HB ON THE SCENE: At 20, Hampton Makes Stylish Sea Change

NEW ORLEANS- A capital infusion of close to $100 million— 80% coming from owners— will fuel a sea change of changes in terms of design, FF&E and complimentary services for Hilton’s Hampton brand over the next two years, all geared toward enhancing the guest experience, and ultimately, the bottom line for franchisees. “[This] has never, ever been done in the history of our industry, ever,” said Tom Keltner president/brand performance and franchise development group, describing the quantity of changes slated— 127 in each of 1,255 Hampton Inns and Hampton Inns & Suites in the system, and the swiftness of the rollout— 120 properties per month. “It’s monumental,” he added, noting 100 properties have been serving as beta test sites for the program that is being dubbed “Make It Hampton.” The scope of the strategy was presented last night during a special preview at the Ernest N. Morial Convention Center here where the third annual Hilton Hotels Corp. focused-service brands conference is under way for the Hampton product, as well as Hilton Garden Inn and Homewood Suites by Hilton. Conference attendees today will be able to tour the property stage set up on the trade show floor. The initiative is a four-prong effort that targets both the emotional and practical aspects of a guest stay and are defined by Hampton as the welcome, breakfast, guestroom/bathroom and the brand’s signature 100% Satisfaction Guarantee. Phil Cordell, senior vp/Hampton brand management, said it was felt the four targets create the greatest impact “in guest satisfaction, which creates high guest loyalty and return intent, which drives profit and return for our hotels.” He noted it also sets the stage for the brand as it enters its third decade (Hampton turns 20 this year). Within each of the first three areas, scores of changes have been made, much of it cosmetic, most of it giving the property a more contemporary, rather urbane feel, particularly in the public spaces. For example, arriving guests actually will have the red carpet to trod on, emblazoned with a welcoming slogan. Slickly matted black-and-white photographs depict the local region and enhance the entryway and front-desk areas (there are some 250 images available). Graphics play a new, large role in the Hampton initiative. Regional images are on key cards and employee nametags, as well as guestroom door numbers. Oversize images (e.g., a dog wearing sunglasses) are on the backs of elevator doors and viewable to riders when the doors close. The signature Suite Shop has been given an upscale retail look, and uses photographs in some cases to puff out shelf space. The hexagonal Hampton logo has been incorporated into numerous items, from the vestibule’s doors to the guestroom’s pillowcases. There are graphics connected to almost all non-guestroom touch points, particularly in the breakfast area where the offerings have been totally redone and now include specific hot items across nine menus. Photos of cows adorn milk dispensers; spoon holders show spoons, coffee dispensers show images of old gas pumps (e.g., decaff coffee is unleaded), and are grouped in zones, such as hot or cold. Guests who can’t stop for the complimentary breakfast are encouraged to grab an “On The Go” bag containing an apple, muffin, breakfast bar and bottled water, from a kiosk located at the front desk. The breakfast program is funded by the brand, and is the bulk of its investment into the initiative. “We started off with a donut and a glass of juice 20 years ago; our standards weren’t quite as rigid. We’ve taken the breakfast area and applied the same kind of standards that we have for the rest of the house,” said Keltner. In the guestroom, a padded lap desk will be available to accommodate guests accessing wireless technology. Hampton anticipates all properties will have wireless access in their lobbies by year’s end, at which point existing HSIA will be free in every Hampton as well. Also in 2004, a customized c