Hilton Worldwide opens fifth UK Hampton by Hilton hotel in 2012

By Peter Ruddick

- Last updated on GMT

Related tags: Hilton worldwide, Hilton hotels, Hotel, Hotel chains

Hilton Worldwide has today opened its fifth Hampton by Hilton hotel in the UK this year - all the properties offer a free hot breakfast
Hilton Worldwide has today opened its fifth Hampton by Hilton hotel in the UK this year - all the properties offer a free hot breakfast
Hilton Worldwide has today opened a Hampton by Hilton property in Luton taking its number of UK openings under the company's value brand to five this year with up to another 10 properties in the pipeline.

The 188-bedroom venue close to Luton Airport will be managed and operated by Hilton Worldwide on behalf of an owner.

It features a business area, use of a gym and fitness centre, photos of the local area and a number of services present in each Hampton by Hilton venue - free hot breakfast, free Wi-Fi and a 100 per cent satisfaction guarantee. 

"The Hampton by Hilton and Hilton Garden Inn brands have seen huge growth over the last few years," Steve Cassidy, area vice president, UK & Ireland for Hilton Worldwide, told BigHospitality.

Alongside Doubletree by Hilton, all three brands are relatively new additions for Hilton Worldwide to the UK. The most recent Hampton by Hilton opening  in the country was as part of a dual-branded property located at the FA's National Football Centre in St George's Park.

"The Hampton alone is now 10 properties in the UK, five of which opened this year so you can see the pace is starting to increase."

Hilton Worldwide currently has a pipeline of 40 Hampton by Hilton hotels across Europe. Up to 10 of which are expected to open here including in the capital and locations where the company already operates a hotel belonging to a different scale of hotel brand.

Value-conscious traveller

The new-build hotel is located alongside the Luton parkway railway station and even features a special entrance from the property to the platform.

Cassidy said he expected the fast-growing brand to focus on areas with a large number of value-conscious traveller such as those using low-cost airlines at the nearby Luton Airport.

"Luton is a great example of many towns throughout parts of the UK, and for that matter Europe, where this value-conscious brand positioning works extremely well. We certainly foresee strong growth in the opening of new properties," he said.

Recession

There are now Hampton by Hilton hotels in Birmingham, Bristol, London, Derby and Liverpool as well as a number of other large conurbations.

The value or budget hotel market remains one of the fastest-growing areas of the UK hospitality industry.

Since the economic downturn, citizenM and Bloc Hotels have launched here while Accor, Premier Inn and Travelodge have all stepped up openings in this sector.

However Cassidy said the popularity of the hotels, and Hampton by Hilton in particular, went beyond low prices. "I would never attach a budget moniker to this brand," he argued.

"I think if anything (changes in the economy) might encourage growth of the brand. That mid-scale offering is growing in its attractiveness," he said.

Hilton Worldwide currently operates 1,900 Hampton by Hilton hotels globally.

Related topics: Business, Venues, Hotels

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