MCLEAN, Va.—Hilton Worldwide has announced a rebranding of Embassy Suites Hotels and Hampton Hotels in the U.S., 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 the company’s continued commitment to the future growth, expansion, and evolution of its brands. The phased rollout begins this quarter and will bring about greater consistency, as these brands already carry the ‘by Hilton’ endorsement outside of the U.S.
“The Hilton brand symbolizes quality, consistency, and familiarity, providing further reassurance to guests and owners alike,” said Jim Holthouser, executive vice president, 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, and will continue to further align brand recognition and global consistency across the Hilton Worldwide portfolio. 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., which will now be known as Hampton Inn by Hilton and Hampton Inn & Suites by Hilton.
Consumers can now associate the Embassy Suites and Hampton brands with Hilton Worldwide, thereby increasing consumer familiarity of their brand attributes, including opportunities to earn/redeem points and benefits with Hilton HHonors.