Hilton and hospitality firm Jin Jiang International have expanded an existing management agreement of the Hampton by Hilton brand, targeting over 600 hotels in China by 2034.

Hampton recently opened its 155th property in China, located in the capital Beijing, and there are currently a further 350 hotels in the pipeline in the country.

Hilton cited “the expansion of the middle-class and overall upgraded consumption capacity of Chinese consumers”, and said that the license extension was “expected to help Hampton by Hilton maintain its edge in the highly competitive mid-scale hotel sector in Hilton’s top priority market, China”.

Hampton by Hilton passed the 2,500-hotel mark worldwide in 2019, and now has over 2,600 properties in 29 countries and territories.

Hampton by Hilton reaches 2,500 hotels worldwide

“After nearly ten years of rapid development, the mid-end hotel market is welcoming a new golden era,” said Qian Jin, Hilton’s president for Greater China and Mongolia.

“Hilton is honoured to take on the challenge to meet new demands by putting forward higher requirements on brand quality and cost value. Over the years, Hampton by Hilton has exemplified Hilton’s localization strategy in China as the brand has won trust and recognition from both customers and stakeholders.

“We are confident in Hampton by Hilton’s prospects and believe this extension will facilitate our 2025 development goals in China in terms of brand growth, customer loyalty and reputation.”

Hyatt recently opened the first five properties under its new Urcove brand, which has been developed in partnership with BTG Homeinns Hotels Group, and is aimed at China’s frequent business travelling “road warriors”, positioning itself to compete in the country’s “currently underserved upper-midscale segment”.

Hyatt’s Urcove brand opens first five properties