Hampton Hotels and Plateno Hotels Group to develop more than 400 hotels
in China
Cairo, Egypt – November 2, 2014–Hilton Worldwide
today announced an exclusive license agreement with Plateno
Hotels Group, one of China’s leading hospitality groups, to rapidly launch and develop
the Hampton by
Hilton brand in China. With this agreement, Hampton plans
to have over 400 deals signed, with the first hotel expected to open by the end
of 2015. Hampton by Hilton is a leader in the mid-priced hotel
segment with nearly 2,000 properties in 17 countries. Plateno Hotels Group
operates five brands with a portfolio of over 3,000 hotels in 300 cities across
China and operates China’s largest hotel loyalty program, reaching 80 million
members.
“We expect that this
partnership will allow us to accelerate our efforts to gain broad geographic
and chain scale distribution in China, enabling us to access a large, growing
customer base for both in country and outbound business,”said Jim Holthouser,
executive vice president, global brands, Hilton Worldwide. “Our five existing
brands in China are growing at a rapid pace, and after extensively researching
the market, we’ve seen an untapped opportunity to grow in the upper economy to mid-scale
category. We’re now seizing the opportunity to introduce the Hampton by Hilton
brand at scale with an unprecedented partnership with Plateno Hotels Group.”
China has a growing demand for
the mid-scale hotel market and has a low supply of 3- to 3.5-star hotels.Hampton
has designed a 3-star hotel prototype to fit top-tier cities in China, serving
value-conscious, quality-driven business and leisure travelers. Hampton by
Hilton’s portfolio in China will be a mixture of new builds, conversions and
adaptive reuse properties. Plateno Hotels Group will lead the development and
management of the hotels.
“Our key strategic objective
for Hampton is to expand our global footprint in China by offering a very
popular hotel product in the mid-scale market, which has not evolved as quickly
as in the economy sector,” said Phil Cordell, Global Head, focused service and
Hampton brand management, Hilton Worldwide. “Plateno has the largest hotel footprint
and loyalty program in China, in addition to being experts in development and
management. Our partnership will fuel the growth of Hampton by Hilton in China
in addition to allowing us to establish strong relationships with new owners
and guests.”
Guests of Hampton by Hilton
hotels in China will be able to participate in the globally recognized loyalty
program, Hilton HHonors. Plateno Hotels Group operates China’s largest
hotel guest loyalty program with more than 80 million members, which will provide
a new source of guests for Hampton by Hilton in China. The partnership will
also provide an opportunity to educate Chinese guests about Hilton HHonors and
Hilton Worldwide’s other best-in-class brands. Combined with Hilton Worldwide’s
43 million Hilton HHonors members in 94 countries, over 120 million travelers
from China and around the globe will be able to earn rewards by staying at
Hampton by Hilton hotels in China.
“We’re thrilled to partner
with the global hospitality leader Hilton Worldwide to bring Hampton by Hilton
to China,” said Eric Wu, CFO of Plateno Hotels Group. “There is a substantial
demand in China for a quality mid-scale lodging option, and we believe that
Hampton is the right product to meet this need. Its enthusiastic and caring
culture, together with its sought-after amenities such as free Wi-Fi, clean,
comfortable beds and a 100% satisfaction guarantee, will be very appealing to
Chinese travelers.”
Hampton and Plateno share
common views on how best to serve guests. Plateno’s focus on a collaborative, fun-spirited
brand culture that empowers team members to exceed guest expectations and needs
is similar to Hampton’s culture of Hamptonality, the brand’s friendly and
authentic approach to hospitality.
The 100% Hampton Guarantee,
an unconditional satisfaction pledge,will continue to be a key pillar and will
differentiate Hampton by Hilton in China from its competitors. Room count,
product size and on-property and in-room amenities will also be consistent with
the Hampton brand, including free Wi-Fiand comfortable beds with duvets washed
fresh for every guest.
A consistent interior design aesthetic will distinguish
Hampton by Hilton in China as a brand projecting strength, value, fun and
comfort. Public areas will share the same look and function as current Hampton
properties outside of the Americas, with welcome and gathering zones, bars,
communal tables and on-property amenities, including fitness centers, gaming
zones and 24-hour snack bars and restaurants.
Hilton Worldwide currently has a footprint of five brands
operating more than 17,000 rooms in China with nearly 50,000 rooms in the
pipeline.
