Hilton’s growth strategy in Asia Pacific is focused on capital-light growth, introducing new brands, and strategically deploying brands in locations with high growth potential. With almost one in four hotel rooms under construction bearing a Hilton flag, the company is on track to surpass 1,000 hotels in the region by 2025. Hilton sees significant growth potential for its brands in Asia Pacific and is committed to maximizing owner returns by deploying the right brands in the right locations.
The rising middle class in Asia Pacific has led to significant demand in the focused service segment, driven by intra-regional travel. This has boosted Hilton’s focused service brands, such as Hilton Garden Inn and Hampton by Hilton. The company has also introduced new regional prototypes for Greater China, expanded into new markets and key gateway cities, and opened its first property in Nepal. Hilton is focused on expanding its luxury presence in Asia Pacific, with plans to double its luxury brand presence in the region in the coming years.
In India, Hilton is focusing on its focus service brands, such as Hilton Garden Inn and Hampton by Hilton, to grow its presence in the country. With the world’s largest population, a rising middle class, and huge infrastructural investments, India provides significant growth potential for Hilton. The company has launched new brands, including the Hilton Garden 3.0 brand outside of China, and aims to continue expanding its footprint in the country. In terms of franchising, Hilton sees growing demand for the model in Asian countries as they become more affluent.
Franchising has been a crucial growth driver for Hilton, with plans to expand its franchise model in Greater China and other Asia Pacific markets. The company is also focusing on talent development and retention in the region, introducing initiatives to engage and retain young talent, such as flexible gig economy models and innovative recruitment methods. Hilton University offers comprehensive training programs, and the company is embracing innovative recruitment strategies, such as video interviews via TikTok in Australia to engage young talent.
Hilton’s recent partnership with Starbucks China allows Hilton Honors and Starbucks Rewards members to earn and redeem points across both platforms, highlighting the company’s approach to expanding its brand influence. The company is also looking to expand its luxury presence in Asia Pacific and increase its footprint in India. With a focus on capital-light growth and strategic brand deployment, Hilton is poised to continue its rapid expansion in the Asia Pacific region and beyond.
