Global hospitality chain Hilton opened the 100th Garden Inn hotel on Thursday in Beihai, the Guangxi Zhuang autonomous region, in an effort to capture the upscale business-leisure travel market, appealing particularly to the younger generation of Chinese travelers.

Qian Jin, president of Hilton Greater China and Mongolia, said: "The opening of Hilton Garden Inn Beihai Jiafu demonstrates our brand's rapid growth and reinforces our long-term commitment to the Chinese market."

The move, he added, plays a significant role in the cultural and tourism market, meeting the increasingly diverse needs and travel scenarios of a new generation of guests, and leading the wave of the upscale focused service market.

Since the debut of the Hilton Garden Inn in Shenzhen, Guangdong province, in 2014, the brand has swiftly expanded in the upscale focused service hotel market across China, with a presence in first-tier and second-tier cities and various emerging destinations.

Qian said that the brand's performance over the past decade has surpassed expectations.

In the first quarter of 2025, Hilton will open a new version of the Hilton Garden Inn, focusing on quality travel experiences that resonate with the new generation.

Updates include nature-inspired wallpapers and adjustable automatic standing desks designed for personalized comfort, said Qian.

The Hilton 2025 Trends Report indicates that the younger generation in the Asia-Pacific, especially in China, is highly enthusiastic about travel.

On average, this demographic travels two to three times a year, with 98 percent having taken at least one trip in the past year.

They seek a balance between relaxation and exploration, aiming to maximize the value of their time and financial investments.

The company anticipates that by the end of 2024, the number of Hilton Garden Inn hotels open and in development in China will surpass 270.

Looking toward 2025, Hilton Garden Inn plans to strengthen its presence in key markets such as Shanghai, Tianjin, Chengdu, Sichuan province and Suzhou, Jiangsu province. It will also debut in high-quality tourist destinations like Zhangjiajie, Ordos and Huangshan.

Hilton had a footprint in almost 250 destinations in China by September, with 45 added in 2024.

China stands as the second-largest market for Hilton outside the United States. Hilton China opens over 100 hotels annually and introduces new brands like the luxury LXR brand, along with upcoming brands.

Qian said the support of various stimulus policies, including promoting stable and healthy development of the real estate industry and strengthening economic development in the central and western regions, and the rising demand from middle-income groups have propelled its long-term optimism about the China market.

According to the Ministry of Culture and Tourism, the number of visits by domestic tourists reached 4.24 billion in the first three quarters of 2024, a year-on-year increase of 15.3 percent.

Hilton's growth in China has been attributed to innovations that enhance efficiency and effectiveness. The opening of the Finance Shared Service Center in Nanjing, Jiangsu province, in April 2023 has provided operational support to its hotels, offering services including cost reduction and efficiency improvement for owners.