MCLEAN, VA—Change is good and, you might say, progress is inevitable. This is the case for Hilton Garden Inn as the brand unveils a new prototype designed to make each guest stay “better and brighter,” which can mean different things from region to region, country to country, and beyond.
“To consistently deliver on that brand promise, while optimizing owner return on investment, we sought to evolve and broaden our prototype options to allow for market-relevant customization while retaining global consistency,” said John Greenleaf, global head of Hilton Garden Inn. “This customized approach to design provides owners with the ability to: customize the property to meet their needs; speed up the approval process to support faster speed to market; drive guest loyalty by creating attractive guestroom design package options, modified F&B offerings, guest-centric social space designs, and the ability to maximize the usage of space.”
To achieve these goals, the brand stays in close communication with owners and uses their collective insight and feedback to make subtle refinements going forward.
Hilton Garden Inn has a fast-growing portfolio of more than 775 hotels in 33 countries and territories, but according to Greenleaf the key to the brand’s success is “our ability to exceed both guests’ and developers’ needs. We consistently listen to feedback from our owners’ advisory council and institute owner-led changes that enable every Hilton Garden Inn to deliver the strongest return on investment possible. Those insights, along with extensive consumer research, prompted our comprehensive brand refresh—and a key component of it is the creation of our new hotel prototypes.”
How will travelers know they’re staying at a Hilton Garden Inn, but with a fresh point of view? For the brand, the focus is on elevating what’s already in place for guests and owners alike.
“With the enhanced prototypes and other aspects of our brand refresh, we’re not changing who we are,” he said. “We’re amplifying and focusing on what’s great about Hilton Garden Inn. It is signified by our ‘Simple Things on Another Level’ marketing campaign, which perfectly embodies all that Hilton Garden Inn stands for, including the importance of delivering simple things at a higher standard.”
He added, “And, it extends beyond tangible elements, like our new prototypes and enhanced F&B options. It all begins with our dedicated team members and their sunny approach to guest service, which involves putting guests first, smiling at every interaction, finding ways to brighten stays and always adding that personal touch.”
There are six regional prototypes, which were developed to ensure market-relevant flexibility while retaining global consistency.
The prototypes are available for the following Hilton Garden Inn regions:
- North America
- Latin America
- Europe
- Middle East
- Africa
- Asia Pacific
The new design of the North American prototype will drive return on investment, according to Greenleaf, as current estimates expect six percent in cost savings for owners by reducing footprint by eight percent. A strategy that will enable easier acquisition of land and building sites.
The North America prototype was developed over 24 months in partnership with two firms, DiStudio and FRCH. The other prototypes were developed in-region.
Among the features of the North America prototype include:
- A modular, pod-style check-in area
- Reconfigured public spaces that are more bar-centric with modified F&B offerings
- Redefined meeting spaces for flexible layout configurations, and
- Guestrooms with nature-inspired design and larger bathrooms.
- More natural lighting throughout the hotel
- A swimming pool option is available
“Each prototype is designed to emphasize the light, bright and airy atmosphere of Hilton Garden Inn, so that guests will know they’re in one of our hotels no matter where they are in the world,” he said. “Specifically, in the North American prototype, meeting spaces with multi-functional features will ensure the hotel can quickly adapt to a wide variety of guests needs, from impromptu meetings to cocktail parties. We will continue to tap our guests for their feedback as we continue to evolve the prototypes in the future.”
