Hilton has launched new meetings and events-focused brand Signia, which it says aims to “transform the industry for meeting professionals and sophisticated business travelers by infusing state-of-the-art technology and design into every aspect of the guest experience”.

The group’s 18th brand launches with two forthcoming properties in Atlanta and Indianapolis, as well as an existing hotel in Orlando.

The brand will comprise “a carefully curated portfolio of hotels in top urban and resort locales”, with properties offering a minimum of 500 rooms, and 75 square feet of meeting and events space per room.

Key features will include a signature restaurant, destination bar, premium wellness facilities, and “unmatched lobby experiences”, as well as the Signia meeting experience, including large ballrooms and pre-function areas, and “the newest technologies to elevate today’s meetings”.

Commenting on the news David Marr, senior vice president and global head, Full Service Brands, Hilton, said:

“Signia Hilton grew from feedback from top meeting professionals, owners, developers and guests. 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.”

The 1,000-room Signia Hilton Atlanta is scheduled to open next to the Georgia World Congress Center in 2022, while the 800-room Signia Hilton Indianapolis will be located in Pan Am Plaza across from the Indiana Convention Center.

Meanwhile the Hilton Orlando Bonnet Creek is set to be upgraded and reflagged as the Signia Hilton Orlando Bonnet Creek.

Last month Hilton confirmed the first European property for its new luxury brand LXR Hotels and Resorts, with the Millennium Hotel in London’s Mayfair set to be rebranded as The Biltmore.