Hilton opens DoubleTree up to Chinese franchising

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Hilton Worldwide has expanded its franchise model in Greater China into the upscale full-service segment with the inclusion of its DoubleTree by Hilton brand.

The company also revealed 19 new franchise projects across its Hilton Garden Inn and DoubleTree by Hilton lines, including signings and intentions to sign spanning key cities and emerging destinations such as Beijing, Shanghai, Haikou, Nanchang and Zhangzhou.

Expansion driver

Franchising represents more than 90% of Hilton’s portfolio in the Americas and has driven much of its global expansion. In Asia Pacific, Hilton launched its Hilton Garden Inn franchise model in Greater China in 2021, and is now focused on expanding it in Thailand and Australia.

To date, there are 76 Hilton Garden Inn hotels in operation in the region and over 130 in the pipeline. The brand continues to be primed for expansion, focusing on regionalisation to cater to diverse guest needs and highlight growth opportunities within the country and the region at large.

Optimism support

The addition of upscale brand DoubleTree by Hilton to the company’s franchise proposition supports continued industry optimism and increasing demand.

Today, the brand has 93 hotels in operation across the region, recently debuting in Seoul, Kyoto and Varanasi.

Widening opportunities

Clarence Tan, senior vice president, development, Asia Pacific, Hilton, said: “Our deep understanding of evolving market trends and owner preferences has been central to our successful partnerships worldwide. As we ride the continued wave of travel recovery across Asia Pacific, franchising is poised to become an increasingly important business model in this region.

“The extension of our franchise model with the addition of DoubleTree by Hilton, alongside Hilton Garden Inn, widens the spectrum of opportunities for developers and owners, enabling them to leverage Hilton’s industry-leading brands, strong commercial engines and robust network effect to drive growth in the region’s upscale full-service hotel sector.”

Quality demand

Alexandra Jaritz, senior vice president, brand management, Asia Pacific, Hilton, added: “As the demand for quality and diverse travel experiences grows among travellers in the region, development opportunities are expanding for our world-class brands, including Hilton Garden Inn, which promises to make each guest have a bright hearted stay, and DoubleTree by Hilton, which provides a warm welcome and comfortable experience for business and leisure travellers around the world.

“From spatial design, room facilities and dining experiences, to team member services and system support, Hilton provides standardised brand guidance to developers and owners in all aspects, to deliver consistent, reliable and friendly stays to our guests in even more destinations.”