Hilton has unveiled a brand refresh for its extended stay Homewood Suites brand.
The brand celebrated its 30th anniversary in 2019, and has over 500 locations across the US, Mexico, Canada and the Caribbean, with more than 100 properties in the pipeline.
The group said that the ‘Prototype 10.0’ had been designed “to offer added value and versatility for owners and developers, while exceeding the needs of guests who want the comforts of home”.
Features include a new “King Efficiency” suite category, representing up to 30 per cent of each hotel’s inventory, and offering fully-equipped kitchens, a work space area and soft seating. These suites can either be booked individually, or as connecting suites for larger groups and families.
The brand’s fitness centres have been “reimagined”, and the guest laundry areas have been doubled in size “to be more reflective of the experience of guests in their own homes”.
A redesigned Backyard social space features fire pits, outdoor kitchen areas, picnic tables and a recreational area, and a new flex storage area allows guests to “enjoy clutter-free living by storing oversized items such as bicycles, golf clubs, skis, strollers and large suitcases outside of their suites”.
Other new features include barista-style rinks served from the front desk, and a ‘Tap Wall’ offering beer and wine for purchase.
On the owner/developer side, the new prototype increases the number of rooms per property from 121 to 131 suites, while at the same time yielding a reduction in site size from 2.49 acres to 2.36 acres.
The new design is expected to come to market in 2023, and ahead of this a new brand identity will be introduced, “including an evolved logo mark that reflects the updated prototype and elevated experience of the brand”.
There will also be a renovation guide for existing owners, to provide guidance and direction on updating “elements” of their hotels.
Commenting on the news Rick Colling, global head, Homewood Suites by Hilton, said:
“We’re thrilled to introduce Prototype 10.0, which was designed in partnership with our owner and development community, to uplift the beautiful 30-year legacy of Homewood Suites.
“We modernized the brand to appeal to the evolving needs of our guests, who are going to love the functionality and flexibility of the innovations, which are intended to make them feel both empowered and cared for, whether they’re with us for an overnight trip or an extended stay.”
The extended stay market has become increasingly crowded in recent years – Marriott International recently published details of “a bevy” of new and forthcoming extended stay properties across its Element, Residence Inn and Towneplace Suites brands, while Radisson Hotel Group opened its first extended stay property in Western Europe earlier this month.
Accor has also launched its extended stay Movenpick Living brand in Europe, and Best Western is rolling out its new SureStay Studio brand, targeting premium extended-stay travellers.