MCLEAN, VA—Hilton Worldwide has rebranded Embassy Suites Hotels and Hampton Hotels in the U.S. by adding the “by Hilton” endorsement to their monikers. The new brand logos and names, Embassy Suites by Hilton and Hampton by Hilton, represent the next phase of a renewed business strategy to further reinforce the brands’ identities within the Hilton Worldwide portfolio and its continued commitment to the future growth, expansion, and evolution of its brands, according to the company. The phased rollout begins this quarter.
“The Hilton brand symbolizes quality, consistency, and familiarity, providing further reassurance to guests and owners alike,” said Jim Holthouser, EVP, global brands, Hilton Worldwide. “Research and historical brand data indicate that guests are more likely to stay at a ‘by Hilton’ hotel, and we are confident that this simple global modification to the Embassy Suites and Hampton brands will have a positive impact on brand performance for owners, developers and franchisees, as well as consumers.”
This addition to the brand name follows the course of other Hilton brands including DoubleTree by Hilton, Canopy by Hilton, and Curio – A Collection by Hilton. Currently, five Embassy Suites properties and 101 Hampton properties include “by Hilton” in their brand names, the majority of which are outside the U.S. This change will apply to all Embassy Suites hotels and Hampton hotels in the U.S.
According to the company, after looking at historical data from the DoubleTree by Hilton rebranding effort in 2011 and conducting proprietary market research, findings showed that the “by Hilton” association results in increased expectations around service, guestrooms, comfort, locations and awareness of the brand’s association with the Hilton portfolio. The rebranding campaign of DoubleTree also saw improvement across key metrics, such as ADR, occupancy and RevPar.
Between 2015 and 2019, more than 45% of Embassy Suites properties will have completed or be in the process of a relicensing and renovation, totaling more than $300 million across the portfolio. The brand has also introduced new food & beverage options and an additional design option for new-build projects, offering greater flexibility for owners to adapt their hotels to their markets while maintaining Embassy Suites’ signature brand pillars.