Despite concerns for the lagging mid-range hotel sector, the UK’s first Hilton Garden Inn has just been launched in North Luton, marking the first of 20 mid-range hotels to be rolled out by the hotel giant in the next 10 years.
The mid-market hotel sector has seen a lag in custom over the last year, as the credit crunch motivates guests to downscale and opt for budget options. But while a Melvin Gold report recently found that the budget hotel sector was growing ten times faster than other sectors, Hilton Garden Inns has chosen to expand on the mid-range sector.
Katrina Jones, Director of Communication, said: “We see a real opportunity in the mid market sector as there really is no dominant mid market player. Hilton Garden Inn offers more for the business traveller, than any current mid market hotel with complimentary WiFi, a hot breakfast, a gym - and a room product that is bound to impress with the Herman Miller chair and Hilton Garden Inn Sleep System.”
The Sleep System is a feature that allows the guest to adjust the firmness of their bed, and when combined with the ergonomic Herman Miller chair, the rooms at Luton North are definite unique selling points. The hotels will also feature boardrooms and meeting rooms, catering for up to 100 delegates.
According to Simon Vincent, President for Hilton UK and Ireland, “Hilton Garden Inn is a fresh and exciting brand which will inject new life into the UK’s mid market hotel sector. We aim to have 20 HGI hotels across the UK and Ireland within the next five to ten years.”
Hilton are confident the Garden Inn brand will succeed, believing the current economic climate will move developers to seek out big brands to work with.
To cater for guests with a lower budget, the brand have also recently announced the arrival of their economy hotel Hampton by Hilton in the UK, with the first site opening in Corby, Northamptonshire next year. Plans for sites in both Derby and Leeds are to follow later on in the year.