Hampton by Hilton introduces new North American prototype

Hampton by Hilton, the upper-midscale brand with 3,000 properties worldwide, has unveiled a new North American prototype and refreshed global brand identity.

“With a legacy of leadership and performance spanning four decades, Hampton by Hilton continues to stand as a beacon of humanity, connecting people from around the globe and delivering a reliable and friendly stay in each one of our hotels,” said Shruti Gandhi Buckley, SVP/brand leader, Hampton by Hilton. “As we unveil our new North American prototype and refreshed visual identity, we embark on an exciting new chapter for Hampton. 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 North American prototype, slated for its first hotel opening in early 2025 and informed by guest and owner insights and design trends, features “thoughtful, modern design with timeless elements that not only provide improved guest functionality and comfort but also optimized cost to build, operate and renovate for owners,” the company reports. The prototype is available for both Hampton Inn and Hampton Inn & Suites.

According to the brand, key updates will:

  • Optimize revenue-generation opportunities for Hampton Inn & Suites prototype by increasing total key count within the same footprint and optimizing the suite room layout for better site efficiency.
  • Drive cost savings by up to 6% on new FF&E packages compared to previous packages for both new-builds and renovations.
  • Elevate the iconic exterior to include a simplified entrance canopy, subtle adjustments to the color scheme and an added exterior patio for social gatherings.
  • Enhance the guest welcome by repositioning the front desk, adding a localized feature wall and flexible multi-use space, and relocating the retail shop to a more prominent location within the lobby area, which will drive increased revenue, according to the brand.
  • Balance function and comfort in guestrooms with the addition of a multifunctional task table, improved bathroom design, enlarged windows to increase natural light and optimized in-room guest storage solutions.
  • Introduce two decor packages inspired by the beauty of America’s landscapes and the vibrancy of its cities.

Refreshed visual identity

Hampton partnered with global branding agency Jones Knowles Ritchie (JKR) to create a refreshed brand identity. The design draws inspiration from Hampton’s pioneering spirit and hospitality heritage, according to the brand, while also being tailored for future global expansion. The new brand identity features visual language including illustrations that celebrate traveler diversity, refined script, a carefully selected color palette and custom typography.

The brand also identified a set of signature experiences to drive brand distinctiveness, including Hampton’s sleep experience and the Hampton Waffle.

To ensure a cohesive and immersive brand experience for guests, the refreshed Hampton by Hilton visual identity will roll out across all brand activities, marketing and communications, and be integrated globally at the property level, throughout the year.