Hilton makes mid-market push in Dubai with debut of world's largest Hampton by Hilton
With 420 rooms and suites, the hotel is part of Hilton’s efforts to boost its mid-market footprint in the Middle East
The world's largest Hampton by Hilton has opened in Dubai. This is the debut of the Hampton by Hilton brand in the region and is located near the Dubai Airport.
HotelierMiddleEast.com recently interviewed the general manager Nayla Chowdhury who is the first female general manager for Hilton in the region.
With 420 rooms and suites, the hotel is part of Hilton’s efforts to boost its mid-market footprint in the Middle East. The three-star hotel will be located close to Dubai International Airport terminal 2 and will offer complimentary shuttles to DXB terminal 1, Dubai Airport Freezone, the historic districts of Old Dubai and Mamzar Beach.
Commenting on the launch of Hampton by Hilton in the region, Rudi Jagersbacher, area president – Middle East, Africa, and Turkey, said: “With Dubai’s vision of welcoming 20 million tourists annually to the emirate by 2020, diversifying its hospitality offering has become a major priority for the travel and tourism sector. Today’s travellers are increasingly looking for affordable hospitality without compromising on quality. They want a hotel in a well-connected location, with clean and modern rooms, free Wi-Fi, and friendly, reliable, quality service. This is precisely what the Hampton by Hilton brand offers.”
Globally recognised for its approach to hospitality and friendly service culture known as ‘Hamptonality’, Hampton by Hilton aims to serve the region’s growing demand for mid-market hotels – particularly among millennial travellers, who are increasingly prioritising value in their search for accommodation. A recent survey of just over 1,000 respondents conducted by Hilton in partnership with YouGov found that when choosing between two destinations, almost half (44%) of UAE travellers were likely to base their decision on overall travel cost.
According to global professional services firm PricewaterhouseCoopers (PwC), the reason for this shift in demand is multi-layered and includes the rise of the affluent middle class. This combined with the region’s preparation for “mega events”, such as Expo 2020 in Dubai, the trim down of corporate travel budgets, and evolving consumer behaviour has made it imperative that GCC countries widen their accommodation choices to include budget-friendly hotels, PwC reports. And the industry is responding -- a separate 2017 predictions report by Deloitte estimates that nearly a quarter (23%) of hotel rooms under development in Dubai between 2017 and 2020 fall within the mid-market sectors.