Hilton Garden Inn’s New Regional Prototype, ‘Gen A,’ Sets New Benchmark for Upscale Focused Service Hospitality in Greater China

SHANGHAI, China – Hilton today announced the launch of "Hilton Garden Inn · Gen A," the award-winning brand’s new regional prototype for Greater China. The launch took place during this year’s Hilton Garden Inn Investment Summit, where 23 new projects were announced. Hilton Garden Inn · Gen A is set to debut in key cities across Greater China over the next 12 months, beginning with Nanjing, Chengdu, Chengde, and Jinan.

Driving Innovation and Setting New Standards in Upscale Focused Service Hospitality

"Gen A" stands for "Generation Alpha," the newest generation of travelers, after whom the prototype takes its name. As these emerging Chinese consumers demand more quality and sophistication, the country's hotel industry is shifting its focus from scale to branding, design and value. In response to these evolving preferences, Hilton developed Hilton Garden Inn · Gen A to deliver innovative upscale accommodations with today’s travelers in mind.

"Over the past decade, Hilton Garden Inn has gone through continued innovations and evolutions to meet the rapidly changing needs of Chinese guests and owners,” said Jenny Milos, vice president, Brand Management, Suites & Focused Service, Asia Pacific, Hilton. “Hilton Garden Inn · Gen A targets the new generation of 'Purposeful Optimists' with enhancements in design, business-friendliness, and facilities, meeting the emotional and functional needs of travelers, and setting new standards for the upscale select service segment in China."

Hilton Garden Inn · Gen A will continue to deliver the brand’s signature Brighthearted hospitality, while embracing the concept of "Blossoming Growth." Drawing inspiration from nature, the new prototype designs will illustrate the connections between urban landscapes and the natural world. From the tree shadow wall features in the lobby to the elegant petal-shaped lamps, the light, bright and airy design elements are carefully balanced to create a familiar, positive experience from the moment guests walk through the door.

Hilton Garden Inn · Gen A will also feature enhanced functionality with its elevated amenities. The centrally-located 4-IN-1 serves as a multifunctional space for refreshments, retail, relaxation and socialization. Surrounding this hub are other functional areas for dining, co-working, quieter zones, and guest arrivals that enable seamless transitions between various activities and needs. Flexible meeting spaces, a fitness center and guest laundry services will also be available for guests. Within the guest rooms, features such as sit & stand desks, exceptional soundproofing, premium mattresses and choices of pillow firmness ensure guests can work and rest comfortably.

Hilton Garden Inn is also collaborating with contemporary local brands to further elevate guest experiences. A partnership with renowned Chef Nic – Friend of Michelin – Nicholas Tse’s multifaceted gourmet lifestyle concept, will delight diners with its exclusive floral dumplings on the breakfast menu.  Acclaimed fashion designer Haizhen Wang has also been commissioned to design Team Member uniforms embodying the brand’s Brighthearted hospitality through bold and graceful silhouettes.

Brand-led Growth: Advancing Mutual Success with Investors and Owners

Upper midscale and upscale hotel brands have dominated China’s development pipeline in the first quarter of 2024, hitting record highs in both project numbers and room counts. These segments accounted for 57% of total pipeline projects and 58% of rooms, highlighting the significant potential investors see in this market.

Hilton Garden Inn stands out as a prime opportunity in this segment. Since its launch in Greater China in 2014, the brand has been delivering substantial benefits for Chinese investors and owners through efficient development and operations, high returns on investment, flexible franchise and management models, underpinned by Hilton's powerful commercial engine.

The new Hilton Garden Inn · Gen A features improved efficiency in design and construction through a flexible kit-of-parts approach, where components are fully reusable and can be easily updated — making it ideal for leased properties. This approach, combined with comprehensive design support, thoughtful material selection and efficient building techniques, enables cost-effectiveness in development and operation.

"The launch of Hilton Garden Inn · Gen A marks another milestone in the brand’s decade-long journey of shared growth with investors and owners, as it evolves in lockstep with the Chinese market,” said Nong Xia, president, Development, Greater China and Mongolia, Hilton. “Backed by Hilton's time-honored reputation, a global network of sales and customer service centers, nearly 190 million Hilton Honors members, and a tried and tested talent development system, Hilton Garden Inn · Gen A will empower investors and owners to achieve their 'Blossoming Growth,' taking China’s upscale focused service hotel market to new heights."

Hilton Garden Inn has significantly grown its presence in Greater China over the past decade, now with more than 70 properties in operation. As one of Hilton’s fastest-growing brands, Hilton Garden Inn is set to more than double its portfolio in China, with more than 180 properties in the pipeline. The introduction of Hilton Garden Inn · Gen A is poised to further propel the brand’s expansion and set new benchmarks in the upscale focused service segment.