Hilton is launching two new brands, Canopy and Hilton Garden Inn, into the Thai market to capitalise on tourism growth particularly in the lifestyle segment.
Scheduled to open its doors in 2022, the Canopy by Hilton brand will be located in Bangkok’s Sukhumvit area, with 176 keys, marking the brand’s second property in South-east Asia after Kuala Lumpur.
Hilton Garden Inn will open on the bank of Chao Phraya River, near the new luxury mall IconSiam, with 244 rooms.
Speaking to TTG Asia, Paul Hutton, vice president operations South East Asia, said bringing the Canopy by Hilton brand into top travel destination like Bangkok would help capitalise on the lifestyle segment, which has been increasing in Bangkok in recent years.
As part of the Canopy brand, a special team of enthusiasts will bring guests to explore unique local experiences in the areas such as food and drinks, art, shopping and running paths.
Hilton Garden Inn will offer customers an all-day-dining restaurant, fitness facilities, rooftop bar as well as meeting rooms.
“Thailand is a tremendous (successful) destination for tourism as arrivals keep increasing and it still has opportunity for further expansion. The quality of our airports and accessibility, as well as good infrastructure will drive growth,” he added.
The American hotel company also has five other projects in the pipeline and expects to start management within next three to five years.
Once all pipeline hotels open, Hutton said Thailand will become Hilton’s biggest South-east Asian market with the strongest brand presence – offering six brands in total.
Currently, Hilton manages 11 properties with over 3,000 rooms in total under four different brands – Waldorf Astoria, Conrad, Hilton and DoubleTree by Hilton. In the future, the group will be launching Curio Collection by Hilton into the region.
Regionally and beyond, the group operates hotels in nine markets: Indonesia, Malaysia, the Maldives, Myanmar, the Philippines, Singapore, Sri Lanka, Thailand and Vietnam. The group will soon be entering into two new markets, Lao and Timor-Leste.
Correction: This article earlier stated that the upcoming Canopy and Hilton Garden Inn properties in Thailand will be the biggest of both brands – that is incorrect. Thailand will hold the biggest brand presence within South-east Asia for Hilton when all pipeline hotels open. As well, Hilton does not have an existing pipeline in the destinations of Chiang Mai, Chiang Rai, Krabi and Rayong. The story has been updated to reflect that.