Hilton expands into China with Hampton hotels

Hilton expands into China with Hampton hotels
By admin

Hilton Worldwide has announced an exclusive license agreement with Plateno Hotels Group, one of China’s leading hospitality groups, to begin the launch and development of the Hampton by Hilton brand in China.

Hampton will aim, in line with this agreement, to have in excess of 400 deals signed, with the first hotel expected to open by the end of next year.

Hampton by Hilton has nearly 2000 properties across 17 countries, with Plateno Hotels Group operating five brands with a collection of more than 3000 properties in 300 cities across China.

Plateno Hotels Group also operates China’s largest hotel loyalty program, which boasts 80 million members, and which will be a feature accessible by guests along with the Hilton HHonors loyalty program that will give 120 million travellers rewards when staying at Hampton hotels in China.

Hilton Worldwide’s executive vice president for global brands Jim Holthouser said he expects the partnership will allow the group to accelerate its efforts to gain wide scale distribution in China.

“Our five existing brands in China are growing at a rapid pace, and after extensively researching the market, we’ve seen an untapped opportunity to grow in the upper economy to mid-scale category,” he said.

“We’re now seizing the opportunity to introduce the Hampton by Hilton brand at scale with an unprecedented partnership with Plateno Hotels Group.”

China currently has a growing demand for 3-3.5 star hotels, with Hampton designed to fit a 3 star prototype with quality and value driven leisure travellers the target market.

The Hampton by Hilton brand will utilise a combination of newly-built properties, converted building and adaptive reuse properties, with Plateno to head the development and management of the hotels.

Hilton Worldwide’s global head of focused service and Hampton brand management Phil Cordell said the key objectives for the brand development would be to expand its global footprint in China by keeping the properties in the mid-scale market.

“Plateno has the largest hotel footprint and loyalty program in China, in addition to being experts in development and management,” he said.

“Our partnership will fuel the growth of Hampton by Hilton in China in addition to allowing us to establish strong relationships with new owners and guests.”

The design of the hotels will create a new aesthetic for the brand in China, with public areas to share the same look and function as other Hampton properties, including gathering spaces, bars, communal tables and on-property amenities such as fitness centres, gaming zones and restaurants.

Hilton Worldwide currently has a portfolio of five brands operating more than 17,000 rooms in China, with nearly 50,000 rooms in the pipeline.

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