Hilton has debuted its first premium economy hotel brand, Spark by Hilton, to fill a gap in the industry. Spark by Hilton was also created with developers in mind. The brand leverages an innovative and cost-effective conversion model focused on areas that drive guest experience and instill a consistent visual identity across units.
“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 travelers,” says Hilton chief brand officer Matt Schuyler. “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 travelers can enjoy a great hotel experience where they feel truly cared for.”
Among Spark by Hilton’s signature elements will be simple, inspired interiors accented by notes of color and whimsy that reinforce the outdoors. Invigorating artwork will animate public spaces, serving as backdrop and focal points for guests seated across communal tables, rocking chairs, or other flexible configurations. Streamlined furniture will populate guestrooms, which will be equipped with open closets, bright bathrooms, and multipurpose work surfaces. Other brand signatures will also include complimentary breakfast, 24-hour digital check-in, and digital keys.
“Hilton has pioneered the hospitality industry as we know it today, and we continue to grow our portfolio as our guests’ and owners’ needs evolve,” adds Hilton CEO Chris Nassetta. “The debut of Spark by Hilton builds on that legacy of developing world-class brands as we work to serve any guest, for any trip occasion, anywhere in the world.”
Spark by Hilton, which is Hilton’s 19th brand overall, debuts with more than 100 deals already in various stages of development.