5 New Hotel Brands to Watch
There’s a really cool new hotel that recently opened in your city, right? Well look a little closer and you may realize it’s not a newcomer at all.
Hoteliers are increasingly using new and niche-related brands to expand their portfolio and reach. Established brands like Hilton, Marriott and IHG (InterContinental Hotels Group) are launching new concept hotels in cities across the globe.
The realization that all hotel guests are not created equal has led to this change. New concept brands are typically located in urban centers, more modern, and offer services that cater to a millennial’s lifestyle.
New hotel openings grew by 2.5 percent from 2017 to 2018. That growth is expected to continue by 2.5 percent in 2019, according to a report from Lodging Econometrics.
So what are some of the brands to watch?
Home2 Suites & Motto by Hilton
Hilton has been a forerunner in launching new brands. Affordable style in coveted city destinations is how Hilton describes its newest “Motto” brand. Launched in late 2018, the Motto properties will offer a refined hostile approach to guest stays. The average size will be 163 square feet. Features like wall beds and multi-functional furniture will help save space. Adjacent rooms will have the ability to be connected. Guests will be able to connect and socialize in common areas. Construction on the first Motto began in early 2019 in London. Stateside, the first Motto hotels will be located in Savannah, San Diego, and Washington D.C.
In that same vein, its successful Home2 Suites brand provides more affordable options for extended stays in a more modern environment. The brand is known for its communal spaces and emphasis on sustainability. While it's not necessarily new, consumers will continue to see this hotel pop-up all over the world. Since 2009, the company has opened 290 Home2 Suites properties. Naples Hotel Group opened the 100th property, the Home2 Suites in Miramar, FL.
Atwell Suites by IHG
The InterContinental Hotels Group’s new Atwell brand gives you all the comfort of an extended stay hotel with touches of traditional hotel amenities – all for an affordable price. Aimed at business travelers who want to do more than attend workshops, Atwell Suites will have a lobby bar, lounge areas, and unique dining options. All rooms feature kitchenettes, a work area and pull out sofa. The living spaces have a modern aesthetic that goes beyond cookie-cutter furniture and décor. The first Atwell property will open in 2021.
Hyperlocalism is at the core of Hyatt Centric. The properties not only utilize local art and furniture, but they also incorporate local food and events. “The artwork, furniture, food, and beverages will tell a story, allowing guests to immediately get an authentic feel for the location,” is how the hotel company describes its Centric brand. For example, at the Hyatt Centric New Orleans, you’ll find Old New Orleans spiced rum and crab beignets on the menu. The brand launched in 2015 and now has more than two dozen properties. For more information visit Hyatt.com.
The Wyndham hotel brand began acquiring properties for what would become their “TRYP” brand in 2010. Now the boutique brands total 110 properties. The brand focuses on unique room types. Forget the communal fitness room. You can choose a “fitness room” of your own, which comes with an in-room elliptical machine and treadmill. And while many might think TRYP is made for millennials with its edgy décor, the brand strives to attract a variety of travelers. The “Family Room” features bunk-beds and lots of extra space for families. Some of the TRYP locations have LobbyFriend, a social network that connects guests staying at the same property. For more information visit Wyndham Hotels.
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