, Nanchang, Shanghai, Haikou and Zhangzhou.
Hilton senior vice-president of development for Asia Pacific Clarence Tan said: “Our deep understanding of evolving market trends and owner preferences has been central to our successful partnerships worldwide. As we ride the continued wave of travel recovery across Asia Pacific, franchising is poised to become an increasingly important business model in this region.
“The extension of our franchise model with the addition of DoubleTree by Hilton, alongside Hilton Garden Inn, widens the spectrum of opportunities for developers and owners, enabling them to leverage Hilton’s industry-leading brands, strong commercial engines and robust network effect to drive growth in the region’s upscale full-service hotel sector.”
Hilton stated that franchising accounts for over 90% of its portfolio in the Americas and drives most of its global expansion strategy.
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By GlobalDataIn 2021, Hilton introduced its Hilton Garden Inn franchise model in Greater China and is now expanding it in Thailand and Australia.
Currently, there are 76 operational Hilton Garden Inn hotels in the region and more than 130 in the development pipeline.
DoubleTree by Hilton brand boasts 93 operational hotels throughout the region, with recent launches in Seoul, Kyoto and Varanasi.
Hilton senior vice-president of brand management for Asia Pacific Alexandra Jaritz said: “As the demand for quality and diverse travel experiences grows among travellers in the region, development opportunities are expanding for our world-class brands, including Hilton Garden Inn, which promises to make each guest have a bright-hearted stay and DoubleTree by Hilton, which provides a warm welcome and comfortable experience for business and leisure travellers around the world.”
