Hilton Unveils New Regional Prototype for Hilton Garden Inn, Ramps Up Growth Momentum in Thailand
Hilton Garden Inn Prototype
Hilton (NYSE: HLT) hosted over 100 hotel developers and owners from Thailand and other markets in South East Asia, as it introduced a new regional room prototype for its upscale brand, Hilton Garden Inn.
Hilton (NYSE: HLT) hosted over 100 hotel developers and owners from Thailand and other markets in South East Asia, as it introduced a new regional room prototype for its upscale brand, Hilton Garden Inn.
Held in Bangkok, the Hilton Garden Inn Roadshow showcased the brand’s roadmap for expansion in Thailand and South East Asia, leveraging franchised and managed hotel agreement options, and emphasizing robust returns for owners. Hilton Garden Inn’s focus on regionalization caters to diverse guest needs and underscores emerging market prospects within the country and the region at large.
Asia Pacific presents a USD10 trillion consumption growth opportunity over the next decade, as more than one billion Asians are set to join the middle class by 2030. The continued resurgence of travel, coupled with the value-driven preferences of the growing middle class segment, have primed the award-winning Hilton Garden Inn brand for even greater success as it offers upscale yet affordable accommodation, thoughtful conveniences, and Brighthearted hospitality.
Speaking at the event, Guy Phillips, senior vice president, Development, APAC ex Greater China, Hilton, highlighted the strong appeal of Hilton Garden Inn across various market types, as it often leads the way as the first of Hilton’s brands to enter many secondary and tertiary markets. “Hilton Garden Inn hits a sweet spot for owners and travelers alike. This was very evident from the interest and enthusiasm that we have received at today’s event in Thailand,” said Phillips.
“Owners have shared with us that they are drawn to Hilton Garden Inn for its efficient kit-of-parts prototype, tailored offerings, and greater flexibility with franchised and managed hotel agreement options. They also value the brand’s ability to leverage Hilton’s powerful commercial engine and its regionalization approach for the Asia Pacific market, all of which help ensure long-term success,” said Phillips.
Hilton Garden Inn’s new regional room prototype features innovations in design and amenities tailored to elevate the guest experience and deliver strong investment returns. The brand’s core elements have been honed based on deeply researched customer and competitive insights. Its region-specific programming also seamlessly integrates Hilton Garden Inn’s global standards with the local preferences that are specific to each market.
“Today’s travelers seek quality, design, comfort, and most importantly, value in their accommodations,” said Jenny Milos, vice president, Brand Management, Suites & Focused Service, Asia Pacific, Hilton. “Based on our research, amenities, facilities, décor and design were the top decision drivers for Thai consumers in their ranking and selection of hotels in this price range. These insights have deeply informed our prototype, which has been very warmly received by owners, developers and consultants alike.”
“Thailand continues to thrive as the region’s premier travel destination, with tourist arrivals for the first half of this year already close to eclipsing the whole of last year’s. It is against this backdrop that traveler preferences for upscale yet value-driven accommodations come sharply into focus,” said Bill Barnett, veteran hospitality and real estate advisor, and founder and managing director of C9 Hotelworks. “I see Thailand as a fitting canvas for a brand like Hilton Garden Inn to take root and gain market traction, as its lower upfront costs and speed to market would very much appeal to first-time and experienced hotel owners alike.”
To date, Hilton Garden Inn has 75 properties operating in Asia Pacific, and over 130 in the pipeline. This year, the brand has already welcomed close to 2 million guests across the region. Since 2021, the brand has entered new markets and gateway cities in Thailand, Japan, South Korea and Australia. Following the launch of Hilton Garden Inn Da Nang (Vietnam) this year, four more Hilton Garden Inn properties are expected to open in Thailand in the coming years – Hilton Garden Inn Bangkok Riverside, Hilton Garden Inn Krabi Ao Nang, Hilton Garden Inn Bangkok Ram Intra and Hilton Garden Inn Pattaya City.