MCLEAN, VA—Hilton Worldwide has signed an exclusive license agreement with Plateno Hotels Group, a Chinese hospitality group, to launch and develop the Hampton by Hilton brand in China.
With this agreement, Hampton plans to have more than 400 deals signed, with the first hotel expected to open by the end of 2015. Plateno Hotels Group operates five brands with a portfolio of more than 3,000 hotels in 300 cities across China.
“We expect that this partnership will allow us to accelerate our efforts to gain broad geographic and chainscale distribution in China, enabling us to access a large, growing customer base for both in-country and outbound business,” stated Jim Holthouser, EVP, global brands, Hilton Worldwide. “Our five existing brands in China are growing at a rapid pace and, after extensively researching the market, we’ve seen an untapped opportunity to grow in the upper-economy to mid-scale category. We’re now seizing the opportunity to introduce the Hampton by Hilton brand at scale with an unprecedented partnership with Plateno Hotels Group.”
“Our key strategic objective for Hampton is to expand our global footprint in China by offering a very popular hotel product in the midscale market, which has not evolved as quickly as in the economy sector,” stated Phil Cordell, global head, focused service and Hampton brand management, Hilton Worldwide. “Plateno has the largest hotel footprint and loyalty program in China, in addition to being experts in development and management. Our partnership will fuel the growth of Hampton by Hilton in China in addition to allowing us to establish strong relationships with new owners and guests.”
Guests of Hampton by Hilton hotels in China will be able to participate in the chain’s loyalty program, Hilton HHonors. Plateno Hotels Group operates China’s largest hotel guest-loyalty program with more than 80 million members, which will provide a new source of guests for Hampton by Hilton in China. The partnership also will provide an opportunity to educate Chinese guests about Hilton HHonors and Hilton Worldwide’s other brands. Combined with Hilton Worldwide’s 43 million Hilton HHonors members in 94 countries, over 120 million travelers from China and around the globe will be able to earn rewards by staying at Hampton by Hilton hotels in China.