Hilton Worldwide is one of the largest hotel developers, operators, and franchisors in the world, and 2018 has been a very busy year for its brands. Hilton’s portfolio has seen significant growth over the past 12 months. In July, Canopy by Hilton announced that it had doubled its Americas footprint in two weeks, and has plans to open 30 more properties over the next six years. Additionally, the company’s Hampton by Hilton brand opened 60 hotels in the first six months of 2018. Hampton also unveiled a new prototype in May that offers a flexible building model that embraces emerging guest preferences, such as improved functionality and design efficiency. The company also rolled out an updated prototype for its much-lauded, recently introduced midscale brand, tru by Hilton, in May. There are 290 tru properties in the pipeline.
Beyond its brands, Hilton is looking to make a global impact by halving its environmental footprint by 2030. It’s the first hotel company to release science-based targets for reducing its carbon emissions. It is also looking to double its social impact investments in the same time period.
AT A GLANCE:
» Ownership split (U.S. properties) | 283, corporate-owned or managed and 4,096 franchised
» Rewards program | Hilton Honors
» Length of contract | Varies
» Contact | development.americas@hilton.com
| Brand Name | What It's About | Chain Scale | Competitive Set | Franchise Fees | Target Customer | U.S. Properties/States | U.S. Pipeline |
|---|---|---|---|---|---|---|---|
| Tru by Hilton Since: 2016 | A vibrant, affordable, young-at-heart hotel experience that heroes efficient design and encourages social engagement. | Midscale | Baymont, Best Western, Comfort Inn & Suites, La Quinta, Quality Inn, Sleep Inn, Wingate | Initial: $75,000 Royalty: 5% GRR Marketing: 4% GRR | Business and leisure travelers with a zest for life | 17/11 | 290 |
| Home2 Suites by Hilton Since: 2009 | All-suite hotels with flexible guestroom configurations and inspired amenities for the cost-conscious guest. | Miscale extended-stay | Candlewood Suites, Hawthorn Suites, TownePlace Suites, WoodSpring Suites | Initial: $75,000 Royalty: 5% GRR Marketing: 3.5% GRR | Five-plus-night traveler, business and leisure | 212/42 | 385 |
| Hampton Hotels by Hilton Since: 1984 | Best value and consistent award-winning service for travelers of any focused-service hotel brand through a unique combination of essential amenities, affordable price, and guaranteed satisfaction. | Upper-midscale | Comfort Suites, Courtyard, Fairfield Inn, Holiday Inn Express, SpringHill Suites | Initial: $75,000 + $400/room (over 150) Royalty: 6% GRR Marketing: 4% GRR | Business, leisure, and groups | 2,146/50 | 319 |
| Hilton Garden Inn Since: 1996 | Best value and consistent award-winning service for travelers seeking an upscale, full-service experience with the convenience of a focused-service hotel. | Upscale | Aloft, Courtyard, Four Points, Holiday Inn, Hyatt Place, Springhill Suites | Initial: $75,000 + $400/room (over 150) Royalty: 5.5% GRR Marketing: 4% GRR | Business, leisure, and groups | 639/50 | 140 |
| Hilton Hotels and Resorts Since: 1919 | An upper-upscale brand that hosts the world through service with passion, places with energy, and moments that matter. | Upper-midscale | Hyatt, Marriott, Omni Hotels & Resorts, Sheraton, Westin Hotels | Initial: $75,000 + $400/room (over 250) Royalty: 5% GRR Marketing: 4% GRR F&B: 3% GRR | Practical and knowledgeable travelers | 244/40 | 11 |
| Doubletree by Hilton Since: 1969 | An upscale brand that delivers a warm welcome through CARE, the right balance of comfort and style—as well as a signature warm chocolate chip cookie. | Upscale | Crowne Plaza, Delta, Holiday Inn, Sheraton | Initial: $75,000 + $400/room (over 250) Royalty: 5% GRR Marketing: 4% GRR | Pragmatic travelers | 341/43 | 32 |
| Homewood Suites by Hilton Since: 1989 | Inviting, generously sized suites, featuring separate living and sleeping areas and fully-equipped kitchens with full-size refrigerators. | Upscale extended-stay | Element, Hyatt House, Residence Inn, Staybridge Suites | Initial: $75,000 + $400/room (over 150) Royalty: 3.5% GRR for Year 1, 4.5% GRR for Year 2, and 5.5% GRR for remainder Marketing: 3.5% GRR | Five-plus-night business traveler, upscale transient, and families | 438/49 | 103 |
| Embassy Suites Since: 1984 | An upper-upscale, all-suites hotel brand that anticipates the needs of both business travelers and families. | Upper-upscale | Courtyard, Crowne Plaza, Holiday Inn, Sheraton | Initial: $75,000 + $400/room (over 250) Royalty: 3.5% GRR for Year 1, 4.5% GRR for Year 2, and 5.5% GRR for remainder Marketing: 4% GRR | Mix of business and family travelers | 240/42 | 38 |
| Canopy by Hilton Since: 2014 | This brand creates a positive stay for guests seeking an energizing and comfortable experience. | Upscale | Hyatt Centric, Joie De Vivre, Kimpton, Ace Hotels | Initial: $75,000 + $400/room (over 250) Royalty: 5% GRR Marketing: 4% GRR | Travelers who enjoy uncomplicated comforts and an energizing atmosphere | 2/1 | 19 |
| Conrad Hotels and Resorts Since: 1982 | This modern, yet sophisticated, brand offers travelers the luxury of being themselves. | Luxury | Fairmont, Intercontinental, JW Marriott, Park Hyatt, Sofitel | Not disclosed | New generation of smart luxury travelers | 5/4 | 1 |
| Waldorf Astoria Hotels and Resorts Since: n/a | A brand of luxury hotels and resorts that offers exceptional experiences in legendary locations. | Luxury | Four Seasons, Mandarin Oriental, Peninsula, Ritz-Carlton, St. Regis | Not disclosed | Discerning travelers | 13/7 | 2 |
