American multinational hospitality company Hilton has revealed plans to double its focused service presence in Asia Pacific in the coming years to surpass 1,000 hotels in the mid-market segment. 

In a press statement, Hilton says that with 483 focused service properties trading in the region under its Hilton Garden Inn and Hampton by Hilton brands, the company has a further 594 such properties under development.

Clarence Tan

“These brands have made huge strides in Asia Pacific with around 100 Hilton Garden Inn properties trading and approximately 400 Hampton by Hilton properties in operation in Asia Pacific (APAC),” says Clarence Tan, Senior Vice President, Development, Asia Pacific.

“With more than 100 million Asians joining the middle class every year and intra-Asian travel now making up 60 pc of international tourism arrivals in the region, we see continued demand for our focused service brands,” Tan adds.

The statement adds that Hilton’s portfolio of focused service brands, comprising of Hilton Garden Inn, Hampton by Hilton, Tru by Hilton and Spark by Hilton, has been boosted by recent openings in key tourism hotspots including Hilton Garden Inn Bangkok Riverside, Hilton Garden Inn Rayong and Hilton Garden Inn Guilin Yangshuo. 

It goes on to say that the momentum of Hilton Garden Inn signings continues apace, the most recent being Hilton Garden Inn Hoi An Tra Que Village in Vietnam, Hilton Garden Inn Nusa Dua in Bali and Hilton Garden Inn Kota Kinabalu Tuaran in Malaysia. 

The statement adds that Hampton by Hilton continues to expand across key Chinese gateway locations, most recently with Hampton by Hilton Beijing Zhongguancun Industrial Park, Hampton by Hilton Tianjin Binhai Sanda Avenue and Hampton by Hilton Guangzhou Tianhe Smart City.

Jenny Milos

“It is obvious to us that the mid-market segment is a key growth driver and we are looking to deliver everything our customers want where they want it. Our focused service brands provide innovative, affordable accommodations, in locations where are customers want to be,” says Jenny Milos, Vice President, Brand Management, Suites and Focused Service, Asia Pacific, Hilton.

Hilton says it continues to innovate in branding, design and value as consumers demand more quality and sophistication from mid-market brands. 

In response to evolving preferences, Hilton says it recently launched Hilton Garden Inn · Gen A, the brand’s new regional prototype for Greater China, to deliver innovative upscale accommodations with today’s travellers in mind. 

The statement adds that in the coming year, Hilton will be looking at opportunities to expand the presence of Hilton Garden Inn by continuing to regionalise the brand and expanding franchising in India, China, Australia and Thailand. 

The statement adds that Hilton will also be looking to regionalise Hampton by Hilton across the region, as well as its other focused service brands, Tru by Hilton and Spark by Hilton.

According to Hilton, an expanding middle class in APAC is showing sustained demand for intra-regional travel for both business and leisure and as a result record investments into hospitality assets and airline capacity. 

Hilton’s recent 2025 Trends Report revealed that young travellers have high hopes and aspirations for travel. Nearly 92 pc of Gen Alpha and Gen Z respondents across Asia Pacific have taken at least one trip in the past year. 

Gen Alpha and Gen Z’s appetite for travel is particularly pronounced in China, India and Singapore, where young travellers have gone on two to three trips on average in the past year. 

This passion for travel is evident in their future plans as well, with 88 pc of Gen Alpha and Gen Z in APAC likely to travel in the next year. Additionally, 72 pc take pride in their ability to explore new destinations.

According to Hilton’s Trends Report, 2025 is the “year of the travel maximiser,” people looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximise their time and financial investment. 

This follows Hilton’s 2024 Trends Report on GenerAsian Travellers, revealing that the majority of Asian consumers prioritised travel over other purchases and are spending more on travel in 2024 than they did the year before.

“As Asia’s burgeoning middle class hits the road in greater numbers, travellers in this segment are expected to be more value-driven and price conscious. Our owners are showing confidence in our efficient prototypes and kit-of-parts approach to focused service development that maximises time and investment for both owners and customers,” said Tan.