The Asia Pacific (APAC) market remains a bullish one for Hilton, especially China, where the hotel company kicked off a large-scale franchise model for the Chinese market. Developed specifically for the Chinese market, the Hilton Garden Inn brand prototype was launched in 2019 and continues to expand.
To date, more than 100 deals have been inked to develop Hilton Garden Inn hotels in China, and according to Hilton, there is a growing demand for internationally branded hotels, especially within second- and third-tier cities.
Alan Watts, president, Asia Pacific, Hilton, said: "We remain optimistic about travel industry recovery in the long term as we continue to see strong domestic leisure demand in various parts of APAC, and investors remain bullish on the hotel sector. Providing opportunities for franchised partnerships with Hilton Garden Inn — one of the strongest focused service brands in the market — is a great step towards winning the hearts and minds of strong, savvy independent hotel owners in China."
Under the programme, owners can take advantage of attractive upfront investment costs, while the leaner operating model drives profitability and provides ease for day-to-day operations.
Clarence Tan, senior vice president, development, Asia Pacific added that Hilton is also on the lookout to introduce the midscale lodging franchise model to regional investors in APAC.
“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."
Hilton Garden Inn currently has a global footprint of more than 900 hotels, of which 35 are in China, and 44 across APAC.