Hilton Targets Midscale Surge with First Hampton by Hilton Set for Phuket Town, Thailand
Nikhil Prasad 
Hotel News: A New Milestone for Hilton in Southeast Asia
Global hospitality giant Hilton is set to shake up Thailand’s midscale hotel scene with the arrival of its award-winning Hampton by Hilton brand in 2026. The first property under this mid-market banner, Hampton by Hilton Phuket Town, will open its doors in the bustling heart of Thailand’s largest island, marking the brand’s official debut in the Kingdom. This major move adds yet another layer to Hilton’s aggressive regional expansion strategy and boosts its already dominant presence in Southeast Asia.
Image Credit: Hilton Hotels
Thailand remains Hilton’s largest market in the region, with 30 properties currently in operation and 11 more under development. This Hotel News report confirms that with the addition of the Hampton brand, Hilton will now operate nine distinct brands across Southeast Asia. The company currently runs 110 properties across the region and is targeting a 50 percent portfolio increase in the years ahead. This expansion follows recent moves in the Philippines, Vietnam, Malaysia, and Indonesia, where Hilton has added several Hilton Garden Inn properties to its growing network.
Hampton by Hilton Phuket Town Set to Attract Both Business and Leisure Travelers
Located within walking distance of Phuket Old Town’s colorful streets, historical architecture, and popular dining spots, the new Hampton by Hilton Phuket Town aims to offer high-quality yet affordable accommodations to domestic and international visitors. The hotel will feature 112 well-appointed guest rooms starting from 21 square meters, along with a full suite of amenities including an outdoor pool and fitness center. It is just an hour’s drive from Phuket International Airport and about 10 minutes from Rassada Pier, a key gateway for ferry travel to nearby islands.
Known for its signature hospitality and reliable service, the Hampton brand is recognized globally for features such as complimentary hot breakfasts, a premium sleep experience, and the 100% Hampton Guarantee™. The Phuket property will continue this tradition while offering value-driven hospitality that caters to the growing demand in the midscale segment.
Hilton Honors and Global Loyalty Integration
Guests at the new Phuket Town location will also benefit from membership in Hilton Honors, the company’s globally recognized loyalty program. Members who book directly through Hilton’s preferred channels gain access to exclusive benefits, such as discounted rates, flexible payment options combining points and cash, and free standard Wi-Fi.
Hilton now manages more than 8,600 properties in 139 countries under 24 distinct brands. The addition of Hampton by Hilton Phuket Town reaffirms the group’s confidence in Thailand’s resilient tourism sector and its long-term growth trajectory in the region.
The arrival of the Hampton brand in Phuket signifies more than just another hotel opening—it reflects Hilton’s calculated and ambitious strategy to dominate the Southeast Asian mid-market space while staying ahead of evolving traveler preferences. With a strong brand legacy and a rapidly growing regional footprint, Hilton is clearly gearing up for a new era of hospitality leadership in Thailand and beyond.
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