Hilton Hotels & Resorts is unveiling a new brand design concept for its flag brand of hotels, making it the latest upscale, full-service chain to adopt a modern and streamlined appearance that provides more technology options for road warriors. Hilton hotels hopes to provide individuals with home furniture office atmosphere that is professional. The new design elements will be phased into now or renovated Hilton hotels over the next three to five years, and will affect about 40% of all company properties.

Hilton has spent $40 million to build a prototype at Hilton McLean Tysons Corner, next to company headquarters, but other properties will incorporate local themes and culture in their own designs. New features include a clean look in bedrooms and bathrooms, and room furniture upgrades to reflect a "clean and timeless" look. These upgrades include modern furniture, local art and fewer colors. In hopes of generating more food and beverage sales, Hilton is also converting the lobby to a more social space where customers can hold meetings or hang out after work.