New "premium economy" Spark by Hilton brand unveiled

12 Jan 2023 by Mark Caswell
Spark by Hilton

Hilton has unveiled a new brand aimed at the “premium economy” segment.

Spark by Hilton is the group’s 19th brand, with Hilton stating that it “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”.

Locations have yet to be announced, but the group said that it had more than 100 deals “in various stages of development” across the US, with the first properties expected to open this year.

Spark by Hilton

Hilton also said that Spark would be a “cost-effective conversion brand provid[ing] 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”.

The brand has been created around the four pillars of Thoughtful Simplicity, Reliable Service, Unexpected Touches and Consistent Quality, with signature features including:

  • Rooms with a multi-purpose adjustable work station, open cupboard and fridge
  • “Colourful exterior statement walls and energizing artwork” in public areas, as well as multi-functional seating ranging from communal tables to rocking chairs
  • Complimentary breakfast consisting of premium coffee, juice and a bagel bar
  • A 24-hour retail shop
Spark by Hilton

Hilton said that all hotels joining the brand would first be required to complete a full renovation across all guest-facing areas, in order to ensure “the goal of a consistent, quality guest experience”.

The group’s views Spark as its first foray into the economy (albeit “premium economy”) segment, with Bill Duncan, global head of Hilton’s all-suites and focused service categories telling that the new brand would fit somewhere in between traditional economy and midscale hotels.

Spark by Hilton follows the launch of the group’s midscale Tru brand in 2016, which reached a milestone of 200 properties across North America last year.

Tru by Hilton reaches 200-hotel milestone

Commenting on the news Matt Schuyler, chief brand officer, Hilton, said:

“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.”

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