It's a fact common to all major hotel groups: lifestyle is fashionable. Accor has made it a priority and intends to become the world's leading operator in this segmentHyatt also makes no secret of the fact that its ambitionswhile IHG is deploying its top-of-the-range Kimpton brand around the world. Among many other examples of a trend that is now more than established.
To take its place in this landscape, Hilton focuses on three brands At the top end of the market is Canopy by Hilton, which has just opened in Paris and is expecting new openings this year in London, Madrid, Sao Paulo, Chicago and China. A brand that Phil Cordell, Hilton's global head of lifestyle, describes as "a dynamic boutique hotel brand" that offers "a sophisticated yet comfortable break". As part of its strategy for this trendy hotel sector, Hilton can also count on two brands launched in the last two years with a more accessible positioning: Tempo and Motto.
Motto by Hilton, inspired by the new generation of youth hostels with micro-hotels with lively communal areas, is " for the urban explorer "with rooms "smaller and more efficient" says Phil Cordell. Motto is particularly noteworthy for its connecting rooms, which can accommodate groups of up to nine people.
Focused on the city centres of major metropolises, the brand appeared in Washington in summer 2020, then in Philadelphia in May, and is preparing another US opening, in New York, planned for this summer in the Chelsea district. Other developments are expected on its original soil, in Bentonville next year and in the Times Square district of New York in 2023, its urban positioning opens doors to international markets. Motto is expected in Rotterdam in 2022, with the conversion of a former bank, as well as in Lima, Peru, and in the heart of the Mexican cities of Guadalajara, Tulum and Mexico City, with a 90-room hotel in the Condesa district planned for 2024.
From his side, Tempo by Hilton's ambitions are currently limited to the United States. The brand recently made its debut in Louisville and is expected to open in 2023 in Boston, just a stone's throw from Fenway Park, as well as in New York, with a hotel close to the World Trade Center Memorial and Wall Street. Other cities on the programme include Irving, Milwaukee and Seattle. Positioned between Motto and Canopy, Tempo " is aimed at a slightly wider audience, offering an upmarket yet accessible experience that meets the needs of both business and personal travellers" says Phil Cordell. This means welcoming public spaces, state-of-the-art fitness facilities with products from Peloton and Precor, as well as flexible meeting and work spaces.
In total, Hilton intends to double its range of lifestyle hotels over the next five years.
Lifestyle according to Hilton
In a question-and-answer session with Hilton communications, Phil Cordell, global head of lifestyle brands for the American group, described the approach taken by the hotelier to establish itself in this segment.
"In the beginning, lifestyle hotels were mainly cool kid's clubs. They had spectacular lighting and loud music. For many, these places were not considered approachable. At Hilton, we wanted to make lifestyle accessible while remaining ambitious, design-led and culturally relevant. Our target audience doesn't want a cookie-cutter approach. They want a pleasant vibe and an authentic experience. So we've created establishments that are comfortable, but also have the 'Instagrammable' factor. (...) We use the 60-30-10 idea. Sixty per cent of the experience offers enough familiarity to make the customer feel at ease. The next 30 %s make them think: "This is more than I expected". And the last 10% are the wow factor. For example, a craft cocktail from the bar will be slightly different from what you expect, but not so unusual as to make you want to try it." |
