Hilton to ignite growth in focused service segment with Spark to make APAC debut
Hilton has 483 focused service properties trading in the region under its Hilton Garden Inn and Hampton by Hilton brands.
“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),” said Hilton Senior Vice President, Development, Asia Pacific, Clarence Tan.
“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.”
In the coming year, the hotel giant will seek to expand Hilton Garden Inn through regionalisation as well as franchising in India, China, Australia and Thailand. Hilton also plans to regionalise Hampton by Hilton across the region, as well as its other focused service brands, Tru by Hilton and Spark by Hilton, which launched in the US last year.
Hilton Vice President, Brand Management, Suites and Focused Service, Asia Pacific, Jenny Milos said the mid-market segment is a key growth driver.
“We’re looking to deliver everything our customers want where they want it,” Milos said.
“Our focused service brands provide innovative, affordable accommodations, in locations where are customers want to be.”
Hilton continues to innovate in branding, design and value in line with evolving traveller preferences, having recently launched Hilton Garden Inn Gen A, a new regional prototype for Greater China with innovative upscale accommodations.
Hilton says an expanding middle class in APAC is contributing to sustained demand for intra-regional travel for both business and leisure prompting record investments in hospitality assets and airline capacity.
According to Hilton’s 2025 Trends Report, travellers are planning to make the most of their travel time and money in 2025 by packing in both relaxation and high-impact adventures.
“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,” said Tan.
“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.”