Hilton is adding an extended stay brand to their portfolio — to help meet the needs of the $300 billion workforce travel market. The brand will be for travelers looking for 20 nights or more in apartment-style accommodations.
The new brand will launching in the U.S. under the working title Project H3 (as Hilton navigates the final stages of the trademark process), the extended stay brand will be a “lower midscale” product, although a “reliable and consistent foundation for the long stay, allowing guests to make the most out of every day.”
“Project H3 is perfectly positioned to serve the unique needs of the long-stay traveler, 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 of 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.”
Hilton’s research found that long-stay travelers — including traveling nurses, military personnel, and those experiencing workforce relocations — are most looking for a reliable home base that allows them to maintain their routines while delivering simplicity, consistency, and convenience.
“Many long-stay guests never stopped traveling 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 at 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.”
Project H3 will participate in Hilton Honors, Hilton’s guest loyalty program for the company’s portfolio of more than 7,200 properties worldwide. Members who book directly with Hilton have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard Wi-Fi, and the Hilton Honors mobile app.
For more information on Hilton’s Project H3, visit stories.hilton.com/ProjectH3.