Hilton Launches Next Stage of Expansion in the German Market

Hilton (NYSE: HLT) announced the next steps in its strategic expansion across the German market. Having doubled its portfolio since 2016 to reach 31 hotels either currently opened or under development, and with hotels in major German cities, Hilton now plans to expand its portfolio rapidly into secondary markets, including at airports, sporting arenas and exhibition spaces.

Hilton announced its market focus at the 2019 REAL EXPO international trade fair for real estate and investment being held in Munich (7-9 October 2019). Fielding a strong presence and exhibiting at the Hilton stand, members of the Hilton team were on site to introduce delegates to its 2020 expansion launch.

“In recent years, we have seen Hilton’s growth in Germany progress at an incredibly fast pace. Our portfolio spans five brands and we have a presence in every major German city.   In addition to opening our luxury and full-service brands, we have identified that the market and investment environment is strong and supportive enough for Hilton to achieve further expansion through a focused approach to move into secondary markets.” said Ulrich Widmer, Managing Director Development Central Europe, Hilton.

Ideal for its focused-service brands, Hampton by Hilton and Hilton Garden Inn, Hilton anticipates that across Germany there are more than 100 potential markets which investors could enter in partnership with Hilton.  Since 2010 more than one Hampton by Hilton hotel has opened each year in Germany and momentum continues. In 2018, Hilton opened six Hampton by Hilton hotels with properties in Munich and Konstanz set to open before the close of 2019.

Widmer added, ”The aim is to grow all our brands and be everywhere our guests want us to be, but in response to the demand we have seen from both investors and guests for our mid-market hotels, the 2020 focus is to promote Hampton by Hilton and Hilton Garden Inn, and look to introduce to investors our latest product, Motto by Hilton. These properties are ideal for complementing airports, exhibition and events areas, sporting stadiums and other such enterprises. We’ve had great success in Europe partnering with developers to expand their offering through opening a Hilton hotel alongside infrastructure investments.”

While Hilton’s German market entry took place primarily in major German cities such as Berlin, which hosts the luxury Waldorf Astoria, Frankfurt, Munich and Hamburg, Hilton has already launched its Hampton by Hilton and Hilton Garden Inn brands in Dortmund, Freiburg, Nuremberg, Stuttgart and Mannheim as well at Frankfurt airport.

The German portfolio includes 12 Hampton by Hilton and five Hilton Garden Inn hotels. There are six Hampton by Hilton hotels slated for opening in 2020 and by the close of 2023, the portfolio will increase to 42 properties amounting to more than 10,000 rooms. Worldwide, Hilton operates properties across 17 brands offering nearly 6,000 properties and a global loyalty programme, Hilton Honors, which has more than 94 million members.

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 17 world-class brands comprising nearly 5,900 properties with more than 939,000 rooms, in 114 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton earned a spot on the 2018 world’s best workplaces list, and has welcomed more than 3 billion guests in its 100-year history. Through the award-winning guest loyalty program Hilton Honors, more than 94 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.

As the number one ranked lodging franchise for the past 10 years, according to Entrepreneur^®, Hampton by Hilton, including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton, serves value-conscious and quality-driven travelers at more than 2,490 properties in 27 countries and territories. High-quality accommodations and amenities, such as complimentary WiFi, free hot breakfast, and On The Run^TM breakfast bags, contribute to Hampton by Hilton ranking as a leader in its segment. Hampton by Hilton Team Members deliver friendly, authentic, caring, and thoughtful service defined as Hamptonality, with guest happiness being the number one priority, backed by the 100% Hampton Guarantee. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. For more information about Hampton by Hilton, visit www.hampton.com or newsroom.hilton.com/hampton, and connect on Facebook, Twitter, YouTube, and Instagram.

The award-winning Hilton Garden Inn brand provides business and leisure guests upscale, affordable accommodations and unexpected amenities for an experience that is ‘Simply on Another Level.’ The Hilton Garden Inn Promise affirms the brand’s goal to make each guest’s stay better and brighter. Guaranteed. Team Members at more than 840 hotels in 45 countries around the world ensure today’s busy travelers have a bright and satisfying experience, starting with the first hello. As a recognized F&B leader, Hilton Garden Inn serves locally-sourced food and beverage at its full-service restaurants and bars, featuring cooked-to-order breakfast, handcrafted cocktails, and on-trend small plates. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. For more information about Hilton Garden Inn, visit www.hgi.com or newsroom.hilton.com/hgi, and connect on Facebook, Twitter, YouTube, and Instagram.

Motto by Hilton is a new lifestyle, micro-hotel brand with properties under development in prime urban locations globally. Motto by Hilton caters to travelers looking for value and one-of-a-kind experiences by bringing together the best elements of a lifestyle hotel – efficient guest rooms, activated social spaces, centrally located urban destinations and locally inspired design and food & beverage. At its core, Motto delivers a flexible and innovative hospitality experience through elements like first-of-its kind linking rooms for group travel and vibrant communal spaces with access to check-in, coffee house and bar for work and social use by guests and locals alike. Motto is part of the award-winning Hilton Honors guest loyalty program. Visit newsroom.hilton.com/motto for more information, and connect with Motto on Facebook and Instagram.