Hilton Garden Inn creates new Thai template

Pictured: rendering of Hilton Garden Inn’s prototype lobby. Imagery © 2023 Hilton.
Hilton Worldwide has introduced a new prototype in Thailand and southeast Asia for its upscale brand, Hilton Garden Inn.

Hilton Garden Inn’s focus on regionalisation caters to diverse guest needs and underscores emerging market prospects within Thailand and the region at large.

Innovation insights

The regional template 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.

Pioneering brand

Guy Phillips, senior vice president, development, APAC excluding Greater China, Hilton, highlighted the 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 travellers alike.

“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 regionalisation approach for the Asia Pacific market, all of which help ensure long-term success.”

Decision drivers

Jenny Milos, vice president, brand management, suites and focused service, Asia Pacific, Hilton, said: “Today’s travellers seek quality, design, comfort, and most importantly, value in their accommodations. 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.”

Thai pipeline

To date, Hilton Garden Inn has 75 properties operating in Asia Pacific, and over 130 in the pipeline. 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.