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Hilton’s multi-brand stays
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US-BASED Hilton Worldwide will stick to its multi-brand strategy to expand in one of the world’s largest travel markets.
The hospitality group, which has just crossed its 50-hotel milestone in China with another 150 properties being developed, aims to have a range of brands to cater to travelers with different needs.
“We are still very positive about China and the future despite the country’s slowing economy,” said Bruce McKenzie, senior vice president for operations in China and Mongolia of Hilton Worldwide.
“Our development strategy will always be to have all of our brands in every location and that’s why we are introducing more and more brands to China to cater for different needs of travelers in different places.”
Hilton, which has five existing brands in China, said in October that it has signed an exclusive licence agreement with Plateno Hotels Group to launch and develop the Hampton by Hilton brand in China. Hampton aims to have over 400 agreements signed.
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