DoubleTree by Hilton Outlines 2013 Growth Goals
MCLEAN, Va.—DoubleTree by Hilton today announced that through Q4 2012, it had added 49 hotels to its portfolio in one year, and that it expects to meet or exceed that pace in 2013 with both new-build and conversion hotels in the development pipeline. Leading the brand’s growth are conversion projects, located predominantly in the Americas and Europe. READER COMMENTS
“2012 was another in what we’re confident will be a number of consecutive milestone years for DoubleTree by Hilton,” said John Greenleaf, global head, DoubleTree by Hilton. “Since 2007, we have grown the brand by more than 70 percent to become the fastest-growing, full service brand in the Hilton Worldwide portfolio and one of the fastest-growing within the upscale, full-service segment. We credit this success to a number of factors, including our brand restructuring with the addition of the ’by Hilton‘ endorsement to our name and the positive performance of Hilton Worldwide around the globe.
With an eye towards the future, Greenleaf said he anticipates achieving the following global growth goals in 2013: Expand the brand’s presence in secondary and tertiary markets within the United States; Double Canadian supply with three hotels opening, including the brand’s first hotel in downtown Toronto; Enter at least two additional countries in Europe, with two hotels each in Ireland and Poland; Grow the UK collection to 25 hotels with key openings in London and Edinburgh; Launch of the brand in Indonesia; Double supply in India in terms of hotels (from three to six); Nearly double the brand’s portfolio size in the Middle East and Africa region with launches in South Africa (Cape Town) and Seychelles, plus the addition of a third hotel in Tanzania (Stone Town, Zanzibar).
Greenleaf also believes that the brand's new food and beverage concept will be beneficial to both hotel owners and guests moving forward.
“As we look ahead, I foresee that our new Made Market restaurant concept in the United States (now open in Tulsa with more in the pipeline) will enhance DoubleTree by Hilton’s reputation for genuine warmth and local relevance in the face of increasingly uniform hotel offerings,” Greenleaf added. “We’ve spent the past two years on the road, first with our Cookie CAREavan and then with last year’s Little Things project, interacting with our guests to learn what we can do at our hotels to make their stay that much better. The Made Market concept, with three design options to make adoption easier for our owners, is an example of an insight gained, and we’ll be introducing additional changes, both subtle and substantial, that will continue to help us differentiate ourselves from the pack in cost-effective ways.”
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