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In an unparalleled move that speaks volumes about its strategic foresight and commitment to growth, Hilton, a name synonymous with hospitality excellence, has charted a new course in Greater China, bringing its acclaimed DoubleTree by Hilton brand into the upscale full-service segment. This significant expansion of Hilton’s franchise model not only underscores the brand’s agility but also strengthens its foothold in a region where it already commands a considerable presence, with one in every three hotel rooms under construction proudly flying the Hilton flag.

The announcement of 19 new franchise projects, spanning the Hilton Garden Inn and DoubleTree by Hilton brands, represents a substantial increase in Hilton’s momentum in this pivotal region. This expansion encapsulates a series of signings and intentions to solidify partnerships in major urban centres and burgeoning travel destinations, ranging from Beijing and Shanghai to Haikou, Nanchang, and Zhangzhou.

Clarence Tan, Senior Vice President of Development for Asia Pacific at Hilton, elucidates the strategy behind this ambitious venture, “Our profound insights into the dynamic market trends and owner preferences have been the bedrock of our successful global partnerships. As travel resurgence continues unabated across the Asia Pacific, franchising is on track to become a cornerstone in our business model in this region.”

Hilton's performance in Asia Pacific further strengthens in Q3 2023

Hilton’s performance in Asia Pacific further strengthened in Q3 2023.

Tan’s statement reflects a confident outlook as Hilton seeks to harness the potential of franchising. This model has driven the brand’s colossal growth, particularly in the Americas, comprising over 90% of the portfolio. With the Hilton Garden Inn franchise model debuting in Greater China in 2021, Hilton is now poised to replicate this success in other regions, with Thailand and Australia firmly in its sights.

At present, the Hilton Garden Inn brand boasts 76 operational hotels in the Asia Pacific, with a staggering 130+ projects in the pipeline. This rapid expansion is a testament to Hilton’s unwavering commitment to innovation and its ability to cater to the diverse needs of its guests. Adding DoubleTree by Hilton to its franchise offerings is a strategic move that aligns with the current industry optimism and the surging demand for upscale hospitality experiences. The brand, with its 93 operational hotels across the region and recent debuts in prime locations like Seoul, Kyoto, and Varanasi, continues to garner accolades and ranks consistently among the top five on Entrepreneur Magazine’s Franchise 500® list.

Alexandra Jaritz, Senior Vice President of Brand Management for Asia Pacific at Hilton, shared her insights, “The escalating demand for quality and diverse travel experiences is opening up new avenues for development within our world-class brands. We are dedicated to providing a stellar experience, whether our guests are staying at Hilton Garden Inn or DoubleTree by Hilton, ensuring a warm welcome and a memorable stay.”

In conclusion, Hilton’s strategic expansion in Greater China is a bold stroke of genius, setting the stage for a new era in upscale hospitality. By leveraging its storied legacy and innovative franchise model, Hilton is poised to redefine the hospitality landscape, offering unparalleled opportunities for growth and development in this region.