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Hilton to double mid-market Apac presence to over 1,000 hotels

By Nicholas Lam

/ EdgeProp Singapore |

October 14, 2024 4:29 PM SGT

Hilton aims to grow the presence of its Hilton Garden Inn brand by expanding franchising in India, China, Australia and Thailand. (Photo: Hilton)

Hilton has announced plans to double the number of mid-market hotels it has in the Asia Pacific (Apac) region to over 1,000 properties over the coming years.

The hospitality company currently operates 483 properties in the region under its Hilton Garden Inn and Hampton by Hilton brands. It has a further 594 such properties under development.

Over the next year, Hilton aims to grow the presence of its Hilton Garden Inn brand by expanding franchising in India, China, Australia and Thailand. Additionally, Hilton will work to grow its other focused service brands — including Hampton by Hilton, Tru by Hilton and Spark by Hilton — across the region.

Read also: Apac commercial real estate investment still subdued in 2Q2024: MSCI

“With more than 100 million Asians joining the middle class every year and intra-Asian travel now making up 60% of international tourism arrivals in the region, we see continued demand for our focused service brands,” said Clarence Tan, senior vice-president of Apac development at Hilton.

Hilton is also looking to tap on growing demand from younger travellers. Its 2025 Trends Report released last month found that 92% of Gen Alpha and Gen Z respondents across Apac have taken at least one trip in the past year. Furthermore, 88% of respondents expressed that they are likely to travel in the next year.

To capitalise on this growing trend, Hilton has sought to innovate its offerings, including launching Hilton Garden Inn · Gen A, a regional prototype brand in greater China targeting Generation Alpha travellers.

“As Asia’s burgeoning middle class hits the road in greater numbers, travellers in this segment are expected to be more value-driven and price-conscious,” says Tan.

Tags:

Hilton Hilton Garden Inn Asia Pacific

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