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Hilton launches large-scale franchise model in Shenzhen

By Qiu Quanlin in Shenzhen, Guangdong | chinadaily.com.cn | Updated: 2021-09-29 17:29
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Hilton, a recognized global hotel leader in franchising, launched its large-scale franchise model in Shenzhen, South China's Guangdong province, on Tuesday, allowing independent hotel owners in China to benefit from the company's innovative commercial strategies and extensive support network.

"Providing opportunities for franchised partnerships with Hilton Garden Inn – one of the strongest focused service brands in the market – is a great step toward winning the hearts and minds of strong, savvy independent hotel owners in China," said Alan Watts, president, Asia Pacific, Hilton.

With the launch of the new franchise model, the company offered a Hilton Garden Inn brand prototype developed specifically for the Chinese market, which was originally launched in 2019, according to Watts.

"We remain optimistic about travel industry recovery in the long term as it continues to see strong domestic leisure demand in various parts of Asia Pacific, and investors remain bullish on the hotel sector," said Watts.

Hilton has inked more than 100 deals to develop Hilton Garden Inn hotels in China, bolstering the company's confidence in the long-term growth of the focused service brand and its ability to cater to a rising middle class.

"The anticipated growth momentum corresponds with the increasing demand for internationally branded hotels to meet evolving consumer needs, especially within second and third tier cities in China," Watts said.

On Tuesday, Hilton signed agreements with investors to develop 22 new Hilton Garden Inn hotels in Chinese cities, including Shanghai, Beijing and Chengdu, the capital of Southwest China's Sichuan province.

"Beyond China, we are confident that this development model will thrive in key destinations across Asia, as we anticipate rising demand for hotels in this segment in the long term," said Clarence Tan, the company's senior vice-president of development.

"As the fastest growing hospitality sector in China, focused service brands are primed to capture further market share," said Alexandra Jaritz, the company's senior vice-president of brand management.

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