Hampton by Hilton, with 3,000 properties worldwide, announced it will introduce a new North American prototype and unveil a “refreshed” global brand identity.
The prototype, slated for its first hotel opening in early 2025, will offer improved guest functionality and comfort, according to the announcement, but also optimize cost to build, operate and renovate for owners. Key updates, according to the announcement, will:
- Optimize revenue generation opportunities by increasing total room count within the same footprint and optimizing the room layout for better site efficiency.
- Drive cost savings by up to 6% on new furniture, fixtures and equipment packages compared with previous packages for both new builds and renovations.
- “Elevate” the exterior to include a simplified entrance canopy, subtle adjustments to the color scheme and an added exterior patio for social gatherings.
- Enhance the guest welcome by repositioning the front desk, adding a localized feature wall and flexible multiuse space, and relocating the retail shop to a more prominent location within the lobby area, which will drive increased revenue.
- Balance function and comfort in guest rooms with the addition of a multifunctional task table, improved bathroom design, enlarged windows to increase natural light and optimized in-room guest storage solutions.
- Introduce two decor packages inspired by America’s natural landscapes and the vibrancy of its cities.
In addition, there will be more emphasis on two brand differentiators: the sleep experience and the Hampton Waffle, which guests can prepare to their liking. Both elements will show up “in fresh and unexpected ways,” according to the announcement, including seasonal waffle flavors and integration of the waffle into Hampton’s new team member wardrobe program.
Chris Silcock, president, global brands and commercial services for Hilton, said that in an ever-changing hospitality landscape, Hampton has once again evolved to adapt to the changing development landscape and evolving guests’ needs. He said Hilton’s continued investment in Hampton “further cements its enduring success as a market leader and premium performing brand for both owners and guests.”
