Hilton has announced its 20th brand and the group’s latest extended stay offering, going by the working title of ‘Project H3’.
The lower-midscale concept will target travellers looking for apartment-style accommodation for 20 nights or more. The brand will launch in the US, with Kevin Jacobs, chief financial officer and president, global development stating that the group is “engaged in more than 100 active development conversations, with many owners expressing interest in multiple locations”.
Hilton said that the brand had been designed “to meet the needs of the rapidly expanding $300 billion workforce travel market – the long-stay guest that never stopped traveling, even throughout the pandemic”.
The group added that research showed that “long-stay travellers, including travelling nurses, military personnel, and those experiencing workforce relocations, value the simple things in life, placing quality time and comfort above all else”.
To this end the new brand will feature apartment-style suites 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”.
Suites will offer a fully equipped kitchen with a full-sized refrigerator, dishwasher, microwave and two-burner stovetop.
Design elements will include “a modern farmhouse-inspired palette with light industrial touches”, with facilities including a fitness centre, outdoor patio with grills and a communal fire pit, and The Hive lobby area which will offer “sight lines from the front desk to fitness, laundry, and a simple retail market”.
Hilton said that it was “navigating the final stages of the trademark process” – hence the current working title.
It’s the group’s second brand launch at the lower end of the hospitality market this year, following the unveiling of the “premium economy” Spark by Hilton in January.
Commenting on the news Chris Nassetta, president and CEO, Hilton, said:
“Project H3 is perfectly positioned to serve the unique needs of the long-stay traveller, thanks to its innovative design, strong value proposition for our owners and of course, the hospitality our team members offer every day.
“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.”
Hotel groups are increasingly focusing their efforts on the extended stay market, with Hyatt recently launching its upper midscale Hyatt Studios offering, and Wyndham unveiling its Echo Suites brand last year.
Marriott plans to expand its extended stay portfolio across brands including including Element, Residence Inn and Towneplace Suites, while Radisson opened its first extended stay property in Western Europe in 2021, and Accor is also developing new extended stay concepts under the Novotel Living and Pullman Living brands.