Industry Update
Press Release 4 February 2021

Hilton and Signo Hospitality to Develop 10 New Hotels in Germany

Agreement extends to Austria and Switzerland and focuses on Hilton Garden Inn, Hampton by Hilton and Motto by Hilton; Hilton Garden Inn Herne and Hampton by Hilton Bottrop confirmed as first two properties

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Signo Hospitality GmbH

GERMANY and MCLEAN, Va. - Hilton (NYSE: HLT) today announced an agreement with Signo Hospitality (Signo) to develop 10 new hotels in Germany over the next five years. The first two properties to open under the agreement will be Hilton Garden Inn Herne and Hampton by Hilton Bottrop. Both hotels will be the first from Hilton in their respective cities, which sit in Germany's industrial centre in the Ruhr valley.


Patrick Fitzgibbon, senior vice president, development, EMEA, Hilton, said: "We are excited to partner with Signo Hospitality to support the next phase of our development in Germany, where Hilton is growing rapidly with nearly 50 hotels trading or under development. Rising demand for our focused service brands has underpinned this growth - particularly Hampton by Hilton, which has doubled its footprint in the past few years. There remains a tremendous opportunity for Hampton, Hilton Garden Inn and Motto by Hilton in cities across Germany, from airports to regional business hubs. Working with partners like Signo will allow us to continue this momentum and unleash pent up demand for quality branded accommodation."

Commenting on the agreement, Sascha Konter, CEO of Signo Hospitality, said: "We are very happy to announce this landmark partnership with Hilton, which brings together Signo's deep expertise in the German hospitality market with Hilton's world-class brand portfolio, innovation and commercial power. This agreement will allow us to expand into new regional markets and capture local demand for quality accommodation."

Hilton Garden Inn Herne

This 154-key property will be the first Hilton-branded hotel in Herne, a major hub for Germany's chemicals, machinery and transport industries. The hotel will be located in Shamrock Park, a growing business park just 800m from the city center. Guest facilities will include a full-service lobby restaurant and bar, a shop, a 60sqm gym and three meeting rooms totalling 100 square meters. Signo will operate the hotel under a franchise agreement with Hilton and a long-term lease agreement with third-party developer and landlord FAKT AG, which owns and operates Shamrock Park. Expected to open in early 2023, Hilton Garden Inn Herne will join additional hotels under the brand in Frankfurt, Stuttgart, Mannheim and Munich.

Hilton Garden Inn has a global portfolio of over 870 hotels representing over 127,000 rooms.

Hampton by Hilton Bottrop

Hilton's first hotel in Bottrop, this property will join the award-winning Hampton portfolio - Hilton's fastest-growing brand in Germany and Europe. The 108-key hotel is prominently located in the city centre on Berlin Square and is well-positioned to capture both business and leisure demand in the area. In addition to being a centre for the chemicals and machine production industries, Bottrop also boasts varied entertainment options, including Bottrop Movie Park and a local indoor skiing venue. Legoland, Seaworld, the Centro Shopping Centre and the Konig Pilsener Arena in nearby Oberhausen are also within easy reach. The hotel itself forms part of a shopping centre redevelopment, including retail outlets and a large cinema complex. Expected to open in early 2023, it will be operated under a franchise agreement between Hilton and Signo and a long-term lease with landlord FAKT AG.

Hampton by Hilton is on track to open a further seven properties in Germany in 2021 and recently added its 100th property in the Europe, Middle East and Africa region with the opening of Hampton by Hilton Turkistan, in Kazakhstan. Globally, the Hampton by Hilton portfolio includes over 2,600 properties representing nearly 277,000 rooms.

All properties in Hilton's portfolio will be part of the award-winning Hilton Honors guest loyalty programme, allowing more than 110 million members who book directly with Hilton to earn Points for hotel stays and experiences, plus instant benefits including contactless check-in with room selection, Digital Key and Connected Room.

Hilton has a portfolio of 33 trading hotels in Germany, which is expected to expand by around 50% based on the current pipeline. Germany is Hilton's second-largest market in Continental Europe, with properties in every major city, spanning five brands, including Waldorf Astoria, Curio Collection by Hilton, Hilton Hotels & Resorts, Hilton Garden Inn, and Hampton by Hilton.

Hilton was ranked the No.1 brand in Germany across all industry sectors in the KPMG Global Customer Experience Excellence Report 2019.

Related Brands

Hilton Garden Inn

The award-winning Hilton Garden Inn brand provides business and leisure guests upscale, affordable accommodations and unexpected amenities for an experience that is ‘Simply on Another Level.’ The Hilton Garden Inn Promise affirms the brand’s goal to make each guest’s stay better and brighter.
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Hampton by Hilton

As the number one ranked lodging franchise for the past 10 years, according to Entrepreneur®, Hampton by Hilton, including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton, serves value-conscious and quality-driven travelers at more than 2,450 properties with more than 254,000 rooms in 27 countries and territories.
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Motto by Hilton

Motto by Hilton is a new lifestyle, micro-hotel brand with properties under development in prime urban locations globally. Motto by Hilton caters to travelers looking for value and one-of-a-kind experiences by bringing together the best elements of a lifestyle hotel – efficient guest rooms, activated social spaces, centrally located urban destinations and locally inspired design and food & beverage.
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Other Brands operated by Signo Hospitality GmbH
Hampton by Hilton
Hilton Garden Inn
Motto by Hilton

About Signo Hospitality

Signo Hospitality GmbH is a hotel management company based in Regensburg. The vision and mission of the company is the successful operation of business, lifestyle, first-class, design and limited-service hotels across Europe. To this end, the company works with strong franchise partners such as Marriott, Hilton and Wyndham. The company's activities extend from the operation of existing and new hotels, crisis and interim management, advice and implementation of concepts and strategies to increase business in the hotel and catering sectors, to the operation of catering facilities in interesting locations. In addition, the company also provides services such as the preparation of location and market analyses, as well as the acquisition and recommendations of suitable hotel brands for the respective property. Signo Hospitality plans to open at least seven new hotels in the next few years.

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