Hilton targets China with large-scale franchise model

Hilton has launched its large-scale franchise model in China as the company welcomes investors and owners to explore franchising opportunities with its upscale brand Hilton Garden Inn.

“As a leading global hospitality company with over 100 years of experience managing world-class brands and operating industry-leading hotels, Hilton has always been committed to delivering best-in-class returns for owners and safeguarding the interests of our partners.

“We remain optimistic about travel industry recovery in the long term as we continue to see strong domestic leisure demand in various parts of Asia Pacific, and investors remain bullish on the hotel sector,” said Alan Watts, Hilton’s president, Asia Pacific.

“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.

“We are confident that the new model will serve as a great opportunity for our owners to access one of Hilton’s iconic brands and bring an exciting new entrant to their respective destinations.”

With the launch of the new franchise model, Hilton is offering a Hilton Garden Inn brand prototype developed specifically for the Chinese market, which was originally launched in 2019.

To date, Hilton has inked more than 100 deals to develop Hilton Garden Inn hotels in China, bolstering the company’s confidence in the long-term growth of the brand.

“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,” said Clarence Tan, senior vice president, Development, Asia Pacific, Hilton.