Hampton Hotels Franchisees Get Creative with Exterior Corridor Renovations to Retain Flag, Attract New Travelers and Boost Profits
Owners in Georgia and Arkansas Among Those Converting Outdated Properties; Results Include Increased ADR and Average Occupancy Rates
McLean, Va., August 15, 2013 – Citing brand loyalty, high costs-of-entry for competing franchises and a rebounding economy showing long-term potential, some of Hampton Hotels’ longest-running franchisees are getting creative with renovations programs to bring their properties up-to-date. Two such owners – one in Blytheville, Ark. and one in Tifton, Ga. – recently found a cost-effective way to transform their dated exterior corridor hotels into state-of-the-art additions to the 1,900-strong Hampton Hotels portfolio.
“At Hampton Hotels, our priority is to stay in a constant state of growth and innovation, so that we can continue exceeding guest expectations,” said Phil Cordell, global head, focused service brands and Hampton brand management, Hilton Worldwide. ”We always look for ways to enhance the experience for our current guests and attract new categories of travelers, while helping our hotels do the same through the relicensing process. Both owners in this case are a true testament to what Hampton Hotels is all about and as we look to evolve our brand into the future, we could not be more proud of the excellent precedent they have set.”
Nearly four years ago, Greg Turton and his team in Tifton, Ga. decided it was time to either renovate their 90s-style, exterior corridor Hampton Inn and Suites or find a new location that would allow them to continue flying the Hampton flag. In especially challenging economic times, financing for a new-build hotel proved almost impossible. So, with the support of Hampton Hotels’ owner’s services team, Turton transformed his hotel to fit with the brand’s new model in just 10 months time. Turton re-opened the hotel earlier this year in February 2013. The previous exterior corridor property underwent a complete renovation – leaving only the building’s cement structure – with the addition of new interior corridors, larger guest rooms, additional parking, updated public spaces, new HVAC and plumbing.
“At first, we never thought it would work to convert an exterior corridor property, but I was determined to find a way to work with the existing building. This was the very first hotel I ever opened and it meant something to me,” said Turton. “We were able to do something the industry has rarely seen, by turning an exterior corridor building and into all interior corridors and making other enhancements to provide the best guest experience. Since completing the project, we have received nothing but positive feedback from our guests, who continue expressing their surprise and delight at the upgraded look and feel.”
In a similar scenario, when faced with the idea of losing his brand identity, franchisee Don Houseworth made the decision to change his outdated Hampton Inn in Blytheville, Ark. from an exterior corridor hotel to an interior corridor property. Built in 1973, the hotel was in need of a major renovation. But, with a weak local market, it wasn’t effective to rebuild from the ground up. Instead, Houseworth – who is no stranger to hotel conversions as this was, at the time, his second exterior corridor conversion – planned and executed an impressive seven-month conversion, reopening the hotel in June 2012.
“With four properties in Blytheville, I have a pretty good finger on the pulse of what is happening in the market, and when comparing my hotels to each other, I noticed that my exterior corridor properties specifically were looking aged and worn down,” said Houseworth. “Financially, it made the most sense to redesign the exterior of this property, which was a 30-40 percent cost savings from building a new hotel and would let me keep the Hampton flag, which was ideal for what the market could support.”
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About Hampton Hotels
The Hampton Hotels brand, including Hampton Inn, Hampton Inn & Suites and Hampton by Hilton, is an award-winning leader in the mid-priced hotel segment, serving value-conscious and quality-driven travelers. With over 1,900 properties totaling more than 186,000 rooms in 14 countries and territories, Hampton Hotels is part of Hilton Worldwide, a leading global hospitality company. All Hampton hotels offer comfortable surroundings and a friendly service culture, defined as "Hamptonality," delivered by over 50,000 Team Members and supported by the 100% Hampton Guarantee®, reinforcing its commitment to providing excellent service to both business and leisure travelers alike. High-quality and consistent accommodations and amenities, such as free Wi-Fi and free hot breakfast, and the latest technology and innovations, such as multi-unit Power Cubes and the brand’s signature Clean and Fresh Hampton Bed®, combined with numerous locations globally have made Hampton a leader in its segment and one of the fastest growing hotel brands worldwide. Please visit www.hampton.com, http://news.hampton.com or www.hamptonoffers.com for more information and connect with Hampton Hotels online at www.faceboook.com/Hampton, http://twitter.com/Hampton or www.youtube.com/Hampton.
About Hilton Worldwide
Hilton Worldwide is a leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 94 years, Hilton Worldwide has offered business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of 4,000 hotels and timeshare properties, with more than 650, 000 rooms in 90 countries and territories and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®. Visit www.hiltonworldwide.com for more information and connect with Hilton Worldwide at www.facebook.com/hiltonworldwide, www.twitter.com/hiltonworldwide, www.youtube.com/hiltonworldwide, www.flickr.com/hiltonworldwide and www.linkedin.com/company/hilton-worldwide.
SOURCE Hilton Worldwide