As the hospitality industry hones in on the Chinese traveler, Hilton Worldwide announced on Thursday that it had signed a management agreement with Syncept Investment Group Co., Ltd to introduce Embassy by Hilton Bo’ao in 2019.


The first Embassy by Hilton property to be signed in the Asia Pacific, Embassy by Hilton Bo’ao will be a 300-room upper-upscale hotel located in Hainan province, China, at Binhai Avenue in the north of Bo’ao. It will be designed to cater to both domestic and international travelers (Bo’ao is already one of Hainan’s most popular MICE and leisure destinations).


"We are witnessing exponential growth in both international and domestic travel throughout Asia Pacific and are excited to introduce the Embassy by Hilton brand to a new audience of travelers in China, one of our most important markets outside of the United States," said Francis Lee, senior vice president, development, greater China, Hilton Worldwide, via a release. "We are confident that more hotel owners will appreciate that Embassy by Hilton is well positioned to capture an untapped opportunity in the upper-upscale segment. Our partnership with Syncept Investment Group Co., Ltd signifies the growing interest in this brand across the globe and we look forward to continuing to build on further opportunities in the near future."


The “new audience of travelers in China” Lee speaks of?


Those who value mid-to-upper-upscale hotels.


"Demand is growing in the mid- to upper-upscale sector of the lodging industry in China, and we see great growth potential for Embassy by Hilton throughout the country," said John Rogers, global head, Embassy by Hilton. "Embassy by Hilton is an upper-upscale hotel brand with a track record of more than 30 years of category-leading performance throughout the Americas. Combining Hilton Worldwide’s 27-year experience in China with the local expertise of a great partner, Syncept Investment Group Co., Ltd, we are confident that the Embassy by Hilton brand will win the hearts and minds of both domestic and international travelers."


The Embassy by Hilton brand generally focuses on international travelers. The brand aims to serve guests based on where they come from, promoting its “Make a Difference” internal culture.


The brand’s “three-zone” guest room design has also received attention for its flexibility, appealing to both business travelers and families on vacation.


Embassy by Hilton Bo’ao, in particular, will feature 55-square-meter guestrooms, an all-day dining restaurant, a Chinese restaurant, a lounge bar, a business center, a fitness center, and indoor and outdoor swimming pools.


In terms of the location, Hilton saw appeal in Bo’ao for both business and leisure travelers. The town is home to the Bo’ao Forum for Asia, and its natural scenery has also drawn leisure travelers and outdoor enthusiasts.


"Hilton Worldwide is renowned in China for being one of the first international hospitality companies to operate here and the Hilton brand strongly resonates with the Chinese audience," said Zhang Weike, president of Syncept Investment Group Co., Ltd. “We are very confident that Embassy by Hilton situated in Byou Bay will attract both domestic and international visitors to Bo’ao looking for a world-class hospitality experience."





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