Hilton Group has unveiled plans to double the number of its hotel brands in the Chinese market in the coming years amid rising demand for high-end travel experiences among domestic and inbound travelers. It will move into key tourist destinations in China such as Xian, Shaanxi province, and Suzhou and Nanjing, Jiangsu province. Qian Jin, President of Hilton Greater China and Mongolia, said: “As consumer attitudes and lifestyles evolve, the needs of luxury travelers are becoming more diversified. Responding to this trend, we are aiming to bring unique and unforgettable experiences to more gateway cities and iconic resort destinations across China.”
Currently, Hilton operates 19 luxury hotels in China under its Waldorf Astoria and Conrad brands. Its high-end brands also include LXR Hotels & Resorts, NoMad Hotels, and Signia by Hilton. The Waldorf Astoria Qiantan in Shanghai, set to open next year, will make Shanghai the second city in the world to host two Waldorf Astoria hotels. New Waldorf Astoria hotels are also planned for Xian and Hangzhou, Zhejiang province by 2026. This July, The Conrad Chongqing opened, marking the 15th Conrad hotel in the Chinese market. More Conrad hotels are under development in Suzhou and Chengdu.
According to Hilton’s 2024 Trend Report, 77% of respondents from Asia expressed a desire to better understand local traditions through travel. Dining remains a top priority for travelers worldwide, with 75% of respondents hoping to understand more about other Asian cultures. About 88% are enthusiastic about local culinary experiences. Candice D’Cruz, Hilton’s Vice President of luxury brands for the Asia-Pacific region, said during the 10th anniversary of the Waldorf Astoria Beijing recently: “Today’s travelers seek personal growth through authentic, customized experiences.”
At present, the Hilton Group has 700 hotels in over 240 destinations nationwide, spread over 10 brands. The company has added more than 100 new hotels every year for five consecutive years in China. “With the strong purchasing power of Chinese consumers, we remain optimistic about the economic and tourism prospects in the region,” Qian said.
As China now offers an optimized visa policy, which includes 144-hour visa-free entry for visitors from 54 eligible countries, inbound tourism is on the rise, with over 14 million international travelers entering the country in the first half. Dai Bin, President of the China Tourism Academy, estimates that in the second half, inbound tourism is expected to recover to 2019 levels, the China Daily reports.
