Skift Take

Despite the challenges, expanding in the Asia Pacific region can offer significant growth opportunities for a hotel chain like Hilton. Travel companies are continuously investing in the region due to its rapidly growing middle-class population and increasing tourism.

Peden Doma Bhutia

Hilton has an ambitious goal to expand its portfolio in the Asia Pacific region from 627 hotels to 1,000 by 2025.

The hotel company's president for Asia Pacific, Alan Watts, expressed confidence in achieving this target, citing the significant number of hotels already in the construction phase – around 500.

In fact, Watts said the target for 2025 could be revised up: a goal of 1,000 operational hotels and an additional 500 under construction that year.

For comparison, in March of this year, Marriott International announced the opening of its 1,000th hotel in Asia Pacific.

However, Watts said the true test for the hotel brand, said to be one of the fastest-growing hotel companies in the Asia Pacific region, lies in effectively managing the hotels and ensuring their ongoing success.

Alan Watts, president for Asia Pacific, Hilton. Social Media Marketing

As Hilton gears up for the openings, it recognizes the importance of effective marketing to drive business.

Watts highlighted the shift towards personalized approaches in marketing: "Billboards have evolved into short YouTube ads,” he said.

Social media platforms have played a crucial role