Hampton by Hilton raises hospitality bar with new North American design and global brand update

Thursday, March 21, 2024

Hampton by Hilton, a prominent brand within Hilton’s global portfolio boasting 3,000 properties across the globe, is reaffirming its brand influence and commitment to innovation through the introduction of a cutting-edge North American prototype and the unveiling of an updated global brand identity. These initiatives underscore Hampton’s unwavering dedication to pushing boundaries and reshaping the sector it helped establish.

As a leading upper-midscale hotel brand in the industry, Hampton consistently garners acclaim for its exceptional financial performance, unparalleled guest experiences, and robust guest loyalty. Maintaining its status as the top choice for franchisees for 15 consecutive years, Hampton sets the benchmark within its category, continually surpassing expectations and accumulating more five-star social media reviews than any other hospitality brand.

The forthcoming phase in Hampton’s brand evolution aims to position this esteemed brand for a thriving future in the forthcoming era of travel, reflecting its premium status and enduring popularity among guests.

“Hampton is more than a hotel brand; it’s the heartbeat of our business,” said Chris Silcock, president, Global Brands and Commercial Services, Hilton. “From its humble beginnings to becoming a global force, Hampton has consistently maintained its position as a true industry leader, rooted in a strong commitment to service and quality. As we navigate the ever-changing hospitality landscape, Hampton has once again evolved to adapt to the changing development landscape and evolving guests’ needs. Hilton’s continued investment in Hampton further cements its enduring success as a market leader and premium performing brand for both owners and guests.”

“With a legacy of leadership and performance spanning four decades, Hampton by Hilton continues to stand as a beacon of humanity, connecting people from around the globe and delivering a reliable and friendly stay in each one of our hotels,” said Shruti Gandhi Buckley, senior vice president and brand leader, Hampton by Hilton. “As we unveil our new North American prototype and refreshed visual identity, we embark on an exciting new chapter for Hampton. This is a celebration of our core values and signifies a renewed commitment to our owners, guests, and team members. While Hampton continues to evolve and innovate, our unwavering commitment to the 100% Hampton Guarantee of delivering an exceptional stay and genuine hospitality creates an experience guests are willing to pay a premium for.”

The upcoming debut of the North American prototype, scheduled for its inaugural hotel opening in early 2025, represents a significant stride towards redefining standards in hospitality design and efficiency. This initiative underscores Hampton’s unwavering dedication to perpetual growth, evolution, and the delivery of unparalleled service. In line with a broader strategic vision aimed at securing Hampton’s position as a pioneering force in the hospitality sector for years to come, the prototype overhaul is meticulously crafted to enhance adaptability to diverse market dynamics and site constraints, all while elevating the overall guest experience.

Informed by invaluable insights from guests and owners, as well as prevailing design trends, the prototype enhancements embody a fusion of contemporary sophistication with timeless elements. These updates not only enhance guest functionality and comfort but also streamline costs associated with construction, operation, and renovation for property owners. Available for both Hampton Inn and Hampton Inn & Suites, the North American prototypes boast several key updates:

1. Revenue Optimization: The Hampton Inn & Suites prototype will see an increase in total key count within the same footprint, alongside a revamped Suite room layout geared towards enhanced site efficiency.
2. Cost Efficiency: Substantial cost savings of up to 6% on new FF&E packages are anticipated for both new constructions and renovations.
3. Exterior Refinement: The iconic exterior will undergo a subtle yet impactful transformation, featuring a simplified entrance canopy, refined color scheme adjustments, and the addition of an exterior patio conducive to social gatherings.
4. Guest Welcome Enhancement: A reimagined guest welcome experience will be achieved through strategic repositioning of the front desk, introduction of a localized feature wall and versatile multi-use space, as well as relocation of the retail shop to a more prominent lobby location, thereby driving heightened revenue generation.
5. Guest Room Optimization: Guest rooms will strike a balance between functionality and comfort, incorporating a multi-functional task table, enhanced bathroom design, enlarged windows for increased natural light, and optimized in-room storage solutions.

Moreover, the introduction of two modern and uplifting décor packages, drawing inspiration from America’s scenic landscapes and vibrant urban landscapes, further enriches the guest experience.

In tandem with these physical enhancements, Hampton remains steadfast in its commitment to surpassing guest expectations, epitomized by the unwavering 100% Hampton Guarantee. This dedication to service excellence, encapsulated in the ethos of “Hamptonality,” serves as a cornerstone differentiator, fostering guest loyalty and driving superior performance. Renowned for its unparalleled commitment to service, Hampton’s enduring legacy as a beloved brand continues to thrive, evidenced by guests’ recurring patronage.

Collaborating with global branding agency Jones Knowles Ritchie (JKR), Hampton has embarked on a journey to craft a distinctive brand identity, solidifying its position as an innovative industry leader while reaffirming its status as the epitome of guest-centric hospitality. Rooted in Hampton’s rich heritage and pioneering spirit, the refreshed identity is meticulously tailored for future global expansion, conveying a warm, welcoming ambiance through its visual language characterized by approachable illustrations, refined script, a harmonious color palette, and custom typography.

Additionally, Hampton has identified signature experiences aimed at elevating brand distinctiveness and delighting guests. These include Hampton’s exceptional sleep experience, ensuring a restful night’s sleep, and the iconic Hampton Waffle, which will be reimagined to offer fresh and innovative variations, including seasonal flavors and incorporation into Hampton’s updated employee uniform program.

To ensure the updated brand identity resonates as modern and globally relevant while preserving its existing reputation, extensive consumer research spanning three continents was conducted. The refreshed visual identity seamlessly marries Hampton’s legacy of reliability and friendliness with contemporary sensibilities, poised to meet the evolving travel needs of global consumers.

Scheduled for integration across all brand activities, marketing, and communications, the refreshed Hampton by Hilton visual identity will ensure a cohesive and immersive brand experience for guests, marking a pivotal step towards redefining hospitality excellence throughout 2024 and beyond.

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