Hilton has announced its 20th brand and the group’s latest extended stay offering, going by the working title of ‘Project H3’.
The lower-midscale concept will target travellers looking for apartment-style accommodation for 20 nights or more. The brand will launch in the US, with Kevin Jacobs, chief financial officer and president, global development stating that the group is “engaged in more than 100 active development conversations, with many owners expressing interest in multiple locations”.
Hilton said that the brand had been designed “to meet the needs of the rapidly expanding $300 billion workforce travel market – the long-stay guest that never stopped traveling, even throughout the pandemic”.
The group added that research showed that “long-stay travellers, including travelling nurses, military personnel, and those experiencing workforce relocations, value the simple things in life, placing quality time and comfort above all else”.