In this race to innovate, Hilton presents its latest creation: Spark by Hilton. This new brand promises a unique accommodation experience, combining the strength of the Hilton brand with a flexible approach tailored to the requirements of the economy segment for property conversion.

Brand Recognition and Market Trends
Hilton's presence in the hospitality sector is underscored by its performance in Brand Finance rankings and Google search trends. Hilton has reached 180 million loyalty program members worldwide, while in France alone the brand boasts 1 million cardholders.

Development Strategy : Why Spark?
The economy and midscale segment represents an important proportion of accommodation demand, accounting for 40% of the market. Spark by Hilton aims to capture this growing demand by offering a premium economy experience. With 28 hotels open and 144 under development, Spark has a target of 2,000 hotels in the US. By focusing on a conversion approach, Spark by Hilton aims to attract hotel owners who are looking to modernize their properties without having to undertake major renovations. This strategy allows existing properties to integrate seamlessly into the Hilton portfolio, leveraging the brand's reputation and resources.

Key brand elements and operational efficiency
A fundamental feature of Spark by Hilton is its brand elements, designed to create experiences. From the welcoming entrance mat to the signature chalkboard, every aspect of Spark hotels is designed to delight guests. What's more, with its emphasis on flexibility and adaptability, Spark can be implemented with rooms from 14 m2, designed to provide great flexibility. 

Technological Innovation and Cost Reduction
Hilton's proprietary Property Engagement Platform (PEP) evolves hotel operations, offering enhanced functionality and streamlined workflows. With a cloud-based application and intuitive design, PEP enables team members to prioritize customer engagement while reducing upfront training time and ongoing maintenance costs. In addition, PEP is positioned as a cost-saving tool, offering, according to Hilton, reductions of 25-40% in expenditure compared to traditional systems

An important proposition for owners
With the strength of the Hilton network providing rapid ramp-up through Hilton Honors, reduced distribution costs and a simplified hotel management system, Spark offers an attractive value proposition.

Whether in the U.S. or Europe, Spark is set to light up the hotel landscape with its innovative and flexible approach, offering an upscale experience at an affordable price. Hilton now has a brand that enables it to attack a leading market segment in Europe and address massive conversion potential in the United States.