Hilton introduces new Premium Economy category brand – Spark by Hilton

Hilton has announced the launch of its newest brand – Spark by Hilton. This is Hilton’s 19th brand overall.

“Spark by Hilton”

Hilton says that following “extensive market research”, it has introduced its newest brand – Spark by Hilton – that “fills an open space in the industry by creating a new premium economy lodging option to meet the needs of even more guests and owners seeking value, quality and consistency”.

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.

said Chris Nassetta, President and CEO, Hilton.

Spark by Hilton will provide “a simple, reliable and comfortable stay for every guest, all at an accessible price”. Signature elements of Spark by Hilton as mentioned by the hospitality company will include:

• Thoughtful Simplicity: Spark by Hilton will offer simple, inspired design with splashes of color and cheer that bring the outdoors in. Each hotel will provide a welcoming sense of arrival with colorful exterior statement walls and energizing artwork. The public space will feature multi-functional seating from communal tables to rocking chairs, offering plenty of options for guests to enjoy breakfast, socialize or work throughout the day. Guest rooms will be comfortable and relaxing so travellers can 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.
• Reliable Service: As part of the Hilton family of brands, guests will feel welcome and confident in their stay from the moment they walk through the door. Warm and inviting hotel team members with attention to detail will provide happy and helpful service. And, guests will be empowered with the tools needed to make the most of their stay, such as 24-hour digital check-in and Digital Key.
• Unexpected Touches: Spark by Hilton will help add value to the guest experience by offering a simple, complimentary breakfast, featuring premium coffee, juice and a signature bagel bar with spreads, so guests can fuel up before hitting the road. The brand will also offer a 24-hour retail market for on-the-go travellers.
• Consistent Quality: 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 family.

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 travelers can enjoy a great hotel experience where they feel truly cared for.

said Matt Schuyler, Chief Brand Officer, Hilton.

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Conversion friendly

Hilton says that Spark by Hilton will be a conversion friendly brand, meaning that independent hotel owners will be able to partner with Hilton and convert their hotel into a Spark by Hilton, thereby taking their hotel on a global stage.

The American hospitality company says that 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.

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 U.S., with the first properties anticipated to open this year.

said Alissa Klees, Brand Leader, Spark by Hilton.

Thoughts

Hilton already has some budget-friendly brands such as Hampton by Hilton and Hilton Garden Inn in its portfolio. The introduction of Spark by Hilton is just an addition to that.

Generally speaking, economy and budget-friendly brands are hard to maintain. Consistency and quality are the factors which become hard to maintain at a global stage. Take any example, whether it is Fairfield by Marriott, Hyatt Place or Holiday Inn Express. All of them have inconsistencies in some form or another.

Hilton says that “Reliable Service” and “Consistent Quality” will be signature elements at every Spark by Hilton property. I am very skeptical about this because of the reasons I mentioned in the previous paragraph. If Hilton does manage to maintain all the parameters that it is mentioned at Spark by Hilton properties, it will sure be a costumer-attraction and money spinning point.

Hilton says that already more than 100 deals are in various stages of development across the United States for introducing Spark by Hilton. The first property is expected to open sometime this year. Now the question that remains to be answered is that whether this brand will make its way globally or just remain in the U.S. market.

I personally see this brand doing well in Asian countries, particularly in India, if priced right. Hilton has lagged behind in terms of growth in India and the introduction of this brand in the country will be a great addition to the diverse hospitality landscape of the country.

Leaving aside all the possible shortcomings of the brand, Spark by Hilton seems to be a great addition to Hilton’s portfolio and it will be interesting how the brand evolves in the future and what are its expansion plans.

Meanwhile, Hilton recently announced that its brand – Curio Collection by Hilton – will debut in the Netherlands with a 14th century castle property.

Featured image by Hilton

All the other images by Hilton

What do you think of Hilton’s newest brand, Spark by Hilton? Let me know in the comments section below.

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