Hilton Teases a Long-Stay Apartment Hotel Brand to Debut Soon
Photo Caption: One of Hilton's conceptualization areas for new amenities and fixtures at its McLean Innovation Gallery in McLean, Virginia. Source: Hilton.
Skift Take
Prepare for Hilton to launch a long-stay apartment hotel brand. It's yet another move down into a more affordable segment by the operator.
Hilton Worldwide executives teased on Wednesday that they expect to announce a new apartment hotel brand within the next couple of months. The move will come as the operator continues to expand its portfolio beyond premium and luxury hotel brands, such as Waldorf Astoria and Conrad.
"The product that we're developing… we've done 99 percent of the work," said Chris Nassetta, president and CEO, in a call with analysts. "It's almost a hybrid. It's like an apartment efficiency meets hotel."
The new brand will be all new construction rather than conversions, at least at first.
"So you're talking about average length of stay of probably 20 to 30 days on average versus most of the core extended-stay brands, which are like the 5 to 10 range," Nassetta said.
This long-stay hotel would represent Hilton's 20th brand.
"This is hundreds and hundreds and hundreds of hotels over time," Nassetta said. "This is not like we're going to do 50
