When it comes to limited service hotel brands, Hampton by Hilton is kind of a force to be reckoned with. The brand has around 3,000 hotels in 40 countries across five continents. This not only makes it (by far) the biggest Hilton brand, but also one of the biggest limited service hotel brands in the world.
Hampton by Hilton has long stuck to the basics, and has done a good job delivering reliably for guests. Hilton has now announced plans to refresh the Hampton by Hilton brand, though it seems like some of these changes may benefit hotel owners more than they benefit guests.
In this post:
Hampton properties get makeover with new prototype
Hampton by Hilton has revealed the prototype for what we can expect from Hampton properties in North America going forward. The first property with the new prototype is expected to open in early 2025, though this will also be available as a renovation package for existing properties.
Hilton claims that this prototype refresh is designed for greater adaptability to various market conditions and site restrictions, while creating an enhanced guest experience. Hilton also emphasizes how this sets a new standard in hospitality design and efficiency.
Not surprisingly, the focus on the redesign is heavily on maximizing profits for owners. The new design is not only supposed to improve guest functionality and comfort, but also optimize cost to build, operate, and renovate, for owners.
Key updates include the following:
- Optimizing revenue generating opportunities by increasing total key count within the same footprint and optimizing suite room layout for better site efficiency
- Driving cost savings of up to 6% on furniture, fixture, and equipment packages, compared to previous packages
- Elevating the exterior with a simplified entrance canopy, subtle adjustments to the color scheme, and an added exterior patio for social gatherings
- Enhancing the guest welcome by repositioning the front desk, adding a localized feature wall and flexible multi-use space, and relocating the retail shop to a more prominent location within the lobby area, which will drive increased revenue
- Balancing function and comfort in guest rooms, with the addition of a multi-functional task table, improved bathroom design, enlarged windows to increase natural light, and optimized in-room guest storage solutions
- Introducing two modern, uplifting decor packaged, inspired by the beauty of America’s landscapes and the vibrancy of its cities
Below you can see some renderings of the new property prototype.
I’ve gotta say, while the renderings look like a nice improvement over the current design, we shouldn’t ignore what’s being emphasized here — the new design fits more rooms into the same property footprint, which presumably means that redesigned rooms are smaller than what guests are used to. Furthermore, cost savings of 6% with furniture, fixtures, and equipment packages, suggests that lower quality materials may be used.
Hampton brand gets refreshed visual identity
Not only are Hampton by Hilton properties getting a redesign, but so is the brand’s overall identity. You can expect that this updated marketing will be rolled out at properties around the globe throughout 2024.
Here’s how the updated branding for Hampton by Hilton is described:
“Hampton partnered with global branding agency Jones Knowles Ritchie (JKR) to create a distinctive brand identity that solidifies its position as an innovative leader and establishes Hampton as the most guest-centric brand in the hospitality industry.”
“The design draws inspiration from Hampton’s pioneering spirit and hospitality heritage, while also being tailored for future global expansion. The refreshed identity conveys the brand’s human touch, welcoming guests into a world of comfortable and enjoyable travel through its visual language by featuring approachable illustrations that celebrate traveler diversity, refined script, a carefully selected color palette and custom typography.”
In marketing going forward, Hampton by Hilton will be emphasizing two signature experiences to drive brand distinctiveness. This includes Hampton’s sleep experience, and Hampton’s breakfast waffle. So the company will be marketing the “Hampton Sleep Happy” experience, as well as the “Hampton Waffle” at breakfast.
Below is a look at some of the updated branding and marketing.
I don’t have terribly strong feelings about the updated branding and marketing, but it feels fresh and modern to me, and I appreciate the idea of focusing on a couple of aspects of the Hampton by Hilton guest experience.
Bottom line
The Hampton by Hilton brand is undergoing a refresh. Don’t expect anything earth shattering — Hampton by Hilton is a massive brand already, and is loved by guests.
In 2025 we can expect the opening of the first hotel in North America with the new design. While I think many people will appreciate refreshed properties, unfortunately these changes benefit hotel owners more than hotel guests. That’s because the new prototype offers more rooms in the same space (meaning smaller rooms), and also offers less expensive fixtures, furniture, and more.
Hampton by Hilton is also updating its brand identity, focusing on its sleep experience and waffles.
What do you make of this Hampton by Hilton refresh?
I think a refresh is welcome and overdue. A lot of Hampton properties are looking very dated particularly when property renovations are are too far spaced out.
Also with a zillion brands, Hilton should create a tighter focus for each flavor, so this helps.
Wow Ben ! All the comments going thru my mind reading your article I then found in your readers comments.
Man, they are real road warriors ! They know their stuff and they should have been on focus groups when this agency was making their plans. Over 20 years ago, companies I worked with like Coach Leather products, did focus panels on their new season's products, well in advance.
I don't know, did Hilton even...
Wow Ben ! All the comments going thru my mind reading your article I then found in your readers comments.
Man, they are real road warriors ! They know their stuff and they should have been on focus groups when this agency was making their plans. Over 20 years ago, companies I worked with like Coach Leather products, did focus panels on their new season's products, well in advance.
I don't know, did Hilton even do focus groups? Most large companies do so.
Ie; the construction costs, the waffle machine is great but over use it breaks, no desk, you've got to sit a laptop on lap, or fold your legs and compute on your bed, to name a few.
i'm sure they did focus groups -- of owners
Remodeling the worn out Hamptons we've stated at recently would be a good idea.
Looks like no desk. Just that table. Sorry, I want a desk.
All the disposable plates, cups, cutlery. So polluting, unsightly and downmarket.
Many of these properties built in the 80s & 90s & early 20s are concrete tilt wall construction so reducing room size is impossible. The newer ones appear to use interior steel frame & dry board construction so those can easily be changed. Hampton needs a refresh. The renderings are a huge step in the right direction.
The waffle campaign is bound to be an epic fail. Since the waffle machine is likely the first thing to break, people are going to go extra ballistic when the Hampton Waffle hotel has no waffles!
Really bad idea!
And I sort of like some of the newer Hampton Inns, but admittedly I don’t eat waffles.
jeezuz!
“The design draws inspiration from Hampton’s pioneering spirit and hospitality heritage, while also being tailored for future global expansion. The refreshed identity conveys the brand’s human touch, welcoming guests into a world of comfortable and enjoyable travel through its visual language by featuring approachable illustrations that celebrate traveler diversity, refined script, a carefully selected color palette and custom typography.”
Say what? Featuring "approachable illustrations" WTF does that mean? Celebrate "Refined script" WTF does...
jeezuz!
“The design draws inspiration from Hampton’s pioneering spirit and hospitality heritage, while also being tailored for future global expansion. The refreshed identity conveys the brand’s human touch, welcoming guests into a world of comfortable and enjoyable travel through its visual language by featuring approachable illustrations that celebrate traveler diversity, refined script, a carefully selected color palette and custom typography.”
Say what? Featuring "approachable illustrations" WTF does that mean? Celebrate "Refined script" WTF does that mean?
How long did it take the ad agency to come up with this garbage.
One word: Bollocks
See! They've already started the "Hampton Waffle" campaign right here LOL.
Lolwut?
99% of America is flat, barren, and soulless. Most cities are vertical office parks. NYC is America's only vibrant city in the urban cosmopolitan sense and that's limited to Manhattan below 60th St and the gentrified areas of Brooklyn.
I really dislike the open closets with the only space for a suitcase being in the "closet". Please just provide a proper closing closet and a luggage rack (preferably 2).
Lucky I believe this design is only for North America. New Hamptons in Europe have a different and arguably nicer design including Smeg Fridges.
"the new design fits more rooms into the same property footprint, which presumably means that redesigned rooms are smaller than what guests are used to. "
They're not going to be able to make the rooms smaller unless they completely re-frame each floor and move the windows. I don't see anywhere where they're saying that they're changing the room sizes.
Exactly, I don’t see this happening for existing hotel renovations. Perhaps for new-build hotels it is a possibility. But doing a complete gut and re-build in the name of a brand refresh that’s supposed to save owners’ money would be cost prohibitive.
They’re making room sizes smaller on new construction.
Every Hampton I've stayed at was crap (granted, I haven't tried too many of them since I gave up on the brand rather quickly). Why pay extra for a chain hotel when there's no quality standard to rely on, apart of a guarantee of the experience being miserable? And now they're gonna make it even worse?
On the other hand, I really like HGI a lot and it's my go-to brand for simple cheap stays. I wish Hilton would focus on it more.
They should save money by banning pets. Save poop cleanup.
How about squeezing in a room or two in the lobby?
Or being 1980's European by not having a TV or having to pay extra for it?
TVs in Hilton properties are utterly pointless since even in 2024 they still consistently *don't* offer Chromecast, so you're stuck with linear TV. Are people actually still watching that?
To be fair, Hilton Dubrovnik and HGI La Vilette have it, but those seem to be deviations from standard (different firmware, menus, etc). Otherwise even new or recently renovated properties I've stayed were limited to prehistoric linear TV.
"Optimizing revenue generating opportunities by increasing total key count within the same footprint and optimizing suite room layout for better site efficiency" How many MBAs did it take to compose this marketing nonsense?
Right? All that's missing are the words "enhancing synergies". What a load of corporate manure.
Perhaps the real treasure was the synergies we enhanced along the way (or away).
ChatGPT
Being a Nevadan whose family have all worked in hospitality around the city this feels like a thinly veiled invitation to take a share of the escort outcall business, which is not insignificant but it's a crowded marketplace and even solving two actual pain points of the industry doesn't make the locations any different. The scene in other cities is probably very different but at least for LV this is a little on the nose.
But will they maintain those window air units so they don't noisily rattle?
This right here is the #1 reason I tend to stay away from Hampton and similar hotels. The best "brand refresh" they could do would be to convert *all* air units in all rooms to proper central air. Easy way to make me a Hampton/Hilton loyalist. (Well...that and add a guaranteed late checkout benefit similar to Hyatt's.)