Garden Inn brand arrives in Europe

2nd Nov 2006

Hilton Hotels Corporation has opened its first mid market hotel in Italy, the Hilton Garden Inn Florence Novoli following the unveiling of the brand in Germany in September.The Florence opening is the second peg in the company’s strategy to expand its presence in Europe by developing new brands, including the Hilton Garden Inn, the award-winning mid-priced brand, that are part of the Hilton Family of Hotels with locations throughout North America. Hilton opened its first Hilton Garden Inn hotel outside the USA in Stuttgart on September 19, while the 282-room Hilton Garden Inn Rome Airport is set to open December this year.

According to Adrian Kurre, senior vice president for Hilton Garden Inn, “We are proud to bring a new hotel option for European travelers and provide the same level of service and quality offerings that have made Hilton Garden Inn the preferred hotel choice for mid-market travelers throughout North America.”

The Hilton Garden Inn Florence Novoli is located in the heart of the new business/residential area in the northern part of Florence that includes the new Justice Courtrooms and the new University Centre. Just three km from the Florence International Airport “Amerigo Vespucci,” the hotel is also an easy drive to the world famous attractions such as the Uffizi Gallery and the legendary Duomo.

Designed with business convenience and practicality in mind, the 121-room hotel features key Hilton Garden Inn brand attributes like complimentary wireless high speed Internet access, the Garden Sleep System bed, ergonomic Mirra chair by Herman Miller, a spacious work desk, air conditioning, mini refrigerator and LCD satellite television.

Travellers to the Hilton Garden Florence Novoli can also benefit from a flexible meeting space with the capacity for 150 delegates; a boardroom; a complimentary workout facility; and on-site hotel parking.


The new property is outfitted with complimentary WiFi in public areas; 24-hour business centre; a full service restaurant offering cooked-to-order breakfast, lunch and dinner, evening room service; lounge area and bar (for guests of legal drinking age); and a Pavilion Pantry offering snacks, beverages and microwaveable items as well as various sundries.

The Hilton Garden Inn Florence Novoli in Florence, Italy is owned by the Mita Hotels. Millenaria S.R.L manages the hotel under a license agreement with Hilton Inns, Inc., a franchise subsidiary of Beverly Hills-based Hilton Hotels Corporation.

Wolfgang M. Neumann, Hilton’s Area President for Europe and Africa, said the opening of the Hilton Garden Inn Florence Novoli is evidence of Hilton Hotel Corporation’s strategy to expand both in Italy and Europe by introducing a brand which is already successful in the USA.

He said, “Our research shows that the mid-market segment in Italy has capacity for significant growth. With the hotel scene currently dominated by family run operations, there are enormous opportunities for an international brand with the marketing and sales power of Hilton.”


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