Hilton International plans to boost its Asia Pacific portfolio from the current 42 properties to 60 within the next three years. The group’s long-term goal is to have a flagship property in every major city, and a Hilton Worldwide Resort in every key holiday destination, according to VP for business development, Gunnar Brandberg
It also aims to increase the number of Conrads in the region.
Nine of the 18 new hotels will be Hilton Worldwide Resorts, aimed at the growing trend for short-break, short-haul getaways.
In the short to medium term, it will enter new destinations such as Fiji and Margaret River (Australia), and return to key locations, including Kuala Lumpur and Sydney.
In Australia, it is investing more than A$250 million (US$181 million) over a three-year period to upgrade its portfolio of hotels in key leisure and meetings destinations.
Most of this funding will underwrite an A$200 million, top-to-toe, refurbishment of the Hilton Sydney, which is scheduled to open in early 2005.
The remainder will be invested in the Hilton Adelaide, Hilton Cairns, Hilton Brisbane and Hilton Perth, with the emphasis on upgrading meetings and conference facilities.
It is also working with developers to open a Hilton Worldwide Resort in Western Australia by 2007.
The group remains cautious on expanding in China, preferring to concentrate on strategic locations, rather than aiming for blanket coverage.
“Our short-term strategy is to expand our brand into cities with either leading cultural sites and tourist attractions or those which are already hubs for multi-national companies,” says Brandberg.
“We will review opportunities in secondary cities that have a proven capability of sustaining an international hotel brand, and which can be profitable for the upmarket Hilton brand.”
Hilton currently operates six hotels in China and plans to open its first resort in the country, the Hilton Sanya Resort and Spa, in 2006.
“We also have a handful of other development plans for China in the pipeline,” says Brandberg.
A new design emphasis, which began in Asia Pacific with the opening of the Hilton Auckland in 2001, is helping drive its expansion.
“The new designs have breathed edginess and youthfulness into a new generation of Hiltons,” says Brandberg.
“Our designs are contemporary without being minimalist, fresh with a sense of place. They are instantly recognised as being modern, but reflect local culture and regional design influences.”
Projects recently completed or underway:
Conrad Bali Resort & Spa: March 2004
The 313-room resort sprawls over 6.8 acres near Nusa Dua. Contemporary decor, with 33m pool and Jiwa Spa.
Hilton Odawara Resort & Spa: April 2004
Located 100km west of Tokyo, the 172-room resort offers a “Japanese-style approach to health-oriented vacations”. Facilities include a traditional Japanese hot-spring bath, hydrotherapy spa waters and golf.
Hilton Kuala Lumpur: Q3 2004
The group makes the bold statement that the Hilton Kuala Lumpur “is set to become the new benchmark for all hotels in Asia Pacific”. Guestrooms, which are a minimum 44sqm, feature bathrooms that open into the living area and which enable guests to soak in a tub while looking through wall-sized windows. It says the hotel “will be the first in the world” to feature 42-inch hi-tech plasma screens in all 510 rooms as well as a second LCD TV screen in every bathroom.
Hilton Cebu Resort & Spa: Q3, 2004
The 250-room resort, located within the Hilton Cebu Resort and Towers complex, will feature five F&B outlets and meeting facilities for up to 500 people.
Hilton Shenzhen: June 2004
The 511-room Panglin Hotel was rebranded in June as the Hilton Shenzhen. All guestrooms include broadband internet access, voice mail and computer- and fax-port.
Phuket Arcadia (rebranding): late 2004
The property will be rebranded as the Hilton Phuket Arcadia Resort & Spa following extensive renovations scheduled for completion by September. Refurbishment includes enhancements to 462 of the resort’s 685 rooms, as well as improvements to the convention facilities, main lobby area, lobby lounge and some restaurants. A 1,500sqm Thai-style spa will also be added.
Conrad Phuket Resort & Spa: end 2004
The 108-room property will feature 35 Panwa Luxury Pool Villas measuring 185sqm and each with private infinity-edge plunge pools and outdoor terrace. Flanked by two ponds, the entrance to each Villa will open into a three-way landing with access to the sleeping and living areas, outdoor terrace and bath-house. Other room types include 48 Panwa Terrace Rooms, 24 Panwa Villas and the Presidential Suite.
Hilton Sydney: early 2005
The 577-room property is undergoing an A$200 million (US$146 million) rooftop-to-basement rebuild. The signature restaurant will feature an open-theatre kitchen and clear views to a centrally positioned chef’s table.
Hilton Maldives Resort & Spa (renovation): December 2004
The property will open what is says is the “first stand-alone destination spa in the Maldives” following a US$20 million renovation. New facilities will include 80 Beach Villas and an over-water Spa Village with 20 Spa Villas.
Millennium Hilton Bangkok: Q2, 2005
The 542-room “ultra-contemporary” property will front the Chao Phraya River, just outside the CBD. It will feature two ballrooms, a dedicated Hilton Meetings floor, three themed restaurants and full-service spa.
Conrad Tokyo: Q3, 2005
The 296-room property is located in the top 10 floors of a 37-storey multi-purpose tower in Shiodome. The 48sqm guestrooms will feature 3m ceilings and ceiling-to-floor windows.
Hilton Sanya Resort & Spa: Q1, 2006
The group’s first resort in China will have 500 guestrooms and villas located on 746m of beach at the western end of Yalong Bay. The resort will be based around a concept of a “casual low-rise village”. Rooms will start at 48sqm, with most overlooking the beach.
Hilton Krabi Resort & Spa: 2006
Almost three-quarters of the 200-room property will comprise two- or three-storey low-rise buildings, while the remainder will be stand-alone villas.
Hilton Western Australia Vineyards Resort: Q1, 2007
The low-rise development, claimed to be the first boutique vineyard/spa resort in Australia, will be built near premium wineries. Plans for the resort include 115 one- and two-bedroom suites, 15 executive suites and 26 bushland villas. Other facilities include a day spa, lakeside restaurant and conference facilities.
Copyright: Steve Shellum