Hospitality company Hilton plans to double its focused service presence in Asia Pacific in the coming years to surpass 1,000 hotels in the mid-market segment. With 483 focused service properties trading in the region under its Hilton Garden Inn and Hampton by Hilton brands, the company has a further 594 such properties under development.
“These brands have made huge strides in Asia Pacific, with around 100 Hilton Garden Inn properties trading and approximately 400 Hampton by Hilton properties in operation in Asia Pacific (APAC). With more than 100 million Asians joining the middle class every year and intra-Asian travel now making up 60% of international tourism arrivals in the region, we see continued demand for our focused service brands,” said Clarence Tan, Senior Vice President of Development, Asia Pacific.
Hilton’s focused service brands—Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, and Spark by Hilton—are expanding with new openings in key tourist destinations. Recent additions include Hilton Garden Inn Bangkok Riverside, Hilton Garden Inn Rayong, and Hilton Garden Inn Guilin Yangshuo.
The brand continues to grow, with new signings like Hilton Garden Inn Hoi An Tra Que Village (Vietnam), Hilton Garden Inn Nusa Dua (Bali), and Hilton Garden Inn Kota Kinabalu Tuaran (Malaysia).
Hampton by Hilton is also expanding in China, with recent openings in Beijing Zhongguancun Industrial Park, Tianjin Binhai Sanda Avenue, and Guangzhou Tianhe Smart City.
Brand innovation
“It’s obvious to us that the mid-market segment is a key growth driver and we’re looking to deliver everything our customers want where they want it. Our focused service brands provide innovative, affordable accommodations in locations where our customers want to be,” said Jenny Milos, Vice President of Brand Management, Suites and Focused Service, Asia Pacific, Hilton.
As consumers demand more quality and sophistication from mid-market brands, Hilton continues to innovate in branding, design, and value. In response to evolving preferences, Hilton recently launched Hilton Garden Inn · Gen A, the award-winning brand’s new regional prototype for Greater China, to deliver innovative upscale accommodations with today’s travellers in mind. In the coming year, Hilton will be looking at opportunities to expand the presence of Hilton Garden Inn by continuing to regionalise the brand by increasing franchisees in India, China, Australia, and Thailand. Hilton will also be looking to regionalise Hampton by Hilton across the region, as well as its other focused service brands, Tru by Hilton and Spark by Hilton.
Rising middle class
An expanding middle class in APAC is driving demand for both business and leisure travel, leading to increased investments in hospitality and airline capacity. According to Hilton’s 2025 Trends Report, young travellers, especially Gen Alpha and Gen Z, are fueling this trend. In the past year, 92% of respondents from these groups across Asia Pacific have taken at least one trip, with those in China, India, and Singapore averaging two to three trips.
Looking ahead, 88% of young travellers in APAC plan to travel in the next year, with 72% proud of their ability to explore new destinations. Hilton also highlights that 2025 will be the ‘year of the travel maximiser,’ where people will combine relaxation with adventure to make the most of their time and money. This follows a trend from 2024, where most Asian travellers spent more on travel than the previous year.
“As Asia’s burgeoning middle class hits the road in greater numbers, travellers in this segment are expected to be more value-driven and price-conscious. Our owners are showing confidence in our efficient prototypes and kit-of-parts approach to focused service development that maximises time and investment for both owners and customers,” said Tan.
