PHOENIX–Three of the four hotel companies featured in the opening session of the second day of the annual Lodging Conference here described plans to aggressively expand internatiuonally, confirming the fact that the hospitality industry has become increasingly global. At Hilton Hotels Corp., a milestone was reached in February when it completed its $5.7 billion acquisition of the hotel assets of the Hilton Group, PLC, known as Hilton International. Hilton didnt waste any time announcing plans to take two of its brands global, specifically Hilton Garden Inn and Doubletree Hotels & Resorts. Hampton Inn will be fast-tracked for international expansion, to be followed later by Embassy Suites Hotels and the extended stay Homewood Suites by Hilton. Hilton Garden Inn, in fact, will open in Stuttgart and Frankfurt, Germany, and Florence and Rome, Italy. Doubletree will make its international debut in Asia in a conversion of an existing resort and spa in Thailand. “This global expansion has huge potential for us,” Hilton president/COO Matthew Hart told the conference audience of owners, developers, and other industry players assembled for the 12th annual conference at the Arizona Biltmore Resort & Spa. Given how well known the Hilton name is abroad, thanks to Hilton International, Hart said the company will take the extra step of adding the sub-brand of “by Hilton” to its hotels in these markets to ensure consumers make the connection. Hampton, for example, will be known as Hampton by Hilton in these parts of the world. Homewood, of course, already carries this designator. For Starwood Hotels & Resorts Worldwide, a pivotal event occurred late last year when its acquisition of the Le Meridien brand was completed, according to Rip Gellein, who was recently named president of global development for Starwood. “With its prominence in Europe and Asia, Le Meridien gives us much morec of a global profile,” Gellein told the audience. In addition, established Starwood brands, including Sheraton, Westin, and St. Regis, have individual properties that are landmarkets in their respective international markets, Gellein said. Among these is the imposing WEstin Shanghai. China and a second emerging market, India, are high on the list of international markets targeted for growth by the Wyndham Hotel Group, formerly known as Cendant. A groundbreaking step occurred in 2002 when Wyndham/Cendant acquired Ramada International from Marriott International. The Ramada deal gave the franchisor its first extensive representation in Asia. Wyndhams global expansion strategy–particularly in the developing world– entails working primarily through master franchise agreements. “Were going to focus on growing four of our brands first, Ramada, then Days Inn and Super 8, in addition to Wyndham,” said president/CEO Steven Rudnitsky. By contrast, CNL Hotels & Resorts, the fourth company, plans to remain focused on expanding domestically. “There are still significant opportunities in the U.S. to both acquire new properties and invest in renovations to freshen our existing portfolio,” said CEO Thomas Hutchinson. “At the same time though, if a really outstanding international opportunity presented itself, wed be hard pressed not to consider it.”
