Hilton has announced a new extended-stay brand designed to meet the needs of the rapidly expanding $300 billion "workforce travel market" – the long-stay guest that never stopped travelling, the company says, even throughout the pandemic.
Following what the hotelier describes as extensive research, Hilton has created a hotel product for what it sees as an under-served group looking for apartment-style accommodations for 20 nights or more, like apartments, but with Hilton-style hospitality.
Launching in the U.S. under the working title Project H3, this lower midscale, extended-stay product will provide "a reliable and consistent foundation for the long stay" guest.
“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 and 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.”
Innovating for the Long Stay
Hilton’s research shows long-stay travellers 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 including warm, comfortable, and modern aesthetics including warm wood tones, and a modern farmhouse-inspired palette with light industrial touches, outdoor patios outfitted with grills, a communal fire pit and comfortable seating.
- Spacious Apartment-Style Accommodations with four distinct areas for guests to rest, work, cook and refresh, as well as 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 including 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.
Automated customer offerings such as digital check-in and Hilton’s Digital Key will enhance the guest experience and create efficiencies for staff.
Project H3 will participate in Hilton Honors loyalty program for the company’s portfolio of more than 7,200 properties worldwide.
For more information on Hilton’s Project H3, visit stories.hilton.com/ProjectH3.
