China's booming travel market coupled with Hilton Hotels' strong pipeline development in China make the market a focus for the hospitality company to increase its investment in the Middle Kingdom.

Hilton Hotels Corporation hosted its inaugural Hilton Greater China Sales Showcase recently at the Hilton Sanya Resort & Spa, in a move to engage with its corporate clients and travel partners and showcase its upcoming new hotels in the country as part of Hilton's plans to become a household hotel name in China.

Timothy Soper, VP Operations Hilton Hotels Greater China and Mongolia commented, "While we operate a small portfolio of hotels at present in China, Hilton is the second most recognized international hotel brand in China1. This is a great advantage as we are gearing up to expand our presence significantly, from 6 hotels today to 12 luxury and upscale hotels by the end of this year. By 2011, we will be operating 26 luxury and upscale hotels and will have a strong footprint in the mid-market sector in China. It will be of key importance to grow our reputation for quality accommodation, among potential guests in China whatever their budget and choice of experience."

In addition to its existing brands, Hilton and Conrad Hotels & Resorts, the company will introduce its U.S. brands to China so that it develops a nationwide presence, across the market segments and price points.

Soper added, "Creating a brand affinity and loyalty is crucial to our success and we aim to ensure we deliver consistently excellent guest experiences to facilitate this, whether a guest is staying at the Conrad Shanghai or at a Hampton by Hilton hotel along a motorway".

With the Chinese Government's recent award of Approved Destination Status for the United States, Hilton sees a huge opportunity for Chinese travelers to experience the full spectrum of its 9 Hilton Family of Brands in the US. Coupled with its ambitious plans to expand its presence in China, Hilton anticipates a 2-way education and familiarisation of the Hilton brands that will mark the first step on the journey to creating guest loyalty.

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