Hilton to Hit 1,000-Hotel Milestone in Europe and the Middle East
Hilton is poised to cross the 1,000-hotel threshold in its Europe, Middle East, and Africa (EMEA) division this spring, and was opening about one hotel per week in the region last year.
The company has another 500 properties in development, and more than half of those are already under construction, said Simon Vincent, executive vice president and president of the region for Hilton.
Hilton's expansion strategy hinges on matching the right brands to the right markets. Recent launches in the region included Tempo by Hilton and Spark by Hilton.
Hilton's growth strategy involves adapting to the distinct dynamics of different sub-regions within EMEA.
"In contrast, the Middle East is about building new hotels," Vincent said. "There's traditionally been a lot of growth in luxury and the upper end of the market. And now there are real opportunities in the mid-market, in that market."
The company's approach involves balancing global brand standards with regional relevance.