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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

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Alice LiPublished: 9:00am, 3 Aug 2026As a fresh graduate who recently received his first pay cheque after starting his first job in June, Ryan Liu decided to mark the milestone with a weekend getaway. Having recently relocated from Shandong province to Shenzhen, he was looking for a place that offered quality facilities without stretching his budget.He was surprised to find a Hampton by Hilton hotel, part of Hilton’s upper-midscale portfolio, for about 600 yuan (US$89) a night. The room came with a small balcony overlooking Shenzhen Bay, with Hong Kong across the water.

“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.”

Liu’s experience is part of a broader shift in China’s hospitality market, where travellers are increasingly seeking a balance between price and a marquee name. International hotel groups have taken notice, expanding into the midscale and upper-midscale segments while leveraging their brand recognition.AdvertisementSelect VoiceSelect Speed00:0000:001.00x