Hilton Worldwide Holdings Inc. removed a Minneapolis‑area Hampton Inn from its booking system after a video posted on January 6, 2026 showed front‑desk staff refusing rooms to Immigration and Customs Enforcement (ICE) agents. The incident, which began with emails on January 2, 2026, was followed by a public DHS accusation on January 5 and an apology from the hotel’s operator, Everpeak Hospitality. The new video contradicted that apology and prompted Hilton’s decisive action on the same day the video appeared.
The Hampton Inn is part of Hilton’s franchise network and is independently owned by Everpeak Hospitality. Following the January 5 DHS statement that the hotel had engaged in a “coordinated campaign” of discrimination, the hotel issued an apology. However, the January 6 video showed staff still denying service, leading Hilton to remove the property from its reservation platform and to reinforce its standards across all franchisees.
Hilton’s spokesperson emphasized the company’s core values, stating, “Hilton hotels serve as welcoming places for all.” The spokesperson added that the incident was not reflective of Hilton’s policies and that the company was working closely with the hotel to resolve the matter. Hilton also announced it would engage with all franchisees to reinforce brand standards and prevent future violations.
The removal of a single franchise has a negligible effect on Hilton’s overall revenue, given its portfolio of more than 9,000 hotels. Nevertheless, the incident attracted investor attention; Hilton’s stock rose 2.09% on January 7 after a 2.46% decline on January 5, indicating that the market viewed the action as a positive step toward protecting brand integrity.
The incident unfolded amid a federal crackdown on alleged fraud in Minnesota, with a significant deployment of DHS agents in the Twin Cities. DHS Assistant Secretary Tricia McLaughlin criticized Hilton’s action as “un-American,” underscoring the political sensitivity of the case. The episode highlights the challenges hotel chains face in balancing franchise autonomy with consistent brand standards.
Hilton’s swift removal signals a strong commitment to inclusivity and may prompt tighter oversight of franchise operations. The event underscores the importance of brand integrity in the hospitality industry and the potential reputational risks that can arise from franchise-level misconduct.
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