Hilton Hotels Corporation (HHC) is set to tackle the midmarket head-on with plans for a new multi-brand international roll-out.
Following the reunification of Hilton UK and HHC earlier this year, the industry giant is drawing up plans to adapt a number of its US-only brands for international use.
Doubletree, Embassy and Hampton Inn will be used to differentiate Hilton properties around the world, allowing the Hilton brand to be reserved for the company's best hotels.
Ian Carter, executive vice-president of UK-based Hilton International, said: "For the first time we have the opportunity to leverage brands in the midmarket."
Details of the strategy are expected in the autumn, although Carter said a lack of sites and the complexities of sale-and-manage-back deals in the UK mean other regions are likely to see the remodelled properties first.
Carter said the company was looking to work with developers that could commit to multi-site deals of 15 to 20 units. He also confirmed there were no plans to expand Scandic beyond its northern European heartland.
By Chris Druce