Hilton is going to launch several lifestyle-oriented hotels in China under its new brand Canopy. The hotel chain positions Canopy as a brand focusing on lifestyle and neighbourhood and focuses on Chinese travellers. The launch of the first Canopy hotel was in Chengdu, Sichuan province.
The Chengdu Canopy hotel is the first of its kind in Asia; the second Canopy is expected to open in Hangzhou later this year. Hilton aims to open similar hotels in other key second-tier cities, to meet rising local demand for what it calls ‘lifestyle-driven tourism’.
According to ChinaDaily, Hilton wants to tap into the strong growth of the country’s tourism sector. According to data of the China Tourism Academy, the number of domestic tourists reached 2.83 billion in the first half of 2018, up 11.4 percent year-over-year.
Hilton found that today, many Chinese customers value experiences over obligatory visits to landmarks and are more willing to spend on local dining and cultural activities. A survey among Chinese travellers showed that they are becoming keener to explore different local cultures, that they enjoy self-pampering, that they are open to socializing with locals and seek out new experiences.
Further reading on chinadaily.com