Hilton has revealed a new extended-stay brand designed to meet the needs of the rapidly expanding $300-billion workforce travel market.
Through extensive research, the company has created a hotel product for this underserved group looking for apartment-style accommodations for 20 nights or more. The lower-midscale, extended-stay brand is launching in the U.S. under the working title Project H3 as the company navigates the final stages of the trademark process.
“Project H3 is perfectly positioned to serve the unique needs of the long-stay traveler, 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/CEO, 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 long-stay travelers, including traveling 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.
The brand will have the following elements, according to Hilton:
- 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.
- 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.
“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,” said Matt Schuyler, chief brand officer, Hilton. “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.”
The brand has been developed with input from owners, keeping the needs of the development community and long-stay travelers at the forefront of the design process, the company reports. The new brand prototype dedicates the majority of space to revenue-generating guestrooms, thus reducing overhead costs for prospective owners.
“Hotel owners have played an integral role in the development of Project H3 and they will continue to guide us as we build this brand from the ground up,” said Kevin Jacobs, CFO/president, global development, Hilton. “Project H3 has incredible growth potential, tapping into the rapidly expanding and underserved workforce travel market. The response from the hotel owner and developer community has been immediate and enthusiastic. We’re engaged in more than 100 active development conversations, with many owners expressing interest in multiple locations.”