Extended stay hotels in the US have seen rapid – and profitable – growth. With higher margins and lower development costs compared to full-service hotels, they have the potential to generate higher returns on investment. Hilton knew that this segment would be a valuable addition to their hotel portfolio, and needed to move fast recognising that many other players were investing into this segment.
Hilton knew that this segment would be a valuable additional to their hotel propositions, but they also knew they wouldn’t be the only business to be thinking of this.
Hilton engaged us to realise this ambition. Our challenge was to develop a disruptive, category-leading hotel brand and guest experience and to do it fast, as they knew their competitors were actively developing rival propositions and they wanted to have the upper hand in announcing within their Q2 FY23 Earnings Call.