Hilton Hotels Targeting Young Professionals

Hilton Worldwide Holdings Inc. says it will debut its 18th hotel brand, this one designed to draw young professionals.

By: Jonas Levy

The new hotel concept has been on the drawing board for about 12 months, the company said. Highlights will include modern design, and a bar and restaurant scene targeted at both urban travelers and locals, say people briefed on the matter.

“Hilton hopes to appeal to a more affluent crowd than it does with some of its existing lifestyle brands such as Motto, or limited-service brands like Hilton Garden Inn, by offering bigger rooms and plusher amenities, these people said,” according to The Wall Street Journal. “The lodging company has kept the brand’s name a secret but plans to unveil details next month, say people close to the matter.”

During a July phone call with analysts, Hilton CEO Christopher Nassetta said the brand “has a huge amount of potential in terms of hundreds and hundreds and hundreds of hotels around the world.”

Hilton foreshadowed its announcement with new survey findings around the same time. The findings showed that while young business travelers prefer a buzzing social environment and in-person interactions during regular work hours, they would rather spend their evenings on their own.

“Hilton previously conducted research unveiling that business travel is a major work perk among this group,” the company said in a release. “This year, the findings focused on what truly influences and shapes young professionals’ experience on the road, including their preferences in dining, workspaces and how they blend personal interests with professional requirements.

“The research identified that 84% of young business travelers say that they cherish their alone time during business trips, and nearly three-fourths (73%) report that they have a better experience when they spend downtime on their own.”

According to Hilton, when asked how this group prefers to spend their free time, results included:

– Eating at local restaurants (69%)
– Exploring the city and/or neighborhood (59%)
– Sleeping or relaxing (56%)
– Working out (35%)
– Attending a Happy Hour (38%) or unwinding at the lobby/hotel bar (32%)

“We’ve all had over-scheduled business trips – with meetings from 9 a.m. to 5 p.m. and social obligations the rest of the evening – and the result is pure exhaustion. We applaud this next generation of travelers for highlighting a tension point many of us have dealt with for years,” said Vera Manoukian, senior vice president and global head, Hilton Hotels & Resorts, in the release. “At Hilton, we are ready to welcome these travelers into our more than 585 hotels around the world with all the amenities and services they need to work hard during the day and relax and recharge in the evening.”