Hilton’s brand Hampton by Hilton has announced a new North American prototype and a refreshed global brand identity.
These efforts represent Hampton’s aim to push boundaries and reshape the upper-midscale hotel category.
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Hampton collaborated with branding agency JKR to design a unique brand identity.
The first hotel with the new prototype is expected to open in early 2025.
This is expected to establish new standards in hospitality design and efficiency, reflecting the brand’s commitment to ongoing evolution and expansion.
Hampton by Hilton senior vice-president and brand leader Shruti Gandhi Buckley said: “As we unveil our new North American prototype and refreshed visual identity, we embark on an exciting new chapter for Hampton.
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By GlobalData“This is a celebration of our core values and signifies a renewed commitment to our owners, guests, and team members. While Hampton continues to evolve and innovate, our unwavering commitment to the 100% Hampton Guarantee of delivering an exceptional stay and genuine hospitality creates an experience guests are willing to pay a premium for.”
The new prototype will feature modern design elements to improve guest functionality and comfort while optimising costs for building, operating, and renovating.
These design-forward prototypes, available for both Hampton Inn and Hampton Inn & Suites, are expected to drive revenue-generation opportunities and cost savings.
The updates include an optimised Suite room layout, new furniture, fixtures, and equipment (FF&E) packages, an exterior with a simplified entrance canopy, and an exterior patio for social gatherings.
The FF&E packages are expected to save up to 6% in costs.
The guest welcome experience will be enhanced by repositioning the front desk, adding a feature wall, and relocating the retail shop for increased visibility and revenue.
Guest rooms will balance function and comfort with a multi-functional task table, improved bathroom design, enlarged windows, and optimised storage solutions.
Additionally, two modern décor packages will be introduced, inspired by America’s landscapes and cities.
Hampton by Hilton identified two experiences that aim to enhance brand uniqueness and guest satisfaction.
The Hampton Sleep Happy experience focuses on providing a perfect night’s rest while the Hampton Waffle experience will be elevated with seasonal flavours and integration into the new team member wardrobe programme.
To ensure the updated brand identity is modern and globally relevant, Hampton by Hilton conducted research with thousands of consumers across three continents.
The refreshed visual identity retains the brand’s legacy of trust and friendliness while modernising to meet global travel needs.
The new identity will be integrated across all brand activities, marketing, and communications, as well as at the property level globally throughout this year.
This announcement comes after the former Holiday Inn Express was converted into Hampton Inn by Hilton Pullman in Washington by The Hotel Group in January this year.
