MCLEAN, VA—With a collection of more than 425 properties in gateway cities, metropolitan areas and vacation destinations across six continents and 35 countries, DoubleTree By Hilton, Hilton Worldwide’s upscale brand, continues to expand its global reach with a fast-growing pipeline of 431 properties.
“In the U.S. alone, our most recent openings are the result of conversions,” said John Greenleaf, global head, DoubleTree by Hilton. “Since we’re not building from the ground up, DoubleTree is able to develop these projects quickly. The timeframe from signing the agreement to opening a DoubleTree By Hilton hotel is much more compressed than one for a new-build hotel.”
In 2015, DoubleTree by Hilton aims to expand its footprint into new global markets. The Asia Pacific region represents the brand’s strongest international presence compared to the rest of the world. In China alone, the brand is slated to open hotels in Xiamen, Qingdao and Anshun City in 2015. Within a short timeframe, DoubleTree increased its presence in Australasia of any international territory. In the last two years, the brand opened 10 hotels in New Zealand, Australia and Fiji. The brand foresees similar rapid growth in Latin America following a new opening in Santiago, Chile with two more in Colombia in 2015.
“A well established brand that performs beautifully with quality, renovated product is what we’ve established, and it’s that reputation that will continue to increase our business,” said Greenleaf. “We’re selecting key markets and locations as we expand. We’re moving toward a pace that will be even faster next year.”
In the U.S., DoubleTree by Hilton plans to open new properties in up-and-coming secondary markets as opposed to most gateway markets, where the brand has already established its presence. In 2015, DoubleTree will debut new hotels in Biloxi, MS; Reading, PA; and Jacksonville, FL.
Greenleaf also attributed the brand’s growth to its guest service culture built around the idea of CARE, which stands for Create a Rewarding Experience for guests, team members and the community. Each individual property attempts to embody this culture while also offering the brand’s signature warm chocolate chip cookie upon arrival.
“We focus on the little things at DoubleTree and creating a memorable experience for our guests,” said Greenleaf. “The comfort of the DoubleTree cookie or random acts of kindness from our team members would best sum up our guest experience.”
Further upgrading the guest experience for small meetings groups, DoubleTree by Hilton plans to bolster its meeting and event facilities. The brand is testing the Cart by DoubleTree, a flexible, pop-up mobile meeting cart geared to reduce catering time and manpower with F&B offerings, technology and refrigeration. Additionally, DoubleTree plans to rollout new personalized, online meeting tools, which would offer the ease and convenience of booking space, F&B and audiovisual equipment in a few short steps.
—Matthew Marin