To mark its 100th anniversary, Hilton is launching a new brand of large-scale hotels.

The year of the American group's 100th anniversary will see the appearance of a new brand, Signia Hilton. Among the brand's key features, it should be noted that each property will have at least 500 rooms with a minimum size of 23 m² each.

City centres of agglomerations as well as holiday destinations are targeted in the same way as cities where the following properties are already planned: Signia Hilton Orlando Bonnet Creek, Signia Hilton Atlanta and Signia Hilton Indianapolis.

In the upscale segment, Signia Hilton wants to differentiate itself from other hotel brands with "impressive arrivals" at properties whose architecture symbolizes "grandeur". Lobbies and room keys will have to be at the cutting edge of technology, including "Digital Keys". Finally, the bar becomes a "destination" by being the heart of the hotel.

"Signia Hilton grew from feedback from top meeting professionals, owners, developers and guests," said David Marr, senior vice president and global head, Full Service Brands, Hilton. "After countless hours of collaboration, together, we created Signia Hilton, a brand that will resonate with travelers, 'wow' meeting professionals and set a new, elevated standard for the meetings and events industry."