Strategic Change Linked to Brand Evolution and
Global Recognition
Hilton Worldwide (NYSE:HLT) today announced a re-branding of
Embassy Suites Hotels and Hampton Hotels in the U.S., adding the
“by Hilton” endorsement to their monikers. The new brand logos and
names, Embassy Suites by Hilton and Hampton by Hilton, represent
the next phase of a renewed business strategy to further reinforce
the brands’ identities within the Hilton Worldwide portfolio and
the company’s continued commitment to the future growth, expansion,
and evolution of its brands. The phased rollout begins this quarter
and will bring about greater consistency as these brands already
carry the ‘by Hilton’ endorsement outside of the U.S.
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“The Hilton brand symbolizes quality, consistency, and
familiarity, providing further reassurance to guests and owners
alike,” said Jim Holthouser, executive vice president, global
brands, Hilton Worldwide. “Research and historical brand data
indicate that guests are more likely to stay at a ‘by
Hilton’ hotel, and we are confident that this simple global
modification to the Embassy Suites and Hampton brands will have a
positive impact on brand performance for owners, developers,
and franchisees as well as consumers.”
This addition to the brand name follows the course of other
Hilton brands including DoubleTree by Hilton, Canopy by Hilton, and
Curio – A Collection by Hilton, and will continue to further align
brand recognition and global consistency across the Hilton
Worldwide portfolio. Currently, five Embassy Suites properties and
101 Hampton properties include “by Hilton” in their brand names,
the majority of which are outside the U.S. This change will apply
to all Embassy Suites hotels and Hampton hotels in the U.S., which
will now be known as Hampton Inn by Hilton and Hampton Inn &
Suites by Hilton.
Consumers can now confidently associate the Embassy Suites and
Hampton brands with the quality and consistency of Hilton
Worldwide, thereby increasing consumer familiarity of their brand
attributes, including opportunities to earn/redeem points and
benefits with Hilton HHonors, the award-winning guest-loyalty
program for Hilton Worldwide’s twelve distinct brands. Hilton
HHonors members who book directly through preferred Hilton channels
have access to benefits including digital check-in and
choose-your-room, and coming in summer 2015, free Wi-Fi.
Supporting Brand
Research
After looking at historical data from the DoubleTree by Hilton
rebranding effort in 2011 and conducting proprietary market
research, findings showed that the “by Hilton” association results
in increased expectations around service, guest rooms, comfort,
locations and awareness of the brand’s association with the Hilton
portfolio. The rebranding campaign of DoubleTree also saw
improvement across key metrics, such as average daily rate (ADR),
occupancy and revenue per available room (RevPar).
Brand Evolution
The “by Hilton” endorser will further reinforce the next
generation and refresh of legacy Embassy Suites and Hampton
properties. Between 2015 and 2019, more than 45 percent of Embassy
Suites properties will have completed or be in the process of a
relicensing and renovation, totaling more than $300 million across
the portfolio. The brand has also introduced new food &
beverage options and an additional design option for new build
projects, offering greater flexibility for owners to adapt their
hotels to their markets while maintaining Embassy Suites’ signature
brand pillars.
In addition, Hampton has remained focused on keeping the brand
relevant for guests and franchise owners by re-envisioning it at
appropriate times. In 2013, Hampton’s forever young initiative
(fyi) launched as a way to extend the life of current Hampton
properties nearing the relicensing process. fyi created a fresh
look and feel, welcoming new travelers with a modern makeover,
keeping the core Hampton trust points intact. The program
upgrades building exteriors, guestrooms and baths and to date,
hundreds of Hampton hotels have completed the fyi renovations. For
new-builds, the core elements of fyi have become part of brand
standards.
For more information about Embassy Suites by Hilton, visit
www.embassysuites.com or http://news.embassysuites.com. For more
information about Hampton by Hilton, please visit www.hampton.com
or http://news.hampton.com.
About Embassy Suites by Hilton
Embassy Suites by Hilton, one of Hilton Worldwide’s twelve
market-leading brands, is dedicated to delivering what matters most
to travelers. The full service, upscale brand offers every guest a
two-room suite, free cooked-to-order breakfast and a nightly
two-hour reception with complimentary drinks* and snacks. Both
leisure and business travelers looking for a relaxed, yet
sophisticated, experience will feel right at home with
brand-standard amenities like inviting atriums and complimentary
24-hour business and fitness centers. Embassy Suites by Hilton has
more than 220 hotels with more than 35 in the pipeline. For more
information, visit www.embassysuites.com, and connect with Embassy
Suites at www.embassysuitesmediacenter.com,
www.facebook.com/embassysuiteshotels and
www.twitter.com/EmbassySuites.
About Hampton by Hilton
An award-winning leader in the mid-priced hotel segment, Hampton
by Hilton, including Hampton Inn by Hilton, Hampton Inn &
Suites by Hilton and Hampton by Hilton, serves value-conscious and
quality-driven travelers with more than 2,020 properties totaling
more than 200,000 rooms in 16 countries and territories. High
quality accommodations and amenities, such as complimentary Wi-Fi,
Hampton’s On the House® hot breakfast, multi-unit Power Cubes and
the brand’s signature Clean and fresh Hampton bed®, contribute to
Hampton ranking as a leader in its segment. Hampton Team Members
deliver friendly, authentic, caring and thoughtful service defined
as Hamptonality which is backed by the 100% Hampton® Guarantee.
Ranked No. 1 on Entrepreneur magazine’s 2015 Franchise 500® list
for the fourth time in the past five years, Hampton Hotels is part
of Hilton Worldwide, a leading global hospitality company. With
Hilton’s award-winning digital check-in with room selection tool,
Hilton HHonors members can log into their accounts and choose their
exact room from a digital floor plan, as well as customize their
room prior to arrival with amenity requests. The service is
available for 650,000+ rooms at more than 4,100 properties across
11 brands worldwide. For more information about Hampton Hotels,
visit www.hampton.com or http://news.hampton.com.
About Hilton Worldwide
Hilton Worldwide (NYSE: HLT) is a leading global hospitality
company, spanning the lodging sector from luxury and full-service
hotels and resorts to extended-stay suites and focused-service
hotels. For 95 years, Hilton Worldwide has been dedicated to
continuing its tradition of providing exceptional guest
experiences. The company's portfolio of twelve world-class global
brands is comprised of more than 4,350 managed, franchised, owned
and leased hotels and timeshare properties, with more than 720,000
rooms in 94 countries and territories, including Hilton Hotels
& Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels
& Resorts, Canopy by Hilton, Curio - A Collection by Hilton,
DoubleTree by Hilton, Embassy Suites by Hilton, Hilton Garden Inn,
Hampton by Hilton, Homewood Suites by Hilton, Home2 Suites by
Hilton and Hilton Grand Vacations. The company also manages an
award-winning customer loyalty program, Hilton HHonors®. Visit
news.hiltonworldwide.com for more information and connect with
Hilton Worldwide at facebook.com/hiltonworldwide,
twitter.com/hiltonworldwide, youtube.com/hiltonworldwide,
flickr.com/hiltonworldwide, and
linkedin.com/company/hilton-worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20150518005686/en/
Astrid Egerton-VernonHilton Worldwide+1 703 883
5696astrid.egerton-vernon@hilton.comorChristine MillerHilton
Worldwide+1 901 374 6462christine.miller@hilton.com
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