Hilton to Redo its Lobbies

Hilton to Redo its Lobbies
By Harvey Chipkin (Travel Weekly)

Hilton Hotels and Resorts unveiled a new lobby design at its Hilton McLean Virginia Tysons Corner Hotel, steps away from its corporate headquarters. The new lobby design is part of a first step toward a "transformation of the brand over the next three years," according to Dave Horton, global head of Hilton Hotels & Resorts.

Horton, speaking to a group of press, said that the process of "repositioning the brand" would involve "billions of dollars," with $3 billion already committed at 118 properties. Combined with 130 hotels now in development, 40 percent of Hiltons are already on their way to adopting the new look.

The repositioning process involves Hilton creating new manuals and standards for every aspect of a hotel's facilities and operations. Horton said, "This will not be the Hilton your father stayed in."

There will be five "core pillars," to the Hilton overhaul: how the guest feels about the room; food and beverage as a differentiator; community spaces, including the lobby, meeting rooms and executive lounge; significant changes to the HHonors loyalty program; and a focus on the corporate culture aimed at "showing guests we care."

Hilton follows other iconic brands, including Holiday Inn and Sheraton, in reshaping its brand. While it is starting later than those brands, said Horton, "We are acting like a start-up company now and we will be fast-moving so that we stay ahead of the market."