January 27, 2009
Home2 Suites by Hilton Offers Us Safe Naming in Tough Times
The new Home2 Suites by Hilton are extended stay hotels geared to the young millennial business traveler. Designed to be edgy, funky, and maybe even a little bit grungy, these hotels are pretty simple.
The Home2 naming refers to these suites being your second home, with your real home, (or more likely apartment) serving as your first home, or Home1, I suppose. There is a distinct technological resonance here, with the sort of Home 2.0 brand name, but such a name would also suggest that the Hilton offering is better than your real home.
Each hotel will also feature an Oasis, which serves as a communal living zone with a community table, individual work zones and so forth (really sounds more like a dorm common room). Again, Hilton is focusing on the various conceptions of home and safety with strategic naming.
There will be 100 offerings by 2012 and each hotel will have 108 guest rooms: 80% of these will be studios and 20% will be one bedroom suites.
Launching a new brand name might be the right call for the traditionally upmarket Hilton, because in tough times we all want a home and an "oasis" to feel safe in. Hilton himself describes these suites as "hip and humble" - just the ticket for a new executive who wants to feel at home while on the road.
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