Tourexpi
With
483 focused service properties trading in the region under its Hilton
Garden Inn and Hampton
by Hilton brands, the company has a further 594 such properties under
development.
“These
brands have made huge strides in Asia Pacific with around 100 Hilton Garden Inn
properties trading and approximately 400 Hampton by Hilton properties in
operation in Asia Pacific (APAC). 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, Development,
Asia Pacific.
Hilton’s
portfolio of focused service brands, comprising of Hilton Garden Inn, Hampton
by Hilton, Tru by Hilton and Spark by Hilton, has been boosted by recent
openings in key tourism hotspots including Hilton Garden Inn Bangkok Riverside, Hilton Garden Inn Rayong and Hilton Garden Inn Guilin Yangshuo. In addition, the
momentum of Hilton Garden Inn signings continues apace, the most recent being
Hilton Garden Inn Hoi An Tra Que Village (Vietnam), Hilton Garden Inn Nusa Dua
(Bali) and Hilton Garden Inn Kota Kinabalu Tuaran (Malaysia). Hampton by Hilton
continues to expand across key Chinese gateway locations, most recently
with Hampton by Hilton Beijing Zhongguancun Industrial Park, Hampton by Hilton Tianjin Binhai Sanda Avenue and Hampton by Hilton Guangzhou Tianhe Smart City.
Brand
Innovation
“It’s
obvious to us that the mid-market segment is a key growth driver and we’re
looking to deliver everything our customers want where they want it. Our
focused service brands provide innovative, affordable accommodations, in
locations where are customers want to be,” said Jenny Milos, vice president,
Brand Management, Suites & Focused Service, Asia Pacific, Hilton.
As
consumers demand more quality and sophistication from mid-market brands, Hilton
continues to innovate in branding, design and value. In response to evolving
preferences, Hilton recently launched Hilton Garden Inn · Gen A, the award-winning brand’s new
regional prototype for Greater China, to deliver innovative upscale
accommodations with today’s travelers in mind. In the coming year, Hilton will
be looking at opportunities to expand the presence of Hilton Garden Inn by continuing
to regionalize the brand and expanding franchising in India, China, Australia
and Thailand. Hilton will also be looking to regionalize Hampton by Hilton
across the region, as well as its other focused service brands, Tru
by Hilton and Spark
by Hilton.
Rising
Middle Class
An
expanding middle class in APAC is showing sustained demand for intra-regional
travel for both business and leisure and as a result record investments into
hospitality assets and airline capacity. Hilton’s recent 2025 Trends Report revealed that young travelers have high
hopes and aspirations for travel. 92% of Gen Alpha and Gen Z respondents across
Asia Pacific have taken at least one trip in the past year. Gen Alpha and Gen
Z’s appetite for travel is particularly pronounced in China, India and
Singapore, where young travelers have gone on two to three trips on average in
the past year. This passion for travel is evident in their future plans as
well, with 88% of Gen Alpha and Gen Z in APAC likely to travel in the next
year. Additionally, 72% take pride in their ability to explore new
destinations.
According
to Hilton’s
Trends Report, 2025 is the “year of the travel maximizer,” people looking
to pair their desire to relax and recharge with high-impact adventures and
experiences to maximize their time and financial investment. This follows
Hilton’s 2024 Trends Report on GenerAsian Travelers revealing that the majority
of Asian consumers prioritized travel over other purchases and are spending
more on travel in 2024 than they did the year before.
“As
Asia’s burgeoning middle class hits the road in greater numbers, travelers in
this segment are expected to be more value-driven and price conscious. Our
owners are showing confidence in our efficient prototypes and kit-of-parts
approach to focused service development that maximizes time and investment for
both owners and customers,” said Tan.
Image
Credit: © Hilton
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