Hilton to unveil 2 new brands in Malaysia, doubles down on Sabah and JB

Hilton will introduce luxury brand Conrad Hotels & Resorts into Malaysia, alongside Canopy by Hilton, which is slated to open in Bukit Bintang City Centre during the fourth quarter of 2021.

The hotel brand is also doubling down on Sabah, rolling out a second DoubleTree by Hilton in Kota Kinabalu. According to the brand, the city shows "great potential" and the move is the latest example of its commitment to expanding its portfolio within fast-emerging business and leisure markets in Malaysia.

It is also expected to open its fourth Hilton Garden Inn hotel in Johor Bahru over the next year. It recently opened its second and third Hilton Garden Inn hotels in Jalan Tuanku Abdul Rahman South and Puchong, tripling the presence of the Hilton Garden Inn brand in the country. Meanwhile, over the coming years, Hilton will also introduce four DoubleTree by Hilton hotels across the country, including the brand’s entry into Putrajaya and Miri.

A+M has reached out to Hilton for comment. Hilton currently operates 11 hotels in Malaysia under three brands - Hilton Hotel & Resorts, DoubleTree by Hilton and Hilton Garden Inn.

Jamie Mead, regional GM, Hilton Malaysia told A+M in a previous interview that the promotion of the Canopy brand will focus on its vision to redefine the luxury category with the introduction of an accessible lifestyle brand. Located in Bukit Bintang City Centre, Canopy by Hilton will bring with it the basics of hospitality inspired by its neighbourhood and offering simple, guest-directed service to travellers seeking locally inspired experiences.

Meanwhile, Alan Watts, executive vice president and area president, Asia Pacific, Hilton said this is just the beginning of what it envisions to be a "strategic growth trajectory" for the Hilton brand in Malaysia. Destinations such as Penang and Borneo are becoming increasingly popular amongst both domestic and international travellers and with the government targeting 36 million tourists by 2020, whilst committing efforts to boost inbound travel, Watts said. As such, Hilton sees "some great potential" for its portfolio of brands to meet the rise in demand across many of the country’s territories.

He added that being part of a nearly 100-year-old company also gives it "great leverage" to be able to enter new upcoming markets such as Miri and Putrajaya.

"As we look for more opportunities to bring our brands into Malaysia, what is really key for us is finding like-minded partners who are aligned with our vision and purpose to deploy our brands with. We are committed to being in Malaysia and doing our part to make a positive impact as we continue to sign and open hotels here,” Watts said.