Hilton Worldwide today announced the signing of a management agreement with Syncept Investment Group Co., Ltd for Embassy by Hilton Bo’ao, marking the entry of its Embassy by Hilton brand in China. It will also be the first Embassy by Hilton to be signed in Asia Pacific. Located in Hainan province, China, at Binhai Avenue in the north of Bo’ao, the 300-room hotel is scheduled to open in 2019 and will compete in the upper-upscale, five-star segment catering to domestic and international travelers to Bo’ao, one of Hainan’s most popular MICE and leisure destinations.
“We are witnessing exponential growth in both international and domestic travel throughout Asia Pacific and are excited to introduce the Embassy by Hilton brand to a new audience of travelers in China, one of our most important markets outside of the United States,” said Francis Lee, senior vice president, development, Greater China, Hilton Worldwide. “We are confident that more hotel owners will appreciate that Embassy by Hilton is well positioned to capture an untapped opportunity in the upper-upscale segment. Our partnership with Syncept Investment Group Co., Ltd signifies the growing interest in this brand across the globe and we look forward to continuing to build on further opportunities in the near future.”
“Demand is growing in the mid- to upper-upscale sector of the lodging industry in China1, and we see great growth potential for Embassy by Hilton throughout the country,” said John Rogers, global head, Embassy by Hilton. “Embassy by Hilton is an upper-upscale hotel brand with a track record of more than 30 years of category-leading performance throughout the Americas. Combining Hilton Worldwide’s 27-year experience in China with the local expertise of a great partner, Syncept Investment Group Co., Ltd, we are confident that the Embassy by Hilton brand will win the hearts and minds of both domestic and international travelers.”
Thoughtfully tailored for the international market, Embassy by Hilton emphasizes value for owners and guests alike, focusing on elements that are most important in an upper upscale guest experience, while maximizing efficiency in design and operations to produce the greatest return to owners.
Embassy by Hilton offers an efficient design and operating model that is engineered to achieve maximum return on capital investment. At the core of this model is an innovative, “three-zone” guest room design that Embassy by Hilton utilizes to appeal to travelers for a variety of stay occasions, thus creating a category of hotel as yet unseen in the upper-upscale hospitality space in this region.
Guests will appreciate its carefully conceived spaces designed to achieve a contemporary residential feel within the vibrancy and utility of a hotel. Business travelers will benefit from the three-zone room design where they can relax and work in a specially designated space separate from the main sleeping area. Families in the leisure-travel segment can easily divide the room into two distinct areas of privacy by using the living zone as an additional sleeping area, with its convertible sofa. A complimentary evening reception will be served daily, offering guests local snacks and refreshments.
Embassy by Hilton is also well-known for its ‘Make a Difference’ internal culture and each Embassy by Hilton hotel will use this culture platform to deliver gracious, engaging and caring acts of customer service that are market appropriate, making guests feel truly at home.
The Embassy by Hilton Bo’ao will feature spacious 55 square-meter guestrooms, an all-day dining restaurant, a Chinese restaurant and a lounge bar. The hotel will also offer a business center, a fitness center, indoor and outdoor swimming pools as well as car parking facilities.
A top business and leisure destination and ideal fit for the Embassy by Hilton brand, Bo’ao is located on the eastern coast of Hainan Island. As the renowned home of the Bo’ao Forum for Asia, Bo’ao enjoys an increased domestic and international profile among the business community. With unique natural scenery and abundant tourism resources, Bo’ao has great potential to become a world-class resort location and a must-see tourist destination in Hainan.
“Hilton Worldwide is renowned in China for being one of the first international hospitality companies to operate here and the Hilton brand strongly resonates with the Chinese audience,” said Zhang Weike, President, Syncept Investment Group Co., Ltd. “The partnership between Hilton and Syncept combines Hilton’s global hotel management expertise as well as its strong commercial engine with our in-depth local market knowledge. We are very confident that Embassy by Hilton situated in Byou Bay will attract both domestic and international visitors to Bo’ao looking for a world-class hospitality experience.”
To date Embassy has a footprint of more than 222 properties open with another 35 in the pipeline and has the largest supply of any all-suite brand in the US Upper Upscale Chain Scale, according to Smith Travel Research (STR).
1 Source: China’s Hospitality Industry – Rooms for Growth, 2013 report
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