Hilton Hotels has said travel agents will play a vital part in the success of its mid-range brand Hilton Garden Inn, which was officially launched in the UK this week.
The first Hilton Garden Inn near Luton airport opened in July and a second hotel is planned for Aberdeen. The company aims to have at least 15 in the UK by 2013.
The brand, which has a total of 400 hotels in the US and Europe, takes 25% of its bookings globally from travel agents.
Vice-president for brand performance Mark Nogal said: “Travel agents are more important to the Hilton Garden Inn than any other Hilton brand. Especially during the credit crunch, agents are important because they can influence a customer’s decision. That’s why we’re heavily targeting the trade.”
Aimed at business travellers and families, Hilton Garden Inns provide complimentary wi-fi and a bed that allows guests to adjust its firmness.