Hilton Worldwide considering new economy brand
Hilton Worldwide is looking at launching a new economy brand within the next two to three years.
In an interview with Hoelsnewsnow.com, Jim Holthouse, executive VP of global brands said the company had ‘looked at the economy segment many times’.
"This isn’t something that we’ve just unintentionally not done," he said. "We’ve looked at it many times and it’s an important one for us to get right."
He said the midscale and economy segments represent about 40% of hotel demand but "we really have no product to serve that."
"Unfortunately, the model you find in economy doesn’t throw off enough profit to be able to keep the hotels in the kind of condition that we would want, especially if we would put the Hilton name on it," he added.
However Holthouser sees an economy brand as a way to attract younger clientele.
"It is a portal if you will, for next-generation travelers, get them hooked into Hilton HHonors, and then as they go through the various life phases you’ve got all kinds of really cool products you can serve them with over time."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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