Hilton targets focused-service brands for growth in Germany

The Hampton by Hilton Frankfurt Airport opened in December 2018. Photo credit:Hilton(Photo credit: Hilton)

Hilton is taking steps to gain ground in Germany with emphasis on its focused-service brands. 

Having doubled its portfolio since 2016 to reach 31 hotels either open or under development, and with hotels in most major German cities, the megachain is now expanding into secondary markets, including locations near airports, sporting arenas and exhibition spaces.

“In recent years, we have seen Hilton's growth in Germany progress at an incredibly fast pace,” said Ulrich Widmer, managing director development Central Europe, Hilton. “Our portfolio [in the country] 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.”

The company estimates there are more than 100 potential markets across Germany where investors could partner with Hilton. Hilton has opened one Hampton hotel per year across Germany since 2010, and opened six last year. The company has Hamptons in Munich and Konstanz set to open before year's end.

“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,” Widmer added. “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.”

The German portfolio includes 12 Hampton by Hilton and five Hilton Garden Inn hotels. There are six Hampton by Hilton hotels slated to open in 2020 and the portfolio will increase to 42 properties with more than 10,000 rooms by the end of 2023.