Following a development agreement with Primestar Hospitality, Hilton Worldwide has more than 10 hotels in the pipeline for Germany and Austria.
“Signing Hampton by Hilton Berlin Alexanderplatz with Primestar Hospitality earlier this year paved the way for a collaboration of scale in Germany and Austria,” says Patrick Fitzgibbon, senior vice president of development, Europe & Africa for Hilton Worldwide. “Primestar’s market knowledge and strategic growth plans give us an enhanced development platform across core German-speaking countries, and this agreement promises further penetration in markets that together attract more than 150 million overnight stays per year.”
The Hampton by Hilton brand will comprise the majority of the new additions, which will join more than 35 exiting or in-development properties throughout the two countries. Of these sites, 13 are Hampton by Hilton or Hilton Garden Inn brands.
“Hampton by Hilton’s unprecedented growth in Europe has led to a portfolio of more than 100 hotels, trading or under development, across the continent,” says Phil Cordell, Hilton’s global head of focused service and Hampton brand management. “Primestar’s development expertise will focus on introducing focused service hotels in urban centers across Germany and Austria, and build on Hilton’s reputation in Central Europe.”
To operate as franchises under Primestar Hospitality, all of the properties will be new-build projects slated for city-center locations.
The Hampton by Hilton brand is characterized by a fresh and modern aesthetic, which is designed to connect with its environment through the display of local photography and artwork.
Hilton Berlin Alexanderplatz is the first of the upcoming developments to be revealed, though further details have not been released.
