Hilton plans to increase European footprint by 30% by 2023

Hilton has announced it is expected to increase its European footprint by nearly 30% by the end of 2023 in a bid to “strengthen its presence” in the European market.

Currently, Hilton has 217 properties and more than 35,000 rooms in development. The company said its Collection and Lifestyle brands “remain on track” to open 15 new hotels across seven different European countries in 2021 alone.

The company said it has “continued to strengthen” its presence in key markets through the pandemic, including international hubs such as London, Paris and Madrid.

Hilton’s Collection and Lifestyle brands reportedly “continue to drive” the expansion of its European footprint, with the brand’s Curio Collection by Hilton, Tapestry Collection by Hilton and Canopy by Hilton “nearly doubling its presence” over the past three years.

Additionally, Hilton revealed conversions represented roughly one-third of its global openings in the quarter ended Sept. 30, 2021, and 26% of these were in Europe.

Meanwhile, recent developments to Hilton’s UK footprint include Canopy by Hilton London City and The Fellows House Cambridge, Curio Collection by Hilton. 

Additionally, The Samuel Ryder St. Albans, Tapestry Collection by Hilton, is due to open in late 2021, becoming the first Tapestry Collection hotel in the UK. Next year will also see the Lost Property, Curio Collection by Hilton, open next to St. Paul’s Cathedral in London.

Kevin Jacobs, chief financial officer and president of global development, said: “Europe is instrumental to Hilton’s global growth because of the high volume of leisure and business travel in the region.

“As the industry continues through recovery, it has been an excellent time for owners and developers to invest in the future of hospitality, especially as we see travel pick up in markets across Europe.”