Hilton Adds Apartment-Style Accommodation for Extended Stays

Hilton has announced a new extended-stay hotel brand to cater for the growing $300 billion market of workers traveling.

This is the guest who never stopped travelling, even during the pandemic.

Hilton, through extensive research, has developed a hotel for this underserved market that is looking for apartments-style accommodation for at least 20 nights. The product was built using the Hilton award-winning hospitality.

Hilton's newest brand, the lower midscale extended-stay solution, is now available in the U.S., under the working name Project H3. Hilton is currently navigating the final stages of trademark registration. This product offers a consistent and reliable foundation for the extended stay. It allows guests to get the most from every day and is an exciting investment for developers who want to diversify their Hilton portfolio.

"Project H3 is perfectly positioned to serve the unique needs of the long-stay traveler, thanks to its innovative design, strong value proposition for our owners and of course, the hospitality our team members offer every day," said Chris Nassetta. "We aim to serve any guest, anywhere in the world, for any travel need they may have, and this new brand represents a greater opportunity for us to grow our portfolio while providing the reliable and friendly service our customers expect from Hilton."

Hilton's research reveals that long-stay travellers, such as traveling nurses, military personnel and workers relocating, place comfort and quality time above all else. The average long-stay traveler will spend 20 nights or more and want a home base where they can maintain their routines and enjoy convenience, simplicity and consistency.

The new extended-stay brand appeals to long-stay travelers through its signature elements, including:

Deliberate Design - This product will reinvent core design elements and provide all essential amenities in an elegant, warm, comfortable yet modern style. The hotel's exterior is designed with warm wood tones and a modern farmhouse palette, along with some light industrial touches. The outdoor patios feature grills, communal fire pits and comfortable seating so that guests can feel at home.

Spacious Apartment-style Accommodations: These stylish suites are thoughtfully designed and feature an adaptable floor plan with four distinct zones for guests to relax, work, prepare food and refresh themselves. They seamlessly bridge the gap between functionality and comfort. The spacious suites feature a flexible layout with four distinct areas for guests to rest, work, cook and refresh. This allows them to enjoy the space both as a place to relax and to work.

The kitchen is fully equipped with a dishwasher, full-sized fridge, microwave, and two-burner stovetop, plus more. A spacious bathroom also focuses on the amenities that long-stay guests most value.

Hilton's Nontraditional Lobby Experience: The Hive is a hyper-functional, multi-purpose lobby that provides easy access to all amenities. This non-traditional lobby is designed to create a balance between friendly smiles for guests and operationally friendly team members. The Hive lobby provides guests with a clear view of the fitness center, laundry and retail market. This creates a welcoming and safe environment, whether they want to start their day, grab a cup of coffee or do some laundry.

"Many long-stay guests never stopped traveling during the pandemic, especially within the lower midscale extended-stay segment, and we designed a product in direct response to this growing need," said Matt Schuyler. "Project H3 will disrupt the category and allow Hilton to better provide reliable and friendly service for those who are in it for the long stay."

Hilton offers owners another opportunity to invest in Project H3. Owners have been involved in the development of this brand, and the long-stay traveler's needs were kept at the forefront. The new prototype brand dedicates most of the space to revenue-generating rooms. This reduces overhead costs for potential owners.

Hilton's commercial engine is the best in class. Owners will be able to access models for revenue management above property and sales support that will streamline staffing requirements on-property. Digital check-in, Hilton's Digital Key and other automated customer offerings will improve the guest experience while creating efficiencies for staff.

"Hotel owners have played an integral role in the development of Project H3 and they will continue to guide us as we build this brand from the ground up," said Kevin Jacobs. "Project H3 has incredible growth potential, tapping into the rapidly expanding and underserved workforce travel market. The response from the hotel owner and developer community has been immediate and enthusiastic. We're engaged in more than 100 active development conversations, with many owners expressing interest in multiple locations."

Hilton's rich heritage includes building brands that are organically and strategically suited to every traveler and occasion. This new extended-stay hotel brand will enhance Hilton's brand portfolio, which has grown by more than twofold in the last 15 years. It also includes the Spark by Hilton brand that was recently launched, building on Hilton’s dynamic approach towards the rapidly changing market.

Hilton Honors is the award-winning loyalty program of Hilton, which covers more than 7,200 hotels worldwide. Hilton members who book directly have instant access to benefits. These include a flexible payment slide that allows them to select nearly any combination Points/money to book a hotel stay, exclusive member discount, free standard Wi Fi and the Hilton Honors app.

Source: breakingtravelnews.com