Hilton launches new brand: Spark by Hilton

3 min reading time

Published on 12/01/23 - Updated on 12/01/23

Spark by Hilton

Hilton has announced the launch of the latest addition to its portfolio of brands. Spark by Hilton will operate in the premium economy segment. The brand is aimed at meeting the needs of even more guests and owners seeking value, quality, and consistency in their accommodation offer. Spark by Hilton currently has more than 100 deals already in various stages of development.

Spark by Hilton’s goal is to provide a simple, reliable, and comfortable stay for every guest at an accessible price. It is aimed at travellers looking to maximise the value of their stays. Its clients will also enjoy the benefits of Hilton’s loyalty programme.

The brand’s signature elements are:

  • Thoughtful Simplicity: brand properties will boast a simple design illuminated with splashes of colour and cheer. Communal spaces will allow guests to enjoy breakfast, socialise or work. Their simple, streamlined furnishings are designed with practicality in mind.
  • Reliable Service: guests will feel welcomed and confident right from their arrival in the hotel. Tools such as 24-hour digital check-in and Digital Key will also be at their disposal.
  • Unexpected Touches: clients will enjoy a simple, complimentary breakfast, featuring coffee, juice, and a signature bagel bar. A 24-hour retail market will also be present on-sites.
  • Consistent Quality: every new member hotel will be obliged to undergo a full renovation, encompassing all guest-facing areas of the property, when joining the brand.

Through Spark by Hilton, the company aims to create greater value for owners and operators. It has been designed as a cost-effective conversion brand to reinvent the economy segment. It focuses on areas that drive the guest experience and has a consistent brand identity to be integrated across affiliate hotels. This is to allow existing properties to integrate more fluidly into its portfolio. As part of Hilton, owners will furthermore benefit from access to the company’s network, services, and tools.

The launch comes as a result of Hilton’s continued analysis of the hospitality market. In order to meet the evolving needs of guests and owners, the company has created this new premium economy lodging option. Over the last 15 years, Hilton has more than doubled the number of brands in its portfolio across a multitude of segments.

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. 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.

Chris Nassetta, President & CEO of Hilton

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. 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.

Matt Schuyler, Chief Brand Officer at Hilton

Spark by Hilton was developed in close collaboration with our developer community, and we are thrilled by the positive feedback and excitement we have received to date. In fact, we already have more than 100 deals in various stages of development across the US, with the first properties anticipated to open this year.

Alissa Klees, Brand Leader at Spark by Hilton

For further

Every week, the HON team brings you an expert look at the world of hospitality. By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.


Sign up to add topics in favorite. Sign up to add categories in favorite. Sign up to add content in favorite. Register for free to vote for the application.

Already signed up? Already signed up? Already signed up? Already registered?