Hilton to maintain breakneck China expansion pace, targets 100 new hotels per year

The operator, which expanded 367 per cent since late 2018, says it will focus on niche brands to cater to individual needs and preferences

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Hilton opened the Conrad Chongqing, its 700th hotel and 15th Conrad hotel in China on August 16. Photo: Hilton

Published: 9:30am, 26 Aug 2024Updated: 4:03pm, 26 Aug 2024

Global hotel chain operator Hilton is bullish over the growth potential of mainland China’s leisure travel market and plans to maintain its fast-paced expansion in the country, with a focus on niche brands.

The company, which owns brands like Conrad and Waldorf Astoria, aims to add at least 100 new hotels in China annually over the next few years to cater to increasing travel demand, Qian Jin, president of Hilton Greater China and Mongolia, said in an interview.

“Niche brands are in high demand to offer personalised services to tourists,” he said. “We have to fine-tune those brands as we move to some specific destinations to capture the growth opportunities.”

China enjoyed a surge in tourism during the Labour Day holiday in early May. However, many big hotel chains failed to capitalise on the boom as budget-conscious travellers chose lesser-known resorts. Stiff competition has also prevented hoteliers from raising room rates, according to a report by Caitong Securities.

Hilton, which opened its first hotel on the mainland in 1988, embarked on a programme of fast track growth in the world’s second-largest economy in 2019, racing ahead of its international rivals such as InterContinental and Marriott in terms of new openings.

The operator’s portfolio now has 700 hotels across mainland China, Hong Kong, Taiwan and Macau, an increase of 367 per cent compared with the end of 2018.