Hilton is set to launch a new extended-stay brand to cater to the demands of guests who typically book accommodation for at least 20 nights.
Through the new brand, Hilton aims to increase its share in the growing $300bn workforce travel industry.
Hilton developed the brand to serve travellers looking for apartment-style accommodations.
The company has assigned this lower midscale, extended-stay brand the working title Project H3.
Hilton is working on the final stages of the trademark process for the brand, which is expected to be first launched in the US.
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This product is also expected to provide an investment opportunity for developers who are seeking to diversify their portfolio under the Hilton brand.
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By GlobalDataHilton president and CEO Chris Nassetta said: “Project H3 is perfectly positioned to serve the unique needs of the long-stay traveller, thanks to its innovative design, strong value proposition for our owners and of course, the hospitality our team members offer every day.
“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.”
The new extended-stay brand will offer several signature elements. The hotel’s exterior design will include warm wood tones and a farmhouse-inspired palette with light industrial elements. Outdoor patios will include a seating area, grills and a communal fire pit.
The suites will feature four distinct areas for guests to work, rest, cook and refresh. They will also provide large storage space, efficient closet design and multi-purpose furniture.
The Hive, a hyper-functional lobby that will provide easy access to all services, will offer views from the front desk to the fitness centre, laundry room and retail market.
Hilton chief brand officer Matt Schuyler said: “Many long-stay guests never stopped travelling during the pandemic, especially within the lower midscale extended-stay segment and we designed a product in direct response to this growing need.
“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.”
