Hilton Sets Sights on Growth in Thailand
Hospitality Company aims to convert 2,000 rooms in 24 months, fueling its expanding presence in-country and reviving the tourism sector
March 24, 2021 // Franchising.com // THAILAND - Leading global hospitality company Hilton (NYSE: HLT) has announced its commitment to convert up to 2,000 rooms in 24 months in Thailand, with a focus on its full service brands Hilton Hotels & Resorts and DoubleTree by Hilton, as well as focused service brand Hilton Garden Inn.
Emerging from one of the industry’s most challenging years, Hilton’s recent full year 2020 earnings results showed signs of optimism in development activity globally, with conversion signings for Hilton across the globe increasing more than 30 percent versus the prior year.
With the impact of the global pandemic on Thailand’s economy backed by recent projections of tourism returning to pre-pandemic levels up to three years later, coupled with increased digital adoption across industries that arose as a result of restricted movement and a heightened desire for contactless interactions, independent hotel owners can benefit from rebranding their hotels with Hilton to leverage Hilton’s strong commercial engines and industry-leading technology solutions.
In recent years Hilton has inked a number of landmark signings in Thailand, paving the way for the market launch of its focused service brand, Hilton Garden Inn, when opens in Phuket in the final quarter of this year, as well as the debut of its lifestyle brand, Canopy by Hilton, in the country in 2023.
Holding Hilton’s largest portfolio in South East Asia with 11 hotels across four brands and an additional eight in the pipeline, which will see the entry of two new brands into the market, Thailand is poised for meaningful growth in the coming years.
“We are encouraged by the recognition our brands continue to receive within the industry, most recently in a report by leading market intelligence company Smith Travel Research, which placed five of our brands amongst the Top 15 in the global pipeline. The strength of our portfolio and commercial engines have helped preserve and optimize value for our owners throughout one of the most challenging years the industry has ever faced. The trust we see from our partners in our award-winning brands gives us confidence that steering our focus onto rebranding opportunities would allow us to help independent hotel owners in Thailand maximize the potential of their assets,” said Guy Phillips, senior vice president, development, Asia and Australasia, Hilton.
“As much as we continue to witness the impact of the global pandemic on the travel industry, across the board we are optimistic about recovery in the mid- to- long term, first through domestic travel that will be followed closely by what we believe will be exponential pick up in international travel as travel borders reopen in a safe and cautious manner. Our commitment to Thailand remains unchanged: across our hotels in South East Asia and Thailand, we continue to prioritize the wellbeing and safety of our guests and team members whilst ensuring we deliver the utmost levels of hospitality to everyone who passes through our doors. Even as the needs and demands of travelers evolve, we believe they will continue to recognize our brands for the reliable service, exceptional experiences and exacting standards of safety we are known for all over the world,” said Paul Hutton, vice president, operations, Hilton in South East Asia.
Hilton currently operates across five locations in Thailand–Bangkok, Phuket, Koh Samui, Hua Hin and Pattaya. These properties fly the flags of Hilton’s full range of luxury, full service and focused-service portfolios, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton and Hilton Garden Inn.
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