MYRTLE BEACH, SC—You've seen dual branded quick-serverestaurants and even gas stations with Dunkin Donuts or Subwaysinside. But will a dual-brand hotel concept hitbig with developers, and more importantly, with hotel guests inMyrtle Beach?

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We'll soon find out. That's because Hilton Worldwide just brokeground on a hotel project that fits that bill.Hilton is building a Homewood Suites by HiltonMyrtle Beach/Oceanfront as part of a Hampton Inn MyrtleBeach/Oceanfront.

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The Sonship Hospitality-owned and manageddevelopment marks Hilton's first crack at a dual-brandedhotel property there. It's also the firsthotel built in Myrtle Beach since the 2009 openingof the Hampton Inn Myrtle Beach/Oceanfront's second tower at 1801South Ocean Boulevard.

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“As the first dual-build, oceanfront property in the HiltonWorldwide portfolio, this property demonstrates the flexibility weare able to offer developers interested in bringing our establishedbrands to new, unique locations,” says PhilCordell, global head of Focused Service and Hampton brand.Joining the 227 room Hampton hotel, HomewoodSuites by Hilton Myrtle Beach/Oceanfront will have 100 guest suiteswhen it is completed.

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The dual-brand hotel concept will offer largercommunal areas, including a 12,000-square-foot, 300-seat conferencecenter and a 24-hour business center and fitness center. Thehotel will also sport two distinct lobbies withtwo separate check-in desks and lodging and dining areas that aimto cater to the needs of specific guests. Hampton Inn aims moretoward business travelers while Homewood Suites target budgettravelers.

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Hilton has been working the dual-branded hotelconcept in the Southeast this year. In January, the company inked adeal for a dual-branded Hilton Garden Inn and Home2Suites by Hilton inColumbia, SC. The hotel development is slated toopen in 2016 and will join Hilton Worldwide's current portfolio of16 Hilton Worldwide dual-branded hotels.

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Dual-branded hotels are certainly coming ofage. Beyond the Southeast, a $172 million dual-branded Marriott opened this summer in Los Angeles and an$81.5 million dual-branded Hampton Inn & Suites and Homewood Suites byHilton opened in Denver. Meanwhile, in Boston construction isunderway on Starwood Hotels & Resorts dual-branded hotel development that will combine—Aloft BostonWaterfront and Element Boston Waterfront.

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"Building a new hotel is more difficult thanever, particularly for developers looking for long-term sustainableyields in primary locations," Eric Wright, a hotelconsultant with the Vancouver, Canada office of HVS GlobalHospitality Services, tells Costar. "The multi-brandedhotel emerged from this demanding environment fordevelopment, as well as the shift among hotel firms towards greatersophistication in tailoring guest experiences and targetingspecific demand segments, thereby creating less overhead andgreater cost efficiency."

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