Project H3: brand number 20 by Hilton is a new extended-stay concept that was officially introduced earlier today, Tuesday, May 23, 2023. It is designed to simultaneously meet the needs of the rapidly expanding $300 billion workforce travel market — specifically to the long-stay guest who never stopped traveling, even throughout the pandemic — while providing owners with an attractive investment opportunity and an option for developers who are looking to diversify their portfolio under the Hilton name.
Project H3: Brand Number 20 By Hilton
As a result of extensive research, Hilton has created a hotel product for what is considered to be a vastly underserved market of travelers looking for apartment-style accommodations for a minimum of 20 nights — and built with the staying power of the award-winning hospitality of Hilton.
Project H3 by Hilton will launch in the United States — the exact location has yet to be determined at the time this article was written — to provide a reliable and consistent foundation for the long stay, which will allow guests to get the most out of every day, enjoy their lives, and feel at home while away from home. Signature elements of Project H3 by Hilton include:
- Deliberate Design: This product will reimagine core design elements from the ground up and deliver all the essential amenities in a warm, comfortable, yet delightfully modern way. Guests are welcomed by the hotel’s inviting exterior, designed to include warm wood tones, and a modern farmhouse-inspired palette with light industrial touches. Outdoor patios are outfitted with grills, a communal fire pit and comfortable seating to make our guests feel like they are truly coming home.
- Spacious Apartment-Style Accommodations: The thoughtfully designed stylish suites feature an adaptable layout with four distinct areas for guests to rest, work, cook and refresh, which seamlessly bridge the gap between comfort and functionality. Ample storage space, efficient closet design, and movable, multi-purpose furniture enable guests to seamlessly enjoy the thoughtfully designed space. This includes a fully equipped kitchen with a full-sized refrigerator, dishwasher, microwave, two-burner stovetop and more, as well as a spacious bathroom design, focusing attention on the amenities long-stay guests value most.
- Nontraditional Lobby Experience: Hilton has elevated the extended stay guest experience with a hyper-functional lobby, called The Hive, providing easy access to all amenities. Designed to be inviting for guests and operationally friendly for team members, this nontraditional lobby creates a perfect balance of friendly smiles and self-sufficiency during every guest’s stay. The Hive lobby allows sight lines from the front desk to fitness, laundry, and a simple retail market, creating a safe and welcoming environment for guests, whether they are looking to grab a great cup of coffee, fit in a workout, or start their laundry under the words laundry today or naked tomorrow.
Interestingly, Project H3 by Hilton has been developed with input from owners in order to keep the needs of the development community and long-stay travelers at the forefront of the design process. The new brand prototype dedicates the majority of space to revenue-generating guest rooms — thus reducing overhead costs for prospective owners.
Moreover, owners will have access to above-property revenue management and sales support models through the commercial engine of Hilton that will streamline on-property staffing needs. Automated offerings to customers — such as digital check-in and Digital Key by Hilton — will enhance the guest experience and create efficiencies for members of the staff at hotel properties.
Final Boarding Call
With Project H3 — which is the working title for the brand and may not be the final name — 20 appears to be a key number: the twentieth brand of Hilton which caters to guests who stay a minimum of 20 nights.
Various aspects of this brand remind me of the existing Home2 Suites brand by Hilton; but the room rates of Project H3 by Hilton are expected to be less expensive because it will be marketed as a lower mid-scale extended-stay solution in the lodging industry. For people who work on long-term projects and would prefer a clean and comfortable place to stay, this could potentially be a viable replacement for other long-term lodging solutions that are located in parts of a city that are considered less than desirable.
Although Project H3 by Hilton will participate in the Hilton Honors membership program, details of its participation are still unclear — such as how many points per night a guest will earn by staying at a hotel property under this brand.