Hampton by Hilton Enters China Market

By Keith Loria, Contributing Editor

Hampton by Hilton celebrates launch in China

Guangzhou, China—Hilton Worldwide has opened Hampton by Hilton Guangzhou Zhujiang New Town, a 223-key hotel that is the flagship property for the brand in China.

“With the rise of China’s middle class, we’ve seen a huge demand and opportunity for a high-quality midscale lodging option that had gone unfulfilled,” Phil Cordell, global head, Focused Service and Hampton Brand Management, Hilton Worldwide, told Commercial Property Executive. “Hampton by Hilton fits this gap perfectly since we’re already an established world leader in the mid-priced, three-star hotel segment.”

Guestrooms in the hotel feature Serta mattresses, a movable desk and ergonomic chair, and a specially designed sofa bed that provides an additional relaxing space. Hampton by Hilton Guangzhou Zhujiang New Town includes amenities such as free Wi-Fi, 24-hour snack bar, restaurant, plus a meeting room and fitness center.

According to Cordell, Hampton by Hilton Guangzhou Zhujiang New Town is not only the flagship hotel for the Hampton brand in China, it represents the first Hampton Hotel in China to offer similar high-quality features found at Hampton hotels in the U.S. such as free breakfast, free Wi-Fi, comfortable beds and a 100 percent satisfaction guarantee that will appeal to both Chinese and foreign travelers.

The Hampton by Hilton portfolio has more than 2,100 hotels around the world in 20 countries and territories, including the U.S., Canada, Russia and Germany.

In 2014, Hilton Worldwide signed an exclusive license agreement with China-based Plateno Hotels Group to launch and rapidly develop the Hampton by Hilton brand in China. Plans are already in the works to expand the brand in China with 400 more Hampton properties planned to open in the country in the next decade.

“We’ve always distinguished ourselves from our competitors. In China, the 100 percent Hampton Guarantee will continue to be a key pillar and brand differentiator as well as Hampton’s culture of Hamptonality, the brand’s friendly and authentic approach to hospitality,” Cordell said. “Thanks to our exclusive partnership and license agreement with Plateno Hotels Group, Hampton plans to open over 400 hotels in China over the next decade through a combination of new builds, conversions and adaptive reuse properties. Plateno will lead the development and management of those hotels.”

Located in the Tianhe District, Guangzhou, Guangdong Province, Hampton by Hilton Guangzhou Zhujiang New Town is nearby the city’s central business district and the popular Tianhe Sports Center business zone.

Guests staying in a Hampton by Hilton property in China will also be able to join its unique loyalty program called Hampton Rewards Club, focused on domestic travelers in China and is specific to the brand in the region and will be completely separate from Hilton HHonors and Plateno’s loyalty programs.