Hilton unveils its new brand – Spark by Hilton

Hilton has announced the launch of Spark by Hilton, the newest addition to its portfolio with the aim of filling an open space in the industry by creating a new premium economy lodging option. Here’s what we know…

Spark by Hilton guestroom with kingsize bed

Spark by Hilton builds on Hilton’s continued work evaluating the market to develop new brands to meet the evolving needs of guests and owners and provide a hotel for every traveller for every stay. Over the last 15 years, Hilton has more than doubled its brand portfolio and number of guestrooms around the world organically, creating a diverse, yet complementary range of brands across categories.

The new brand will offer simple, inspired design with splashes of colour that bring the outdoors in. Each hotel will provide a welcoming sense of arrival with colourful exterior statement walls and energising artwork. The public space will feature multi-functional seating from communal tables to rocking chairs, offering plenty of options for guests to enjoy breakfast, socialise or work throughout the day. Guestrooms will be comfortable and relaxing allowing travellers to unwind and recharge for whatever comes next. Focusing on practical amenities, the simple, streamlined furniture will include an open closet, in-room refrigerator, multi-purpose work surface and bright bathroom.

Spark by Hilton guestroom with adjustable work station

Image credit: Hilton International

To ensure the goal of a consistent, quality guest experience, each hotel will be required to complete a full renovation, encompassing all guest-facing areas of the hotel, prior to joining Spark by Hilton and the Hilton portfolio.

“In looking at the economy category, we saw a segment that has grown dramatically but lacks consistency, providing us an opportunity to deliver on the needs of this underserved segment of travellers,” said Matt Schuyler, Chief Brand Officer, Hilton. “True to its name, Spark by Hilton signifies the start of something great – a moment of ignition as we add energy and momentum into the category and deliver the most reliable and friendly stays. This breakthrough premium economy brand will deliver the essentials done exceptionally well for every guest, every time along with friendly service – ensuring all travellers can enjoy a great hotel experience where they feel truly cared for.”

Spark by Hilton is about creating greater value for both owners and operators. This cost-effective conversion brand provides a unique opportunity for existing properties by reimagining the economy segment and focusing on areas that drive the guest experience while also providing a consistent look and feel across each hotel. Owners also will benefit from Hilton’s powerful network effect, resilient business model, and high-performing commercial engines, including supply chain management, a cost-effective pricing model and automated customer offerings such as digital check-in and digital key.

Main image credit: Hilton International