Hilton tailors Garden Inn prototype to Australia

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Hilton Worldwide is introducing a new Australasian regional room prototype for its upscale focused service brand, Hilton Garden Inn.

The brand’s roadmap for expansion in Australia involves leveraging franchised and managed hotel agreement options, and emphasising robust returns for owners.

Regionalisation focus

Hilton Garden Inn’s focus on regionalisation caters to diverse guest needs and underscores emerging market prospects within Australia.

The 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 customer and competitive insights. Its region-specific programming also integrates Hilton Garden Inn’s global standards with local preferences that are specific to each market.

Game for growth

Hilton believes continued resurgence of travel, coupled with the value-driven preferences of the growing middle-class segment, have primed the Hilton Garden Inn brand for further success as it offers upscale and affordable accommodation, as well as thoughtful conveniences.

Guy Phillips, senior vice president, development, APAC ex Greater China, Hilton, highlighted: “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 Australasia market, all of which help ensure long-term success.”

Research findings

Jenny Milos, vice president, brand management, suites and focused service, Asia Pacific, Hilton, said: “Based on our research, travellers in Australia expect an upscale brand to genuinely value its customers, portray optimism and provide a sense of comfort, which in turn allows them to de-stress and energise themselves.

“Australian travellers also have a greater awareness and interest in sustainability and prefer properties that demonstrate sustainable practices. These insights have deeply informed our prototype, which has been very warmly received by owners, developers, and consultants alike.” 

Current portfolio

To date, Hilton Garden Inn has two properties operating in Australia, Hilton Garden Inn Albany and Hilton Garden Inn Darwin.

There are another five sites in the national pipeline including Busselton, Sydney, Brisbane and Melbourne.