Hilton has unveiled a new “hip and humble” extended-stay brand, according to a report on reuters.com.
The report says the new offering, which will initially be rolled out in the US, will be aimed at the mid-priced market, competing with IHG’s Candlewood Suites and Marriott’s TownePlace Suites. The new brand will join Hilton’s upscale Homewood Suites extended-stay offering.
Bill Duncan, brand manager for Home2 Suites and Homewood Suites, described the new brand as “hip and humble”, with room rates expected to be around $100. Hilton says it estimates that it will open 100 Home2 Suites by the end of 2012.
There are rumours that Hilton will also unveil a new boutique brand later this year - see online news January 6.