by Mia Taylor
Last updated: 12:30 PM ET, Fri May 26, 2023
Hilton has unveiled plans for a new extended-stay brand targeting the “workforce travel market” and specifically guests who often book stays of 20 or more nights.
The project is being launched under the working title “H3” and is the result of what Hilton said was extensive research. The hotel giant, which recently released solid Q1 results, says H3 is being created for the “vastly underserved group looking for apartment-style accommodations.”
H3 accommodations will be aimed at lower midscale travelers and will be designed to offer a “reliable and consistent foundation for the long stay,” Hilton said in a statement.
“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,” Chris Nassetta, president and CEO, Hilton, said in a statement.
Travelers targeted with the new H3 offering include traveling nurses, military personnel, and those experiencing workforce relocations who are seeking a reliable home base that allows for maintaining their routines.
Some of the signature features of the new brand will include:
Deliberate Design: This product will reimagine core design elements from the ground up and deliver essential amenities in a warm, comfortable, yet modern way, Hilton said. “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,” according to Hilton’s statement. Outdoor patios for the H3 brand will be outfitted with grills, a communal fire pit and comfortable seating.
Apartment-Style Accommodations: Suites will feature an adaptable layout with four distinct areas for guests to rest, work, cook and refresh, bridging the gap between comfort and functionality. There will also be ample storage space, efficient closet design, and movable, multi-purpose furniture designed to allow for seamlessly enjoying the space as both a place to work and rest. There will also be a fully equipped kitchen with a full-sized refrigerator, dishwasher, microwave, and two-burner stovetop.
Nontraditional Lobby Experience: Hilton has elevated the extended-stay guest experience with what it calls a “hyper-functional lobby” dubbed The Hive. “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,” said Hilton. “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.”
“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,” sMatt Schuyler, chief brand officer, Hilton, said in a statement. “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 also recently announced that it's growing its all-inclusive portfolio with a new property in the Dominican Republic.
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