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Back in May, I wrote about a new extended-stay brand (codenamed Project H3) designed to serve the rapidly expanding $300 billion workforce travel market. These are the long-stay guests that never stopped traveling during the pandemic and look to book stays of 20 nights or longer. This week, Hilton announced that this new brand will be called LivSmart Studios by Hilton (the hotelier’s 22nd brand).
Hilton says there are 350 deals in various stages of negotiation and the first property is under construction in Kokomo, IN. Each property will feature a retail market, a guest laundry room, and a fitness center. There will also be lots of outdoor space, which will include a fire pit, grills, and seating for guests.
Guest studio suites include fully equipped kitchens with full-sized refrigerators, dishwashers, microwaves, and two-burner cooktops.
When the brand was first announced, Hilton CEO, Chris Nassetta, said:
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. 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. 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.”
Isaac Lake, Brand Leader for LivSmart Studios by Hilton, added:
After much anticipation, we’re thrilled to announce that LivSmart Studios by Hilton is official. With a resilient $300 billion workforce travel market, the extended-stay segment continues to grow. It has never been as primed as it is now for this long-stay brand, and we’re thrilled with the initial excitement we’ve received from owners.”
These new extended-stay hotels will appeal to the long-stay traveler with:
- Deliberate Design: These hotels will welcome guests with an inviting exterior and a modern farmhouse-inspired palette and light industrial touches. Outdoor patios are outfitted with grills and a communal fire pit.
- Spacious Apartment-Style Accommodations: The thoughtfully designed suites feature four distinct areas for guests to rest, work, cook, and refresh. Ample storage space, efficient closet design, a fully equipped kitchen with a full-sized refrigerator, dishwasher, microwave, and two-burner stovetop, as well as a spacious bathroom, makes guests feel at home.
- Nontraditional Lobby Experience: Hilton has elevated the extended-stay guest experience with a hyper-functional lobby called The Hive. This includes fitness, laundry, and a retail market with space to sit and relax.
Anthony’s Take: Extended stay brands are getting some love recently with announcements from Hyatt and others. I’m not sure another Hilton flag is necessary, but we’ll see how this brand is differentiated when it launches.
(Photo Credits: Hilton.)
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