All Suites Brands by Hilton Opened a New Hotel Nearly Every Four Days During the First Half of 2017
Innovative brand category slated to open more than three hotels per week for remainder of year; poised to hit 1,000th property in 2019
September 06, 2017 // Franchising.com // MCLEAN, Va. - It's been an active first half of the year for the All Suites brands by Hilton hotels, and Embassy Suites, Homewood Suites and Home2 Suites are showing no signs of slowing down. Averaging a new hotel opening every four days, the All Suites brands have opened 49 new hotels over the past six months, and have nearly 80 hotels in the current pipeline that are scheduled to open in 2017. By capitalizing on synergies across development, marketing/sales, and operations, the All Suites brands have grown their combined pipeline to 550 pending hotels. The category is on track to open the 1,000th All Suites hotel before the end of 2019.
In addition to celebrating the 800th All Suites property earlier this year, Embassy Suites, Homewood Suites and Home2 Suites are also all nearing individual brand milestones. Embassy Suites is slated to open its 250th property in 2018, Homewood Suites is gearing up for its 450th property possibly later this year, and Home2 Suites is quickly approaching its 200th property milestone which could also happen before the end of 2017.
"When you look at the upward trajectory of the individual brands since the launch of the All Suites category it becomes abundantly clear that the strategy works," says Bill Duncan, global head of All Suites. "We're opening new hotels at a faster rate than ever before, and with nearly 15,000 rooms opened or scheduled to open in 2017 the All Suites pipeline, which spans three continents, is at a record high."
Cityscapes and International Landscapes
The exponential growth of the All Suites by Hilton hotels can be attributed to a focused, strategic expansion plan, centered on transitioning from simply a suburban staple to establishing and growing its presence in urban and 'surban' locations, both domestically and abroad. Within the first six months of 2017, Embassy Suites, Homewood Suites, and Home2 Suites have opened six properties in urban and surban locations including New Orleans, Los Angeles and downtown Charlotte, N.C., bringing their current footprint of urban properties to nearly 30 hotels. High-barrier-to-entry markets will continue to be broken into this year with upcoming properties such as the Embassy Suites in New York City; Homewood Suites' upcoming properties in Las Vegas and Downtown Austin, TX; and Home2 Suites' new locations in Downtown Birmingham, Ala. and Columbia, S.C.
A growing footprint outside of the United States is also a critical strategic component for the All Suites brands. All three brands are continuing to bolster an already strong presence in Canada. Embassy Suites and Homewood Suites are also both setting sights on growth in the Caribbean and Latin America. Homewood Suites is slated to open its doors in Silao, Mexico in November of this year, with four more Latin American/Caribbean properties in the pipeline. Likewise, Embassy Suites is growing its footprint in established resort destinations with upcoming properties in Aruba and St. Kitts & Nevis.
Triple the Innovation
In January Hilton unveiled its first-ever triple-brand property including a Home2 Suites slated to open in 2019 in Chicago near McCormick Place. This milestone property will join the more than 60 multi-brand hotels in the Hilton pipeline, nearly half of which contain at least one Embassy Suites, Homewood Suites, or Home2 Suites. Other noteworthy upcoming multi-brand hotels this year include a dual-branded Home2 Suites and Tru by Hilton property in Murfreesboro, Tenn. and a Homewood Suites and Curio by Hilton property near Los Angeles International Airport.
Embassy Suites' innovative Atrium Refresh initiative and Homewood Suites' Take Flight renovation programs have also seen significant activity over the past several months. Embassy Suites San Antonio NW I-10 and Embassy Suites by Raleigh-Crabtree were recently added to the list of more than 60 hotels that have completed renovations, with another 15 atrium refreshes in the works this year. So far, about 147 properties have completed Homewood's Take Flight program with another 47 planned by the end of the year. Recent examples include the Homewood Suites Village of Providence and the Homewood Suites Dallas-Park Central.
May brought the launch of BRING IT, the All Suites brands' first-ever joint-marketing effort spotlighting the brands' shared consumer-facing offerings, particularly spacious accommodations. The results to-date have proven that this joint effort has enabled the brands to reach a wider audience than through individual campaigns. It has already garnered 463 million impressions, 15% more than the brands would have received if they launched their own programs. Even more impressive, the BRING IT digital content had 24 million views in the first 48 hours.
Capitalizing on synergies to make one plus one equal three has also translated into sales efforts within the category. A new integrated revenue management system and enhanced cross-selling opportunities have already increased All Suites' market share by 1.1%, with gains expected to continue.
"The impressive outcomes of the All Suites category are clear, and our strong network of owners have fully embraced this strategy which has been a key component to our expansion and inked deals. In fact, we are proud to say that we now have 192 owners who have two or more of our All Suites brands in their portfolio, compared with 118 when the category was launched. Now that's a testament to success," said Duncan.
"From their numerous awards to strong value propositions, the All Suites brands by Hilton have always been attractive to both owners and customers, but since the creation of the category they've certainly proven there is strength in numbers," adds Joseph Bojanowski, President of PM hotel Group.
About Embassy Suites by Hilton
Embassy Suites by Hilton, one of Hilton’s 14 market-leading brands, is dedicated to delivering what matters most to travelers. The full service, upscale brand offers two-room suites, free made-to-order breakfast and a nightly two-hour reception with complimentary drinks and snacks. Both leisure and business travelers looking for a relaxed, yet sophisticated experience will feel right at home with brand-standard amenities like inviting atriums and complimentary 24-hour business and fitness centers. Embassy Suites by Hilton has 235 hotels with 50 in the pipeline. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations) available exclusively through the industry-leading Hilton Honors app. For more information, visit embassysuites.com or news.embassysuites.com. Connect online with Embassy Suites by Hilton at Facebook, Twitter and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,000 properties with more than 825,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by HiltonTM, DoubleTree by Hilton, Tapestry Collection by HiltonTM, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
About Home2 Suites by Hilton
Home2 Suites by Hilton, one of the fastest-growing brands in the history of Hilton, is a mid-tier, all-suite award-winning extended-stay hotel concept designed to offer stylish accommodations with flexible guest room configurations and inspired amenities for the cost-conscious guest. With a commitment to environmentally friendly products and hotel operations, Home2 Suites offers complimentary breakfast selections with hundreds of combinations; innovative and customizable guest room design; laundry and fitness area; complimentary Wi-Fi Internet access; multiple outdoor spaces; 24-hour business center; expansive community spaces; and a pet-friendly environment. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. Visit http://www.home2suites.com for additional information or www.home2franchise.com for franchising opportunities.
About Homewood Suites by Hilton
Homewood Suites by Hilton, Hilton’s upscale, all-suite, extended-stay hotel brand with more than 430 locations in the United States, Mexico and Canada, is an award-winning leader. The first choice for guests seeking comfortable accommodations when traveling for an extended or quick overnight stay, Homewood Suites offers inviting, generous suites, featuring separate living and sleeping areas, and fully-equipped kitchens with full-size refrigerators. Additional value-driven essentials include: complimentary Internet, a daily full-hot breakfast and complimentary evening social every Monday-Thursday. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations) available exclusively through the industry-leading Hilton Honors app. Homewood Suites is focused on guest satisfaction and stands behind each stay with its 100% Suite Assurance® guarantee. For more information on the extended-stay advantage, visit www.homewoodsuites.com or news.homewoodsuites.com.
Director, Brand Public Relations, Hilton
For All Suites by Hilton