Hilton unveils new extended-stay brand

Hilton Hotels Corp. has launched a new extended-stay brand, Home2 Suites by Hilton.

The company said the new mid-scale brand will target the "savvy, value-wise, extended-stay guest, an under-represented segment of the marketplace."

"The mid-tier, extended-stay segment accounts for approximately 42% of the U.S. extended-stay supply, with current brands delivering an often inconsistent and quickly-aging product," said Phil Cordell, Hilton’s global head of focused-service brands. "Home2 Suites will offer developers an opportunity to enter the segment with a comfortable, yet stylish, product at a low cost per key."

Hilton already has an extended-stay brand, Homewood Suites, a chain that is geared toward the upscale segment.

Construction will begin on the first Home2 Suites hotel in the next six to 12 months, Hilton said. Hotels will feature the Oasis, a public area with a community table, individual work zones, a pantry, a laundry area and an activity room. Other amenities include complimentary continental breakfast, a walking/exercise course, a fitness facility, an indoor pool and outdoor grills.

Home2 Suites will require a minimum of two acres for site development, less than most competing extended-stay brands, said Hilton. Hotels will have an average of 108 guest rooms, with 80% studios and 20% one-bedroom suites at 323 and 509 square feet, respectively. Public space will account for approximately 4,200 square feet.

Home2 Suites aims to open 100 Home2 Suites hotels by the end of 2012. Immediate focus will be on U.S. development.

Franchise applications have been submitted for New York; White Marsh, Md. (near Baltimore); Charlotte, N.C.; Jacksonville, N.C.; Gadsden, Ala.; Alabaster, Ala.; and Elko, Nev. Three applications have been submitted for San Antonio.

Bill Duncan was appointed senior vice president of brand management for Home2 Suites and Homewood Suites. He replaces Rebecca Wyatt, who has chosen to leave the company to be with family in Atlanta, said Hilton. Wyatt has agreed to remain in an advisory role for both brands for a period of time to assist with the transition.

Duncan has worked for the Homewood Suites brand for the past 10 years, serving as vice president of brand sales and marketing as well as vice president of hotel performance support.


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