Hilton Worldwide will introduce the mid-scale Hilton Garden Inn (HGI) brand to Chinese travellers, launching properties in second- and third-tier destinations beginning with Lijiang early next year, and followed by Chengdu, Harbin, Dandong and Huzhou. There could also be a start-up in Shenzhen if ongoing negotiations succeed.
Standard guestroom
Bruce McKenzie, senior vice-president of operations Greater China and Mongolia, Hilton Worldwide, told Business Traveller there was an abundance of hotels in the five-star category and in the mid-market – mostly run by local operators – but a dearth of hotels in the four-star tier, offering quality service at reasonable prices. And this gap is what HGI wishes to address, McKenzie said, adding: "It will meet the needs of those Chinese travellers who may not be able to afford a five-star hotel but have a bit more cash to pay for a comfortable room and the necessities to do their work".
The brand offerings revolve around a good night's sleep in a Garden Sleep System bed, a 24-hour business centre, the Printer One remote printing technology (allowing users to access a printing function from anywhere in the hotel), free wifi and staying in shape with well equipped gyms or the free Stay Fit Kit available at reception.
The strategy of launching HGI hotels in emerging business hubs matches its no-frills – but still efficient – service culture and price point, said Mckenzie. While admitting that about 80 per cent of the customer base will be Chinese corporates, he said he saw no reason why expats and overseas visitors wouldn't also be attracted to staying in these hotels.
The brand first entered Asia-Pacific through India where there are now two properties, Hilton Garden Inn New Delhi Saket and Hilton Garden Inn Gugaon Baani Square. A third on the subcontinent, Hilton Garden Inn Trivandrum, will open this year, and the first in Southeast Asia, Hilton Garden Inn Hanoi, opened on April 2.
For more details, visit www.hiltonworldwide.com
Margie T Logarta
