The international hotel chains targeting China’s value-driven travellers

Global hotel groups are expanding into China’s midscale segment as price-sensitive travellers seek value without sacrificing brand trust “I didn’t know Hilton could be this affordable,” said the 24-year-old, who had assumed international hotel brands were beyond his budget and had never considered booking one before. After the stay, Liu signed up for Hilton’s membership programme and said he would consider similar hotels in the future for their balance between affordability and quality. “I know it’s not the flagship brand, but it still carries the Hilton name, so the facilities and interior design are really nice.”

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