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Hilton opening first new brand in 20 years

Published: 
Thursday, February 3, 2011

MEMPHIS—Hilton is launching its first new hotel brand in 20 years. With today’s scheduled opening of the first Home2 Suites in Fayetteville, NC, Hilton Worldwide is venturing into a mid-tier extended stay market that remains relatively competitive amid a slowly recovering economy.

Hilton already has a presence in the extended-stay segment with the upscale Homewood Suites, but Home2 Suites is providing something new: Increased amenities and a larger, more modern lobby design.
Hilton hopes its lobby concept—called “Oasis”—will bring extended-stay customers out of their rooms and into the lobby, so they’ll feel less isolated or lonely during multi-day stays. Six other Home2 Suites are under construction, with the next few opening in Baltimore, San Antonio and Layton, Utah. (AP)

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