MACLEAN, Va. — Homewood Suites by Hilton, the company’s extended-stay brand, has revealed a comprehensive brand re-fresh complete with a game-changing, all-new prototype design, ‘Prototype 10.0,’ and updated brand identity.
Featuring smart, intuitive design, a new suite type and elevated experiences, Prototype 10.0 is designed to offer added value and versatility for owners and developers, while exceeding the needs of guests who want the comforts of home.
In 2019, as part of Homewood Suites’ 30-year anniversary, the brand completed an update to its opened hotels by modernizing public spaces and suite interiors. The new prototype leverages the key learnings of that revitalization and capitalizes on the brand’s rich history of hospitality.
For owners and developers, Prototype 10.0 yields a reduction in site size from 2.49 acres to 2.36 acres and building area by more than 3,350 sq. ft.; increases the number of room keys from 121 suites to 131 suites; and enhances food-and-beverage options to generate additional revenue opportunities.
The new design modernizes the hotel for the future by infusing innovations and elevated experiences with the hallmark spaces. Highlights of the new prototype include:
• New suite type: The King Efficiency Suite is a game-changing new suite type that represents up to 30 per cent of the property’s inventory. At 358 sq. ft., with many of the attributes of a full suite, including a fully equipped kitchen, a work-space area, soft seating and a separate vanity and bathroom, these room types can be booked independently, while also having the functionality to be booked as a connecting suite to accommodate larger groups and families
• Elevated shared spaces: The prototype features a re-imagined fitness centre, in addition to a guest laundry area that has nearly doubled in size to be more reflective of the experience of guests in their own homes. Elevated shared spaces contribute to the premium guest experience by offering a place to relax and grab a cup of coffee or a glass of wine or beer. Guests can also enjoy the Backyard, a completely re-designed social space with fire pits, outdoor kitchen areas, upscale picnic tables and a recreational area
• Guest storage: A newly appointed flex storage area allows guests to enjoy clutter-free living by storing oversized items such as bicycles, golf clubs, skis, strollers and large suitcases outside of their suites
• Food-and-beverage-purchase options: The lobby area features a new elevated retail experience, which provides guests with more choice and control, while offering an opportunity for increased revenue for owners. New features include barista-style specialty drinks brewed at the front desk, healthy meal-prep items and salads from the adjacent Suite Shop convenience store, and a Tap Wall with beer and wine for purchase
“We’re thrilled to introduce Prototype 10.0, which was designed in partnership with our owner and development community, to uplift the beautiful 30-year legacy of Homewood Suites,” says Rick Colling, global head, Homewood Suites by Hilton. “We modernized the brand to appeal to the evolving needs of our guests, who are going to love the functionality and flexibility of the innovations, which are intended to make them feel both empowered and cared for, whether they’re with us for an overnight trip or an extended stay.”
Prototype 10.0 is expected to be in market in 2023 and is the product of a collaboration with a select community of owners. In addition to the strategic partnership with key stakeholders, years of on-property guest research played into the development of the new prototype to ensure the design updates resonate with travellers.
Inspired by the re-freshed hotel design, later this year Homewood Suites will introduce an updated brand identity, including an evolved logo mark that reflects the updated prototype and elevated experience of the brand. The evolution of the brand’s visual identity will be warm and inviting with a sophisticated colour palette and design that focuses on the transition of light from sunrise to sunset, reinforcing the idea of the journey guests take when they stay at a Homewood Suites.
Also rolling out later this year, in conjunction with the new prototype, Homewood Suites will release a renovation guide for existing hotel owners to provide guidance and direction on updating elements of their hotels.
