The lower midscale brand is designed to meet the needs of the rapidly expanding $300 billion workforce travel market in which guests typically book stays of 20 nights or more.
Launch of a new brand
Creating a product for the currently underserved workforce travel market, Hilton has announced plans to launch its initially-named Project H3 brand in the U.S. as a lower midscale, extended-stay solution. This product will provide a reliable and consistent foundation for the long stay and deliver new investment opportunities for developers.
“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,” 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.”
This brand has been developed with input from owners, keeping the needs of the development community and long-stay travellers in mind for its creation.
“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, chief financial officer and 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.”
A home away from home
The brand’s creation draws on research Hilton has undertaken into the needs of long-stay working travellers who desire a reliable home base that allows them to maintain their routines while delivering simplicity, consistency and convenience.
A signature feature of the new brand is its deliberate design delivering all the essential amenities in a comfortable environment, pairing a modern farmhouse-inspired palette with light industrial touches, and integrating outdoor patios with grills, a communal fire pit and comfortable seating.
These properties will encompass spacious apartment-style accommodation with adaptable layouts and four distinct areas for guests to rest, work, cook and refresh. This accommodation will come with ample storage space, a fully equipped kitchen and spacious bathroom.
Each of the brand’s hotels will also feature a hyper-functional lobby called The Hive providing easy access to all amenities, with sight lines from the front desk to fitness and laundry facilities as well as a retail market.
“Many long-stay guests never stopped travelling 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.”