Hilton Worldwide plans to launch next year a new extended-stay brand in the U.S. in the lower midscale sector, the company announced Tuesday.
According to Hilton, the brand, using the working title Project H3, will cater to the “vastly underserved group looking for apartment-style accommodations for 20 nights or more.” And while there is no minimum-stay requirement, the brand was created to offer long stays and will target travelers with “an average stay of 20 nights or longer,” and “those looking for 30-, 60- and 90-day options,” a Hilton spokesperson told BTN by email.
The brand will target long-stay guest who traveled throughout the pandemic, such as essential workers, “especially within the lower midscale extended-stay segment,” Hilton chief brand officer Matt Schuyler said in a statement.
The company anticipates the first property will break ground later this year, with a “tentative target to open in mid-2024,” anywhere from “urban centers to secondary and tertiary markets,” a Hilton spokesperson told BTN via email. Hilton currently is engaged in more than 100 “active development conversations,” Hilton CFO and president of global development Kevin Jacobs said in a statement.
The name Project H3 will act as a placeholder while the company “navigates” the trademark process’ “final stages,” according to Hilton.
[email protected] (Angelique Platas)
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