US: Hilton has unveiled a brand refresh for its Homewood Suites extended stay brand.
Hilton said that the ‘Prototype 10.0’ had been designed “to offer added value and versatility for owners and developers, while exceeding the needs of guests who want the comforts of home”.
Features include a new “King Efficiency” suite category, representing up to 30 per cent of each hotel’s inventory, and offering fully-equipped kitchens, a work space area and soft seating. These suites can either be booked individually, or as connecting suites for larger groups and families.
Fitness centres have been upgraded, and the guest laundry areas have been doubled in size.
A redesigned Backyard social space features fire pits, outdoor kitchen areas, picnic tables and a recreational area, while a new flex storage area allows guests to “enjoy clutter-free living by storing oversized items such as bicycles, golf clubs, skis, strollers and large suitcases outside of their suites”.
The new prototype increases the number of rooms per property from 121 to 131 suites, while yielding a reduction in site size from 2.49 acres to 2.36 acres.
The new design is expected to come to market in 2023, by which time a new brand identity will be introduced, “including an evolved logo mark that reflects the updated prototype and elevated experience of the brand”.
There will also be a renovation guide for existing owners, to provide guidance and direction on updating elements of their hotels.
Rick Colling, global head, Homewood Suites by Hilton, said: “We’re thrilled to introduce Prototype 10.0, which was designed in partnership with our owner and development community, to uplift the beautiful 30-year legacy of Homewood Suites. We modernised the brand to appeal to the evolving needs of our guests, who are going to love the functionality and flexibility of the innovations, which are intended to make them feel both empowered and cared for, whether they’re with us for an overnight trip or an extended stay.”
Homewood Suites has more 500 locations across the US, Mexico, Canada and the Caribbean, with a further 100-plus properties in the pipeline.
