THE HAMPTON BY HILTON CHINA STORY
Hilton has entered a new and historic partnership – an exclusive license agreement with Guangzhou, China-based Plateno Group to launch and rapidly develop the Hampton by Hilton brand in China. Plateno will lead all development and management aspects to grow Hampton by Hilton in China. With this agreement, Hampton plans to have over 400 deals signed. The first China Hampton opened in Hainan San Ya Bay in December 2015.
After researching the market and weighing the options of developing the brand Hilton decided that to grow the Hampton brand at scale, it needed to partner with someone who knows the country and consumers. Plateno Group is a proven hospitality leader in China, and its success with its 7 Days Inn brand – opening more than 2,000 hotels in just eight years – highlights its understanding of the market.
Hampton plans to have over 400 deals signed, and the first property opened in 2015.
The partnership is a win-win for both companies, a fusion of two cultures delivering excellent value to a hospitality industry in which each is an expert. Hampton Hotels is an established, award-winning leader in the mid-priced hotel segment with nearly 2,200 Hampton Inn, Hampton Inn & Suites and Hampton by Hilton properties in 17 countries and territories. Plateno Group operates five brands and over 3,000 hotels in 300 cities across China. Plateno also operates the largest hotel loyalty program in China reaching 80 million members, which will provide a new source of guests for Hampton by Hilton in China.
With continued growth of China’s strong middle class, more consumers are traveling both nationally and internationally. The low supply of 3- to 3.5-star hotels that fit middle class tastes, values and price ranges provide an opportunity for Hampton to launch in China. Plateno was also searching for a successful Western hotel company to develop a 3- to 3.5 star product in China and found that an established, award-winning leader in the mid-priced hotel segment, Hampton by Hilton will fit that untapped three-star hotel market.
The Hampton China hotel will be very similar to the global Hampton brand, with some regional modifications to fit with the local Chinese culture. However, guests can be assured that the foundation of Hampton will remain, including its focus on four pillars of service: