The secret wing: Hilton seeks business-class guinea pigs to test new room designs
Filed under: Extracurriculars, Technology, Travel

Most of the big brands conduct most of their experiments behind closed doors. According to an illuminating exposé from Portfolio.com, Starwood (Westin and W Hotels), Hyatt's Summerfield Suites, and Marriott all run mini-properties stashed in private locations such as warehouses and office basements. Loyal customers are quietly invited to give new rooms a whirl, although they're not usually allowed to stay overnight.
But Hilton operates a wing of an otherwise anonymous Los Angeles-area hotel specifically for the purpose of trying out new room ideas. Regular guests check in and out of the test rooms, conveniently located near Hilton's corporate offices. To ensure that only brand devotees are exposed to potentially disastrous experiments, its El Segundo Hilton Garden Inn property (which is the only one of the 260 HGI properties that Hilton directly owns and operates) assigns the prototype rooms only to people with Diamond frequent-stay status. That translates to folks who stay in Hiltons for about two months a year.
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