The Hilton Group continues to expand its portfolio with the launch of its 19th brand, Spark by Hilton. This new brand, positioned in the premium economy segmentThis latest addition to the American group's offering in this niche joins other brands such as Hampton, Tru and Motto. " Looking at the economy category, we have seen a segment that has grown spectacularly but lacks coherence, which gives us an opportunity to respond to the under-served needs of this type of traveller." said Matt Schuyler, Hilton's Chief Brand Officer.
The new Spark brand is all about 'thoughtful simplicity', with a streamlined design enhanced by splashes of colour, and contemporary, multi-functional public spaces suitable for both work and relaxation, with communal tables and rocking chairs. For their part, the rooms will offer all the comforts needed by business travellers, including a workstation versatile.
While, on the technology side, guests will be able to take advantage of a digital room key and 24-hour electronic check-in, Spark Hotels also intends to offer them a warm, human service. As for the food and beverage offer, it focuses on a grocery shop for takeaway sales and on free breakfastwith coffee, fruit juices and a bagel bar.
For the moment, the Spark by Hilton brand is focused on on the US market. " We already have more than 100 projects at various stages of development across the United States, with the first hotels due to open this year." said Alissa Klees, in charge of the new brand. The model is based exclusively on the conversion of existing hotels, with establishments committing to a complete refurbishment of all areas of the hotel before joining the Hilton family and glimpsing the millions of members of its loyalty programme.
