LA CROSSE, Wis. and MCLEAN, Va.—Home2 Suites by Hilton marked a significant milestone in the brand’s development with the opening of its 100th hotel, Home2 Suites by Hilton La Crosse, in Downtown La Crosse, Wis., on July 19. Home2 has been one of Hilton Worldwide’s fastest growing brands and reached its 100th property milestone just five years after welcoming its first guests and only one year after celebrating its 50th hotel opening. Home2 currently owns one of the Hilton portfolio’s strongest property pipelines, which includes more than 320 approved hotel projects.
“The 100th property opening serves as a proof point of the success of Home2’s strategic move into urban markets, utilizing its streamlined, flexible construction model and track record of fast ramp-up,” said Adrian Kurre, global head, Homewood Suites and Home2 Suites. “Home2 is taking notes out of the playbook of its sister brand, Homewood Suites by Hilton, and leveraging the strength of the Hilton engine and Hilton HHonors program to position properties for success.”
The brand’s success and stacked pipeline can be attributed, in part, to its differentiated product offerings that have proven to be resistant to the cyclical nature of the hospitality industry. Developers appreciate Home2’s innovative, cost-efficient product in the growing extended stay lodging segment. Home2 has also become known for its streamlined construction model where the development timeline often sees new properties go from groundbreaking to opening in less than a year.
Home2 is pursuing a continued expansion into urban, high barrier-to-entry markets through a mix of new build and adaptive reuse hotels, which are conducive to the brand’s small, two-acre footprint and fast build-out. In addition to the 100th property, which opens its doors in La Crosse’s rich, historic downtown neighborhood, Home2 has recently opened hotels in downtown Indianapolis and downtown Atlanta—both adaptive reuse projects that gave new life to historic properties. Looking toward 2017, additional urban Home2 locations will open in downtown Columbia, S.C., and downtown Los Angeles, Calif.
The Home2 brand has also set its sights on a northern expansion. International growth in Canada is already underway with two opened properties in Milton, Ontario and West Edmonton, Alberta, with another property poised to open in Fort St. John, British Columbia, later this summer.
In addition to Homewood Suites, the success and rapid expansion of Home2 can be attributed to the lessons learned from Embassy Suites by Hilton. Together the three brands make up Hilton’s All Suites category. Led by hospitality veteran and global head, Bill Duncan, the new division is maximizing the sales, operational and development efficiencies that are shared across the brands.
“Undoubtedly, the All Suites category rollout has served each of our brands, fueling and fusing past knowledge and future goals into our overall process. We continue to make significant strides in growing our presence domestically and internationally, and in suburban locations and their urban counterparts,” said Duncan. “This year, alone, Home2 hit 100, Homewood reached 400 and Embassy passed 230; but, together, these brands will prove to be an unstoppable force in hospitality, which trickles down to a better investment for our owners, and ultimately, an unforgettable experience for our guests.”
