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Wednesday 24 May 2023

Hilton launches new long-stay brand.

Hilton has released details of a new long-stay brand designed to meet the needs of the rapidly expanding $300 billion workforce travel market. Initially launching in the U.S. under the working title Project H3, the idea is to offer a lower midscale, extended-stay solution for business and working travellers, that provides a reliable and consistent foundation allowing guests to make the most out of every day.

Hilton says it has created a hotel product for a vastly underserved group of travellers looking for apartment-style accommodations for 20 nights or more, built with the staying power of Hilton’s award-winning hospitality.

“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,” said Chris Nassetta, president and CEO, of Hilton. “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 shows that long-stay travellers, including travelling nurses, military personnel, and those experiencing workforce relocations, value the simple things in life, placing quality time and comfort above all else. In addition, those looking for a long stay will book an average of 20 or more nights and desire a reliable home base that allows them to maintain their routines while delivering simplicity, consistency and convenience.

This new extended-stay brand will appeal to the long-stay traveller through signature elements including:

Deliberate Design: This product will reimagine core design elements from the ground up and deliver all the essential amenities in a warm, comfortable, yet delightfully modern way. Guests are welcomed by the hotel’s inviting exterior, designed to include warm wood tones, and a modern farmhouse-inspired palette with light industrial touches. Outdoor patios are outfitted with grills, a communal fire pit and comfortable seating to make our guests feel like they are truly coming home.
Spacious Apartment-Style Accommodations: The thoughtfully designed stylish suites feature an adaptable layout with four distinct areas for guests to rest, work, cook and refresh, which seamlessly bridge the gap between comfort and functionality. Ample storage space, efficient closet design, and movable, multi-purpose furniture enable guests to seamlessly enjoy the space as both a place to work and rest. This includes a fully equipped kitchen with a full-sized refrigerator, dishwasher, microwave, two-burner stovetop and more, as well as a spacious bathroom design, focusing attention on the amenities long-stay guests value most.

Nontraditional Lobby Experience: Hilton has elevated the extended-stay guest experience with a hyper-functional lobby called The Hive, providing easy access to all amenities. Designed to be inviting for guests and operationally friendly for team members, this nontraditional lobby creates a perfect balance of friendly smiles and self-sufficiency during every guest’s stay. The Hive lobby allows sight lines from the front desk to fitness, laundry, and a simple retail market, creating a safe and welcoming environment for guests whether they are looking to grab a great cup of coffee, fit in a workout or start their laundry.

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